Stop Playing Hide &
Seek with Google
SEO with Drupal 6 & 7
David Minton
@DH_David
Stephen Pashby
@DH_Stephen
@DesignHammer
Overview
• Search Philosophy & Fundamentals
• Google Updates
• Off-page SEO
• On-site SEO
• On-page SEO
2
Search Fundamentals
and Philosophy
3
Search Fundamentals
Why worry about Search Engine Optimization?
4
Search Engine Optimization
“If you build it, they will come.”
TheVoice [from the cornfield]
Field of Dreams
5
comScore 05/14 US Share
6
68%
19%
10% 2%1%
Google Sites
Microsoft Sites
Yahoo! Sites
Ask Network
AOL, Inc.
https://www.com...
Search Engine Optimization
“In my experience, the traffic difference from
position #1 to position #11 is…something
closer t...
Is SEO Science or Magic
“Any sufficiently advanced technology is
indistinguishable from magic.”
Arthur C. Clarke’s Third La...
Is SEO Science or Magic
“The technology behind Google’s search
algorithm is a closely held secret; no amount
of SEO work c...
Is SEO Science or Magic
“Our most recent algorithm does contain
signals that can be gamed. If that one were
100 percent tr...
Is SEO Science or Magic
“Google works in mysterious ways.”
Stephen Pashby
DesignHammer
11
Types of SEO
• Pay-per-click (PPC)
• Organic Search
• Off-page optimization
• On-site optimization
• On-page optimization
...
Pay-Per-Click
• Largest: Google AdWords,Yahoo! Search
Marketing, and Microsoft adCenter
• PPC results not based on website...
Off-page examples
• Incoming links from other websites
• Links from Tweets & other Social Media
14
On-site examples
• Keywords in domain name
• Keywords in file path
• XML site map
• Server availability and load times
15
On-page examples
• Keywords in page title
• Keywords in headlines
• Keywords in image and link attributes
16
Anatomy of SERP
17
Pay-per-click (PPC)
Organic Search Listing
Anatomy of SERP
18
Description
Page Title
URL
SEO Philosophy
SEO is more than just #1 rankings.
19
Usability
“Usability means making sure something works
well, and that a person of average ability or
experience can use it...
21
Optimized for
users’ search? No
Fail
No
Fail
No
Fail
Top search
position
On target copy on
landing page?
Yes
Profit
Yes
...
Google Updates
22
Google Updates
• Google regularly updates its algorithms to:
• Deliver the best search results
• Adapt to SEO techniques t...
Google Safari
• Google doesn’t always publicize algorithm
updates. In 2013, Google began to roll out
more frequent, increm...
Google Panda?
25
What is Panda?
• Released February 2011
• Affected about 12% of all search results
• Intended to penalize low quality webs...
How to get bitten
• Duplicate content on website*
• Low-quality content on website
• Low content to ad ratio
• Content on ...
Google Penguin?
28
What is Penguin?
• Released April 2012
• Affected about 3% of English search results
• Intended to decrease search engine ...
How to get pecked
• Incoming links from low-quality websites:
• Participate in Link Exchange Schemes
• Purchase paid links...
Google Hummingbird?
31
What is Hummingbird?
• Released August 2013
• Most major update to the core search
platform since 2001
• Allows Google new...
Google Pigeon?
33
What is Pigeon?
• Released July 24, 2014
• Improves distance & location ranking
• Core change to local search algorithm
• ...
Off-page Optimization
35
Back links
With great power comes great responsibility!
36
Know your Links
37
Linking in Action
38
More than the Beatles
39
…and major sports
40
786,000,000 Football
415,000,000 Basketball
216,000,000 Baseball
131,000,000 Hockey
68,500,000 The Be...
On top: Adobe Reader
41
On top: Adobe Reader
42
Why is this top result?
43
Incoming links
Tens of thousands of incoming links, like this:
“You will need Acrobat Reader to read or
print this documen...
