Search Engine      Optimization with Drupal 6 and Drupal 7  Saturday, August 18thStephen Pashby @DH_Stephen            @De...
Overview   2
Overview• Search Philosophy & Fundamentals                    2
Overview• Search Philosophy & Fundamentals• Google Panda Update                    2
Overview• Search Philosophy & Fundamentals• Google Panda Update• Off-page SEO                    2
Overview• Search Philosophy & Fundamentals• Google Panda Update• Off-page SEO• On-site SEO                    2
Overview• Search Philosophy & Fundamentals• Google Panda Update• Off-page SEO• On-site SEO• On-page SEO                    2
Search Fundamentals   and Philosophy         3
Search FundamentalsWhy worry about Search Engine Optimization?                     4
Search Engine Optimization“If you build it, they will come.”                     The Voice [from the cornfield]            ...
Search Engine Optimization“If you build it, they will come.”                     The Voice [from the cornfield]            ...
Search Engine Watch (02/2012)              6
Search Engine Optimization“In my experience, the traffic difference fromposition #1 to position #11 is…somethingcloser to 1...
Is SEO Science or Magic“Any sufficiently advanced technology isindistinguishable from magic.”           Arthur C. Clarke’s ...
Is SEO Science or Magic“The technology behind Google’s searchalgorithm is a closely held secret; no amountof SEO work can ...
Is SEO Science or Magic“Our most recent algorithm does containsignals that can be gamed. If that one were100 percent trans...
Is SEO Science or Magic“Google works in mysterious ways.”                              Stephen Pashby                     ...
Types of SEO     12
Types of SEO• Pay-per-click (PPC)                        12
Types of SEO• Pay-per-click (PPC)• Organic Search                        12
Types of SEO• Pay-per-click (PPC)• Organic Search • Off-page optimization                   12
Types of SEO• Pay-per-click (PPC)• Organic Search • Off-page optimization • On-site optimization                   12
Types of SEO• Pay-per-click (PPC)• Organic Search • Off-page optimization • On-site optimization • On-page optimization   ...
Pay-Per-Click      13
Pay-Per-Click• Largest: Google AdWords,Yahoo! Search  Marketing, and Microsoft adCenter                    13
Pay-Per-Click• Largest: Google AdWords,Yahoo! Search  Marketing, and Microsoft adCenter• PPC results not based on website ...
Pay-Per-Click• Largest: Google AdWords,Yahoo! Search  Marketing, and Microsoft adCenter• PPC results not based on website ...
Off-page examples        14
Off-page examples• Incoming links from other websites                    14
Off-page examples• Incoming links from other websites• Links from Tweets & other Social Media                    14
On-site examples       15
On-site examples• Keywords in domain name                  15
On-site examples• Keywords in domain name• Keywords in file path                  15
On-site examples• Keywords in domain name• Keywords in file path• XML site map                  15
On-site examples• Keywords in domain name• Keywords in file path• XML site map• Server availability and load times         ...
On-page examples       16
On-page examples• Keywords in page title                     16
On-page examples• Keywords in page title• Keywords in headlines                     16
On-page examples• Keywords in page title• Keywords in headlines• Keywords in image and link attributes                    ...
Anatomy of SERP       17
Anatomy of SERP   Pay-per-click (PPC)           17
Anatomy of SERP       17
Anatomy of SERP       17
Anatomy of SERP   Organic Search Listing            17
Anatomy of SERP       18
Anatomy of SERP       18
Anatomy of SERPPage Title             18
Anatomy of SERPPage Title     URL             18
Anatomy of SERP  Page Title       URLDescription               18
SEO PhilosophySEO is more than just #1 rankings.                19
Usability    20
Usability“Usability means making sure something workswell, and that a person of average ability orexperience can use it fo...
User Behavior     21
User BehaviorTop search position                  21
User BehaviorTop search position                  21
User BehaviorTop search position  Profit                  21
User BehaviorTop search position  Profit                  21
User BehaviorTop search position  Profit                  21
User BehaviorTop search position  Profit                  21
User BehaviorTop search position  Profit                  21
User BehaviorTop search position  Profit                  21
User BehaviorTop search      Optimized for position       users’ search?  Profit                      21
User BehaviorTop search      Optimized for                                      Fail position       users’ search?   No  P...
