Our session about Drupal 6 & 7 SEO was a success

but the time was short. The presentation slides are now online here as an extended version.

I will upload the slides from Ben Finklea too as soon as I get them.

Thank you all for vising us in Copenhagen! The third version of the Drupal SEO session provides you with examples & use cases from the praxis.

Drupal SEO session at DrupalCon 2010 in Copenhagen

Download the presentation: Drupal SEO (the HTML version below contains more details)

What is SEO?

TAG: Drupal SEO

The first slide explains what SEO is about.

• Target group

Before you start to optimize a website you must research about your audience / target group.
 

• Content

Once you know who your target group is you can think about you content. Remember: "Content is King" when we talk about SEO!
 

• Site structure

Now you have some idea about your target group and what content you website will contain. The site structure is together with the content essential! Depending on the amount of your content there are different SEO strategies -> see SEO Tactics
 

• Semantic Markup

This part is getting more and more important! See Google Rich Snippets.
 

• Word effectivity

Some words can be used in many ways. Choose the most effective ones and use different variants and synonyms.

• Page title

The title should be short, descriptive and should contain the most important keyword. Very important!

• Headlines

Use H1-H6 headlines inside your content.
 

• Meta-Tags

Use at least the description meta-tag
 

• Links

Whenever you set links to your website you should use keywords that describe your website and not the website name, except if you website's name is your most important keyword ;)
 

• Alt text - images

Always use the alt attribute for images!

SEO Examples

TAG: Drupal SEO

• Versichern24

Leading insurance comparison portal in Austria

SEO Tactics

TAG: Drupal SEO

• Landing – Pages / ROI oriented (A/B Tests)
• Information based architecture with sales channels
• Silo-ing
• Blogging

Landing Pages

TAG: SEO Tactics

„Content – Useability – Relevance“

• Comparrison websites
• Call to action
• Conversion tests
• Paid Channels good for tests (e.g. Adwords)

Information based architecture

TAG: SEO Tactics

• Semantic structure and a good organisation of digital inventories
• High diversity of information with sales channels.

SILO-ing

TAG: SEO Tactics

• A silo is a website with a vertical link-design.
• On the top-levels are the target sites with sales channels supported by topic related sub-pages.

SILO-ing

TAG: SEO Tactics

• Tagging: Taxonomy
• Categories / Directories: Book / Directory / Category
• Similar Content: Similar
• Relevant Cross-Links: Glossify
• Topic-Sitemaps: Views

• ROI - Useability

TAG: SEO Tactics

„Enhancing the traffic makes no sense at minimum conversion.”

• A/B Tests: Google Website Optimizer

Semantic Tagging

TAG: Semantic Web

„relevant & semantic categorization“

• groups.drupal.org/node/38290

Google Rich Snippets

TAG: Semantic Web

About rich snippets and structured data

Below you can see an example of data that is marked up semantically. Google can display additional data from your website. Below you see the rating and the reviews of a website / page.

The following information types are supperted until now: reviews, people profiles, business listings, and events.

Mark up can be used in three different formats: microdata, microformats, or RDFa.

Note that semantic markup will have no effect on your rankings!

• About microdata
• About microformats
• About RDFa
• Nested entities

• Reviews
• Ratings
• People
• Events
• Businesses and organizations
• Products
• Videos: Facebook Share and RDFa
• Rich snippets
• Recipes

You can test your implementation of the Google Rich Snippets with the Google Rich Snippets Testing Tool

Digital Assets

TAG: Media

“Documents & Media for SEO”

• Videos with readable subtitles
• Images with meaningful alt-texts
• Documents that are readable (iPaper / Scribd)

 Business Blogging

TAG: SEO Ideas

• The future of your industry
• Experts in connection with your business
• Top myths in your industry
• Tool Lists
• Best of Lists
• Critical analysis of industry-specific publications
• Reports of trade shows
• Attractive product photos
• Code of Ethics

User Generated Content

TAG: SEO Ideas

• Product reviews
• Stories
• Wikis
• Forums
• Blogs
• Comments

Drupal SEO Modules

TAG: Drupal SEO Modules

• SEO Checklist
• Page Title
• Pathauto
• Global Redirect
• Path Redirect
• Nodewords
• Integrated Metatags
• SEO Friend
• SEO Watcher
• Keywords
• Search 404
• Taxonomy Title
• Menu Attributes
• Glossify
• Open Calais
• More Like This
• Similar
• Google Website Optimizer
• Read More Link
• Google News Sitemap Generator
• XML Site map
• Google Analytics
• Get Clicky
• Site Map
• Syndication
• Views RSS
• Site Verification
• Top Searches
• Service Links
• Content Analysis
• SEO Compliance Checker

Glossify 3.0 – Introduction

TAG: Drupal SEO Modules

Glossify is a module that helps you to optimize your content / inline content-tlink-structure with automatic & relevant links.

• Content-Type “Blog” = from
• Content-Type “Product” = to
• Blog Content contains “Product” named “Car Insurance”
• Inline keyword within Blog-Post links automatically to the content with the title “Car Insurance”

Glossify 3.0 – Key Featurs

TAG: Drupal SEO Modules

• Automatic inline Links
• Multiple Patterns
• Caching Mechanism
• External Goals
• Taxonomy Terms as “link keywords”
• CCK-Fields as “link keywords”

Deskgod

TAG: Drupal SEO Modules

Deskgod is an all-in-one "website-backoffice" suite.

• ROI Analytics
• Fraud Protector
• Real-time User Monitoring
• Live Chat
• Help Desk
• Knowledge, FAQ & Help Manager
• Task Manager
• File Manager
• Email Marketing