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- Herausgeber: Packt Publishing
- Kategorie: Wissenschaft und neue Technologien
- Sprache: Englisch
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.
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Seitenzahl: 153
Veröffentlichungsjahr: 2012
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Table of Contents
Drupal Search Engine Optimization
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 (<[email protected]>)
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 his career as a Software Engineer with .NET technology. Later he advanced into the area of HR/Recruitment/IT Consulting/Software Development/Web Development via Global Solutions while exploring open source web technologies such as Drupal and Ubercart, handling various roles such as a Programmer, Technical Lead, Project Lead, and Technical Architect, ending up as Service Delivery Manager on Drupal.
Sree (aka Veturi JV Subramanyeswari) is currently working as Drupal Architect at a well known software consulting MNC in India. After joining this company she served a few Indian MNCs, many start ups, and R&D sectors in various roles such as Programmer, Tech Lead, and Research Assistant. She has around eight years of working experience in web technologies covering Media and Entertainment, Publishing, Healthcare, Enterprise Architecture, Manufacturing, Public Sector, Defense Communication, and Gaming. She is also a well-known speaker who delivers talks on Drupal, Open Source, PHP, Women in Technology, and so on.
She reviewed other technical books such as Drupal 7 Multi Sites Configuration, Building Powerful and Robust Websites with Drupal 6, Drupal 6 Module development, PHP Team Development, Drupal-6-site-blueprints, Drupal 6 Attachment Views, Drupal E-Commerce with Ubercart 2.x, Drupal 7: First Look, and many more.
I would like to thank my family and friends who supported me in completing my reviews on time with good quality.
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Preface
Drupal is one of the most popular web content management systems. It powers a number of today's websites and is a solid choice for many businesses that want to create a compelling online presence. On today's Web, when noise and competition are at their highest levels ever, simply having a great site isn't enough. If you want to be competitive online, you have to have an appreciation for search marketing and you need fluency with the skills and strategy behind search engine optimization.
Drupal provides only limited SEO functionality straight out of the box. In this book, we look at how you can create a search engine optimized Drupal site using a combination of the default Drupal tools together with a set of popular extensions for the CMS. We also explore in depth the strategy behind SEO and how to set up and prosecute a successful SEO campaign.
Search marketing is a very competitive area, and one that is constantly changing and evolving. SEO skills are in high demand. Use this book to build a solid foundation in SEO and make your Drupal sites perform to the best of their ability.
What this book covers
Chapter 1, An Introduction to Search Engine Optimization, introduces the key concepts behind search engine optimization, including an explanation of how search engines look at websites together with a glossary of terms in common usage in the SEO world.
Chapter 2, Configuring Drupal's SEO Options, focuses on how to configure Drupal to achieve optimal SEO advantage. Each of the default SEO features is discussed at length, as are server configuration issues.
Chapter 3, Useful Extensions to Enhance SEO, reviews the most popular SEO extensions for the Drupal CMS, then covers the installation and configuration of an example extension.
Chapter 4, Getting Ready for Launch, is concerned with the soft skills behind SEO, that is, keyword analysis, competitor research, and the development of an SEO keyphrase strategy for a site.
Chapter 5, Managing SEO on a Live Site, is concerned with what goes on after the site is launched. The focus is on developing a methodology for continuous improvement, with a look at content strategies, Social Media Optimization, and link building.
What you need for this book
Advanced technical skills are not required, however, the reader should be comfortable administering a Drupal website, and familiar with the installation of extensions and modules.
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, including how to install extensions. If you are concerned with how your Drupal site ranks on the search engines, or with generating traffic for your site, then you will find this book very useful. The text presumes no existing specialist knowledge. Basic concepts are explained, as is the thinking behind the approach advocated in this book.
Conventions
In this book, you will find a number of styles of text that distinguish between different kinds of information. Here are some examples of these styles, and an explanation of their meaning.
Code words in text are shown as follows: "The .htaccess file is a configuration file for your web server."
New terms and important words are shown in bold. Words that you see on the screen, in menus or dialog boxes for example, appear in the text like this: "In the navigation menu on the left select the Diagnostic menu".
Note
Warnings or important notes appear in a box like this.
Tip
Tips and tricks appear like this.
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Chapter 1. An Introduction to Search Engine Optimization
This chapter lays the foundation for what's to come later in the book. It introduces basic concepts, terms, and fundamental information needed to understand the rationale behind the techniques discussed in the subsequent chapters. While some of the content in this chapter will be known to experienced users, it will be essential content for newbies and those who are not SEO specialists.
The topics covered in this chapter include:
What is SEO?
At its most basic, SEO is an acronym for Search Engine Optimization. More importantly, for the purposes of the philosophy espoused in this text, SEO is a process—a series of planning and execution steps that lead to a website being optimized to perform its best on the search engines.
Notice the emphasis on process—SEO is not something you do once and then forget about. While an intensive period of attention to your site's optimization factors can lay a solid foundation and get you off to a proper start, if you do not continue to make efforts to improve and respond to market conditions, your rankings will stagnate and then erode over time. Moreover, your efforts do not exist in isolation; there are others out there competing for rankings and traffic. In order to succeed, you need to do your best to stay ahead of the others fighting for ranking for their sites.
Note
When we talk about the search engines in this text, we mean Google, Bing, Baidu, or other similar sites focused on allowing the general public to search for and find information on the Web. Typically, what works for one search engine will work for others. Though there are peculiarities and optimization strategies that can be applied to target-specific engines, most SEO techniques are search-engine agnostic.
The competition for attention online should never be underestimated. If you are in a competitive business vertical—be it travel, finance, gambling, web design, property, or others—the battle for traffic from the search engines is cutthroat. Never forget that the major players out there have dedicated SEO teams that do nothing every day but tweak, optimize, build links, create content, and generally do their best to out-compete all other similar business vying for the top spots on the search engines.
In this book, we put forward a methodology for search engine optimization. The process we advocate can be viewed broadly as having two parts—foundations and on-going efforts. We start by looking at how to lay a great foundation for your site, that is, the basics of creating a search engine friendly site. In later chapters, we turn our attention to on-going techniques for maintaining and improving your rankings over time. Along the way, we look at how to formulate and implement a coherent search engine strategy.
Note
Never forget, for most site owners the actual goal is traffic generation, not pure search engine ranking.
While many of the issues in SEO relate to technical aspects of the site, there is much more to SEO than just getting the technical aspects of your Joomla! site in order. One of the fundamental principles advocated in this book is to focus on the creation of useful, unique content. There is a strong, positive correlation between high quality content and high site ranking. This is one of the few areas where the search engines provide specific guidance about what they are looking for in a site. On the subject of quality, Google provides the following guidance:
Note
For more insights from Google, visit http://support.google.com/webmasters/bin/answer.py?hl=en&answer=35769.
Bing also emphasizes the importance of content and advises as follows:
Tip
Don't try to outsmart Google—it's not going to work. Even if you find a way to artificially manipulate your rankings, there will come a day—very soon—when Google will pick up on it and make adjustments to their algorithms. When that happens, your site rankings will plummet and you will go from hero to zero.
While content is critical, it should not be your only concern. SEO practitioners often disagree about the relative importance of various factors in site rankings, but there is general agreement on which factors play a part. The search engine business is very competitive and companies such as Google and Bing
