Drupalcamp Ghent 2009<br />SEO & Drupal by Bart Haedens<br />
Bart Haedens<br />www.desk02.be<br />bart.haedens@desk02.be<br />@digitalism<br />
<ul><li>What is SEO?
Keyelements SEO
Controllable
Non Controllable
Statistics/reports
SEO: do’s
SEO: dont’s
SEO & Drupal</li></li></ul><li>SEO<br /><ul><li>‘Search Engine Optimization’
“Search engine optimization (SEO) is the process of improving the volume or quality of traffic to a web site from search e...
SEO + SEA = SEM</li></li></ul><li>
SEO vs SEA<br />Search Engine Optimization<br />Search Engine Advertising<br /><ul><li>Organic (free)
Requires time (patience) & knowledge
(Lasting effect)
Long term strategy
Artificial (paying)
Needs money
Budget dictates length effect
Short term strategy</li></li></ul><li>Commonly used terms<br /><ul><li>Pagerank
Backlinks
Linkbuilding
Link love
Rankings</li></li></ul><li>Key elements SEO<br />Controllable<br />Non Controllable<br /><ul><li>Content
Technique
Links
Age of the website
Competition
Links</li></li></ul><li>Content is King<br />
Content is King<br /><ul><li>As many as possible…
Relevant
Interesting stuff
‘Keyword Density’
Per page optimization
Synonyms
Long Tail
Controlable
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Seo & Drupal

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Updated version of the presentation about SEO & Drupal i gave @ Drupalcamp.

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Seo & Drupal

  1. 1. Drupalcamp Ghent 2009<br />SEO & Drupal by Bart Haedens<br />
  2. 2. Bart Haedens<br />www.desk02.be<br />bart.haedens@desk02.be<br />@digitalism<br />
  3. 3. <ul><li>What is SEO?
  4. 4. Keyelements SEO
  5. 5. Controllable
  6. 6. Non Controllable
  7. 7. Statistics/reports
  8. 8. SEO: do’s
  9. 9. SEO: dont’s
  10. 10. SEO & Drupal</li></li></ul><li>SEO<br /><ul><li>‘Search Engine Optimization’
  11. 11. “Search engine optimization (SEO) is the process of improving the volume or quality of traffic to a web site from search engines via "natural" or un-paid ("organic" or "algorithmic") search results.”
  12. 12. SEO + SEA = SEM</li></li></ul><li>
  13. 13. SEO vs SEA<br />Search Engine Optimization<br />Search Engine Advertising<br /><ul><li>Organic (free)
  14. 14. Requires time (patience) & knowledge
  15. 15. (Lasting effect)
  16. 16. Long term strategy
  17. 17. Artificial (paying)
  18. 18. Needs money
  19. 19. Budget dictates length effect
  20. 20. Short term strategy</li></li></ul><li>Commonly used terms<br /><ul><li>Pagerank
  21. 21. Backlinks
  22. 22. Linkbuilding
  23. 23. Link love
  24. 24. Rankings</li></li></ul><li>Key elements SEO<br />Controllable<br />Non Controllable<br /><ul><li>Content
  25. 25. Technique
  26. 26. Links
  27. 27. Age of the website
  28. 28. Competition
  29. 29. Links</li></li></ul><li>Content is King<br />
  30. 30. Content is King<br /><ul><li>As many as possible…
  31. 31. Relevant
  32. 32. Interesting stuff
  33. 33. ‘Keyword Density’
  34. 34. Per page optimization
  35. 35. Synonyms
  36. 36. Long Tail
  37. 37. Controlable
  38. 38. >> Content <<
  39. 39. Technique
  40. 40. Links</li></li></ul><li>Content is King<br /><ul><li>Unique!
  41. 41. Duplicate Content Penalty (even onsite)
  42. 42. Global Redirect module
  43. 43. Copyright
  44. 44. Controlable
  45. 45. >> Content <<
  46. 46. Technique
  47. 47. Links</li></li></ul><li>Content is King<br /><ul><li>Scannable
  48. 48. Correct use HTML-tags (h1, li, strong, ....)
