Drupal 6 Search Engine Optimization. Rank high in search engines with professional SEO tips, modules, and best practices for Drupal web sites

Drupal 6 Search Engine Optimization. Rank high in search engines with professional SEO tips, modules, and best practices for Drupal web sites - Opis

The earlier a site appears in the search results list, the more visitors it will receive from the search engine. Despite several advantages, many Drupal sites suffer with poor search engine standings. Perhaps you are aware of the importance of SEO for increasing traffic to your site, but do you know how to apply it to your Drupal site? Here comes the first book about search engine optimization for Drupal sites.This practical, step-by-step guide takes the mystery out of Drupal search engine optimization (SEO) by showing you the tricks of today's top marketing pros to achieve top ranking in the search engines. This isn't a book of Drupal SEO theory ñ it's a practical guide showing you which modules to install, which settings to use, and dozens of the most closely guarded tricks of the trade to get your web site optimized, higher in the search engines, and more profitable.With this book and basic Drupal 6 knowledge ñ how to log in, create content, and install modules ñ you can build a perfectly search engine optimized web site. Each chapter uses easy, step-by-step instructions to walk you through the Drupal SEO modules, configurations, and content you will need to increase traffic on your web site. You start by reviewing the modules and tools that you should use to optimize your site, how to set up your analytics, and so on. Each subsequent chapter gives detailed instructions on implementing these features in Drupal. Later chapters cover topics like site organization, A/B testing, and automatic content tagging to maximize SEO and increase the conversion rate of your web (...) więcej site. When you have completed the book, you will have implemented the changes to your site required to rank well in the search engines. If you want to maximize the return on investment of your Drupal 6 web site and gain a significant advantage over competitors who are not using Drupal, then this book is for you. Imagine how great you'll feel when your site is optimized to increase the number of visitors and convert them into paying customers. Spis treści:
Drupal 6 Search Engine Optimization
Table of Contents
Drupal 6 Search Engine Optimization
Credits
About the Author
Acknowledgement
About the Reviewers
Preface
What this book covers
What you need for this book
Who this book is for
Conventions
Reader feedback
Customer support
Errata
Piracy
Questions
1. The Tools Youll Need
Drupal 6
Modules
Installing 99% of Drupal modules:
Installing the remaining 1% Drupal modules
Essential SEO modules
Optional SEO modules
Non-SEO modules
Drupal SEO Checklist module
Google Account
Setting up a Google Account
Analytics
Google Analytics
Creating a Google Analytics account and installing it on your Drupal site
Yahoo! Analytics
Google Webmaster Tools
Verify your site with Google
Google Webmaster Tools settings
Preferred domain
Set a preferred domain in Google Webmaster Tools
Crawl rate
Setting the crawl rate in Google Webmaster Tools
Understanding search engine crawlers
Paid tools
CrazyEgg
Mint
Other Great Tools
Installing two browsers
Google Toolbar
PageRank
What is it?
How do I get more?
SEO for Firefox plugin
Yahoo! site explorer
Summary
2. Keyword Research
What a keyword is
Keywords aggregate searchers into organized groups
A keyword defines a market
Why keyword research is important
What your keyword goal is
Goal 1: Brand awareness
Company brand awareness
Product brand awareness
Credibility
Goal 2: Conversions
Transactional
Lead Generation
Page impression (or ad impression)
Keyword research tools
Your own web site
How to set up the Top Searches module
Your competition
How to scrape your competitors' web site for keywords
The quick way
The easy way:
Google Adwords Keyword Tool
Google Zeitgeist
Google Trends
SEOmoz
Keyword Discovery
WordTracker
How to pick the best keywords
The scenario
How to gather a keywords list
Picking the right terms
Getting rid of the wrong terms
Summary
3. On-Page Optimization
Page titles
The page title module
The token module
Installing and configuring the page title module
Rewriting page titles for individual nodes
Writing page titles that Google and your visitors will love
Setting up your web site's name
Link titles
How to edit the title element of your navigation links
Make Drupal URLs clean and search engine optimized
A brief history of static and dynamic URLs
How Drupal handles dynamic URLs
Turning on clean URLs in Drupal
Optimizing URLs with the Path module
How to turn on the Path module
How to change a content path
Writing optimized URLs
Automating paths with Pathauto and Path Redirect
Installing Pathauto and Path Redirect
Configuring Pathauto
Redirects
301 Redirectsthe right way to move content around
Installing and configuring Path Redirect
How to set up a 301 redirect
Global Redirect modulefixing Drupal's duplicate content problems
How to install and configure the Global Redirect module
