Gran­u­lar SEO in ExpressionEngine

Ian Ebden
By Ian Ebden ·

Looks like this article was written a while ago. Some of the ideas and techniques described may now be outdated. Just sayin’.

{if no_results}{redirect='error'}{/if}
	<meta charset="{charset}">
	<title>{if cf_browser_title_en}{cf_browser_title_en}{if:else}{title}{/if} | {site_name}</title>
	<meta name="description" content="{cf_meta_description_en}">
	<meta name="author" content="{site_name}">
	<meta name="copyright" content="Copyright {current_time format='%Y'} {gv_site_owner} All rights reserved.">
	<meta name="viewport" content="width=device-width, initial-scale=1.0">
	<link rel="stylesheet" href="/css/styles.css">
	<link rel="stylesheet" media="screen and (max-width: 480px)" href="/css/handheld.css">
<?xml version="1.0" encoding="UTF-8"?>
<urlset xmlns="">
		<lastmod>{edit_date format='{DATE_W3C}'}</lastmod>

Nothing exceptional here, just a dynamic channel entries tag. The good stuff happens inside the <title> and <meta> description tags where we inject our SEO values. Importantly, since clients sometimes forget to enter a value for Browser Title – tut, tut – we need a fallback. In this case, I’ve got a condition to display the cf_browser_title_en if it has a value, or else just use the entry title.

Note the disable=”{sn_disable_std}” channel parameter, which contains a snippet of the usual disabled channel params – a nice tip I picked up off Carl Crawley at my recent EEUKconference.

BTW – If you’re wondering what the tags are beginning “gv_” they’re global variables I use to store basic reusable stuff like doctype.

Site map template

But wait, what about the other SEO tags? Well they’re used in our XML site map template. Linking an XML site map – or maps – to Google Webmaster Tools for example, helps you control how Google crawls and indexes your pages, and gives you a ton of data on how Google sees your site, so you can fine tune accordingly.

Here’s how our SEO tags would look in an XML site map template. Remember to change your template type to “XML” in EE.

Since we have default values for both Change Frequency (monthly) and Priority (0.5) there’s no need for fallbacks. Now, clients can tell Google how frequently each page needs indexing, and how important/unimportant each page is in the context of the site.

Wrapping up

No question that cooking up a high-ranking website involves a very complicated recipe, but the fields I’ve suggested are pretty key ingredients that will make a difference. They combine to give clients greater control over keywords, crawl rates and search result appearance for individual pages.

You could add more fields for meta keywords, canonical, etc… but again, it’s being realistic about what the client is comfortable with and able to manage. The fields I’ve suggested above are manageable, easy to implement, have had a very positive impact in most cases.

As always, suggestions and comments are very welcome. How do you build granular SEO into EE?