penguin friendly drupal seo strategy and tactics
DESCRIPTION
Though search placement is as important as ever (maybe even more so) as competition for visibility continues to grow, site managers are confronted with a bewildering number of tactics, hacks, and schemes to try to build their presence on the web. And with Google rolling out updates rapidly (from Panda to Hummingbird to Penguin, and more) it is even tougher to know where to start. But Drupal gives us a number of excellent tools we can leverage to make the SEO process more successful, easier, and maybe even – gasp – fun! Presentation Includes: In a post-Penguin/Hummingbird/Panda/etc. world, what can you actually do to rank well anymore? Must-have modules for Drupal SEO Key configurations and basics that can make the difference for your SEO efforts How your Drupal content strategy works with your SEO planTRANSCRIPT
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best practices for seo in drupal
2014 edition - penguin friendly!
L7 CREATIVE
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seo never sleeps
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“Focus on the user and all else will follow.”
“The perfect search engine would understand exactly what you mean and give back exactly what you want.”
Larry Page
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this just in...
rich markupnatural languageover-optimization penaltiesmobile experiencepage speed
new developments in search for 2013-2014
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seo basics?
meta tags?page titles?semantic markup?alt tags?
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The “Perfectly Optimized” PagePage TitleDescriptionH1 (Primary Headline)
Images - Filenames & Alt Text
Body Copy
URL
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seo strategy
what keywords do I want to rank for?what content will I be creating to help?what are the competing sites in my niche?
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why drupal is great for seo
clean url structureelegant redirect handlingmassive flexibilityability to automate* important parts of content optimization
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your #1 basic tool
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your #1 basic tool
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pathauto
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pathauto: blogs
bad:blog/[node:title]
better:unicorn-news/[node:title]
best:unicorn-news/[node:created:custom:Y-m-d]/[node:nid]/[node:title]
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page title
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page title
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page title
bad:[site:name] | [current-page:page-title]
better:[current-page:page-title] | [site:name]
best:[current-page:page-title] | [site:name] | [site:slogan]
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redirects
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xml sitemap
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meta tags
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meta tags
mediocre:[node:summary]
better:[node:summary]. [brief keyword-rich phrase appropriate for this content type]
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help out your content admins!
where possible, “bake in” your basic optimization at a pattern / setting level for each content type
reca
p of
set
tings
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your logo is not your h1
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duplicate content!
commentssortsfacetspagerslogin / user pages
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duplicate content!
unicorns.com/my-url?order=title&sort=asc
unicorns.com/search/apachesolr_search?filters=type%3Aall%20tid%3A132
unicorns.com/user/login?destination=/destination-url
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duplicate content!
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facets / sorts:noindex, follow
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proximity search example
// Add custom "robots" meta tag for search results pages if ((arg(0) == 'take-action') && (arg(1) == 'search-results')) { if (isset($_GET['distance'])) { if (isset($_GET['distance']['postal_code'])) { $element = array( '#tag' => 'meta', '#attributes' => array( 'name' => 'robots', 'content' => 'noindex, follow', ), );
drupal_add_html_head($element, 'noindex_follow_robots'); } } }
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Title for first page stays as-is.
For all subsequent pages, title formula should be: Page (n) of (x) for (title)
(n) is the current page(x) is the total number of pages(title) is the full page title of page 1 of that set
Example:Initial page: Unicorn Toys CatalogSubsequent pages: Page 2 of 9 for Unicorn Toys Catalog
paging
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2013 developments
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schema.orgstructured content
Type: MusicEventperformer startDate
doorTime
image
location
2013 developments
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schema.org module
2013 developments
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natural language vs. over-optimization penalties
write for humansoptimize for Googlebut not too much!
2013 developments
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mobile experience2013 developments
On mobile search, Google is now taking your site’s mobile experience into account when ranking it
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page speed2013 developments
Page speed is now a significant factor in rankings. Drupal can be slow when it’s not configured right. Be sure to optimize for performance!
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Off-Page: 80%
On-Page: 20%
on-page vs. off-page
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1. get your site right “on-page” so you’re not shooting yourself in the foot
seo checklist - get all your modules in place
configure your modules to help “bake in” your ongoing optimization
2. create share-able content and provide tools for your users to share it
3. look for ways to bring your users into the site so they will create and share their own content
4. seo never sleeps – keep informed of new developments, but focus on best practices – not the latest “gimmicks”
reca
p
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thank you!
L7 CREATIVE
Harley OrionExec Producer + PrincipalL7 Creative
www.l7creative.com@l7creative