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Page Titles
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Page titles are displayed in the title bar of the browser; by default, Drupal displays your site name and slogan on the front page. Search engines use this content for both search rank and when displaying search results, typically as a header that links to your site. The Page Title module (http://drupal.org/project/page_title) gives you precise control over what is displayed in the page title for all areas of your site, including the front page, comments, users, content types, and vocabulary. You can also use tokens to insert field values or other variables. The Page Title module is configured by navigating to content and selecting the PAGE TITLES tab, as shown in Figure A-4.
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Figure A-4. The Page Title module is configured by navigating to the Content section and selecting the PAGE TITLES tab.
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Menu Attributes
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The Menu Attributes module (http://drupal.org/project/menu_attributes) allows you to add additional attributes to menu items, such as an ID, name, and class. Important to SEO, it allows you to specify rel="nofollow" on certain menu items, telling the search engine not to use the link in determining search rank. For example, you may write a blog post about a specific product, but you don t want to give the site an endorsement. Some sites may use the nofollow attribute to sculpt page rank; see http://mattcutts.com/blog/pagerank-sculpting for details.
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APPENDIX A
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Note: Page rank sculpting is not generally used on most sites but should be reserved for contentintensive sites with deep links or when a particular word or phrase is extremely competitive.
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XML sitemap
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Site maps list all pages available on a web site and are used to make sure all pages are found by a search engine. The XML sitemap module (http://drupal.org/project/xmlsitemap) automatically creates and updates a site map, including automatic submission to several major search engines, as shown in Figure A-5. The module has a number of submodules, including those to create custom links, menu links, internalization, user links, and more; navigate to the Modules page to see all available submodules. Navigate to Configuration XML sitemap to set up and configure the module. A large number of configuration options are available, and although most default settings will work, I recommend the Drupal handbook for additional information: http://drupal.org/handbook/modules/xmlsitemap.
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Figure A-5. Navigate to configuration XML sitemap to set up and configure the module.
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Boost
Google announced in April 2010 that it uses site download speed as a new signal in our search ranking algorithms (http://googlewebmastercentral.blogspot.com/2010/04/using-site-speed-in-web -search-ranking.html). The Boost module (http://drupal.org/project/boost) significantly decreases the amount of time it takes for your site to load by caching HTML pages and completely removing all database queries. The module works hand in hand with Drupal s JavaScript and CSS caching,
DRUPAL AND SEARCH ENGINE OPTIMIZATION
providing GZIP compression as well as a number of configuration options to improve download speed. See http://drupal.org/node/545908 to learn more about installing and configuring Boost.
Note: The Boost module works only for anonymous users; you will need to use an alternate caching method for authenticated users, such as memcache ( http://drupal.org/project/memcache). Note that as of publication, Google will never be an authenticated user, so memcache will never help search engine results.
Please note that, as of publication, Boost is not stable for Drupal 7; follow the conversation at http://drupal.org/node/325813.
Structure your theme
<h1> tags are heavily weighted by search engines, and a best practice is to ensure each page has only one <h1> tag that contains key search terms. By default, Drupal uses the node title within the <h1> tag and for blocks uses the block title within an <h2> tag. You ll need to make changes to the theme if you want, for example, a block header to use an <h1> tag. Placing important and keyword-intense content earlier in the HTML file may influence search engine rankings. Simply stated, you want to output the node s body as early in the template as possible. The Zen theme is ideal for this; it prints out the content region first and uses CSS to position sidebars and primary navigation afterward.
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