seo & drupal
DESCRIPTION
Updated version of the presentation about SEO & Drupal i gave @ Drupalcamp.TRANSCRIPT
Drupalcamp Ghent 2009
SEO & Drupal by Bart Haedens
What is SEO?
Key elements SEO
Controllable
Non Controllable
Statistics/reports
SEO: do’s
SEO: dont’s
SEO & Drupal
SEO
‘Search Engine Optimization’
“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.”
SEO + SEA = SEM
SEO vs SEASEARCH ENGINE OPTIMIZATION
Organic (free)
Requires time (patience) & knowledge
(Lasting effect)
Long term strategy
SEARCH ENGINE ADVERTISING
Artificial (paying)
Needs money
Budget dictates length effect
Short term strategy
Commonly used terms
Pagerank
Backlinks
Linkbuilding
Link love
Rankings
Key elements SEO
Controllable
Content
Technique
Links
NON Controllable
Age of the website
Competition
Links
CONTENT IS KING
Content is King
As many as possible…
Relevant
Interesting stuff
‘Keyword Density’
Per page optimization
Synonyms
Long Tail
CONTROLABLE
>> Content <<
Technique
Links
Content is King
Unique!
Duplicate Content Penalty (even onsite)
Global Redirect module
Copyright
CONTROLABLE
>> Content <<
Technique
Links
Content is King Scannable
Correct use HTML-tags (h1, li, strong, ....)
Keywords in: <title> (used as title in
SERPs)
Headings
Meta-data (description)
First paragraph
Web copywriting = scannable, above the fold
CONTROLABLE
>> Content <<
Technique
Links
Content is King
Easy browsable
Clear structure (IA)
Crosslinking in content
Sitemap!
Breadcrumbs
CONTROLABLE
>> Content <<
Technique
Links
Content is King
Frequent
New content = reason to revisit (visitors as well as crawlers)
Ping!
Multiping module
CONTROLABLE
>> Content <<
Technique
Links
Content is King
As many as possible
Unique!
Scannable
Easy browsable
Frequent
CONTROLABLE
>> Content <<
Technique
Links
TECHNIQUE
Technique URL
Relevant domain name (keywords) URL canonicalization:
http://www.test.com != http://test.com -> redirect (.htaccess)
Crawler friendly, human readable BAD: http://test.com/?pageid=16 GOOD: http://test.com/contact/ Path and Pathauto modules
301 – permanent redirect Moved pages/domain Path Redirect module
404 – page not found Clear message within siteframe Search 404 module (possible matches)
CONTROLABLE
Content
>>Technique<<
Links
Technique HTML level
<title>-tag (per page) short, descriptive, keywords Page title module
Meta tags (per page) (Keywords), description!, noodp Nodewords module
Navigation No Javascript!
Slicing (psd-to-html) frameless! tables are for tabular data
CONTROLABLE
Content
>>Technique<<
Links
Technique HTML level
Images Alt/title-tags
No text on images
Sitemap Auto generate
Plain text & Sitemap.xml
Site map & XML Site map modules
Flash If necessary
CONTROLABLE
Content
>>Technique<<
Links
Technique
IP/location Clean IP
Location IP Regional/National
IP forwarding
Inbound links/link love Other IP
Preferably different range (class)
CONTROLABLE
Content
>>Technique<<
Links
Technique
Robots.txt Deny access to crawlers
avoid duplicate content...
Point crawlers to the sitemap.xml
RobotsTxt module (multisite)
CONTROLABLE
Content
>>Technique<<
Links
Techniue
URL
HTML level
IP/location
Robots.txt CONTROLABLE
Content
>>Technique<<
Links
LINKS
Links
Outbound links Tag rel=“nofollow”
(for comments)
Discussion (PR leaking) CONTROLABLE
Content
Technique
>>Links<<
Links
Inbound links/linkbuilding 2 main targets
Important and relevant SE
Backlinks, backlinks, backlinks CONTROLABLE
Content
Technique
>>Links<<
Links
Backlinks: how? Be interesting
Ask (Digg this, ….)
Link exchange
Blogs (comments)/forums
Microsites (other ip)
Watch out for link farms or sort like easy solutions
CONTROLABLE
Content
Technique
>>Links<<
Links
Backlinks: watch out for Relevant/related
PageRank!!!!
Anchortekst (keywords)
Nofollow, redirects
Location backlink (geographically, on site)
CONTROLABLE
Content
Technique
>>Links<<
Links
Outbound links
Inbound links/linkbuilding Targets
Important, relevant SE
Backlinks, backlinks backlinks
CONTROLABLE
Content
Technique
>>Links<<
Key elements SEO
Controllable
Content
Technique
Links
NON Controllable
Age of the website
Competition
Links
Non Controllable
Age domain, website
Competition sector, keywords
Links inbound links (good/bad)
STATISTICS/REPORTS
Statistics/reports
Google Analytics
Google Webmaster Tools
Google Zeitgeist (trendspotting)
Weekly/monthly follow-up Not to fast
SEO: do’s standard based xhtml/css
clean urls
page level optimization
focus on keywords/synonyms
(many) content/longtail (keep it scannable)
update ccontent regularly
follow-up analytics/reports
check your competition
SEO: dont’s
tables
iframes
sitewide title/metadata
irrelevant linkbuilding
splash pages
text in images
flash
fink farms
hiding keywords
cloaking
keyword stuffing
autogenerate content
all blackhat technieken
SEO & Drupal
Global Redirect module http://drupal.org/project/
globalredirect
Multiping module http://drupal.org/
project/multiping
Path and Pathauto modules http://drupal.org/project/
pathauto
Path Redirect module http://drupal.org/
project/path_redirect
Search 404 module http://drupal.org/
project/search404
Page title module http://drupal.org/
project/page_title
SEO & Drupal
Meta tags module http://drupal.org/project/
nodewords
Site map & XML Site map modules http://drupal.org/project/
site_map
http://drupal.org/project/xmlsitemap
RobotsTxt module http://drupal.org/
project/robotstxt
SEO checklist module http://drupal.org/
project/seo_checklist
