(DOCSP-29016): Added SEO guidelines. (#144)

* (DOCSP-29016): Added SEO guidelines.

* (DOCSP-29016): Fixed build issue.

* (DOCSP-29016): Incorporated Chris's feedback.

* (DOCSP-29016): Added CTA examples.

* (DOCSP-29016): Incorporated Jeff's feedback.

Author: corryroot

snooty.toml

@@ -24,3 +24,4 @@ db-example = "+db+"
 [substitutions]
 mdbsg = "MongoDB Style Guide"
 service = "Atlas"
+html = ":abbr:`HTML (Hypertext Markup Language)`"

source/includes/steps-install-aws-keys.yaml

@@ -51,7 +51,7 @@ content: |
  
         * - Machine Username
           - Type the username you want to use to login to AWS servers 
-            via SSH.
+            with SSH.
  
         * - MongoDB Data Directory
           - Set the path to the MongoDB databases that Cloud creates. 

source/style-guide.txt

@@ -38,6 +38,10 @@ MongoDB external and internal customers.
    MongoDB products. You can use these basic guidelines,
    however, when writing release notes for any product or service.
 
+:doc:`/style-guide/seo-guidelines`
+   Provides guidance for optimizing your documentation pages for 
+   search.
+
 :github:`User Interface Guidelines </mongodb/leafygreen-ui>`
    Provides specifications for the user interface of MongoDB web and
    desktop applications. The components can be viewed
@@ -54,6 +58,7 @@ MongoDB external and internal customers.
    /style-guide/screenshots/index
    /style-guide/error-message-guidelines
    /style-guide/release-notes-guidelines
+   /style-guide/seo-guidelines
    /style-guide/revision-history
 
 The |mdbsg| includes material from the following:

source/style-guide/markup/directives/metadata.txt

@@ -1,20 +1,29 @@
+.. _metadata:
+
 ========================
 Page Metadata Directives
 ========================
 
 meta
 ----
 
-Generates HTML ``<meta>`` tags.
+Use ``.. meta::`` to add |html| meta tags to a page. Adding meta tags 
+aids in searches both internally and through the Internet. You can add 
+both keywords and descriptions. To learn more, see 
+:ref:`seo-guidelines`.
 
 .. code-block:: rst
+	     
+	   .. meta::
+	      :keywords: read concern, local read concern, read isolation, transactions, multi-document transactions
+	      :description: You can tune the consistency and availability of your application using write concerns and read concerns.
 
-   .. meta::
+Add the ``.. meta::`` directive on the line below the 
+page title with a line break in between.
 
 Learn more about the ``meta`` directive from the
 `{+docutils+} documentation <http://docutils.sourceforge.net/docs/ref/rst/directives.html#meta>`__.
 
-
 title
 -----
 

source/style-guide/seo-guidelines.txt

@@ -0,0 +1,103 @@
+.. _seo-guidelines:
+
+=====================================
+Search Engine Optimization Guidelines
+=====================================
+
+Search Engine Optimization (SEO) considers the actual terms that users 
+enter into search engines (keywords) and employs best practices to 
+improve traffic to web pages from search engines. The following 
+guidance should help you optimize your documentation pages for search.
+
+Titles
+------
+
+Use the following SEO best practices for page and subsection titles:
+
+- Use a maximum of 70 characters.
+
+- Include target keywords (the actual terms that users 
+  enter into search engines to reach your page).
+
+- Avoid excessive or irrelevant words (keyword stuffing).
+
+- Strive for unique page titles. Identical titles, even between 
+  documentation sets, might compete in search results.
+  
+To learn more, see :ref:`titles-and-headings`.
+
+Alternative Text
+----------------
+
+Screen readers read alternative text for images aloud so that users can 
+better understand an image. Specify alternative text according to the 
+following SEO best practices:
+
+- Use a maximum of 125 characters per image.
+
+- Describe the image with sufficient detail to understand what it shows.
+
+- If they apply to the image, include keywords 
+  (the actual terms that users enter into search engines). 
+
+To learn more, see :ref:`write-for-accessibility`.
+
+Keywords
+--------
+
+You can add the actual terms that users enter into search engines 
+(keywords) to your page to improve its SEO. Add keywords according to 
+the following best practices:
+
+- Take the most concise form of the information that the page conveys 
+  and make that the target keyword.
+
+  .. example::
+
+     The target keyword for the `Getting Started with MongoDB Atlas 
+     <https://learn.mongodb.com/courses/getting-started-with-mongodb-atlas>`_ University page is 
+     ``mongodb atlas course``.
+
+- Don't add keywords so broad that they compete with the product page.
+
+- Don't add keywords so specific that we miss the actual behavior of 
+  our searchers. For example, add “mongodb atlas course” instead of 
+  “Getting Started with Atlas Data Platform”.
+
+While keyword tags are available, some search engines might ignore 
+these tags. To learn more, see :ref:`metadata`.
+
+Descriptions
+------------
+
+The description is a snippet that appears under the link in the search 
+results, which can impact SEO. Write these descriptions according to 
+the following best practices:
+
+- Use a concise description of the page content that is enticing, if 
+  possible.
+
+- Emphasize the “why” for using the page.
+
+- Use a maximum of 155 characters.
+
+- Include target keywords and a call to action (CTA) that prompts the 
+  user to complete their desired task.
+
+  .. example::
+
+     The following examples use a CTA in the description meta tag:
+
+     .. code-block:: rst
+	     
+	      .. meta::
+	         :description: Use a language analyzer to create search keywords in your Atlas Search index that are optimized for a particular natural language.
+
+     .. code-block:: rst
+	     
+	      .. meta::
+	         :description: Use the character filters in an Atlas Search custom analyzer to examine text one character at a time and perform filtering operations.
+
+- Use unique descriptions for every page.
+
+To learn more, see :ref:`metadata`.