20150211 seo in drupal presentation
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This document discusses SEO (search engine optimization) for Drupal websites. It begins with an overview of SEO and the SEO process, noting it is a long-term strategy versus paid search. The document then notes Drupal 7 and 8 cores include only basic SEO features. It outlines several modules that can be installed to improve SEO, such as for XML sitemaps, URL structures, title and meta tags. It stresses SEO should be considered from the start of website development for best results. In conclusion, SEO requires expertise and an evolving understanding of techniques.
20150211 seo in drupal presentation
- 1. SEO for Drupal 11th February 2015 Dagmar Muth @dagmita
- 2. Agenda 1 What and why SEO? 2 SEO process 3 What is in core of D7 and D8 4 5 State of Modules in D8 Modules in D7 6 Conclusions 1
- 3. Agenda 1 What and why SEO? 2 SEO process 3 What is in core of D7 and D8 4 5 State of Modules in D8 Modules in D7 6 Conclusions
- 4. SEO and SEM Organic Search Engine Results (SEO) Paid Search Engine Results (SEM) Paid Search Engine Results (SEM)
- 5. Timeframe of results SEO = Long-term impact, first results after 4-6 months SEM = immediate and temporary effect (stops when not paid anymore)
- 6. What we click on www.seoresearcher.com
- 7. Which one is preferred EyeTracking Study by Did-it, Enquiro and Eyetools, iProspect, Search Engine Behavior Study, Enquiro, MarketingSherpa 62% look only at the first page. 76% Prefer organic results over AdWords. View Rate of Organic Results: 1. Result: 100% 2. Result: 100% 3. Result: 100% 4. Result: 85% 5. Result: 60% 6. Result: 50% 7. Result: 50% 8. Result: 30% 9. Result: 30% 10. Result: 20%
- 8. SEO: Previous and Current Process Previous Process: • Meta Tags • Links schemes, link farms • Article spinning • Comment spamming • Keyword stuffing Current Process: • On-Site Audit: Technical audit, mobile audit, indexing audit, usability quick check • Link building strategy • Blogs, news • Social media strategy (SEO perspective) • Well written website content Content Marketing und Link BuildingBlack Hat SEO Optimized for Machines Optimized for Humans
- 9. Agenda 1 What and why SEO? 2 SEO process 3 What is in core of D7 and D8 4 5 State of Modules in D8 Modules in D7 6 Conclusions 2 1
- 10. SEO process 1. Step: Off-Site Analysis 2. Step: On-Site Audit 3. Step: Continuous SEO Tasks • Keyword Analysis (Content SEO Check) • Competitive Analysis • Link Analysis • Social Media Visibility • International and Multilingual SEO Strategy Goal: • Evaluation of SEO relevant keywords. • Definition of SEO strategy.
- 11. SEO process • Technical Audit • Mobile Audit • Indexing Audit • Usability Check 1. Step: Off-Site Analysis 2. Step: On-Site Audit 3. Step: Continuous SEO Tasks Goal: Analysis and recommendations for technical SEO implementation.
- 12. SEO process • Execution of SEO strategy • Content Creation • Link Building 1. Step: Off-Site Analysis 2. Step: On-Site Audit 3. Step: Continuous SEO Tasks
- 13. SEO and Website Development time Definition of goals Off-Site Analysis Content Strategy Features Specifications Implementation Go Live On-Site Audit Continuous optimizations
- 14. Agenda 1 What and why SEO? 2 SEO process 3 What is in core of D7 and D8 4 5 State of Modules in D8 Modules in D7 6 Conclusions 3 1
- 15. D7 and D8 SEO core features Almost Nooothing. Only the very basics such as node title and possibility to define SEO-friendly URLs. Drupal 8 is the same.
