Drupal SEO

Shrop will talk about general website SEO and Drupal SEO modules configuration and setup.

First presented at CharDUG (Charlotte Drupal User Group)

Transcript

1. Drupal SEO Search Engine Optimization Best Practices January 10th, 2018
2. | 2 Agenda I. Intro to SEO II. Drupal & SEO III. Drupal 8 SEO Modules IV. Resources V. Q&A
3. | 3 Mark brings 20 years of experience leading technical teams to his role as Mediacurrent’s Open Source Security Lead. He is a leader in tech community organizing, blogging, podcasting, and public speaking within the Drupal community. Mark is passionate about architecting systems to solve workflow problems and improve efficiencies using open source software. Over his 20 year career leading technical teams, Mark gained experience in IT roles at a large urban research university and nationally recognized, award winning graphic communications company. Through these experiences, Mark has learned to lead others with an eye on the big picture, while getting into the details as a software developer, systems architect and system administrator. One of his proudest accomplishments has been his role in building a stronger technical community in the Charlotte region. For the past two years, Mark has served as the community co-organizer for the Charlotte Drupal Drive-In event. He is also the co-founder of the Charlotte Drupal User Group (CharDug) Mark Shropshire Open Source Security Lead /in/markshropshire @shrop
4. | 4 About Mediacurrent
5. | 5 Mediacurrent is a full-service digital agency that implements world class open source software development, strategy and design to achieve defined goals for enterprise organizations seeking a better return on investment.
6. | 6 Intro to SEO What’s it all about? •••••
7. | 7 Mediacurrent SEO Olympian Program Mediacurrent Culture
8. | 8 Project Life Cycle •••••• Strategy Design Front End Development Back End Development Training
9. | 9 Digital Strategy •••••• Top of Funnel Lead Generation, SEO Analytics, Business & Data Lead Conversion, Personalization Content Marketing
10. | 10 Stay away from services that promise top of page listings for Google search results. SEO Myths Google will figure some things out and is improving. “Google is smart, but not magic.” Good for you! SEO is a continuous process and must be a part of the software development life cycle. SEO is a scam Google will figure it out We did SEO once https://moz.com/blog/seo-myths
11. | 11 Natural/organic link building works and is considered just fine by Google. SEO Myths “PageRank is easy to manipulate.” Google doesn’t seem to value it highly. While Google says they don’t use likes and tweets to rank, social media helps create awareness and builds links. Link building is dead Social activity doesn't affect SEO PageRank https://moz.com/blog/seo-myths
12. | 12 Introductory Terms • SERP (Google Search Engine Results Page) • Ranking Factors • Link Building • Mobile SEO • Local SEO • International SEO
13. | 13 Introductory Considerations • SEO techniques change due to search engine changes • Focus on trusted “whitehat” SEO techniques • Create great content on a regular basis • Check out the resources at the end of this slide deck
14. | 14 Tools • Free Moz Tools • 10 SEO Tools to Analyze Your Website Like Google Does in 2018
15. | 15 Introductory Study • Beginner’s Guide To SEO • Introduction to Search Engine Optimization • Google’s Starter Guide
16. | 16 Drupal & SEO •••••
17. | 17 Drupal & SEO • Drupal has good SEO out of the box • Implement meta tags • Clean URLs • Speed and security • Download and use Drupal 8 SEO modules https://www.volacci.com/blog/6-tips-rock-drupal-8-seo
18. | 18 Drupal 8 SEO Modules •••••
19. | 19 Pathauto https://www.drupal.org/project/pathauto “The Pathauto module automatically generates URL/path aliases for various kinds of content (nodes, taxonomy terms, users) without requiring the user to manually specify the path alias. This allows you to have URL aliases like /category/my-node-title instead of /node/123. The aliases are based upon a "pattern" system that uses tokens which the administrator can change.”
20. | 20 Metatag https://www.drupal.org/project/metatag “The Metatag module allows you to automatically provide structured metadata, aka ‘meta tags’, about a website. In the context of search engine optimization, when people refer to meta tags they are usually referring to the meta description tag and the meta keywords tag that may help improve the rankings and display of a site in search engine results. In addition, the module provides support for meta tags (Open Graph Protocol from Facebook, Twitter Cards from Twitter) that allow control of how content appears when shared on social networks.”
21. | 21 Google Analytics https://www.drupal.org/project/google_analytics “Adds the Google Analytics web statistics tracking system to your website.”
22. | 22 GoogleTagManager https://www.drupal.org/project/google_tag “This Google Tag Manager project allows non-technical stakeholders to manage the analytics for their website by triggering the insertion of tags and tracking systems onto their page(s) via Google's Tag Manager (GTM) hosted application.”
23. | 23 Simple XML sitemap https://www.drupal.org/project/simple_sitemap “Every webpage needs an automatic XML sitemap generator for SEO reasons. This module aims to be a replacement for the xmlsitemap module for Drupal 8.” “Sitemaps generated by this module adhere to the new Google standard regarding multilingual content by creating hreflang sitemaps and image sitemaps. Googlebots will thank you later.”
24. | 24 Redirect https://www.drupal.org/project/redirect • "Common API for loading, saving, and deleting redirects.” • “Case-insensitive redirect matching with a hook to allow other modules to narrow-down the candidate redirects.” • “Redirect counter and last used timestamp, with automatic cleanup of inactive redirects.” • “Integration with Drupal's page cache to optimize redirects and performance.” • “Complete individual redirect access API.” • “Views API integration.”
25. | 25 SEO Checklist https://www.drupal.org/project/seo_checklist “The Drupal SEO Checklist uses best practices to check your website for proper search engine optimization. It eliminates guesswork by creating a functional to-do list of modules and tasks that remain. Updated regularly with the latest techniques, it makes on-page Drupal search engine optimization hassle-free.”
26. | 26 Resources •••••
27. | 27 Trusted SEO Resources • Moz's Whiteboard Friday • Moz Academy • Hubspot • Google Webmaster Blog • Cardinal Path
28. | 28 Other Resources • Google’s Guidelines • Google's Webmaster Guidelines • Developer's SEO Cheat Sheet
29. | 29 2018 SEO Trends •••••• • https://thenextweb.com/contributors/2017/12/25/5-important-seo-trends-watch-2018
30. | 30 Q&A •••••
31. Thank you! @Mediacurrent Mediacurrent.com facebook.com/mediacurrent