The marketing landscape is vastly different than it was when Drupal 7 was released in 2011. Since then, there has been a shift, placing the marketing team in the driver’s seat more often and almost always involved in the CMS decision. In this post, we’ll outline some of the ways you can up your SEO game with Drupal 8.
Traditional SEO is dead.
No longer will well-placed keywords alone get you to the top of the SERP ranks. Content is still King in the world of marketing and it’s what helps you improve your SEO.
Every algorithm change Google has made has one thing in common: it aims to provide the best content based on what it "thinks" the user is trying to find. In other words, - what is the users intent. If you want your rankings to stick past the next update, don't try to cheat the system. Attract your prospects with informative, entertaining pieces that they can use to take action. And avoid no value posts that are keyword stuffed with your industry and the word "best" 100 times. Google can see through it and so can all of your users.
That said, there are a few other factors that are critical to keeping your rankings high that can’t be ignored including quick load times and mobile-friendliness. Drupal 8 is built with several of these factors in mind to help us make needed improvements quickly and effectively.
Mobile First Mentality
Drupal 8 is created with responsive design capabilities built in, so you can begin to address any problems immediately. That’s not to say all of your responsive problems will be solved. Content editors will still need to think through their content and imagery, themers will still need to do configuration to establish things like breakpoints, etc. but Drupal 8 will set you on the right path, giving you and your team many of the tools you need.
You’ll also have the option to choose different images and content for desktop and mobile versions right from the WYSIWYG editor, making it easier to see the differences for every piece of content when you add it and before you publish. This means a solid visual of both versions in real-time for faster publishing and peace of mind knowing exactly what your users experience on any device.
The Need for Speed
Drupal 8 also uses industry-leading caching technology to allow updated content to be served fresh to a client, while preserving the cache on content that hasn’t changed. So, after your visitors come to your website once, they won’t have to wait for all content to load each time, making load times much faster.
Another way Drupal 8 improves speed is through feature velocity. Because so much new functionality is built into Drupal 8 core, creating and publishing new dynamic content experiences is significantly faster than in Drupal 7. A blog post that features dynamically updated data, relevant to and powered by your content can be built in the UI in Drupal 8, something that in Drupal 7 would have taken custom development and several modules.
Responsive design is a must-have in today’s digital landscape and speeding up your website on both desktop and mobile is a surprisingly effective way to contribute to your SEO efforts. In short, if you’re marketing team is focused (as you should be) on top rankings, Drupal 8 provides many of the tools to make that happen.
Accessibility = Key for Search
The release of D8 marked a big push toward improving web accessibility, including:
- Overall community commitment to accessibility
- Technical features for improved accessibility like controlled tab order and aural alerts
- All features conform with the World Wide Web Consortium (W3C) guidelines
This is important because, as we know, the relationship between web accessibility and SEO is closely intertwined.
Drupal 8 SEO Modules
Here are some top Drupal 8 SEO Modules to use when optimizing your site.
- Pathauto - helps save you time from manually having to create URL path/aliases.
- Metatag - allows you to automatically provide structured metadata, aka "meta tags", about a website.
- Sitemap - provides a site map that gives visitors an overview of your site. It can also display the RSS feeds for all blogs and categories.
- Redirect - Almost every new site needs to incorporate 301 redirects for old page URLs. This gives site admins an easy interface for creating those redirects in Drupal.
- Google Analytics - This simple module allows site admins the ability to easily configure Google Analytics in Drupal.
- Easy Breadcrumbs - uses the current URL (path alias) and the current page's title to automatically extract the breadcrumb's segments and its respective links.
- SEO Checklist - uses best practices to check your website for proper search engine optimization. It eliminates guesswork by creating a functional to-do list of modules and tasks that remain.
Drupal’s content management system is perfectly structured for search optimization and its core features support many of the critical SEO elements. But, SEO is only part of the story. In the next post, we’ll sit down with Sprout Social's Chief Marketing Officer to discuss how she is using her CMS to achieve her business goals.