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Drupal SEO


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Drupal SEO

  1. 1. Optimizing Drupal Search Engines2011 Sandcamp Jonathan Dietz
  2. 2. Session Goals 1 To familiarize you with current best practices for SEO 2 Show you what needs to be done in Drupal in order to comply with best practices 3 By the end of this session you will be able to identify and configure the modules to optimize your content for search engines modal dialogue 0
  3. 3. Agenda 1 Why SEO? 5 Drupal Theme Checklist 2 Best Practices 6 Questions 3 Drupal 6 SEO 4 Drupal 7 SEO
  4. 4. 01 Why SEO?
  5. 5. 02 Best Practices
  6. 6. Best PracticesContent is King!Rich content:  Engages the reader  Is well written, relevant text  Video  ImagesIncreases search engine rankings and trafficPromotes the likelihood of quality links from other sites
  7. 7. Best PracticesCreate a sitemap and submit to search enginesContent Order  The order content is rendered in is used to determine its importance, and thus its relevance to a particular keyword Good Bad (left col above main content)
  8. 8. Best PracticesDescriptive content meta data  In addition to content that is displayed, you should make proper use of descriptive meta content that search engines know about.Title tag  60 characters or less  Google: 70 characters  Yahoo: 64 characters
  9. 9. Best PracticesMeta TagsGenerally carry a very low weight (or not used at all) indetermining search rank  ring-more-popular-picks-meta-tags.html  search/Highly useful in converting search results into click throughs toyour site.
  10. 10. Best Practices
  11. 11. Best Practices Heading Tags <h1> - <h2> Links <a> Image tag <img> use a descriptive file name use the alt attribute
  12. 12. Best PracticesSearch engine friendly (SEF) URLs
  13. 13. Best PracticesImprove Your Site Speed  Reduce the number of HTTP requests  Combine JavaScript into one file if possible)  Combine CSS into one file (if possible)  Make us of CSS sprites  Compress (gzip) content  Drupal/Server caching  Content delivery network (CDN) such as Amazon s3  Upgrade your server  Upgrade your bandwidth
  14. 14. Best PracticesRemove Your Duplicate Content  Locate Duplicate Content  inurl:productID  intitle:”my product name”  Use Canonical URL links  canonical.html   Use 301 RedirectsImprove your “Link Juice”  Use rel=“nofollow” on specific anchor tags <a href=“#” rel=“nofollor”> 
  15. 15. 03 Drupal 6 SEO
  16. 16. SEO Modules 1 51. Pathauto 6. Menu_attributes2. Nodewords 7. XMLsitemap 23. Page_title 8. Search40434. GlobalRedirect 9. HTMLpurifier5. Path_redirect 10. SimpleMeta 4 5
  17. 17. Pathauto The Pathauto module automatically generates path aliases for various kinds of content (nodes, categories, users) without requiring the user to manually specify the path alias. URL: Version: 6.x-1.5 Menu: Site Building => URLAliases => Automated alias settings SEO Benefits: Search Engine Friendly URLs
  18. 18. Nodewords (meta Tags) This project allows you to add meta tags to Drupal pages both manually and automatically based on various settings. URL: Version: 6.x-1.11 Menu: Content Management => Meta tags SEO Benefits: Meta Tags Canonical URLs
  19. 19. Page_Title This module gives you granular control over the page title. You can specify patterns for how the title should be structured and, on content creation pages, specify the page title separately to the content’s title. URL: Version: 6.x-1.0 Menu: Content Management => Meta tags => By path SEO Benefits: Meta tags (per path/URL)
  20. 20. Global Redirect Ensures that your content is only visible at the one, best URL possible (i.e. requests for node/2 are forwarded to “alias-for-node-2”) URL: Version: 6.x-1.x-dev Menu: Site Configuration => Global Redirect SEO Benefits: Reduce Duplicate Content 301 Redirects (automatically generated) Canonical Tags
  21. 21. Path Redirect This module allows you to specify a redirect from one path to another path or an external URL, using any HTTP redirect status. URL: Version: 6.x-1.0-rc2 Menu: Site Building => URL Redirects SEO Benefits: 301 Redirects (manually added)
