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Drupal SEO Basics (BADCamp 2012)
- 1. BADCamp 2012 Hook 42 source: http://www.geeksugar.com/ answers@hook42.com 1
- 2. BADCamp 2012 Hook 42 THE DRUPALER’S GUIDE TO THE SEO GALAXY Or… Navigating a Gazillion SEO Modules Aimee Degnan / aimee@hook42.com Kristen Pol / kristen@hook42.com answers@hook42.com 2
- 3. BAD Camp 2012: Building Multilingual Sites in Drupal 7 - Introduction Hook 42 Who are we? Aimee • CEO, Principal Web & CMS Architect • Enterprise CMS, Infrastructure, Analyst, Management • She makes it all happen. Kristen • CTO, Principal Drupal Architect • Drupal ninja, multilingual sites, SEO, Analytics • She makes it all work. answers@hook42.com 3
- 4. BADCamp 2012 Hook 42 Get hooked: Strengths Services Clients Hook 42 Drupal Zero to go Start ups Flexible. Web Content Second Small Management Opinion business Work smart. Enterprise Rescue Midsize Content Fix complex problems. Mission business Publication Integrate anything. Custom Application Add-ons Enterprise Integration Culture chameleon. Strategic Scale for growth. Moving Technology Education House Leadership Deploy correctly. Systems Helping Hand Architecture Work efficiently. answers@hook42.com 4
- 5. BADCamp 2012 Hook 42 Presentation Takeaways • What is SEO • Why should you care about it • Who should be involved • When and how to take care of the basics (in Drupal) • Where to go next answers@hook42.com 5
- 6. BADCamp 2012 Hook 42 source: http://blog.castsoftware.com/ answers@hook42.com 6
- 7. BADCamp 2012 Hook 42 Web Strategy SEO is part of the puzzle Off-Site Paid SEO Advertising Word of On-Site Mouth / SEO Virality There are many ways to get people to your site. Social Your Analytics Media You have to weigh the costs and benefits to Site see what works best. Use analytics to figure out what is cost- effective. answers@hook42.com 7
- 8. BADCamp 2012 Hook 42 What? Search Engine Improving your site Optimization structure, content, a nd links for higher search engine SEO requires constant ranking position attention. SEO best practices are always changing. SEO done wrong can be very, very bad. answers@hook42.com 8
- 9. BADCamp 2012 Hook 42 answers@hook42.com 9
- 10. BADCamp 2012 Hook 42 What do you think impacts SEO? On-Page On-Site Off-Site • Content • Content • Links in • Quality • Quality • Link text • Relevance • Relevance • Link quality • Freshness • Keywords • Social media • Keywords • Crawlability • Likes • Meta tags • Domain age • Shares • Page title • Domain trust • Virality • Headers • Country • User country • URL • Locality • User locality • Page speed • TLD (e.g. .com) • Paid links • Spam • Spam • Spam links • … • … • … answers@hook42.com 10
- 11. BADCamp 2012 Hook 42 source: http://searchengineland.com/seotable answers@hook42.com 11
- 12. BADCamp 2012 Hook 42 source: http://shop.johnmartz.com/ answers@hook42.com 12
- 13. BADCamp 2012 Hook 42 Why? Get them to Clicks your site 36.40% 12.50% 9.50% 7.90% 6.10% Position 1 gets almost 3 times the number of clicks compared to #1 #2 #3 #4 #5 position 2. Source: optify.com (December 2010) answers@hook42.com 13
- 14. BADCamp 2012 Hook 42 Why? The bottom line Clicks Great Content Awesome Product If no one can find you, you can’t get them to do what you want. Conversions Getting clicks is just part of the battle. answers@hook42.com 14
- 15. BADCamp 2012 Hook 42 source: http://lornabecker.tumblr.com/ answers@hook42.com 15
- 16. BADCamp 2012 Hook 42 Who Business Technology Content Team SEO Team Team Team CEO and Content Architects CxOs Strategist Site Content Developers Content Owners Writers Social Marketing System Media Owners Admins Writers Social Designers Advertising Media and Ideally, anyone who Writers Owners Themers cares about, supports, or touches the site should SEO SEO SEO understand the site’s Owners Consultant Consultant SEO strategy. answers@hook42.com 16
