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Copy file name to clipboardExpand all lines: contribute-docs/style-guide/seo.md
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* Keep it actionable
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* If the page is a how-to or guide, indicate the action or outcome.
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**⚠️Note:** Within the context of the "introductory paragraph", the first and/or second sentence is used in the meta description tag, up to the first 150-160 characters. This tag appears on the search engines results page and impacts CTR. It is not directly user-facing otherwise.
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:::{note}
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If the description is missing in the frontmatter, the first sentences of the page are used in the meta description tag, up to the first 150-160 characters. This tag appears on the search engines results page and impacts CTR. It is not directly user-facing otherwise.
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:::
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When a page starts with a note, image, table, or other component, the meta description is *not* impacted by the component content. Only the first paragraph content nested within the first lines of the opening paragraph tags `<p\>\</p\>`) impact the meta description.
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* Hreflang tags signal language and region to search engines in order to surface and index them within respective search results.
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* Consult with the documentation team for implementation guidance. External contributors should open a GitHub issue to discuss hreflang implementation.
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## Elastic Docs SEO checklist
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### Headings [checklist-headings]
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-[ ] H1 is unique, concise, & clearly states the page's main topic or purpose
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-[ ] Only one H1 is used per page
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-[ ] H1 includes the primary keyword & matches the page focus
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-[ ] H2s break content into logical, descriptive sections
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-[ ] H2s & H3s are unique, not vague or duplicative
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-[ ] Headings use proper order & hierarchy
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-[ ] Headings reflect the content that follows
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-[ ] Headings are not used solely for styling
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### Introductory paragraph [checklist-intro]
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-[ ] First paragraph summarizes the page in 1–3 sentences
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-[ ] States what users will learn or accomplish
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-[ ] Naturally includes primary & secondary keywords
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-[ ] Addresses user intent & context
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-[ ] Uses clear, plain language (defines jargon if needed)
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-[ ] First sentence is suitable for meta description (concise, relevant, actionable)
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### Body copy [checklist-body]
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-[ ] Uses accurate technical terminology; defines terms on first use
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-[ ] Written clearly & concisely
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-[ ] Uses active voice & direct instructions
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-[ ] Keywords & related terms are incorporated naturally
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-[ ] Content is organized with logical headings & subheadings
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-[ ] Provides unique value (not thin or duplicate content)
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-[ ] Includes examples, code snippets, or visuals where helpful
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