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How do I fill in the SEO tab?

Open most documents in the panel and you'll notice two tabs at the top of the form: Content (Treść) and SEO. The first is the text and photos visible on the page. The second controls how that page shows up in Google search results and on the browser tab — and while none of your clients will ever see it directly, it's often what decides whether they find you at all.

What's in this tab​

Every document that has an SEO tab repeats the same four fields:

  • Page title (Tytuł strony) — the clickable headline of the Google result and the text on the browser tab
  • Meta description (Opis meta) — the short snippet under the title in Google, nudging people to click
  • Sharing image (Obrazek do udostępniania) — the image shown when someone pastes a link to your site on Facebook or in a messaging app
  • Hide from search engines (Ukryj przed wyszukiwarkami) — a switch you'll rarely need

A good title and description don't have to read like a keyword list. "Family law in Poznań" tells both the search engine and a potential client more than "law firm family law poznan cheap fast".

The site adds your company name to the title on its own. On the browser tab you'll see "Family law in Poznań | Kancelaria Nowak", where the second part comes from the Company name (Nazwa firmy) field in Site Settings (Ustawienia witryny). If your title already contains the company name, the site won't add it a second time. If you leave the Page title empty, the page's ordinary title takes its place — a service's name or a post's title, for example.

The site crops the sharing image to 1200 × 630 pixels, a landscape rectangle that fits link previews on Facebook or LinkedIn. This field has no cropping tool, so it's best to upload an image at exactly that size.

Hide from search engines​

Once you switch this on and publish the document, the page asks Google not to show it in results and drops out of the sitemap — the list of pages search engines receive. It still works at its address: anyone with the link can open it. That's a good fit for terms of service, for example, which shouldn't pop up in Google instead of your offering.

Where the tab looks different​

Not every document has both tabs. Services Page (Strona usług) and Gallery Page (Strona galerii) have the SEO tab only. That's not a bug: the services list is built automatically from your individual Service (Usługa) entries, and the gallery from your Gallery Photos (Zdjęcie w galerii), so apart from SEO there's nothing to fill in on those documents themselves. If you want to change the order or content of your services, go to Service, not the Services Page.

On the other hand, Team Member (Członek zespołu), News Item (Aktualność), Testimonial (Opinia) and Gallery Photo have no SEO tab at all. None of them has a page of its own — they appear as parts of other pages, so there's nothing to describe to Google.

The blog listing and the news listing don't have their own SEO document either. For those, the site uses the defaults described below.

Site-wide defaults​

In Site Settings the SEO tab has the same fields, each prefixed with "Default" (Domyślny): Default page title (Domyślny tytuł strony), Default meta description (Domyślny opis meta) and Default sharing image (Domyślny obrazek do udostępniania). The site falls back on them wherever a page has no values of its own. They're worth filling in once, properly, even if you don't have time for the other SEO tabs.

On the homepage, the browser-tab title is picked in this order: first the Page title from the Homepage's SEO tab; if that's empty, the Default page title from Site Settings; and if that's missing too, just the Company name. The company name is added by the same rule as everywhere else, so with the title "Adwokat Kraków" the tab reads "Adwokat Kraków | Kancelaria Nowak", and with no title at all simply "Kancelaria Nowak".

The last field in this tab calls for caution. Hide site from search engines (Ukryj witrynę przed wyszukiwarkami) hides the whole site at once: it removes the sitemap and asks Google not to show any page. It's only useful before the official launch. Switch it on by accident on a live site and within a few days you may vanish from search results — so if you're not sure, leave it alone and ask us.

Do I have to fill this in everywhere?​

In practice, it's worth spending a moment on the pages where your Google ranking really matters — the homepage, services, blog posts. An empty SEO field won't break anything, because the defaults step in. For services and posts, the site will also fall back on the short description or excerpt and the main photo. Still, well-filled fields can be the difference between showing up in search results and staying invisible.

With your content and SEO in place, it's time to focus on the text itself — see How do I use the text editor?.

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