User BehaviorTop search       Optimized for                                          Fail position        users’ search?  ...
User BehaviorTop search       Optimized for                                          Fail position        users’ search?  ...
User BehaviorTop search       Optimized for                                          Fail position        users’ search?  ...
User BehaviorTop search       Optimized for                                          Fail position        users’ search?  ...
User BehaviorTop search          Optimized for                                             Fail position           users’ ...
Google Panda     22
Google Panda?     23
Google Panda?     23
What is Panda?      24
What is Panda?• Released February 2011                   24
What is Panda?• Released February 2011• Affected about 12% of all search results                     24
What is Panda?• Released February 2011• Affected about 12% of all search results• Intended to penalize low quality website...
What is Panda?• Released February 2011• Affected about 12% of all search results• Intended to penalize low quality website...
What is Panda?• Released February 2011• Affected about 12% of all search results• Intended to penalize low quality website...
How to get bitten        25
How to get bitten• Incoming links from low-quality websites                     25
How to get bitten• Incoming links from low-quality websites• Duplicate content on website*                     25
How to get bitten• Incoming links from low-quality websites• Duplicate content on website*• Low-quality content on website...
How to get bitten• Incoming links from low-quality websites• Duplicate content on website*• Low-quality content on website...
How to get bitten• Incoming links from low-quality websites• Duplicate content on website*• Low-quality content on website...
How to get bitten• Incoming links from low-quality websites• Duplicate content on website*• Low-quality content on website...
Off-page Optimization          26
Back linksWith great power comes great responsibility!                     27
Know your Links      28
Know your Links      28
Know your Links      28
Linking in Action        29
More than the Beatles          30
…and major sports   786,000,000    Football   415,000,000    Basketball   216,000,000    Baseball   131,000,000    Hockey ...
On top: Adobe Reader         32
On top: Adobe Reader         33
On top: Adobe Reader         33
On top: Adobe Reader         33
Why is this top result?           34
Incoming linksTens of thousands of incoming links, like this:“You will need Acrobat Reader to read orprint this document. ...
Real life searches        36
Panda watch: Off-page          37
Panda watch: Off-page• Look for high-quality, relevant links with a  diverse selection of keywords                      37
Panda watch: Off-page• Look for high-quality, relevant links with a  diverse selection of keywords• Do not use link exchan...
Panda watch: Off-page• Look for high-quality, relevant links with a  diverse selection of keywords• Do not use link exchan...
Getting bitten by Panda           38
Getting bitten by Panda• Active: requesting links from bad sites                      38
Getting bitten by Panda• Active: requesting links from bad sites• Passive: content stolen by bad sites*                   ...
Getting bitten by Panda• Active: requesting links from bad sites• Passive: content stolen by bad sites*• Evil: links submi...
Getting bitten by Panda• Active: requesting links from bad sites• Passive: content stolen by bad sites*• Evil: links submi...
On-Site Optimization         39
robots.txtThe gatekeeper of your content.              40
robots.txt    41
robots.txt• Instruct crawlers on what not to crawl                     41
robots.txt• Instruct crawlers on what not to crawl• Most important thing to get right!                   41
robots.txt (Drupal 7.x, 6.x)             42
robots.txt (Drupal 7.x, 6.x)             43
robots.txt (Drupal 7.x, 6.x)             44
robots.txt (Drupal 7.x, 6.x)             44
robots.txt (Drupal 7.x, 6.x)             45
robots.txt (Drupal 7.x, 6.x)User-agent: *Disallow: /              45
XML SitemapsMake it easy for the web crawlers to do their thing.                         46
XML Sitemaps     47
XML Sitemaps• Identify URLs to be crawled along with:                     47
XML Sitemaps• Identify URLs to be crawled along with: • Last updated                     47
XML Sitemaps• Identify URLs to be crawled along with: • Last updated • Frequency of updates                     47
XML Sitemaps• Identify URLs to be crawled along with: • Last updated • Frequency of updates • Relative importance         ...
xml sitemap (Drupal 7.x, 6.x)              48
xml sitemap (Drupal 7.x, 6.x)              48
xml sitemap (Drupal 7.x, 6.x)              49
xml sitemap (Drupal 7.x, 6.x)              49
Clean URLs,     Path, & Pathauto“You cannot travel the path until you have become           the path itself” — Buddha     ...