- 17. BADCamp 2012 Hook 42 source: http://www.dailygalaxy.com/ answers@hook42.com 17
- 18. BADCamp 2012 Hook 42 Lots of SEO-related modules… Structure Content Social Media Tools • Path • Page Title • Social Media • Google Analytics • Pathauto • Meta Tags • AddThis • SEO Checklist • Global Redirect • Meta Tags Quick • JASM • Google Analytics • Redirect / Path • Search 404 • Service Links • HTML Purifier Redirect • Mollom • Debut Social • Links Checker • XML Sitemap • Featured Content • Share Buttons • W3C Link Checker • Menu Attributes • Custom • Facebook • GA Tokenizer • RobotsTxt Breadcrumbs Subscribe Button • Scheduler • Nofollow List • Related Content • SocialFlow • SEO Compliance • Alinks • Context Keywords • Follow Checker • Glossify Internal • Excerpt • ShareBar • SEO Friend Links • More Like This • PinIt • Keyword Analysis • URL List • Automatic Node • SlideAd • Keyword Research • Pathologic Titles • Slinky • Boost •… •… •… •… YIKES!!!!! http://kristen.org/drupal-seo-modules answers@hook42.com 18
- 19. BADCamp 2012 Hook 42 answers@hook42.com 19
- 20. BADCamp 2012 Hook 42 SEO Checklist Walk me What through it • SEO Checklist module (seo_checklist) • Drupal 6 through 7 Why • Lists things that should be done and lets you check them off When • At start of development How There are a lot of things • Enable seo_checklist & checklistapi modules to configure. • Go to config page You can keep track of • Follow instructions them with this checklist. answers@hook42.com 20
- 21. BADCamp 2012 Hook 42 SEO Checklist > Make it easy! answers@hook42.com 21
- 22. BADCamp 2012 Hook 42 SEO Checklist • Work in order from top to Tips bottom • Click save button on the bottom of the page! • You don’t have to complete everything (some alternative methods are provided) There are a lot of things • Turn off the module once all to configure. relevant steps have been You can keep track of completed them with this checklist. answers@hook42.com 22
- 23. BADCamp 2012 Hook 42 Clean URLs What We don’t like dirty ones • Core System module (system) • Drupal 4 through 7 Why • Create user-friendly URLs When • At start of development How The URL • Enable Apache mod_rewrite foo.com/node/1 • Enable clean URLs is cleaner than foo.com?q=node/1 • Save configuration answers@hook42.com 23
- 24. BADCamp 2012 Hook 42 Clean URLs > Make it clean! answers@hook42.com 24
- 25. BADCamp 2012 Hook 42 Clean URLs • Restart Apache after enabling Tips mod_rewrite • Make sure your .htaccess file is in your docroot • If copying a site with clean URLs enabled to another site that isn’t configured The URL yet, initially turn off clean foo.com/node/1 is cleaner than URLs via the database or via foo.com?q=node/1 drush answers@hook42.com 25
- 26. BADCamp 2012 Hook 42 Path What URLs how you want them • Core Path module (path) • Drupal 4 through 7 Why • Create meaningful URLs When • As you create content How The URL • Enable path module foo.com/about-us • Edit content is more meaningful than foo.com/node/1 • Fill in path and save answers@hook42.com 26
- 27. BADCamp 2012 Hook 42 Path > Use custom URLs answers@hook42.com 27
- 28. BADCamp 2012 Hook 42 Path • Use human-readable paths Tips • Use keywords in the paths if it makes sense • Follow a sane path structure (about-us/founders, about- us/team, about-us/location) The URL • Do not use paths that conflict foo.com/about-us with internal paths (e.g. is more meaningful than foo.com/node/1 admin, user, node) answers@hook42.com 28
- 29. BADCamp 2012 Hook 42 Pathauto What Smart URLs based on your • Pathauto module (pathauto) • Drupal 4 through 7 content Why • Create user-friendly URLs automatically When • When you create content types and edit content How The URL • Enable pathauto & token modules foo.com/news/election • Create patterns per content type -day-2012 is more meaningful than • Edit content, enable “Generate automatic foo.com/node/5 URL alias”, and save answers@hook42.com 29
