Use 'Install' wording for self-managed docs

[eedugon]

Summary

• Rename two self-managed entry points from Deploy to Install in page title/navigation title.
• Keep wording aligned with user intent and search behavior for installation docs.

Why

This is a small SEO-driven wording update: users are more likely to search for install than deploy when they are setting up self-managed platforms like installing Elasticsearch on premises (and I'd also expect the same to install ECE).

For self-managed platforms, install is the most accurate verb. In contrast, for ECH or Serverless, different wording is more appropriate because users are not installing any component themselves.

Closes https://github.com/elastic/docs-content-internal/issues/806

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🔍 Preview links for changed docs

• deploy-manage/deploy/cloud-enterprise/deploy-an-orchestrator.md
• deploy-manage/deploy/self-managed/installing-elasticsearch.md

[yetanothertw]

Should the nav title be updated to reflect this as well?

[eedugon]

I left that on purpose (at least temporary :) ), as I like the "Deploy an orchestrator" in the navigation, but the title of the doc would be better for SEO and clarity purposes to be called "Install an {{ece}} orchestrator".

Anyway I'd like to wait for Shaina's feedback as maybe we prefer the "deploy" message everywhere for this doc set. In that case I'd undo the change entirely.

But yes, if we go for "install" we also need to decide if we change the nav title too (as I've done in Elasticsearch --> well I haven't because that doc didn't have explicit nav_title :) ). Thanks!

[shainaraskas]

I prefer them matching the verb as well :)

[eedugon]

@shainaraskas , I'd like to get your opinion here:

• I think we definitely need to change the title of "Deploy and Elasticsearch cluster" to "Install an Elasticsearch cluster" document, as it's true that nobody is going to search those documents with "deploy", plus all the sub-documents of the TOC use install and not deploy.

• But what about ECE and ECK? I'm tempted to also say "Install an ECE orchestrator" or "Install ECK operator" more than deploy. What do you think?

  • For ECE is makes more sense than for ECK, as on Kubernetes using deploy or deploying feels natural.

In this PR I've made small update for the ECE doc, and discarded any change on ECK.

But if you prefer I can undo all changes and keep only the Elasticsearch change, which is the change originally requested at https://github.com/elastic/docs-content-internal/issues/806

[yetanothertw]

Looks good to me, thanks!
I left a small q about the nav title.

[shainaraskas]

@eedugon given the cause of this issue, I'd go with matching whatever is in the old docs.

So, you're correct. ECE uses "install" https://www.elastic.co/guide/en/cloud-enterprise/3.8/ece-installing.html
And ECK seems to lean toward "deploy" https://www.elastic.co/guide/en/cloud-on-k8s/2.16/k8s-quickstart.html

thanks for checking in (but I trust your instincts here!)

[shainaraskas]

explicit checkmark