Real life searches
45
Penguin watch: Off-page
46
• Look for high-quality, relevant links with a
diverse selection of keywords
• Do not use link ...
Getting pecked by
Penguin
• Active: requesting links from low quality
sites
• Evil: links submitted to bad sites by
compet...
On-Site Optimization
48
robots.txt
The gatekeeper of your content.
49
robots.txt
• Instruct crawlers on what not to crawl
•Most important thing to get right!
50
robots.txt (Drupal 7.x, 6.x)
51
robots.txt (Drupal 7.x, 6.x)
52
robots.txt (Drupal 7.x, 6.x)
53
robots.txt (Drupal 7.x, 6.x)
54
User-agent: *
Disallow: /
XML Sitemaps
Make it easy for the web crawlers to do their thing.
55
XML Sitemaps
• Identify URLs to be crawled along with:
• Last updated
• Frequency of updates
• Relative importance
56
xml sitemap (Drupal 7.x, 6.x)
57
xml sitemap (Drupal 7.x, 6.x)
58
Clean URLs,
Path, & Pathauto
“You cannot travel the path until you have become
the path itself” — Buddha
59
Drupal Path Options
• Core with Clean URLs disabled
http://example.com/?q=node/2/
• Core with Clean URLs enabled
http://ex...
Clean URLs (Drupal 7.x, 6.x)
61
Path & Pathauto (Drupal 7.x, 6.x)
62
Redirects, & Canonical
One path to rule them all.
63
Redirects
• Redirect from one path to another (alias)
• Redirect an external URL (301 redirect)
64
Path Redirect (Drupal 7.x, 6.x)
65
Path Redirect (Drupal 7.x, 6.x)
66
Canonical
• For websites with nodes (not paths) of
duplicate or very similar content
• Prevents dilution of incoming links...
Meta tags (Drupal 7.x)
68
Scroll down
Load Times & Caching
Google factors page load speed.
69
Page Load
• Optimize images, CSS, and javascript
• Test site for speedbumps
• Google PageSpeed
• YSlow!
• Firebug/Web Insp...
Google PageSpeed (Chrome)
71
Caching
• Google crawls as anonymous user
• Cache pages for anonymous users
• Consider Caching Server (Memcached)
• Consid...
Performance (Drupal 7.x, 6.x)
73
Panda watch: On-site
• Use canonical tag for any duplicate content
• Don’t make stub pages
• Monitor ad to content ratio
74
On-Page Optimization
75
Page Title
Your most important tag for SEO.
76
Page Title
• Top item in SERP listing
• Default in Drupal is :node title: | :site:
• Modules allow separate optimization
b...
Page Title (Drupal 6.x)
78
Meta tags (Drupal 7.x)
79
Meta Description
Entice searchers with carefully crafted content.
80
Meta Description
• If relevant, may be displayed as the SERP
listing description
• Not counted for placement
• Allows cont...
Nodewords (Drupal 6.x)
82
Meta tags (Drupal 7.x)
83
Structure vs.
Presentation
Appearances may be deceiving
84
Structure tags
HTML tags used to identify the significance of
content, such as:
• <title> — document title
• <h1> — level o...
Presentation
The style applied to content that affects the
way it looks. An example of a CSS style:
h1 {
! font: bold 24px...
Good Structure
87
Underlying Structure
88
Poor Structure
89
Underlying Structure
90
Panda watch: On-page
• Content should be main focus of page
• Avoid machine generated content
• Avoid over optimization of...
It Doesn’t End Here
The battle for SEO dominance never ends.
92
Other Hurdles
• SEO is a contest, there can only be one #1
• You must beat others to move up SERP
• Without keyword resear...
Conclusion
• Drupal best practices will provide a solid
framework for SEO efforts
• SEO is fun!
94
Special thanks
95
David Minton
Stephen Pashby
Follow us!
@DesignHammer
facebook.com/DesignHammer
www.designhammer.com
drupal.org/node/112808...