- 16. Agenda 1 What and why SEO? 2 SEO process 3 What is in core of D7 and D8 4 5 State of Modules in D8 Modules in D7 6 Conclusions 4 1
- 17. Setup tracking tool Goal: Keep track of the success of your website with a tracking tool. Solution: We usually use Google Analytics and add the Universal Analytics Code via the Google Analytics Module
- 18. Robots.txt file Goal: Robots.txt file exists (URL/robots.txt) so that search engines crawl the right content Solution: • Validate the robots.txt file • Set disallow command for your dev site • Don’t forget to remove disallow command when you go live :-)
- 19. XML sitemap Goal: XML sitemap exists (URL/sitemap.xml) to help search engines etc. to crawl your website more intelligently Solution: • Install XML sitemap module • Add sitemap to robots.txt
- 20. URL structure Drupal standard Goal: URLs should be readable, user friendly and contain keywords in the right language Max. length 100 characters and words to be separated with dashes Example optimal URL format http://www.example.com/category-keyword/subcategory-keyword/primary-keyword
- 21. Solution: Install Pathauto module: allows you to define the structure of the URL/path aliases per file, content type, taxonomy terms, user and per language. Result = nice URLs: http://www.sigvaris.com/global/en/news/touchless-determined-legreader- xt5 URL structure
- 22. URL redirects Goal: • Redirect from the node/123 structure to the user-friendly URL structure works • As few 302 redirects as possible Solution: • Global redirect module checks a current URL for an alias and does a 301 redirect to it • Set the www to non-www redirect on the live server
- 23. Faceted search URLs Goal: If there is a filtered search options, URLs should have a user-friendly, readable structure Drupal standard: http://www.exped.com/switzerland/en/product-category/tents?f %5B0%5D=field_min_weight%3A%5B0%20TO%203%5D&f %5B1%5D=field_construction%3A1
- 24. Faceted search URLs Solution: Facet API Pretty Paths module Generates nice URL segments such as "<alias>/<value>"
- 25. Applying pretty paths module
- 26. Goals: • Good-looking URLs in roman letters for all languages Multilingual URLs
- 27. Multilingual URLs Solution: Install the transliteration module: takes unicode text and tries to represent it in US-ASCII characters Example:
- 28. Title tag & meta description tag Title tag Meta description tag Goal: Title tags and meta description tags are filled out
- 29. Title tag & meta description tag Solution: • Module: Metatag • Meta Description Tags in views and panels: Enable submodules Metatag:Views and Metatag:Panels • Further functionalities: • Open Graph (Facebook): Enable submodule Metatag:Open graph and configure settings for each content type
- 30. Meta tags in Drupal
- 31. Image names and ALT tags Goal: • File name and ALT tags of an image should describe its content
- 32. Image names and ALT tags Solution: • ALT tag must be activated in field configuration
- 33. Alt text for images
- 34. Hide unwanted nodes Goal: Hide unwanted nodes e.g. nodes that are used only as panel elements and do not have a full-node view Example:
- 35. Hide unwanted nodes Solution: • Install Rabbit Hole module • Configure what should happen when an entity is viewed at its own page
- 36. Page Load Speed Goal: • Performance of your website on desktop and mobile should be high • Google recommends page load in 1 sec Solution: • Check with Google PageSpeed Insights: https://developers.google.com/ speed/pagespeed/insights/ • Implement as many suggestions as possible
- 37. Aggregation of JavaScript files Goal: • Make JavaScript files accessible for search engines • Otherwise the files are excluded in the robots.txt file (/misc/) and Google cannot render the pages correctly Solution: • Make sure that the JavaScript aggregator is enabled during the launch • More information: http://googlewebmastercentral.blogspot.ch/ 2014/10/updating-our-technical-webmaster.html
- 38. Agenda 1 What and why SEO? 2 SEO process 3 What is in core of D7 and D8 4 5 State of Modules in D8 Modules in D7 6 Conclusions 5 1
- 39. SEO modules in D8
- 40. Agenda 1 What and why SEO? 2 SEO process 3 What is in core of D7 and D8 4 5 State of Modules in D8 Modules in D7 6 Conclusions6 1
- 41. Conclusions SEO to be a fix building part of a website. SEO to be considered from the start of building a new website. It requires experts that are following the evolving area SEO and SEM – mid-term effects versus campaigning, short-term Multidisciplinary: technical and content