  49. 49. Keywords in:
  50. 50. <title> (used as title in SERPs)
  51. 51. Headings
  52. 52. Meta-data (description)
  53. 53. First paragraph
  54. 54. Web copywriting = scannable, above the fold
  55. 55. Controlable
  56. 56. >> Content <<
  57. 57. Technique
  58. 58. Links</li></li></ul><li>Content is King<br /><ul><li>Easy browsable
  59. 59. Clear structure (IA)
  60. 60. Crosslinking in content
  61. 61. Sitemap!
  62. 62. Breadcrumbs
  63. 63. Controlable
  64. 64. >> Content <<
  65. 65. Technique
  66. 66. Links</li></li></ul><li>Content is King<br /><ul><li>Frequent
  67. 67. New content = reason to revisit (visitors as well as crawlers)
  68. 68. Ping!
  69. 69. Multiping module
  70. 70. Controlable
  71. 71. >> Content <<
  72. 72. Technique
  73. 73. Links</li></li></ul><li>Content is King<br /><ul><li>As many as possible
  74. 74. Unique!
  75. 75. Scannable
  76. 76. Easy browsable
  77. 77. Frequent
  78. 78. Controlable
  79. 79. >> Content <<
  80. 80. Technique
  81. 81. Links</li></li></ul><li>Technique<br />
  82. 82. Technique<br /><ul><li>URL
  83. 83. Relevant domain name (keywords)
  84. 84. URL canonicalization:
  85. 85. http://www.test.com != http://test.com -> redirect (.htaccess)
  86. 86. Crawlerfriendly, humanreadable
  87. 87. BAD: http://test.com/?pageid=16
  88. 88. GOOD: http://test.com/contact/
  89. 89. Path and Pathauto modules
  90. 90. 301 – permanent redirect
  91. 91. Moved pages/domain
  92. 92. Path Redirect module
  93. 93. 404 – page not found
  94. 94. Clear message within siteframe
  95. 95. Search 404 module (possible matches)
  96. 96. Controlable
  97. 97. Content
  98. 98. >>Technique<<
  99. 99. Links</li></li></ul><li>Technique<br /><ul><li>HTML level
  100. 100. <title>-tag (per page)
  101. 101. short, descriptive, keywords
  102. 102. Page title module
  103. 103. Meta tags (per page)
  104. 104. (Keywords), description!, noodp
  105. 105. Nodewords module
  106. 106. Navigation
  107. 107. No Javascript!
  108. 108. Slicing (psd-to-html)
  109. 109. frameless!
  110. 110. tables are for tabular data
  111. 111. Controlable
  112. 112. Content
  113. 113. >>Technique<<
  114. 114. Links</li></li></ul><li>Technique<br /><ul><li>HTML level
  115. 115. Images
  116. 116. Alt/title-tags
  117. 117. No text on images
  118. 118. Sitemap
  119. 119. Auto generate
  120. 120. Plain text & Sitemap.xml
  121. 121. Site map & XML Site map modules
  122. 122. Flash
  123. 123. If necessary
  124. 124. Controlable
  125. 125. Content
  126. 126. >>Technique<<
  127. 127. Links</li></li></ul><li>Technique<br /><ul><li>IP/location
  128. 128. Clean IP
  129. 129. Location IP
  130. 130. Regional/National
  131. 131. IP forwarding
  132. 132. Inbound links/link love
  133. 133. Other IP
  134. 134. Preferably different range (class)
  135. 135. Controlable
  136. 136. Content
  137. 137. >>Technique<<
  138. 138. Links</li></li></ul><li>Technique<br /><ul><li>Robots.txt
  139. 139. Deny access to crawlers
  140. 140. avoid duplicate content...
  141. 141. Point crawlers to the sitemap.xml
  142. 142. RobotsTxt module (multisite)
  143. 143. Controlable
  144. 144. Content
  145. 145. >>Technique<<
  146. 146. Links</li></li></ul><li>Techniue<br /><ul><li>URL
  147. 147. HTML level
  148. 148. IP/location
  149. 149. Robots.txt
  150. 150. Controlable
  151. 151. Content
  152. 152. >>Technique<<
  153. 153. Links</li></li></ul><li>Links<br />
  154. 154. Links<br /><ul><li>Outbound links
  155. 155. Tag rel=“nofollow” (for comments)
  156. 156. Discussion (PR leaking)
  157. 157. Controlable
  158. 158. Content
  159. 159. Technique
  160. 160. >>Links<<</li></li></ul><li>Links<br /><ul><li>Inbound links/linkbuilding
  161. 161. 2 main targets
  162. 162. Important and relevant SE
  163. 163. Backlinks, backlinks, backlinks
  164. 164. Controlable
  165. 165. Content
  166. 166. Technique
  167. 167. >>Links<<</li></li></ul><li>Links<br /><ul><li>Backlinks: how?
