> For the complete documentation index, see [llms.txt](https://docs.varbase.vardot.com/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://docs.varbase.vardot.com/content-designers/search-engine-optimization.md).

# Search Engine Optimization

Search engine optimisation (SEO) helps people find your site in search results, and more people now also ask AI assistants, which read websites to answer questions. Varbase sets most SEO details for you, from page titles and descriptions to a sitemap and readable addresses, gives you fields and checks to improve each page, and adds the files AI tools look for. This section shows how.

## Why It Matters

* Clean titles, descriptions and structured data from launch day, without per-page effort.
* One set of fields serves search results and social media previews.
* AI assistants can read a clear summary of the site and the text of each post, so the site is more likely to be represented accurately.

## What Varbase Does for You

* **Page titles and descriptions** for search results and social sharing, built from your content. See [Meta Tags](/content-designers/search-engine-optimization/meta-tags.md).
* **An XML sitemap** that lists your content for search engines. See [XML Sitemap](/content-designers/search-engine-optimization/xml-sitemap.md).
* **Readable addresses** and redirects for moved pages. See [URL Management](/content-designers/url-management.md).
* **Language versions**: each page tells search engines about its translations.
* **Canonical addresses**, so a page reachable in two ways has one official address.
* **Social previews** (title, description and image when a link is shared).
* **Structured data** for articles, web pages and the website, which search engines use for richer results.
* **Site-wide defaults** for every page, the front page, error pages, content and taxonomy terms, using placeholders such as the title followed by the site name. Editors override them only when a page needs it.
* **An SEO checklist** that ticks off what Varbase already did and lists the launch tasks.
* **Files for AI tools**: `/llms.txt` and a Markdown version of each post. See [llms.txt and Markdown for AI Tools](/content-designers/search-engine-optimization/llms-txt.md).

<figure><img src="https://410909369-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FzBcuWLZ87gvtX5vA2YGD%2Fuploads%2Fgit-blob-5fdd794f2741fa57fe436f1594999400d06acf58%2Flearn-12-metatag-defaults.png?alt=media" alt="The Metatag page listing defaults for Global, Front page, 403 access denied, 404 page not found, Content and Taxonomy term, each Active with an Edit button"><figcaption><p>Meta Tag Defaults by Type</p></figcaption></figure>

## What You Do on Each Blog Post

Open **Search Engine Optimization (SEO) Information** in the blog post form:

| Field               | What it is for                                                                                                                                                                                                 |
| ------------------- | -------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- |
| **SEO title**       | The title in search results, if it should differ from the post title.                                                                                                                                          |
| **SEO description** | The summary under the title in search results. If empty, the **Description** is used.                                                                                                                          |
| **SEO image**       | The picture shown when the post is shared on social media. If empty, the **Featured image** is used.                                                                                                           |
| **SEO analysis**    | A live check of the post against a **Focus keyword**, with a **Snippet preview** of the search result. See [SEO Analysis With Yoast SEO](/content-designers/search-engine-optimization/seo-analysis-yoast.md). |

<figure><img src="https://410909369-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FzBcuWLZ87gvtX5vA2YGD%2Fuploads%2Fgit-blob-cb83dfd9fa9b254beedc4124e95958bc74943165%2Fseo-overview-01-seo-fields.png?alt=media" alt="The Search Engine Optimization (SEO) Information section of a blog post form, with the SEO title, SEO description, SEO image and SEO analysis fields"><figcaption><p>The SEO Fields of a Blog Post</p></figcaption></figure>

Utility pages use their **Title** and **Description**. Drupal Canvas pages use the **Title**, **Meta description** and **Image** in **Page data**.

## Common Tasks

* [Write a Search Result That Gets the Right Clicks](/content-designers/search-engine-optimization/write-a-search-result-that-gets-the-right-clicks.md): the SEO title and description of one post.
* [Fill Missing Descriptions With AI](/content-designers/search-engine-optimization/fill-missing-descriptions-with-ai.md): fill the gaps on older content in bulk.