- 30. BADCamp 2012 Hook 42 Pathauto > Configure path patterns answers@hook42.com 30
- 31. BADCamp 2012 Hook 42 Pathauto > Use replacement patterns (tokens) answers@hook42.com 31
- 32. BADCamp 2012 Hook 42 Pathauto > Generate alias answers@hook42.com 32
- 33. BADCamp 2012 Hook 42 Pathauto • Use human-readable patterns Tips • Use keywords in the patterns if it makes sense • Follow a sane path structure (about- us/[node:title], products/[node:c ategory]/[node:title]) The URL foo.com/news/election -day-2012 • Avoid patterns at top-level to is more meaningful than foo.com/node/5 minimize conflicts with internal answers@hook42.com paths (e.g. admin, user, node) 33
- 34. BADCamp 2012 Hook 42 Pathauto • Duplicate paths are avoided More tips with numbering (e.g. news/todays- headlines, news-todays- headlines-0) • Sometimes the “Generate automatic URL alias” The URL checkbox goes unchecked foo.com/news/election -day-2012 (try Pathauto Persistent State is more meaningful than foo.com/node/5 or SEO Friend module) answers@hook42.com 34
- 35. BADCamp 2012 Hook 42 Redirect What Maintain sanity when URLs • Redirect module (redirect, D7) or Path Redirect module (path_redirect, older) change • Drupal 4 through 7 Why • Prevent 404s when URLs change • Search engines pass along “link juice” When • Before go-live How • Enable redirect / path_redirect module 301 redirect from old URL to new URL. • Enable redirects when aliases change answers@hook42.com 35
- 36. BADCamp 2012 Hook 42 Redirect > Auto redirect when URLs change answers@hook42.com 36
- 37. BADCamp 2012 Hook 42 Redirect • Test redirect works for old Tips URLs • For Path Redirect module, configure Pathauto module’s Update Action setting • Prune old redirects (> 1 year 301 redirect from old old) URL to new URL. answers@hook42.com 37
- 38. BADCamp 2012 Hook 42 Global Redirect What Reduce duplicate • Global Redirect module (globalredirect) • Drupal 4 through 7 content Why • Prevent accessing same page with different URLs • Search engines pass along “link juice” When 301 redirect from equivalent URL to • Before go-live “canonical” URL. The URL How foo.com/node/1/ will 301 redirect to • Enable globalredirect module foo.com/node/1 • Configure module as needed answers@hook42.com 38
- 39. BADCamp 2012 Hook 42 Global Redirect > Configure settings answers@hook42.com 39
- 40. BADCamp 2012 Hook 42 Global Redirect • Test redirect works for Tips duplicate URLs • node/1/ => node/1 • ?q=node/1 => node/1 • Enable “Add Canonical Link” to get the canonical URL 301 redirect from equivalent URL to “canonical” URL. (alias) added to the meta tags The URL foo.com/node/1/ will 301 redirect to foo.com/node/1 answers@hook42.com 40
- 41. BADCamp 2012 Hook 42 Page Title What This is your marketing title • Page Title module (page_title) or Meta Tags module (metatag) in D7 • Drupal 4 through 7 Why • Show user-friendly, click-worthy title When The page title (<title> • When you create content types and edit tag) is considered by content many to be the MOST IMPORTANT on-page optimization. How • Enable page_title (or metatag) module Search engines show this in search results • Configure patterns per content type and browsers show it in • Edit content, fill in title, and save the browser bar. answers@hook42.com 41
- 42. BADCamp 2012 Hook 42 Page Title > Configure content types answers@hook42.com 42
- 43. BADCamp 2012 Hook 42 Page Title > Configure page title patterns answers@hook42.com 43
- 44. BADCamp 2012 Hook 42 Page Title > Set manual page titles answers@hook42.com 44
- 45. BADCamp 2012 Hook 42 Page Title • Use unique page titles! Tips • Use human-readable titles and patterns • Use keywords in the title and patterns if it makes sense The page title (<title> tag) is considered by many to be the MOST • Keep titles short (< 70 characters) IMPORTANT on-page optimization. • Put sitename / company at the end Search engines show this in search results of the page title (e.g. Cool Widget | and browsers show it in the browser bar. Widgets-r-us) answers@hook42.com 45
