Drupal 6 Search Engine Optimization Table Of Contents

Table of Contents

• Preface

• Chapter 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
• Crawl rate
• Understanding search engine crawlers
• Paid tools
• CrazyEgg
• Mint
• Other Great Tools
• Installing two browsers
• Google Toolbar
• PageRank
• SEO for Firefox plugin
• Yahoo! site explorer
• Summary

• Chapter 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
• 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

• Chapter 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

• Chapter 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

• Chapter 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

• Chapter 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

• Chapter 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

• Chapter 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

• Chapter 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

• Chapter 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

• Appendix 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

• Appendix 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

• Appendix C: Drupal SEO Case Study for Acquia Product Launch
• About Acquia
• Problem
• Solution
• Results
• Google ranking
• Visitors to Acquia.com

• Index