Summary
4. More On-Page Optimization
Headings
HTML Header tags
How Drupal handles headings
Drupal menus and navigation
How to change your navigation
Other links in your site
Optimize images, video, and other media
File name
The alt and title attributes
Uses of alt and title
Text near the media file
Meta tags
Installing the Meta tags module
Configuring the Meta tags module
Specifying meta tags for your content
Taxonomy meta tags
Node meta tags
Views meta tags
Summary
5. Sitemaps
XML sitemaps
Setting up the XML Sitemap module
Specifying the XML sitemap priority for nodes
Submitting your XML sitemap to Google
Google News XML Sitemap
Setting up the Google News sitemap generator module
Submitting your Google News sitemap to Google News
URL list
Setting up a URL list sitemap
Visitor-facing sitemaps
Setting up a visitor-facing sitemap
Summary
6. robots.txt, .htaccess, and W3C Validation
Optimizing the robots.txt file
robots.txt directives
Pattern matching
Editing your robots.txt file
Problems with the default Drupal robots.txt file
Fixing the Drupal robots.txt file
Additional changes to the robots.txt file
Adding your XML Sitemap to the robots.txt file
Using Google's Webmaster Tools to evaluate your robots.txt file
Mastering the .htaccess file
W3C markup validation
Scanning your site with the W3C HTML Validator
Summary
7. RSS Feeds, Site Speed, and SEO Testing
Setting up RSS feeds
Setting up the Syndication module
Adding RSS links to your blog
Feel the needthe need for speed
Turning on Drupal's built-in caching
More speed options
Bringing it all together with a free page grading service from SEOmoz
Summary
8. Content is King
What good content is
Write right
Short, catchy headlines
Grab their attention
Get the keywords right
Be useful, create urgency, be unique
Good body content
The base site pages
Supplemental pages
Search engine optimizing content
Keywords
Don't stuff keywords
Keyword density
Freshness
Optimizing category pages
Bold, strong, and emphasized text
What to write about
Write for your audience, not the search engines
Be timely
Google News Alerts
Newsreaders are your friends
Be yourself
Write like you, y' know, talk
Write what you know
Build relationships
Talk about what other people are doing
Interact early and often
Link to others
Don't stop
Find inspiration
Do a week at a time
Using Drupal to organize your content
Structure your site hierarchically
It keeps things organized
Google likes it better
It's easier to build keywords into your categories
Using taxonomy to organize around the main topics
Creating structured URL paths
Removing content
Summary
9. Taking Control of Your Content
Using OpenCalais to tag and organize your content
Installing OpenCalais on your Drupal site
Using OpenCalais' bulk processing to tag existing content
Using OpenCalais to offer 'More Like This' blocks
Keeping content compliant with the HTML Purifier module
Preventing spam
Installing Mollom
Monitoring comments
Using the Notify module
Giving Mollom feedback
Summary
10. Increasing the Conversion Rate of Your Drupal Web site
What do you want them to do
Path to conversion
Strong calls to action
Phone number
Add to cart
Contact Us
Get a free white paper, watch a demonstration, or download a trial copy
Analytics to watch
Critical metrics common to all sites
Critical e-commerce metrics
Critical lead generation metrics
Critical ad-driven metrics
Secondary metrics worth tracking
Using analytics data to make SEO decisions
Finding conversion problems with usability testing
The design process with usability testing
The process for each user
On-site testing
Remote testing
Reporting the results
A/B testing with Google Website Optimizer
Setting up a Google Website Optimizer account
Integrating Google Website Optimizer with Drupal
Summary
A. 10 SEO Mistakes to Avoid
1. Not tracking or not tracking the right statistics
Occurs when
Fix by
2. Picking keywords that don't produce enough traffic
Occurs when
Fix by
3. Duplicating content
Occurs when
Fix by
4. Changing the node path without creating a redirect
Occurs when
Fix by
5. Spending time on meta tags that don't matter
Occurs when
Fix by
6. A slow Drupal site
Occurs when
Fix by
7. Flash, frames, graphics, and other things are obscuring your site from Google
Occurs when
Fix by
8. Optimizing for your company name
Occurs when
Fix by
9. Not putting contact information on the site
Occurs when
Fix by
10. Not enough links
Occurs when
Fix by
B. A Drupal SEO Checklist
Setup
Step 1: Keyword Research
Step 2: On Page SEO
Step 3: Technical SEO
Step 4: Content
Step 5: Conversions
C. Drupal SEO Case Study for Acquia Product Launch
About Acquia
Problem
Solution
Results
Google ranking
Visitors to Acquia.com
Index O autorze: Ben Finklea is the founder and CEO of Drupal SEO firm Volacci Search Marketing. He is the creator of the Drupal SEO Checklist module and he contributes to other SEO-related modules in the Drupal community. Ben is an internationally-known consultant, speaker, and trainer on topics related to SEO, Drupal, and building successful high-tech businesses. He lives with his wife and sons near Austin, Texas mniej