- 46. BADCamp 2012 Hook 42 Meta Tags Supporting What data • Nodewords module (nodewords, D6 and below) or Metatags module (metatag, D7) or Meta Tags Quick module (metatags_quick, D7) • Drupal 4 through 7 Why • Meta description is your marketing message When • When you create content types and edit content How • Enable module and submodules • Configure patterns per content type Meta data about the • Edit content, fill in meta description, and save page. answers@hook42.com 46
- 47. BADCamp 2012 Hook 42 Meta Tags Quick > Configure module settings answers@hook42.com 47
- 48. BADCamp 2012 Hook 42 Meta Tags Quick > Add meta tag content answers@hook42.com 48
- 49. BADCamp 2012 Hook 42 Meta Tags • Choose a meta tag module and Tips stick with it (it’s not easy to move data between the two options) • http://groups.drupal.org/node/18941 • Meta tags description is a must (marketing message!) • Use unique meta descriptions! • Meta tags keywords are optional Meta data about the page. answers@hook42.com 49
- 50. BADCamp 2012 Hook 42 Site Verify What Is this your site? • Site Verify module (site_verify) • Drupal 6 through 7 Why • Let the search engines know you are the site owner When • Right after go-live How You need to prove to • Enable site_verify module Google, Bing, and other • Configure site verification for engines that you own the site. Google, Bing, etc. answers@hook42.com 50
- 51. BADCamp 2012 Hook 42 Site Verify > Add verification files or text answers@hook42.com 51
- 52. BADCamp 2012 Hook 42 Site Verify • You don’t have to use a Tips module for this (can put the verification files in the docroot and make readable) You need to prove to Google, Bing, and other engines that you own the site. answers@hook42.com 52
- 53. BADCamp 2012 Hook 42 XML Sitemap What What should be • XML Sitemap module (xmlsitemap) indexed? • Drupal 5 through 7 Why • Let the search engines know your pages When • Configure right before go-live and submit right after go-live How • Enable xmlsitemap, xmlsitemap_node, and xmlsitemap_engines modules • Configure xmlsitemap directory and priority Give search engines a per content type list of your site pages so they find them faster. • Generate sitemap and submit answers@hook42.com 53
- 54. BADCamp 2012 Hook 42 XML Sitemap > Configure content types answers@hook42.com 54
- 55. BADCamp 2012 Hook 42 XML Sitemap > Configure content answers@hook42.com 55
- 56. BADCamp 2012 Hook 42 XML Sitemap > Configure module settings answers@hook42.com 56
- 57. BADCamp 2012 Hook 42 XML Sitemap • Don’t mark all content with 1.0 Tips priority (only the most important stuff) • Make sure cron is running (older versions of Drupal) • Configure the xmlsitemap_engines module to submit sitemaps daily • Check Google and Bing Give search engines a Webmaster Tools to see if sitemap list of your site pages so is found they find them faster. answers@hook42.com 57
- 58. BADCamp 2012 Hook 42 source: http://mjmobbs.com/ answers@hook42.com 58
- 59. BADCamp 2012 Hook 42 General Where now? • SEOMoz / seomoz.org Learn more about SEO • Search Engine Land / searchengineland.com • Matt Cutts / mattcutts.com/blog • Performing an SEO Audit / www.seomoz.org/blog/how- to-perform-the-worlds-greatest-seo-audit Drupal • Drupal docs / drupal.org/node/1158446 • Drupal SEO group / groups.drupal.org/seo • Drupal 6 SEO book / drupalseobook.com • Volacci’s blog / volacci.com/blog • Kristen’s blog / kristen.org SEO is always • Kristen’s tweets / @kristen_pol changing. answers@hook42.com 59
- 60. BADCamp 2012 Hook 42 Questions? answers@hook42.com 60
- 61. BADCamp 2012 Hook 42 source: http://www.geeksofdoom.com/ answers@hook42.com 61
- 62. BADCamp 2012 Hook 42 source: http://www.robisonwells.com/ answers@hook42.com 62
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- Implicit:ResponsiveSEO