## Search Exclude Is Not Robots

**Search API Exclude** on the content form (**Prevent this node from being indexed.**) keeps an item out of the site's own search, such as a thank-you page. It does not hide it from outside search engines; that is a robots setting in the item's meta tags. Each item can also be left out of the sitemap from its form.

## The SEO Checklist

Go to **Configuration** \ **Search and metadata** \ ***SEO checklist*** (`/admin/config/search/seo-checklist`). It lists 45 tasks in tabs such as **Clean URLs**, **Meta tags and Schema.org Vocabularies**, **Search engines** and **Optimizing content**. It ticks those Varbase already did (clean addresses, meta tags, sitemap) and leaves the launch tasks, such as **Verify your XML Sitemap is in your robots.txt file**, **Submit XML sitemap to Google** and **Submit XML sitemap to Bing**. Save the form to record its progress; because it lives in the site, it records who ticked what and when.

{% hint style="warning" %}
On a new site, every visit to the checklist shows "SEO checklist found 10 unchecked items that were already completed and checked them for you. Save the form to record the changes." The message comes back until someone saves the form once. Save it, and it stops.
{% endhint %}

<figure><img src="https://410909369-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FzBcuWLZ87gvtX5vA2YGD%2Fuploads%2Fgit-blob-3c88f59c0a84a5ed4e6d191edcd38b541545fbe9%2Flearn-12-seo-checklist.png?alt=media" alt="The SEO checklist with a progress bar, tabs such as Clean URLs, Meta tags and Schema.org Vocabularies and Search engines, and ticked items such as Install and Enable Redirect module"><figcaption><p>The SEO Checklist</p></figcaption></figure>

## Launch Checklist

1. Meta tag defaults reviewed, with the site name and slogan filled in.
2. SEO fields filled on key pages, by editors or by AI with a review.
3. Sitemap generated, its address added to the robots file (`/robots.txt` has no `Sitemap:` line by default), and submitted to Google Search Console and Bing Webmaster Tools, in accounts the client owns. Verification codes go in the meta tag settings.
4. Redirects from the old site in place.
5. Analytics and consent agreed. Analytics is an optional recipe; the consent services for it exist but are off until switched on (`/admin/config/user-interface/klaro/services`).
6. `/llms.txt` checked, with a short description of the organisation.
7. A decision on AI crawlers: welcome them, or ask some to stay away in the robots file.

## Who Manages SEO

Every editorial role can fill in the SEO fields of the content it edits. The **SEO Admin** role also manages the site-wide meta tag defaults, the sitemap, aliases and redirects.

## Questions Clients Ask

* **Does llms.txt improve rankings?** Do not promise that. It makes the site easier for AI tools to read; effects on AI search visibility are not measured.
* **Are Drupal Canvas pages in the sitemap?** Not on Varbase 11.0: the sitemap lists published blog posts and utility pages in every language. Plan how landing pages reach search engines.

## Planning Notes

* Agree title and description patterns per content type before content entry.
* After launch, a monthly routine for the **SEO Admin**: search engine accounts, **Fix 404 pages**, top search phrases, and a few key pages improved.
* Speed, phone use and accessibility count for search too; oversized images and missing alt text undo the platform's work.

## Tips

* Write the SEO description for people: one or two sentences, under about 160 characters, saying what they will find.
* Use headings in order and give every image alt text; both help search engines as much as people.
* Link related posts to each other.

## In This Section

* [XML Sitemap](/content-designers/search-engine-optimization/xml-sitemap.md)
* [Meta Tags](/content-designers/search-engine-optimization/meta-tags.md)
* [SEO Analysis With Yoast SEO](/content-designers/search-engine-optimization/seo-analysis-yoast.md)
* [llms.txt and Markdown for AI Tools](/content-designers/search-engine-optimization/llms-txt.md)
* [Write a Search Result That Gets the Right Clicks](/content-designers/search-engine-optimization/write-a-search-result-that-gets-the-right-clicks.md)
* [Fill Missing Descriptions With AI](/content-designers/search-engine-optimization/fill-missing-descriptions-with-ai.md)