On-page optimization

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  1. On-Page Optimization for Wiki Content

Introduction

On-page optimization refers to the practice of improving elements *within* a wiki page to increase its ranking in internal wiki search results and improve its readability and usability for users. While wikis aren't traditionally subject to the same search engine optimization (SEO) concerns as public websites, the principles of clear organization, relevant keywords, and user-friendly formatting are paramount for a successful and well-utilized wiki. Effective on-page optimization ensures that users can easily find the information they need, contributing to a more vibrant and collaborative wiki environment. This article will guide beginners through the key aspects of on-page optimization within a MediaWiki 1.40 context. It will cover everything from keyword research (adapted for a wiki), heading structure, internal linking, image optimization, and best practices for writing clear and concise content. We'll also touch on the importance of maintaining consistency and regularly reviewing your pages.

Understanding the Wiki Search Landscape

Unlike Google or Bing, the "search engine" within a wiki is typically powered by MediaWiki's built-in search functionality. This search relies heavily on the text content of pages, the page titles, and the structure of the wiki. Therefore, optimizing for this internal search is different than optimizing for external search engines. The goal isn't necessarily to attract external traffic, but to ensure that existing users and contributors can readily locate information. Key factors include:

  • **Keyword Relevance:** Using terms users are likely to search for within the wiki.
  • **Page Title:** A clear and descriptive title is crucial.
  • **Heading Structure:** Well-defined headings (using `== Heading ==`, `=== Subheading ===`, etc.) help both users and the search algorithm understand the page's content.
  • **Internal Linking:** Linking between related pages is vital for discoverability and context. See Internal Links for more details.
  • **Content Quality:** Accurate, well-written, and up-to-date information is essential.

Consider a user searching for "portfolio diversification". A well-optimized page on this topic would:

  • Have a title like "Portfolio Diversification Strategies"
  • Include the phrase "portfolio diversification" prominently in the first paragraph.
  • Use headings like "What is Portfolio Diversification?" and "Benefits of Diversification."
  • Link to related pages like Risk Management, Asset Allocation, and Investment Strategies.

Keyword Research (Wiki-Style)

Traditional keyword research tools like [Ahrefs](https://ahrefs.com/), [SEMrush](https://www.semrush.com/), and [Google Keyword Planner](https://ads.google.com/home/tools/keyword-planner/) are designed for external search. However, the principles still apply. Instead of focusing on search volume, focus on the terms *your users* are likely to use.

  • **Brainstorming:** List all the possible terms someone might use to find information on a particular topic.
  • **Wiki Search Analysis:** Type potential keywords into the wiki search bar and observe the suggestions. This reveals what terms other users have already searched for.
  • **Content Gap Analysis:** Identify topics that are missing from the wiki or are poorly covered. These represent opportunities for new content. See Content Creation for guidance.
  • **Competitor Analysis (Internal):** Examine existing pages on similar topics and identify the keywords they use.
  • **Long-Tail Keywords:** Focus on longer, more specific phrases. For example, instead of "trading", consider "day trading strategies for beginners". These are often easier to rank for and attract more targeted traffic.
  • **Tools for Keyword Exploration:** While not specifically for wikis, tools like [AnswerThePublic](https://answerthepublic.com/) can provide insights into questions people are asking about a topic. Also consider [Google Trends](https://trends.google.com/trends/) to understand search interest over time.

Structuring Your Content with Headings

Headings are crucial for both readability and searchability. MediaWiki uses a simple markup system for headings:

  • `== Heading 1 ==` – Main heading, typically used for the page title.
  • `=== Heading 2 ===` – Subheading, used to break down the main topic into sections.
  • `==== Heading 3 ==== `– Sub-subheading, for further detail.
  • And so on…
    • Best Practices for Headings:**
  • **Hierarchical Structure:** Use headings in a logical order. Don't skip levels (e.g., don't go from Heading 1 to Heading 3).
  • **Descriptive and Concise:** Headings should accurately reflect the content of the section.
  • **Keyword Inclusion:** Naturally incorporate relevant keywords into your headings.
  • **Avoid Overuse:** Too many headings can make a page feel cluttered.
  • **Use consistent heading styles:** Maintain a uniform style throughout the wiki.

