Drupal 6 Search Engine Optimization Table Of Contents

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Table of Contents

Preface
Chapter 1: The Tools You'll Need
Chapter 2: Keyword Research
Chapter 3: On-Page Optimization
Chapter 4: More On-Page Optimization
Chapter 5: Sitemaps
Chapter 6: robots.txt, .htaccess, and W3C Validation
Chapter 7: RSS Feeds, Site Speed, and SEO Testing
Chapter 8: Content is King
Chapter 9: Taking Control of Your Content
Chapter 10: Increasing the Conversion Rate of Your Drupal Web site
Appendix A: 10 SEO Mistakes to Avoid
Appendix B: A Drupal SEO Checklist
Appendix C: Drupal SEO Case Study for Acquia Product Launch
Index

  • 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

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