Upcoming SlideShare
Loading in...5
×

Stop Playing Hide & Seek with Google: SEO with Drupal 6 & 7

593

Published on

No matter what your organization's focus is, being found by your target audiences when they search online must be a focus for every web team. This session will include an overview of how SEO works followed by tips and tools to help you leverage SEO — and make it easier for your audiences to find you. This session is tailored toward IT professionals, as well as content producers and content managers.

Presented at: Capital Camp and Gov Days
Presented by: David Minton and Stephen Pashby
Date: July 30, 2014
Link: http://2014.capitalcampandgovdays.com/capital-camp-and-gov-days/sessions/stop-playing-hide-and-seek-google-search-engine-optimization

Published in: Internet
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
593
On Slideshare
0
From Embeds
0
Number of Embeds
5
Actions
Shares
0
Downloads
0
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Stop Playing Hide & Seek with Google: SEO with Drupal 6 & 7

  1. 1. Stop Playing Hide & Seek with Google SEO with Drupal 6 & 7 David Minton @DH_David Stephen Pashby @DH_Stephen @DesignHammer
  2. 2. Overview • Search Philosophy & Fundamentals • Google Updates • Off-page SEO • On-site SEO • On-page SEO 2
  3. 3. Search Fundamentals and Philosophy 3
  4. 4. Search Fundamentals Why worry about Search Engine Optimization? 4
  5. 5. Search Engine Optimization “If you build it, they will come.” TheVoice [from the cornfield] Field of Dreams 5
  6. 6. comScore 05/14 US Share 6 68% 19% 10% 2%1% Google Sites Microsoft Sites Yahoo! Sites Ask Network AOL, Inc. https://www.comscore.com/Insights/Market-Rankings/comScore-Releases-May-2014-US-Search-Engine-Rankings
  7. 7. Search Engine Optimization “In my experience, the traffic difference from position #1 to position #11 is…something closer to 1/100th of the visits.” Rand Fishkin CEO & Co-Founder of SEOmoz 7
  8. 8. Is SEO Science or Magic “Any sufficiently advanced technology is indistinguishable from magic.” Arthur C. Clarke’s Third Law of Prediction 8
  9. 9. Is SEO Science or Magic “The technology behind Google’s search algorithm is a closely held secret; no amount of SEO work can guarantee top placement. The only company that can guarantee you a top spot in Google is Google.” David Minton DesignHammer 9
  10. 10. Is SEO Science or Magic “Our most recent algorithm does contain signals that can be gamed. If that one were 100 percent transparent, the bad guys would know how to optimize their way back into the rankings.” Matt Cutts Google 10
  11. 11. Is SEO Science or Magic “Google works in mysterious ways.” Stephen Pashby DesignHammer 11
  12. 12. Types of SEO • Pay-per-click (PPC) • Organic Search • Off-page optimization • On-site optimization • On-page optimization 12
  13. 13. Pay-Per-Click • Largest: Google AdWords,Yahoo! Search Marketing, and Microsoft adCenter • PPC results not based on website content • Outside scope of presentation 13
  14. 14. Off-page examples • Incoming links from other websites • Links from Tweets & other Social Media 14
  15. 15. On-site examples • Keywords in domain name • Keywords in file path • XML site map • Server availability and load times 15
  16. 16. On-page examples • Keywords in page title • Keywords in headlines • Keywords in image and link attributes 16
  17. 17. Anatomy of SERP 17 Pay-per-click (PPC) Organic Search Listing
  18. 18. Anatomy of SERP 18 Description Page Title URL
  19. 19. SEO Philosophy SEO is more than just #1 rankings. 19
  20. 20. Usability “Usability means making sure something works well, and that a person of average ability or experience can use it for it’s intended purpose without getting hopelessly frustrated.” Steve Krug,Author — Don't Make MeThink: A Common Sense Approach toWeb Usability 20
  21. 21. 21 Optimized for users’ search? No Fail No Fail No Fail Top search position On target copy on landing page? Yes Profit Yes Enticing title and description? Yes User Behavior Maybe?