Example:

```wiki

Technical Analysis Indicators

Moving Averages

Moving averages are a popular indicator used to smooth out price data...

Relative Strength Index (RSI)

The RSI is a momentum oscillator that measures the magnitude of recent price changes...

MACD (Moving Average Convergence Divergence)

MACD is a trend-following momentum indicator... ```

The Power of Internal Linking

Internal linking is arguably the *most* important aspect of on-page optimization for a wiki. Links connect related pages, creating a web of information that is easy to navigate and explore.

    • Benefits of Internal Linking:**
  • **Improved Discoverability:** Helps users find related content.
  • **Contextual Information:** Provides additional information and background.
  • **Increased Page Authority:** Links from authoritative pages can boost the ranking of linked pages.
  • **Better User Experience:** Makes it easier for users to explore the wiki.
    • Best Practices for Internal Linking:**
  • **Relevance:** Only link to pages that are directly relevant to the current topic.
  • **Anchor Text:** Use descriptive anchor text (the clickable text of the link) that accurately reflects the content of the linked page. For example, instead of "click here," use "Risk Management".
  • **Natural Integration:** Incorporate links naturally into the text. Avoid keyword stuffing.
  • **Link to Important Pages:** Prioritize linking to core pages and frequently accessed content.
  • **Avoid Broken Links:** Regularly check for and fix broken links. Use tools like [Broken Link Checker](https://www.brokenlinkcheck.com/) to automate this process.
  • **Don't overdo it:** Too many links on a page can be distracting.

Example:

"Understanding Risk Tolerance is crucial before making any investment decisions. Consider exploring various Investment Strategies to find the best fit for your needs."

Image Optimization

Images can enhance a wiki page, but they can also negatively impact performance if not optimized correctly.

    • Image Optimization Techniques:**
  • **File Format:** Use appropriate file formats. JPEG is best for photographs, while PNG is better for graphics with sharp lines and text. Consider using [WebP](https://developers.google.com/speed/webp) for superior compression and quality.
  • **File Size:** Reduce file size without sacrificing quality. Use image compression tools like [TinyPNG](https://tinypng.com/) or [ImageOptim](https://imageoptim.com/).
  • **Alt Text:** Add descriptive alt text to all images. This text is displayed if the image cannot be loaded and is used by screen readers for accessibility. Include relevant keywords in the alt text.
  • **File Name:** Use descriptive file names. Instead of "IMG_1234.jpg," use "portfolio-diversification-example.jpg."
  • **Thumbnails:** Use thumbnails to display images at a smaller size.
  • **Caption:** Add a caption to provide context and explain the image.

Writing for Readability and Clarity

Even with perfect keyword usage and internal linking, your page will fail if the content is poorly written.

    • Best Practices for Writing Wiki Content:**
  • **Clear and Concise Language:** Avoid jargon and technical terms when possible. If you must use them, define them clearly.
  • **Short Paragraphs:** Break up large blocks of text into shorter, more manageable paragraphs.
  • **Bullet Points and Lists:** Use bullet points and numbered lists to present information in a clear and organized manner.
  • **Active Voice:** Use active voice whenever possible. For example, instead of "The report was written by the team," write "The team wrote the report."
  • **Grammar and Spelling:** Proofread carefully for grammar and spelling errors. Use a grammar checker like [Grammarly](https://www.grammarly.com/).
  • **Consistent Tone:** Maintain a consistent tone throughout the wiki.
  • **Use Templates:** Leverage MediaWiki's Templates to ensure consistency in formatting and layout.
  • **Consider Accessibility:** Write with accessibility in mind. Use headings, alt text, and clear language to make your content accessible to everyone.
  • **Cite Sources:** Properly cite your sources using MediaWiki's citation features. See Citations for more information.

Maintaining and Reviewing Your Pages

On-page optimization is not a one-time task. It's an ongoing process.

    • Regular Maintenance Tasks:**
  • **Update Content:** Keep your content up-to-date and accurate. Financial markets change rapidly, so this is particularly important for topics like Technical Indicators, Fundamental Analysis, and Trading Psychology.
  • **Check for Broken Links:** Regularly check for and fix broken links.
  • **Review Keywords:** Revisit your keyword strategy periodically to ensure it's still relevant.
  • **Analyze Usage Data:** If your wiki has analytics enabled, use the data to identify popular pages and areas for improvement.
  • **Solicit Feedback:** Ask other users for feedback on your pages.
  • **Monitor Search Queries:** Pay attention to what users are searching for within the wiki. This can reveal gaps in your content or opportunities for optimization.
  • **Consider using extensions:** Explore MediaWiki extensions like [CategoryTree](https://www.mediawiki.org/wiki/Extension:CategoryTree) to improve navigation and organization.

Advanced Techniques

  • **Schema Markup:** Although not directly supported by MediaWiki's core search, strategic use of templates can mimic some schema markup benefits for better internal organization.
  • **Custom CSS:** Use custom CSS to customize the appearance of your pages and improve readability.
  • **Extension Development:** Consider developing custom extensions to address specific optimization needs.

Resources and Further Reading

Internal Links Content Creation Risk Management Asset Allocation Investment Strategies Templates Citations Technical Indicators Fundamental Analysis Trading Psychology

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