On-page SEO for Drupal

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The presentation is showing what type of SEO techniques you can apply to optimize your Drupal site and all this only with contributed modules.

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On-page SEO for Drupal

  1. 1. by Svilen Sabev ver.1
  2. 2. <ul><li>Search engine optimization (SEO) is the process of improving the volume or quality of traffic to a web site from search engines via &quot;natural&quot; or un-paid (&quot;organic&quot; or &quot;algorithmic&quot;) search results as opposed to other forms of search engine marketing (&quot;SEM&quot;) which may deal with paid inclusion </li></ul>
  3. 4. <ul><li>Off-page factors </li></ul><ul><ul><li>Social marketing </li></ul></ul><ul><ul><li>Blogging </li></ul></ul><ul><ul><li>Forum Postings </li></ul></ul><ul><ul><li>Search Engine Submission </li></ul></ul><ul><ul><li>Directory Submission </li></ul></ul><ul><ul><li>Social Bookmarking </li></ul></ul><ul><ul><li>Link Exchange </li></ul></ul><ul><ul><li>Link Baiting </li></ul></ul><ul><ul><li>Cross-Linking </li></ul></ul><ul><ul><li>Photo Sharing </li></ul></ul><ul><ul><li>Video Promotions </li></ul></ul><ul><ul><li>Business Reviews </li></ul></ul><ul><ul><li>Local Listings & Yellow Pages </li></ul></ul><ul><ul><li>Article Submission </li></ul></ul><ul><ul><li>Press Release Promotion </li></ul></ul><ul><ul><li>Classifieds Submission </li></ul></ul><ul><ul><li>Social Shopping Network </li></ul></ul><ul><ul><li>Answers </li></ul></ul><ul><ul><li>Document Sharing </li></ul></ul><ul><ul><li>Widget / Gadget Development </li></ul></ul><ul><ul><li>PPC Ad Campaign </li></ul></ul>
  4. 5. <ul><li>On-page factors </li></ul><ul><ul><li>Unique Content !!! </li></ul></ul><ul><ul><li>Pretty URLs </li></ul></ul><ul><ul><li>Internal Linking </li></ul></ul><ul><ul><li>Meta Data </li></ul></ul><ul><ul><li>Crawl ability </li></ul></ul><ul><ul><li>Sharing options </li></ul></ul><ul><ul><li>Tracking tools </li></ul></ul><ul><ul><li>Analyses and Reports </li></ul></ul>
  5. 6. <ul><li>Drupal is robust publishing system with great possibilities to structure different content types </li></ul><ul><li>Drupal has a lot of contributed modules that will help your site catch the eye of search engines </li></ul>
  6. 7. <ul><li>Next </li></ul><ul><li>List of actions that benefits both the human and robot visitors to your site and which Drupal modules you can use to help you achieve that goal. </li></ul>
  7. 8. <ul><li>Create unique content and update it frequently </li></ul><ul><li>Content published and unpublished on specified dates </li></ul><ul><li>Content managed in an arbitrarily ordered list </li></ul><ul><li>Content workflow states: Draft, Review, and Published </li></ul><ul><li>Humans – loyalty, returning visitors </li></ul><ul><li>Robots – increase frequency of indexing </li></ul><ul><li>http://drupal.org/project/scheduler </li></ul><ul><li>http://drupal.org/project/nodequeue </li></ul><ul><li>http://drupal.org/project/workflow </li></ul>
  8. 9. <ul><li>Create valid HTML </li></ul><ul><li>Use appropriate tags - <head> <a> <h1><h2>..<h6> <strong> </li></ul><ul><li>No javascript in the primary menu </li></ul><ul><li>Tables are for tabular data </li></ul><ul><li>Add “skip to content link” to show robots where the main content is </li></ul><ul><li>Validate before launch </li></ul><ul><li>Humans – Improve the user experience. Browser needs to translate HTML correctly. </li></ul><ul><li>Robots – Easier to identify and extract content if they don’t get confused by invalid tags. </li></ul><ul><li>http://validator.w3.org/ </li></ul>
  9. 10. <ul><li>What You See is What You Get </li></ul><ul><li>Don’t trust users content </li></ul><ul><li>Prevent XSS exploits </li></ul><ul><li>Use alternate and title text for images. </li></ul><ul><li>Spam wars </li></ul><ul><li>Moderate your Content </li></ul><ul><li>http://drupal.org/project/wysiwyg_filter </li></ul><ul><li>http://drupal.org/project/HTMLPurifier </li></ul><ul><li>http://drupal.org/project/imagefield </li></ul><ul><li>http://drupal.org/project/mollom </li></ul><ul><li>http://drupal.org/project/captcha </li></ul><ul><li>http://drupal.org/project/moderation </li></ul>