  22. 22. Google Updates 22
  23. 23. Google Updates • Google regularly updates its algorithms to: • Deliver the best search results • Adapt to SEO techniques that (Google feels) distort the search results 23
  24. 24. Google Safari • Google doesn’t always publicize algorithm updates. In 2013, Google began to roll out more frequent, incremental updates. • The SEO community has to “hunt” for these updates “in the wild.” 24
  25. 25. Google Panda? 25
  26. 26. What is Panda? • Released February 2011 • Affected about 12% of all search results • Intended to penalize low quality websites • Updated about once per month • Named for key engineer on team 26
  27. 27. How to get bitten • Duplicate content on website* • Low-quality content on website • Low content to ad ratio • Content on your website on other sites ✴Solution discussed later 27
  28. 28. Google Penguin? 28
  29. 29. What is Penguin? • Released April 2012 • Affected about 3% of English search results • Intended to decrease search engine ranking of websites that violate Google’s TOS • Major update in May 2013 • Google’s hasn’t explained the name 29
  30. 30. How to get pecked • Incoming links from low-quality websites: • Participate in Link Exchange Schemes • Purchase paid links • Listing in low-quality, un-curated directories 30
  31. 31. Google Hummingbird? 31
  32. 32. What is Hummingbird? • Released August 2013 • Most major update to the core search platform since 2001 • Allows Google new ways to process recently developed types of signals • Incorporates previous updates (Panda, etc.) • Name comes from being “precise and fast” 32
  33. 33. Google Pigeon? 33
  34. 34. What is Pigeon? • Released July 24, 2014 • Improves distance & location ranking • Core change to local search algorithm • Not a penalty update (e.g. Panda & Penguin) • Named by Search Engine Land 34
  35. 35. Off-page Optimization 35
  36. 36. Back links With great power comes great responsibility! 36
  37. 37. Know your Links 37
  38. 38. Linking in Action 38
  39. 39. More than the Beatles 39
  40. 40. …and major sports 40 786,000,000 Football 415,000,000 Basketball 216,000,000 Baseball 131,000,000 Hockey 68,500,000 The Beatles 1,616,500,000
  41. 41. On top: Adobe Reader 41
  42. 42. On top: Adobe Reader 42
  43. 43. Why is this top result? 43
  44. 44. Incoming links Tens of thousands of incoming links, like this: “You will need Acrobat Reader to read or print this document.To download Acrobat Reader click here.” 44
  45. 45. Real life searches 45
  46. 46. Penguin watch: Off-page 46 • Look for high-quality, relevant links with a diverse selection of keywords • Do not use link exchanges, paid links, low quality sites, or request links from “bad neighborhoods” • Offer content to other quality sites in exchange for links(guest blog posts, articles, etc.)