Drupal Path Options         51
Drupal Path Options• Core with Clean URLs disabled  http://example.com/?q=node/2/                   51
Drupal Path Options• Core with Clean URLs disabled  http://example.com/?q=node/2/• Core with Clean URLs enabled  http://ex...
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)             52
Path & Pathauto (Drupal 7.x, 6.x)                53
Path & Pathauto (Drupal 7.x, 6.x)                53
Redirects, & Canonical     One path to rule them all.                 54
Redirects    55
Redirects• Redirect from one path to another (alias)                     55
Redirects• Redirect from one path to another (alias)• Redirect an external URL (301 redirect)                     55
Path Redirect (Drupal 7.x, 6.x)               56
Path Redirect (Drupal 7.x, 6.x)               57
Canonical    58
Canonical• For websites with nodes (not paths) of  duplicate or very similar content                     58
Canonical• For websites with nodes (not paths) of  duplicate or very similar content• Prevents dilution of incoming links ...
Canonical• For websites with nodes (not paths) of  duplicate or very similar content• Prevents dilution of incoming links•...
Meta tags (Drupal 7.x)          59
Meta tags (Drupal 7.x)Scroll down              59
Load Times & Caching   Google factors page load speed.                 60
Page Load    61
Page Load• Optimize images, CSS, and javascript                     61
Page Load• Optimize images, CSS, and javascript• Test site for speedbumps                     61
Page Load• Optimize images, CSS, and javascript• Test site for speedbumps • Google PageSpeed                     61
Page Load• Optimize images, CSS, and javascript• Test site for speedbumps • Google PageSpeed • YSlow!                     61
Page Load• Optimize images, CSS, and javascript• Test site for speedbumps • Google PageSpeed • YSlow! • Firebug/Web Inspec...
Google PageSpeed (Chrome)            62
Caching   63
Caching• Google crawls as anonymous user                   63
Caching• Google crawls as anonymous user• Cache pages for anonymous users                   63
Caching• Google crawls as anonymous user• Cache pages for anonymous users• Consider Caching Server (Memcached)            ...
Caching• Google crawls as anonymous user• Cache pages for anonymous users• Consider Caching Server (Memcached)• Consider R...
Performance (Drupal 7.x, 6.x)              64
Panda watch: On-site         65
Panda watch: On-site• Use canonical tag for any duplicate content                     65
Panda watch: On-site• Use canonical tag for any duplicate content• Don’t make stub pages                     65
Panda watch: On-site• Use canonical tag for any duplicate content• Don’t make stub pages• Monitor ad to content ratio     ...
On-Page Optimization         66
Page TitleYour most important tag for SEO.               67
Page Title    68
Page Title• Top item in SERP listing                     68
Page Title• Top item in SERP listing• Default in Drupal is :node title: | :site:                        68
Page Title• Top item in SERP listing• Default in Drupal is :node title: | :site:• Modules allow separate optimization  bet...
Page Title• Top item in SERP listing• Default in Drupal is :node title: | :site:• Modules allow separate optimization  bet...
Page Title• Top item in SERP listing• Default in Drupal is :node title: | :site:• Modules allow separate optimization  bet...
Page Title (Drupal 6.x)           69
Meta tags (Drupal 7.x)          70
Meta tags (Drupal 7.x)          70
Meta DescriptionEntice searchers with carefully crafted content.                       71
Meta Description       72
Meta Description• If relevant, may be displayed as the SERP  listing description                        72
Meta Description• If relevant, may be displayed as the SERP  listing description• Not counted for placement               ...
Meta Description• If relevant, may be displayed as the SERP  listing description• Not counted for placement• Allows conten...