  10. 11. <ul><li>Custom Page Title </li></ul><ul><li>Define accurate Title Tags on every page. </li></ul><ul><li>Token Integration </li></ul><ul><li>Token Patterns per-content type </li></ul><ul><li>Pagination Suffix </li></ul><ul><li>Humans – Ease of bookmarking and selecting relevant sites from SERP </li></ul><ul><li>Robots – Title is most important On-Page factor </li></ul><ul><li>http://drupal.org/project/page_title </li></ul><ul><li>http://drupal.org/project/token </li></ul>
  11. 12. <ul><li>Meta Data tags on every page. </li></ul><ul><li>Analyze content and define keywords </li></ul><ul><li>Meta Description </li></ul><ul><li>Humans – Often used as description below listing in Search Engine results page. Tells people why they should visit your site. </li></ul><ul><li>Robots – Assists with topical relevance. </li></ul><ul><li>http://drupal.org/project/nodewords </li></ul><ul><li>http://drupal.org/project/token </li></ul>
  12. 13. <ul><li>Create Intelligent URLs </li></ul><ul><li>Define Site Structure </li></ul><ul><li>Identify hierarchy </li></ul><ul><li>Consistency, ease of navigation </li></ul><ul><li>Humans – Easier for Sharing, </li></ul><ul><li>Bookmarking, Remembering URL </li></ul><ul><li>Robots – Keywords extracted from path </li></ul><ul><li>may have keywords </li></ul><ul><li>http://drupal.org/project/pathauto </li></ul><ul><li>http://drupal.org/project/token </li></ul><ul><li>http://drupal.org/project/menutrails </li></ul><ul><li>http://drupal.org/project/custom_breadcrumbs </li></ul>
  13. 14. <ul><li>Internal Linking </li></ul><ul><li>Manage related or similar pages </li></ul><ul><li>Wiki style links </li></ul><ul><li>Automatic links </li></ul><ul><li>Humans – Ease of navigation </li></ul><ul><li>Robots – Spiders indexing pages, increase PageRank </li></ul><ul><li>http://drupal.org/project/relatedcontent </li></ul><ul><li>http://drupal.org/project/nodepicker </li></ul><ul><li>http://drupal.org/project/glossify </li></ul><ul><li>http://drupal.org/project/freelinking </li></ul>
  14. 15. <ul><li>No-follow links </li></ul><ul><li>Blacklist and Whitelist </li></ul><ul><li>Robots.txt </li></ul><ul><li>Let spiders know what to index </li></ul><ul><li>Humans – Consistency, ease of navigation. </li></ul><ul><li>Robots – Identify hierarchy </li></ul><ul><li>http://drupal.org/project/nofollowlist </li></ul><ul><li>http://drupal.org/project/robotstxt </li></ul>
  15. 16. <ul><li>Prevent duplicate content </li></ul><ul><li>http://mysite.com/node/347 </li></ul><ul><li>http://mysite.com/node/347/ </li></ul><ul><li>http://www.mysite.com/node/347 </li></ul><ul><li>http://www.mysite.com/node/347/ </li></ul><ul><li>http://www.mysite.com/index.php?q=node/347 </li></ul><ul><li>http://www.mysite.com/index.php?q=node/347/ </li></ul><ul><li>http://mysite.com/index.php?q=node/347 </li></ul><ul><li>http://mysite.com/index.php?q=node/347/ </li></ul><ul><li>http://mysite.com/path/to/content </li></ul><ul><li>http://mysite.com/path/to/content/ </li></ul><ul><li>http://www.mysite.com/path/to/content </li></ul><ul><li>http://www.mysite.com/path/to/content/ </li></ul><ul><li>http://www.mysite.com/index.php?q=path/to/content </li></ul><ul><li>http://www.mysite.com/index.php?q=path/to/content/ </li></ul><ul><li>http://mysite.com/index.php?q=path/to/content </li></ul><ul><li>http://mysite.com/index.php?q=path/to/content/ </li></ul>
  16. 17. <ul><li>Why? </li></ul><ul><li>Different URLs representing the same content. This is dangerous territory for duplicate pages which can get you sandboxed * by the search engines! </li></ul><ul><li>How? </li></ul><ul><li>Checks the current URL for an alias and does a 301 redirect to it if it is not being used. </li></ul><ul><li>Checks the current URL for a trailing slash, removes it if present and repeats check 1 with the new request. </li></ul><ul><li>http://drupal.org/project/globalredirect </li></ul><ul><li>http://drupal.org/project/path_redirect </li></ul><ul><li>* http://en.wikipedia.org/wiki/Sandbox_Effect </li></ul>
