Download - 20150211 seo in drupal presentation
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
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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
SEO and SEM
Organic Search Engine Results (SEO)
Paid Search Engine Results (SEM)
Paid Search Engine Results (SEM)
Timeframe of results
SEO = Long-term impact, first results after 4-6 months
SEM = immediate and temporary effect (stops when not paid anymore)
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%
SEO: Previous and Current ProcessPrevious 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
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
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.
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.
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
SEO and Website Developmenttime
Definition of goals
Off-Site Analysis
Content Strategy
Features Specifications
Implementation
Go Live
On-Site Audit
Continuous optimizations
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
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.
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
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
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 :-)
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
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
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
URL redirectsGoal:
• 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
Faceted search URLsGoal:
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
Faceted search URLs
Solution:
Facet API Pretty Paths module
Generates nice URL segments such as "<alias>/<value>"
Multilingual URLs
Solution:Install the transliteration module: takes unicode text and tries to represent it in US-ASCII characters
Example:
Title tag & meta description tag
Title tag
Meta description tag
Goal:
Title tags and meta description tags are filled out
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
Hide unwanted nodesGoal:
Hide unwanted nodes e.g. nodes that are used only as panel elements and do not have a full-node view
Example:
Hide unwanted nodes
Solution:
• Install Rabbit Hole module
• Configure what should happen when an entity is viewed at its own page
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
Aggregation of JavaScript filesGoal:
• 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
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
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
ConclusionsSEO 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