Meta Description• If relevant, may be displayed as the SERP  listing description• Not counted for placement• Allows conten...
Meta Description• If relevant, may be displayed as the SERP  listing description• Not counted for placement• Allows conten...
Nodewords (Drupal 6.x)          73
Meta tags (Drupal 7.x)          74
Meta tags (Drupal 7.x)          74
Structure vs.PresentationAppearances may be deceiving             75
Structure tags      76
Structure tagsHTML tags used to identify the significance ofcontent, such as:                     76
Structure tagsHTML tags used to identify the significance ofcontent, such as:• <title> — document title                    ...
Structure tagsHTML tags used to identify the significance ofcontent, such as:• <title> — document title• <h1> — level one h...
Structure tagsHTML tags used to identify the significance ofcontent, such as:• <title> — document title• <h1> — level one h...
Presentation     77
PresentationThe style applied to content that affects theway it looks. An example of a CSS style:h1 {! font: bold 24px ari...
Good Structure      78
Underlying Structure         79
Poor Structure      80
Underlying Structure         81
Panda watch: On-page         82
Panda watch: On-page• Content should be main focus of page                    82
Panda watch: On-page• Content should be main focus of page• Avoid machine generated content                    82
Panda watch: On-page• Content should be main focus of page• Avoid machine generated content• Avoid over optimization of co...
Panda watch: On-page• Content should be main focus of page• Avoid machine generated content• Avoid over optimization of co...
It Doesn’t End HereThe battle for SEO dominance never ends.                   83
Other Hurdles      84
Other Hurdles• SEO is a contest, there can only be one #1                     84
Other Hurdles• SEO is a contest, there can only be one #1• You must beat others to move up SERP                     84
Other Hurdles• SEO is a contest, there can only be one #1• You must beat others to move up SERP• Without keyword research ...
Other Hurdles• SEO is a contest, there can only be one #1• You must beat others to move up SERP• Without keyword research ...
Other Hurdles• SEO is a contest, there can only be one #1• You must beat others to move up SERP• Without keyword research ...
Conclusion    85
Conclusion• Drupal best practices will provide a solid  framework for SEO efforts                      85
Conclusion• Drupal best practices will provide a solid  framework for SEO efforts• SEO is fun!                      85
Special thanks      86
Stephen Pashby         Follow us!      @DesignHammerfacebook.com/DesignHammer   www.designhammer.com   drupal.org/node/112...
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  • SEO for Drupal 6.x & 7.x Drupal Camp Asheville 2012

    1. 1. Search Engine Optimization with Drupal 6 and Drupal 7 Saturday, August 18thStephen Pashby @DH_Stephen @DesignHammer 1
    2. 2. Overview 2
    3. 3. Overview• Search Philosophy & Fundamentals 2
    4. 4. Overview• Search Philosophy & Fundamentals• Google Panda Update 2
    5. 5. Overview• Search Philosophy & Fundamentals• Google Panda Update• Off-page SEO 2
    6. 6. Overview• Search Philosophy & Fundamentals• Google Panda Update• Off-page SEO• On-site SEO 2
    7. 7. Overview• Search Philosophy & Fundamentals• Google Panda Update• Off-page SEO• On-site SEO• On-page SEO 2
    8. 8. Search Fundamentals and Philosophy 3
    9. 9. Search FundamentalsWhy worry about Search Engine Optimization? 4
    10. 10. Search Engine Optimization“If you build it, they will come.” The Voice [from the cornfield] Field of Dreams 5
    11. 11. Search Engine Optimization“If you build it, they will come.” The Voice [from the cornfield] Field of Dreams 5
    12. 12. Search Engine Watch (02/2012) 6
    13. 13. Search Engine Optimization“In my experience, the traffic difference fromposition #1 to position #11 is…somethingcloser to 1/100th of the visits.” Rand Fishkin CEO & Co-Founder of SEOmoz 7