  17. 18. <ul><li>WWW or No WWW, that is the SEO Question </li></ul><ul><li>http://www.mysite.com != http://mysite.com </li></ul><ul><li>Don't allow broken links </li></ul><ul><li>Selectively scan node types and comments </li></ul><ul><li>Selectively scan blocks </li></ul><ul><li>Humans – Improve the user experience. </li></ul><ul><li>Robots – Robots don’t find dead ends or spend time chasing files that don’t exist. </li></ul><ul><li>http://drupal.org/project/linkchecker </li></ul>
  18. 19. <ul><li>Provide Site Maps (HTML/XML) </li></ul><ul><li>HTML : A directory. Ease of navigation. </li></ul><ul><li>XML : Ease for indexing. Can give spiders a &quot;hint&quot; which pages have most value and how often updated. </li></ul><ul><li>Be careful at the beginning </li></ul><ul><li>Track when Google spiders index new content </li></ul><ul><li>http://drupal.org/project/sitemenu </li></ul><ul><li>http://drupal.org/project/xmlsitemap </li></ul>
  19. 20. <ul><li>Share on Social media and Social bookmarking sites </li></ul><ul><li>Let visitors share your content </li></ul><ul><li>Manage accounts on social networks </li></ul><ul><li>Trackback links </li></ul><ul><li>http://drupal.org/project/share </li></ul><ul><li>http://drupal.org/project/sharethis </li></ul><ul><li>http://drupal.org/project/trackback </li></ul><ul><li>http://drupal.org/project/pingback </li></ul><ul><li>http://drupal.org/project/twitter </li></ul><ul><li>http://drupal.org/project/fblike </li></ul>
  20. 21. <ul><li>Provide a site Search </li></ul><ul><li>Never feel lost in the data </li></ul><ul><li>Humans – Give people an alternate way to get to content. </li></ul><ul><li>Robots – N/A </li></ul><ul><li>http://drupal.org/project/sphinx </li></ul><ul><li>http://drupal.org/project/apachesolr </li></ul><ul><li>http://drupal.org/project/faceted_search </li></ul><ul><li>http://drupal.org/project/search404 </li></ul><ul><li>http://drupal.org/project/search_by_page </li></ul>
  21. 22. <ul><li>Syndicate via RSS </li></ul><ul><li>Let people follow your feeds </li></ul><ul><li>Validate XML files </li></ul><ul><li>Humans – keeps people coming back </li></ul><ul><li>Robots – Ping, Fresh content </li></ul><ul><li>http://drupal.org/project/Views </li></ul>
  22. 23. <ul><ul><li>Track , Optimize, Research, Analyze and Measure </li></ul></ul><ul><ul><li>Track and Optimize content </li></ul></ul><ul><ul><li>Research and Analyze keywords </li></ul></ul><ul><ul><li>Be mindful of Keyword Density </li></ul></ul><ul><ul><li>Create Reports to measure results </li></ul></ul><ul><li>http://drupal.org/project/google_analytics </li></ul><ul><li>http://drupal.org/project/contentoptimizer </li></ul><ul><li>http://drupal.org/project/contentanalysis </li></ul><ul><li>http://drupal.org/project/scribeseo </li></ul><ul><li>http://drupal.org/project/readability </li></ul><ul><li>http://drupal.org/project/w3canalyzer </li></ul><ul><li>http://drupal.org/project/kwresearch </li></ul><ul><li>http://drupal.org/project/kwanalysis </li></ul>
  23. 24. <ul><li>Even More </li></ul><ul><li>SEO Compliance Checker </li></ul><ul><li>SEO Checklist </li></ul><ul><li>SEO Friend </li></ul><ul><li>http://drupal.org/project/seo_checker </li></ul><ul><li>http://drupal.org/project/seo_checklist </li></ul><ul><li>http://drupal.org/project/seo_friend </li></ul><ul><li>Read articles on SEOMOZ </li></ul><ul><li>Follow best practices </li></ul><ul><li>http://www.seomoz.org </li></ul>
  24. 25. <ul><li>Google Analytics </li></ul><ul><li>Google Webmaster Tools </li></ul><ul><li>Google Zeitgeist (trendspotting) </li></ul><ul><li>Google AdWords keyword tool </li></ul><ul><li>Google Search insights </li></ul><ul><li>Google Trends for Websites </li></ul><ul><li>Google Jazz </li></ul><ul><li>Google Caffeine </li></ul><ul><li>Google Mayday Update </li></ul><ul><li>Weekly/monthly follow-up </li></ul><ul><ul><li>Not to fast </li></ul></ul>
  25. 26. <ul><li>Thank You </li></ul><ul><li>Any questions ? </li></ul>
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