  22. 22. Menu Attributes This simple module allows you to specify some additional attributes for menu items such as id, name, cass, style, and rel. URL: Version: 6.x-1.4 Menu: Site Configuration => Menu Attributes Settings SEO Benefits: Rel attribute on Link tags (rel=“nofollow” to improve “Link juice”)
  23. 23. HTML Purifier HTML Purifier will not only remove all malicious code (better know as XSS) with a thoroughly audited, secure yet permissive whitelist, it will also make sure your documents are standards complaint URL: Version: 6.x-2.4 Menu: Site Configuration => Search 404 settings SEO Benefits: Reduces “DOM clutter” May improve site load times (slimmer DOM)
  24. 24. Simple Meta The Simple Meta module provides a flexible method to set meta tags, such as page title, keywords and description for current website page. (Nodewords alternative) URL: Version: 6.x-1.3 Menu: Site Building => URLAliases => Automated alias settings SEO Benefits: Meta Tags (Not as many options as nodewords)
  25. 25. SEO Helper ModulesGoogle_analyticsSEO_friendContentOptimizerSEO Compliance Checker (seo_checker)LinkCheckerSEO_checklist
  26. 26. Google_analytics Adds the Google Analytics web statistics tracking system to your website. URL: Version: 6.x-3.0 Menu: Site Building => URL Aliases => Automated alias settings SEO Benefits: Get more accurate results by only tracking certain users or restricting code from displaying on admin pages us pasting code in page.tpl.php
  27. 27. SEO_friend The Drupal SEO Friend module is meant to be used alongside exsisting Drupal SEO modules to make them more effective. URL: Version: 6.x-1.0 Menu: Site Management => SEO Friend Reports => SEO Reports SEO Benefits: Content helps enforce good SEO policies Reduces duplicate content Content analysis (reports)
  28. 28. ContentOptimizer The Content Optimizer enables a quick SEO analyzer that provides instant analysis of any site content as a quick and easy guide to assure SEO best practices are consistently followed. URL: Version: 6.x-2.2 Menu: Site Configuration => Content analysis (or any content edit page) SEO Benefits: Content analysis (reports) Screencast
  29. 29. SEO Compliance Checker The SEO Compliance Checker checks node content for search engine optimization upon its creation or modification. URL: Version: 6.x-2.2 Menu: Site Configuration => SEO Checker SEO Benefits: Content helps enforce good SEO policies Content analysis (reports)
  30. 30. Linkchecker Extracts links from your content when saved and periodically tries to detect broken links by checking the remote sites and evaluating HTTP response codes. It shows all broken links in the reports/logs section and on the content edit page if a link check has been failed. URL: Version: 6.x-2.x-dev Menu: Site Management => Link Checker Reports => Broken Links SEO Benefits: Content analysis (reports) Reduces 404 Errors
  31. 31. SEO_checklist This module provides a checklist of good Drupal SEO (Search Engine Optimization) best practices. URL: Version: 6.x-3.0 Menu: Site Building => URL Aliases => Automated alias settings SEO Benefits: Helps you remember to do the initial SEO steps
  32. 32. Performance (indirect benefit)PressflowDrupal performance/cacheSprites moduleUninstall unused modulesAttend Brandon Lyon’s session!  Performance & Scalability, Where to Begin  Sunday, 11:15 am
  33. 33. 04 Drupal 7 SEO
  34. 34. SEO ModulesRedirect (path redirect)Page_TitleNodewordsGlobalRedirectMenu_attributesXMLsitemap
  35. 35. Define the UIMany modules still don’t have Drupal 7 versionsDuplicate content on every URL, insert the canonical into every: URL
  36. 36. 05 Drupal Themes
  37. 37. Theme SEO ChecklistDoes not use tables for main site layoutClean, valid HTML output  Does not overuse <div> tags to wrap content  Makes use of template overrides to control html outputProper header tag use  Site title on the front page  Page title on the inside pagesPrimary content higher up in the code  Content section appears before sidebars in the code
  38. 38. SummaryDrupal 7 has to play catch-up to D6’s SEOMake content a primary focusRun reports to see what areas you can improve inMust have modules  Pathauto  Nodewords  Page_title  GlobalRedirect  Path_redirect  Menu_attributes  XMLsitemap  Search404  Goodgle_analytics
  39. 39. 06 Questions?