    14. 14. Is SEO Science or Magic“Any sufficiently advanced technology isindistinguishable from magic.” Arthur C. Clarke’s Third Law of Prediction 8
    15. 15. Is SEO Science or Magic“The technology behind Google’s searchalgorithm is a closely held secret; no amountof SEO work can guarantee top placement.The only company that can guarantee you atop spot in Google is Google.” David Minton DesignHammer 9
    16. 16. Is SEO Science or Magic“Our most recent algorithm does containsignals that can be gamed. If that one were100 percent transparent, the bad guys wouldknow how to optimize their way back intothe rankings.” Matt Cutts Google 10
    17. 17. Is SEO Science or Magic“Google works in mysterious ways.” Stephen Pashby DesignHammer 11
    18. 18. Types of SEO 12
    19. 19. Types of SEO• Pay-per-click (PPC) 12
    20. 20. Types of SEO• Pay-per-click (PPC)• Organic Search 12
    21. 21. Types of SEO• Pay-per-click (PPC)• Organic Search • Off-page optimization 12
    22. 22. Types of SEO• Pay-per-click (PPC)• Organic Search • Off-page optimization • On-site optimization 12
    23. 23. Types of SEO• Pay-per-click (PPC)• Organic Search • Off-page optimization • On-site optimization • On-page optimization 12
    24. 24. Pay-Per-Click 13
    25. 25. Pay-Per-Click• Largest: Google AdWords,Yahoo! Search Marketing, and Microsoft adCenter 13
    26. 26. Pay-Per-Click• Largest: Google AdWords,Yahoo! Search Marketing, and Microsoft adCenter• PPC results not based on website content 13
    27. 27. Pay-Per-Click• Largest: Google AdWords,Yahoo! Search Marketing, and Microsoft adCenter• PPC results not based on website content• Outside scope of presentation 13
    28. 28. Off-page examples 14
    29. 29. Off-page examples• Incoming links from other websites 14
    30. 30. Off-page examples• Incoming links from other websites• Links from Tweets & other Social Media 14
    31. 31. On-site examples 15
    32. 32. On-site examples• Keywords in domain name 15
    33. 33. On-site examples• Keywords in domain name• Keywords in file path 15
    34. 34. On-site examples• Keywords in domain name• Keywords in file path• XML site map 15
    35. 35. On-site examples• Keywords in domain name• Keywords in file path• XML site map• Server availability and load times 15
    36. 36. On-page examples 16
    37. 37. On-page examples• Keywords in page title 16
    38. 38. On-page examples• Keywords in page title• Keywords in headlines 16
    39. 39. On-page examples• Keywords in page title• Keywords in headlines• Keywords in image and link attributes 16
    40. 40. Anatomy of SERP 17
    41. 41. Anatomy of SERP Pay-per-click (PPC) 17
    42. 42. Anatomy of SERP 17
    43. 43. Anatomy of SERP 17
    44. 44. Anatomy of SERP Organic Search Listing 17
    45. 45. Anatomy of SERP 18
    46. 46. Anatomy of SERP 18
    47. 47. Anatomy of SERPPage Title 18
    48. 48. Anatomy of SERPPage Title URL 18
    49. 49. Anatomy of SERP Page Title URLDescription 18
    50. 50. SEO PhilosophySEO is more than just #1 rankings. 19
    51. 51. Usability 20
    52. 52. Usability“Usability means making sure something workswell, and that a person of average ability orexperience can use it for it’s intended purposewithout getting hopelessly frustrated.” Steve Krug, Author — Dont Make Me Think: A Common Sense Approach to Web Usability 20
    53. 53. User Behavior 21
    54. 54. User BehaviorTop search position 21
    55. 55. User BehaviorTop search position 21
    56. 56. User BehaviorTop search position Profit 21
    57. 57. User BehaviorTop search position Profit 21
    58. 58. User BehaviorTop search position Profit 21
    59. 59. User BehaviorTop search position Profit 21
    60. 60. User BehaviorTop search position Profit 21
    61. 61. User BehaviorTop search position Profit 21
    62. 62. User BehaviorTop search Optimized for position users’ search? Profit 21
    63. 63. User BehaviorTop search Optimized for Fail position users’ search? No Profit 21
    64. 64. User BehaviorTop search Optimized for Fail position users’ search? No Yes Enticing title and description? Profit 21