  47. 47. Getting pecked by Penguin • Active: requesting links from low quality sites • Evil: links submitted to bad sites by competitors* ✴Monitor your back links! 47
  48. 48. On-Site Optimization 48
  49. 49. robots.txt The gatekeeper of your content. 49
  50. 50. robots.txt • Instruct crawlers on what not to crawl •Most important thing to get right! 50
  51. 51. robots.txt (Drupal 7.x, 6.x) 51
  52. 52. robots.txt (Drupal 7.x, 6.x) 52
  53. 53. robots.txt (Drupal 7.x, 6.x) 53
  54. 54. robots.txt (Drupal 7.x, 6.x) 54 User-agent: * Disallow: /
  55. 55. XML Sitemaps Make it easy for the web crawlers to do their thing. 55
  56. 56. XML Sitemaps • Identify URLs to be crawled along with: • Last updated • Frequency of updates • Relative importance 56
  57. 57. xml sitemap (Drupal 7.x, 6.x) 57
  58. 58. xml sitemap (Drupal 7.x, 6.x) 58
  59. 59. Clean URLs, Path, & Pathauto “You cannot travel the path until you have become the path itself” — Buddha 59
  60. 60. Drupal Path Options • Core with Clean URLs disabled http://example.com/?q=node/2/ • Core with Clean URLs enabled http://example.com/node/2 • Path module (automated by Pathauto) http://example.com/drupal-seo 60
  61. 61. Clean URLs (Drupal 7.x, 6.x) 61
  62. 62. Path & Pathauto (Drupal 7.x, 6.x) 62
  63. 63. Redirects, & Canonical One path to rule them all. 63
  64. 64. Redirects • Redirect from one path to another (alias) • Redirect an external URL (301 redirect) 64
  65. 65. Path Redirect (Drupal 7.x, 6.x) 65
  66. 66. Path Redirect (Drupal 7.x, 6.x) 66
  67. 67. Canonical • For websites with nodes (not paths) of duplicate or very similar content • Prevents dilution of incoming links • Reduces chance of penalty by search engines for duplicate content 67
  68. 68. Meta tags (Drupal 7.x) 68 Scroll down
  69. 69. Load Times & Caching Google factors page load speed. 69
  70. 70. Page Load • Optimize images, CSS, and javascript • Test site for speedbumps • Google PageSpeed • YSlow! • Firebug/Web Inspector 70
  71. 71. Google PageSpeed (Chrome) 71
  72. 72. Caching • Google crawls as anonymous user • Cache pages for anonymous users • Consider Caching Server (Memcached) • Consider Reverse Proxy (Varnish) 72
  73. 73. Performance (Drupal 7.x, 6.x) 73
  74. 74. Panda watch: On-site • Use canonical tag for any duplicate content • Don’t make stub pages • Monitor ad to content ratio 74
  75. 75. On-Page Optimization 75
  76. 76. Page Title Your most important tag for SEO. 76
  77. 77. Page Title • Top item in SERP listing • Default in Drupal is :node title: | :site: • Modules allow separate optimization between the page title and the node title • Individually created for each page • Procedurally created via tokens 77
  78. 78. Page Title (Drupal 6.x) 78
  79. 79. Meta tags (Drupal 7.x) 79
  80. 80. Meta Description Entice searchers with carefully crafted content. 80
  81. 81. Meta Description • If relevant, may be displayed as the SERP listing description • Not counted for placement • Allows content creators to craft a targeted description of the page • Individually created for each page • Procedurally created via tokens 81
  82. 82. Nodewords (Drupal 6.x) 82
  83. 83. Meta tags (Drupal 7.x) 83
  84. 84. Structure vs. Presentation Appearances may be deceiving 84
  85. 85. Structure tags HTML tags used to identify the significance of content, such as: • <title> — document title • <h1> — level one headline • <p> — paragraph 85
  86. 86. Presentation The style applied to content that affects the way it looks. An example of a CSS style: h1 { ! font: bold 24px arial; ! margin: 10px 0 10px 0; } 86
  87. 87. Good Structure 87
  88. 88. Underlying Structure 88
  89. 89. Poor Structure 89
  90. 90. Underlying Structure 90
  91. 91. Panda watch: On-page • Content should be main focus of page • Avoid machine generated content • Avoid over optimization of content • Create content for USERS, not ROBOTS 91
  92. 92. It Doesn’t End Here The battle for SEO dominance never ends. 92
  93. 93. Other Hurdles • SEO is a contest, there can only be one #1 • You must beat others to move up SERP • Without keyword research all efforts are a shot in the dark • Content creators must buy in to succeed • Off-site factors can trump any on-site work 93
  94. 94. Conclusion • Drupal best practices will provide a solid framework for SEO efforts • SEO is fun! 94
  95. 95. Special thanks 95
  96. 96. David Minton Stephen Pashby Follow us! @DesignHammer facebook.com/DesignHammer www.designhammer.com drupal.org/node/1128082 96

×