Drupal Search Engine Optimization
eBook - ePub

Drupal Search Engine Optimization

Ric Shreves

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eBook - ePub

Drupal Search Engine Optimization

Ric Shreves

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About This Book

In Detail

Drupal is a free and open-source content management system and content management framework written in PHP and distributed under the GNU General Public License. It is used as a back-end system for at least 1.5% of all websites worldwide ranging from personal blogs to corporate, political, and government sites. SEO, or Search Engine Optimization, is the process and techniques by which you optmize the content and style of your site in order to induce more people to view it.

Drupal SEO will help you develop and execute an effective search engine optimization strategy for your site. From planning to implementation, the book covers best practices in contemporary SEO.

In Drupal SEO you will learn how to develop a dynamic and productive SEO campaign. Covering both the basics of campaign development as well as the daily work it takes to maintain your SEO competitiveness, this book will show you how to produce a distinct and appropriate strategy for your site. In particular you will learn key phrase selection and competitor analysis and the correct groundwork for your dynamic SEO campaign.

Drupal SEO will then show you, by finding the right combination of extensions, how to supercharge your site. You will also be given a guided tour of key SEO services, like Google and Bing Webmaster, in order to implement a progressive and effective link building campaign. You will then learn key expert tips and tricks to enable you to build SEO-effective content which will take your site from invisible to unmissable with little effort.

Approach

The book will take a hands-on approach to the process involved in configuring a site for SEO. As SEO is an on-going process - it doesn't stop once the site is built - the book will provide reusable tips and techniques in order to understand what they have to do after the site is live.

Who this book is for

This book targets site builders, webmasters and site owners. Advanced technical skills are not required, though the user should be familiar with administering a Drupal website.

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Information

Publisher
Packt Publishing
Year
2012
ISBN
9781849518789
Edition
1
Topic
Informatik
Subtopic
Webentwicklung

Drupal Search Engine Optimization

Table of Contents

Drupal Search Engine Optimization
Credits
About the Author
About the Reviewers
www.PacktPub.com
Support files, eBooks, discount offers and more
Why Subscribe?
Free Access for Packt account holders
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. An Introduction to Search Engine Optimization
What is SEO?
SEO terminology
.htaccess
301 redirect (also known as Permanent Redirect)
302 redirect (also known as Temporary Redirect or Found)
404 error (also known as Page Not Found)
AdSense
AdWords
Alexa Rank
Alt attribute
Anchor
Back link (also known as an "inbound link")
Bing Webmaster
Black hat
Bot (also known as Robot, Spider, or Crawler)
Canonical URLs
Cloaking
Crawl depth
Deep link
Doorway page (also known as a "gateway page")
Duplicate content penalty
Google Webmaster
Internal link density
KEI
Keyphrase density (also known as "keyword density")
Keyword (or Keyphrase)
Keyphrase stuffing
Landing page
Link building
Link farm
Link text (also known as "anchor text")
Long tail
Meta tags
MozRank
nofollow
Organic rank
Outbound link
PageRank
PPC
Reciprocal link
Redirect
Robots.txt
SEF URLs
SEM
SEOMoz
SERP
SMO
Splash page
Stop word
Title attribute
White hat
XML sitemap
How search engines assess sites?
Summary
2. Configuring Drupal's SEO Options
Configuring Site Details
Setting the site name
Setting the slogan
Creating custom error pages
Setting up search engine friendly URLs
Enabling Clean URLs
Enabling the Path module
Writing Custom URL aliases
Setting up taxonomy and tagging
Configuring your site's RSS feeds
Summary
3. Useful Extensions to Enhance SEO
Finding SEO modules
Top SEO modules for Drupal
Drupal SEO Tools
Facebook social plugins integration
Global Redirect
Meta tags
Page Title
Pathauto
Search 404
SEO Checklist
SEO UI
SEO Watcher
SexyBookmarks
TagClouds
XML sitemap
Installing and configuring common SEO modules
Enhancing SEF URLs
Implementing metadata management
Improving Title Tag management
Setting up Canonical URLs
Setting up your XML sitemap
Providing social bookmarking
Summary
4. Getting Ready for Launch
Determining your SEO strategy
Identifying keywords and phrases
Assessing keyword effectiveness
Tapping into the power of stemming and variants
Content strategies for enhancing search engine ranking
Managing metadata
Setting up third-party services that can assist with SEO
Getting started with Google Analytics
Working with Google Webmaster Tools
Working with Bing Webmaster Tools
Summary
5. Managing SEO on a Live Site
Link building
Identifying quality link partners
Managing a link marketing campaign
Creating your own links
Directories
Press releases
Video and file sharing
Social media optimization
Reporting and tracking
Popularity metrics
Traffic source metrics
e-Business metrics
Link metrics
Summary
Index

Drupal Search Engine Optimization

Copyright © 2012 Packt Publishing
All rights reserved. No part of this book may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, without the prior written permission of the publisher, except in the case of brief quotations embedded in critical articles or reviews.
Every effort has been made in the preparation of this book to ensure the accuracy of the information presented. However, the information contained in this book is sold without warranty, either express or implied. Neither the author, nor Packt Publishing, and its dealers and distributors will be held liable for any damages caused or alleged to be caused directly or indirectly by this book.
Packt Publishing has endeavored to provide trademark information about all of the companies and products mentioned in this book by the appropriate use of capitals. However, Packt Publishing cannot guarantee the accuracy of this information.
First published: September 2012
Production Reference: 1060912
Published by Packt Publishing Ltd.
Livery Place
35 Livery Street
Birmingham B3 2PB, UK.
ISBN 978-1-84951-878-9
www.packtpub.com
Cover Image by Neha Rajappan ()

Credits

Author
Ric Shreves
Reviewers
Surendra Mohan
Veturi JV Subramanyeswari
Acquisition Editor
Andrew Duckworth
Lead Technical Editor
Andrew Duckworth
Technical Editor
Veronica Fernandes
Copy Editor
Laxmi Subramanian
Project Coordinator
Vishal Bodwani
Proofreader
Mario Cecere
Indexer
Tejal R. Soni
Graphics
Aditi Gajjar
Production Coordinators
Prachali Bhiwandkar
Shantanu Zagade
Cover Work
Prachali Bhiwandkar

About the Author

Ric Shreves is a Web Applications Consultant and Tech Author. He's been building websites and writing about technology since the mid-90s. He specializes in open source Content Management Systems and has written texts on each of the big three – WordPress, Joomla!, and Drupal.
He is the Founding Partner of Water & Stone, a digital agency that focuses on new media and online marketing. He works with clients on Digital Marketing Strategy and supervises the SEO implementation team. He lives in Bali and divides his time between the island and Singapore.

About the Reviewers

Surendra Mohan is serving as Service Delivery Manager at a well-known software consulting European MNC in India.
After completing BE in 2004 from VTU, Belgaum, in the branch of ISE, he started h...

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