    65. 65. User BehaviorTop search Optimized for Fail position users’ search? No Yes Enticing title and Fail description? No Profit 21
    66. 66. User BehaviorTop search Optimized for Fail position users’ search? No Yes Enticing title and Fail description? No Yes On target copy on Profit landing page? 21
    67. 67. User BehaviorTop search Optimized for Fail position users’ search? No Yes Enticing title and Fail description? No Yes On target copy on Profit Fail landing page? No 21
    68. 68. User BehaviorTop search Optimized for Fail position users’ search? No Yes Enticing title and Fail description? No Yes On target copy on Profit Fail Yes landing page? No 21
    69. 69. Google Panda 22
    70. 70. Google Panda? 23
    71. 71. Google Panda? 23
    72. 72. What is Panda? 24
    73. 73. What is Panda?• Released February 2011 24
    74. 74. What is Panda?• Released February 2011• Affected about 12% of all search results 24
    75. 75. What is Panda?• Released February 2011• Affected about 12% of all search results• Intended to penalize low quality websites 24
    76. 76. What is Panda?• Released February 2011• Affected about 12% of all search results• Intended to penalize low quality websites• Updated about once per month 24
    77. 77. 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 24
    78. 78. How to get bitten 25
    79. 79. How to get bitten• Incoming links from low-quality websites 25
    80. 80. How to get bitten• Incoming links from low-quality websites• Duplicate content on website* 25
    81. 81. How to get bitten• Incoming links from low-quality websites• Duplicate content on website*• Low-quality content on website 25
    82. 82. How to get bitten• Incoming links from low-quality websites• Duplicate content on website*• Low-quality content on website• Low content to ad ratio 25
    83. 83. How to get bitten• Incoming links from low-quality websites• Duplicate content on website*• Low-quality content on website• Low content to ad ratio• Content on your website on other sites 25
    84. 84. How to get bitten• Incoming links from low-quality websites• Duplicate content on website*• Low-quality content on website• Low content to ad ratio• Content on your website on other sites✴Solution discussed later 25
    85. 85. Off-page Optimization 26
    86. 86. Back linksWith great power comes great responsibility! 27
    87. 87. Know your Links 28
    88. 88. Know your Links 28
    89. 89. Know your Links 28
    90. 90. Linking in Action 29
    91. 91. More than the Beatles 30
    92. 92. …and major sports 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 31
    93. 93. On top: Adobe Reader 32
    94. 94. On top: Adobe Reader 33
    95. 95. On top: Adobe Reader 33
    96. 96. On top: Adobe Reader 33
    97. 97. Why is this top result? 34
    98. 98. Incoming linksTens of thousands of incoming links, like this:“You will need Acrobat Reader to read orprint this document. To download AcrobatReader click here.” 35
    99. 99. Real life searches 36
    100. 100. Panda watch: Off-page 37
    101. 101. Panda watch: Off-page• Look for high-quality, relevant links with a diverse selection of keywords 37
    102. 102. Panda watch: Off-page• Look for high-quality, relevant links with a diverse selection of keywords• Do not use link exchanges, paid links, or request links from “bad neighborhoods” 37
    103. 103. Panda watch: Off-page• Look for high-quality, relevant links with a diverse selection of keywords• Do not use link exchanges, paid links, or request links from “bad neighborhoods”• Offer content to other sites in exchange for links (guest blog posts, articles, etc.) 37
    104. 104. Getting bitten by Panda 38
    105. 105. Getting bitten by Panda• Active: requesting links from bad sites 38
    106. 106. Getting bitten by Panda• Active: requesting links from bad sites• Passive: content stolen by bad sites* 38
    107. 107. Getting bitten by Panda• Active: requesting links from bad sites• Passive: content stolen by bad sites*• Evil: links submitted to bad sites by competitors* 38
    108. 108. Getting bitten by Panda• Active: requesting links from bad sites• Passive: content stolen by bad sites*• Evil: links submitted to bad sites by competitors*✴Monitor your back links! 38
    109. 109. On-Site Optimization 39
    110. 110. robots.txtThe gatekeeper of your content. 40
    111. 111. robots.txt 41
    112. 112. robots.txt• Instruct crawlers on what not to crawl 41
    113. 113. robots.txt• Instruct crawlers on what not to crawl• Most important thing to get right! 41
    114. 114. robots.txt (Drupal 7.x, 6.x) 42
    115. 115. robots.txt (Drupal 7.x, 6.x) 43
    116. 116. robots.txt (Drupal 7.x, 6.x) 44
    117. 117. robots.txt (Drupal 7.x, 6.x) 44
    118. 118. robots.txt (Drupal 7.x, 6.x) 45
    119. 119. robots.txt (Drupal 7.x, 6.x)User-agent: *Disallow: / 45
    120. 120. XML SitemapsMake it easy for the web crawlers to do their thing. 46
    121. 121. XML Sitemaps 47
    122. 122. XML Sitemaps• Identify URLs to be crawled along with: 47
    123. 123. XML Sitemaps• Identify URLs to be crawled along with: • Last updated 47
    124. 124. XML Sitemaps• Identify URLs to be crawled along with: • Last updated • Frequency of updates 47
    125. 125. XML Sitemaps• Identify URLs to be crawled along with: • Last updated • Frequency of updates • Relative importance 47
    126. 126. xml sitemap (Drupal 7.x, 6.x) 48
    127. 127. xml sitemap (Drupal 7.x, 6.x) 48
    128. 128. xml sitemap (Drupal 7.x, 6.x) 49
    129. 129. xml sitemap (Drupal 7.x, 6.x) 49
    130. 130. Clean URLs, Path, & Pathauto“You cannot travel the path until you have become the path itself” — Buddha 50
    131. 131. Drupal Path Options 51
    132. 132. Drupal Path Options• Core with Clean URLs disabled http://example.com/?q=node/2/ 51
    133. 133. Drupal Path Options• Core with Clean URLs disabled http://example.com/?q=node/2/• Core with Clean URLs enabled http://example.com/node/2 51
    134. 134. 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 51
    135. 135. Clean URLs (Drupal 7.x, 6.x) 52
    136. 136. Path & Pathauto (Drupal 7.x, 6.x) 53
    137. 137. Path & Pathauto (Drupal 7.x, 6.x) 53
    138. 138. Redirects, & Canonical One path to rule them all. 54
    139. 139. Redirects 55
    140. 140. Redirects• Redirect from one path to another (alias) 55
    141. 141. Redirects• Redirect from one path to another (alias)• Redirect an external URL (301 redirect) 55
    142. 142. Path Redirect (Drupal 7.x, 6.x) 56
    143. 143. Path Redirect (Drupal 7.x, 6.x) 57
    144. 144. Canonical 58
    145. 145. Canonical• For websites with nodes (not paths) of duplicate or very similar content 58
    146. 146. Canonical• For websites with nodes (not paths) of duplicate or very similar content• Prevents dilution of incoming links 58
    147. 147. 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 58
    148. 148. Meta tags (Drupal 7.x) 59
    149. 149. Meta tags (Drupal 7.x)Scroll down 59
    150. 150. Load Times & Caching Google factors page load speed. 60
    151. 151. Page Load 61
    152. 152. Page Load• Optimize images, CSS, and javascript 61
    153. 153. Page Load• Optimize images, CSS, and javascript• Test site for speedbumps 61
    154. 154. Page Load• Optimize images, CSS, and javascript• Test site for speedbumps • Google PageSpeed 61
    155. 155. Page Load• Optimize images, CSS, and javascript• Test site for speedbumps • Google PageSpeed • YSlow! 61
    156. 156. Page Load• Optimize images, CSS, and javascript• Test site for speedbumps • Google PageSpeed • YSlow! • Firebug/Web Inspector 61
    157. 157. Google PageSpeed (Chrome) 62
    158. 158. Caching 63
    159. 159. Caching• Google crawls as anonymous user 63
    160. 160. Caching• Google crawls as anonymous user• Cache pages for anonymous users 63
    161. 161. Caching• Google crawls as anonymous user• Cache pages for anonymous users• Consider Caching Server (Memcached) 63
    162. 162. Caching• Google crawls as anonymous user• Cache pages for anonymous users• Consider Caching Server (Memcached)• Consider Reverse Proxy (Varnish) 63
    163. 163. Performance (Drupal 7.x, 6.x) 64
    164. 164. Panda watch: On-site 65
    165. 165. Panda watch: On-site• Use canonical tag for any duplicate content 65
    166. 166. Panda watch: On-site• Use canonical tag for any duplicate content• Don’t make stub pages 65
    167. 167. Panda watch: On-site• Use canonical tag for any duplicate content• Don’t make stub pages• Monitor ad to content ratio 65
    168. 168. On-Page Optimization 66
    169. 169. Page TitleYour most important tag for SEO. 67
    170. 170. Page Title 68
    171. 171. Page Title• Top item in SERP listing 68
    172. 172. Page Title• Top item in SERP listing• Default in Drupal is :node title: | :site: 68
    173. 173. 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 68
    174. 174. 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 68
    175. 175. 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 68
    176. 176. Page Title (Drupal 6.x) 69
    177. 177. Meta tags (Drupal 7.x) 70
    178. 178. Meta tags (Drupal 7.x) 70
    179. 179. Meta DescriptionEntice searchers with carefully crafted content. 71
    180. 180. Meta Description 72
    181. 181. Meta Description• If relevant, may be displayed as the SERP listing description 72
    182. 182. Meta Description• If relevant, may be displayed as the SERP listing description• Not counted for placement 72
    183. 183. 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 72
    184. 184. 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 72
    185. 185. 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 72
    186. 186. Nodewords (Drupal 6.x) 73
    187. 187. Meta tags (Drupal 7.x) 74
    188. 188. Meta tags (Drupal 7.x) 74
    189. 189. Structure vs.PresentationAppearances may be deceiving 75
    190. 190. Structure tags 76
    191. 191. Structure tagsHTML tags used to identify the significance ofcontent, such as: 76
    192. 192. Structure tagsHTML tags used to identify the significance ofcontent, such as:• <title> — document title 76
    193. 193. Structure tagsHTML tags used to identify the significance ofcontent, such as:• <title> — document title• <h1> — level one headline 76
    194. 194. Structure tagsHTML tags used to identify the significance ofcontent, such as:• <title> — document title• <h1> — level one headline• <p> — paragraph 76
    195. 195. Presentation 77
    196. 196. PresentationThe style applied to content that affects theway it looks. An example of a CSS style:h1 {! font: bold 24px arial;! margin: 10px 0 10px 0;} 77
    197. 197. Good Structure 78
    198. 198. Underlying Structure 79
    199. 199. Poor Structure 80
    200. 200. Underlying Structure 81
    201. 201. Panda watch: On-page 82
    202. 202. Panda watch: On-page• Content should be main focus of page 82
    203. 203. Panda watch: On-page• Content should be main focus of page• Avoid machine generated content 82
    204. 204. Panda watch: On-page• Content should be main focus of page• Avoid machine generated content• Avoid over optimization of content 82
    205. 205. 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 82
    206. 206. It Doesn’t End HereThe battle for SEO dominance never ends. 83
    207. 207. Other Hurdles 84
    208. 208. Other Hurdles• SEO is a contest, there can only be one #1 84
    209. 209. Other Hurdles• SEO is a contest, there can only be one #1• You must beat others to move up SERP 84
    210. 210. 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 84
    211. 211. 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 84
    212. 212. 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 84
    213. 213. Conclusion 85
    214. 214. Conclusion• Drupal best practices will provide a solid framework for SEO efforts 85
    215. 215. Conclusion• Drupal best practices will provide a solid framework for SEO efforts• SEO is fun! 85
    216. 216. Special thanks 86
    217. 217. Stephen Pashby Follow us! @DesignHammerfacebook.com/DesignHammer www.designhammer.com drupal.org/node/1128082 87
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