Drupal 6 Search Engine Optimization电子书

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 You'll 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 Redirects—the right way to move content around

Installing and configuring Path Redirect

How to set up a 301 redirect

Global Redirect module—fixing 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 need—the 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