Muse is designed to generate search engine friendly code.
For example, Muse offers the ability to customize keywords. You can set Meta Data tags by updating the Page Properties, to add keywords that are relent to your site's content.
When you work with text content, you define and use relevant HTML block tags to create structured text, such as H1, H2, etc. Search engines look for well formatted page containers in the code and parse the relevant text content from headers to use when assigning page ranking.
Additionally, Muse includes automatic and manual use of ALT text for images, proper semantic markup using unordered lists for menus, widgets etc.
These are all important factors to improve the searchability of the published site.
The Business Catalyst platform also has the ability to automatically generate sitemaps and specify if the site is indexable by search engine crawlers. We plan to eventually make this available for Muse generated websites.
Search engine optimization though is a quickly changing field and search providers are constantly tweaking and changing their search algorithms. (They make revisions to how pages are ranked, and may ignore overloaded keywords).
When optimizing your site's SEO, the most effective strategy is to have meaningful content with effective copy that generates lots of incoming links. Using blogs and social media is one way to reach out to a larger audience and keep your content current to attract more traffic.
Muse may be "designed to generate search engine friendly code" but it falls flat in execution.
Without the ability to visually and semantically mark-up your content (much in the same way we can edit XML in InDesign), Muse is a poor tool for SEO.
Adobe Muse FAQ wrote:
The reason why blogs are so effective is because they actually employ semantic markup that is understood by search engines. If you make a Muse site and a separate blog with the same content, your blog will do much better in search results. Just look at the Horace and Lydia site that is featured in the Muse showcase. The blog pages appear higher and with more frequency than the Muse-generated site. The Muse site probably would not be as well ranked if Adobe.com was not linking to it as part of the Muse showcase. Even the heft of Adobe's link popularity cannot make the Muse-created site rank higher than what can be achieved with a simple blogging platform.
For a comprehensive guide to SEO strategy in Muse, please see the following tutorial:
For specific instructions how to add metadata/keywords, jump to the section: