The success of a page depends largely on its position, as most users do not go beyond the first page of results . Even within this first page there are big differences depending on the position: between the second and eighth positions there can be a difference of several thousand clicks.
Each page of results varies depending on the words that the user has typed, but that's not all: Google, Bing and the rest of the search engines modify those results depending on who gambling data indonesia phone number the person searching is, thanks to the browsing data they collect about the activity they carry out.
To make matters even more complicated, the algorithm used to establish the ranking is secret (the company that owns each search engine is not interested in anyone knowing how its system works internally), so the work of the SEO consultant is very complicated and in some cases, is based on the experience accumulated after many trials carried out with the infallible trial/error method.
To make matters worse, the results of each change, however small, usually take a long time to become apparent, which requires a measurement and analysis strategy that is sometimes more complex than the corrective actions themselves.
In any case, there are a series of basic techniques that any website must carry out, not to be the best, but rather to not be the worst, since an incorrectly configured page at the SEO level can harm the position in the results in the same way that more advanced techniques can improve it .
There are many modules in Drupal to manage the different SEO techniques available, but any installation should at least have the following:
Pathauto is one of the most used modules in Drupal. It allows you to create patterns for building website URL aliases by content type, user or taxonomy vocabulary, so that each of the aliases includes relevant content for the search. It is important to use it in conjunction with the Transliteration module and activate the clean url configuration included in the Drupal core.
Custom Breadcrumbs - To improve the formatting and coding of breadcrumbs.
Metatag . Management of the “meta” tags that are included in each of the pages of the website. You can configure the different types of existing meta-tags as well as the “page title”. It has a cascading system that allows you to establish global tags and specify them by type of content, user, taxonomy vocabulary, even by node or term. The more specific this configuration is, the more likely it will be to be successful.
Global Redirect . Performs automatic redirects based on rules to prevent multiple URLs pointing to the same content, a practice that is considered detrimental to SEO.
Redirect . This module facilitates the management of redirects to avoid 404 errors and loss of positioning in case any changes need to be made to an alias.
XML Sitemap . This module facilitates the management of the sitemap in XML format, establishing priorities by content type or taxonomy vocabulary, and also allowing automated submission to some search engines.
Alinks . To create automatic links in the content that point to other areas of the website.
Link checker . Practical module to check for broken links.
There are many other modules that can help improve a website's SEO, in this article we have highlighted the most basic ones, but a simple search on drupal.org with the keyword SEO returns more than 400 available modules, some very specific and others more general, but all available to be used.
As we have mentioned before, in SEO it is as important to carry out correct techniques as it is to know how to evaluate their performance . There is another set of modules that work as tools for measurement, analysis of the evolution and extraction of information that can be used to improve: Google Analytics , SEO Tools , Yoast SEO for Drupal , SEO Checklist , SEO Compliance Checker , Content Optimizer , etc.
Of course, the most important thing about SEO is not the modules that are used but the configuration that is established with them. These modules are not going to decide what type of techniques are convenient to apply: it is the responsibility of the site architect, the developer, the SEO consultant, the content manager and everyone who participates in a website , but having good tools always makes it easier to achieve the objectives set.
