There are many discussions all over the web about best practice SEO. I am going to concentrate on a few simple areas of SEO that can make an immediate impact.
A good Drupal website should be aimed at human visitors and not search engines that will index the pages. A search engine can't buy a product, sign up for your event, or enquire about the services you are offering. Far too often efforts are put into getting traffic onto a site and then people leave because the content is not up to scratch.
Take the analogy of a leaking bucket. The leaking bucket represents a website and the water represents the visitors to that site. The holes in the bucket represent the reasons why people will leave. Would it be better to fix the holes (improve the content and give people what they're looking for) or pour in more water (focus solely on SEO)?
Your visitor should be the most important consideration in any SEO campaign.
OK, that being said, let's get down to some SEO basics.
5 Aims of Drupal SEO
- Indexed Pages - you want to make sure that search engines can accurately index your website
- Rankings - you want your website's pages to appear high in search results pertaining to your organisation and its activities
- Visitors - you want more visitors to arrive at your website
- Quality Content - you want your content to engage your visitors
- Conversions - the number one aim - convert traffic, i.e. sell your products, get an enquiry, get a comment on a blog, etc.
Search Engines aren't as intelligent as people
OK, so this is obvious, but it's a point worth making. Search Engines aren't as intelligent as people. In real-terms this means that you need to spell everything out very clearly to search engines so they don't have to guess anything.
Again, taking into consideration that people are more important, spelling things out is very important. The harder your site is to navigate and find information, the less likely you are to get the conversion you need.
Over this series we'll go through the basics of how to make your site easier for people and search engines to understand.