  168. 168. Be interesting
  169. 169. Ask (Digg this, ….)
  170. 170. Link exchange
  171. 171. Blogs (comments)/forums
  172. 172. Microsites (other ip)
  173. 173. Watch out for link farms or sort like easy solutions
  174. 174. Controlable
  175. 175. Content
  176. 176. Technique
  177. 177. >>Links<<</li></li></ul><li>Links<br /><ul><li>Backlinks: watch out for
  178. 178. Relevant/related
  179. 179. PageRank!!!!
  180. 180. Anchortekst(keywords)
  181. 181. Nofollow, redirects
  182. 182. Location backlink (geographically, on site)
  183. 183. Controlable
  184. 184. Content
  185. 185. Technique
  186. 186. >>Links<<</li></li></ul><li>Links<br /><ul><li>Outbound links
  187. 187. Inbound links/linkbuilding
  188. 188. Targets
  189. 189. Important, relevant SE
  190. 190. Backlinks, backlinks backlinks
  191. 191. Controlable
  192. 192. Content
  193. 193. Technique
  194. 194. >>Links<<</li></li></ul><li>Key elements SEO<br />Controllable<br />Non Controllable<br /><ul><li>Content
  195. 195. Technique
  196. 196. Links
  197. 197. Age of the website
  198. 198. Competition
  199. 199. Links</li></li></ul><li>Non Controllable<br /><ul><li>Age
  200. 200. domain, website
  201. 201. Competition
  202. 202. sector, keywords
  203. 203. Links
  204. 204. inbound links (good/bad)</li></li></ul><li>Statistics/reports<br />
  205. 205. Statistics/reports<br /><ul><li>Google Analytics
  206. 206. Google Webmaster Tools
  207. 207. Google Zeitgeist (trendspotting)
  208. 208. Weekly/monthly follow-up
  209. 209. Not to fast</li></li></ul><li>SEO: do’s<br /><ul><li>standard based xhtml/css
  210. 210. clean urls
  211. 211. page level optimization
  212. 212. focus on keywords/synonyms
  213. 213. (many) content/longtail (keep it scannable)
  214. 214. update ccontent regularly
  215. 215. follow-up analytics/reports
  216. 216. check your competition</li></li></ul><li>SEO: dont’s<br /><ul><li>tables
  217. 217. iframes
  218. 218. sitewide title/metadata
  219. 219. irrelevant linkbuilding
  220. 220. splash pages
  221. 221. text in images
  222. 222. flash
  223. 223. fink farms
  224. 224. hiding keywords
  225. 225. cloaking
  226. 226. keyword stuffing
  227. 227. autogenerate content
  228. 228. all blackhat technieken</li></li></ul><li>SEO & Drupal<br /><ul><li>Global Redirect module
  229. 229. http://drupal.org/project/globalredirect
  230. 230. Multiping module
  231. 231. http://drupal.org/project/multiping
  232. 232. Path and Pathauto modules
  233. 233. http://drupal.org/project/pathauto
  234. 234. Path Redirect module
  235. 235. http://drupal.org/project/path_redirect
  236. 236. Search 404 module
  237. 237. http://drupal.org/project/search404
  238. 238. Page title module
  239. 239. http://drupal.org/project/page_title</li></li></ul><li>SEO & Drupal<br /><ul><li>Meta tags module
  240. 240. http://drupal.org/project/nodewords
  241. 241. Site map & XML Site map modules
  242. 242. http://drupal.org/project/site_map
  243. 243. http://drupal.org/project/xmlsitemap
  244. 244. RobotsTxt module
  245. 245. http://drupal.org/project/robotstxt
  246. 246. SEO checklist module
  247. 247. http://drupal.org/project/seo_checklist</li></li></ul><li>Bart Haedens<br />www.desk02.be<br />bart.haedens@desk02.be<br />TEL +32.496.55.12.18<br />@digitalism<br />
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