DrupalCamp Edinburgh Drupal 7 SEO. How to gain an advantage over your non-drupal competition. Diarmy Simpson

Transcription

1 DrupalCamp Edinburgh 2011 Drupal 7 SEO How to gain an advantage over your non-drupal competition Diarmy Simpson

2 SESSION AGENDA SEO Essentials The Drupal 7 SEO Toolkit Drupal 7 and The Semantic Web Drupal 7 and Conversion Optimisation

3 What is SEO? It's the User, Stupid! Think Users, Not Search Engines.

4 It's the User, Stupid! Create Relevant, Quality Content for Users Build Relevant, Quality Relationships with Users Create Relevant, Quality Content for User Communities

5 So where does Drupal 7 fit in? It makes building Relevant content faster. It makes creating and controlling Quality content easier. It's a fantastic community platform. It's a pioneer in all these respects Lets's talk about Relevance...

6 Relevance on Search Engine Results Pages

7 Relevance on Search Engine Results Pages: Breadcrumbs Drupal 7 helps with this too!

8 Relevance on Search Engine Results Pages: Bing Example

9 Measure Relevance To Users Measure User Click-through Measure User Bounce Rate Measure Average Time On Page Of Users Measure Pages Per Visit Of Users Measure User Goals Measure User Events

10 Relevance Optimisation: Be a Keyword Sleuth! Research potential users first! Which types of users use which keywords? Which users does my organisation want? Use keyword research tools: Google Adwords Keyword Tool Google Insight Google Trends Google Analytics Google Webmaster Tools wordtracker.com seomoz.org

11 Drupal and Relevance Optimisation Optimising for relevance is not difficult But it is time consuming Follow a checklist Drupal does it faster Drupal guides you through the checklist

12 Drupal 7 Modules For Relevance Optimisation

13 On-page Relevance Optimisation

14 Drupal 7 Technical SEO Modules XML Sitemap Module Site Verify Module HTML Purifier SEO Checklist Module

15 RDFa: A Question Of Mere Web Semantics? Some early adopters:

16 The Semantic Web: Why? The Future Will be full of linked data You will be able to consume my website's data My website will be able to consume your website's data Easier to Judge the Relevance of Content

17 The Semantic Web: Why? The Present 15% Increase in Yahoo! Click-through rate 30% increase in click throughs using Good Relations Drupal 7 allows you to get involved now! With Drupal 7 you can set trends, become influential.

18 Example Drupal 7 Modules Using RDF RDF Module is in the core! Open Graph Module Open Calais Module

19 Demonstrate Quality to Users! Use RDF to bring Relevance and Quality closer together Make your website lightning fast. Create compelling content tailored to your users Search Engine rankings lends credibility Gain Social Approval through social networking sites

20 Drupal 7 Modules For Better Quality Mollom Module - less spam Boost Module - faster pages Apache Solr Module - faster searches Drupal Media Module - varied, interesting content Scheduler Module - better organised content release Drupal Quiz - facilitates easy, engaging content Google Website Optimizer Module - for continuous improvement / conversion optimization

21 Why Conversion Optimization? Users understand what they are expected to do Website owners achieve better results Developers and designers can sell continuous enhancement

22 Conversion Optimization Techniques Learn from the search engines: tailor your on-site search results pages. Create bigger buttons or larger text Use calls to action Put your buttons in a different colour Measure using A/B Testing or Multivariate Testing using the Google Website Optimizer test and repeat.

23 Summary Drupal 7 makes SEO more efficient Technical SEO becomes simpler Creation of Quality Content is easier Quality Control is easier Continuous Enhancement becomes easier The Semantic Web: Drupal 7 is a trailblazer With Drupal 7 you become a pioneer

24 Questions Anyone fancy a beer?