SEO is one of the most important digital marketing strategies since it allows you to increase visibility and increase the number of visits that come from search engines (organic traffic), which means more opportunities to convert potential clients into customers.
Therefore, it is very important to take into account some practices that are effective when optimizing Drupal projects for correct indexing in search engines.
Setting the stage in Drupal
Information Architecture
- Organize the contents to define structure and hierarchies (routes, and navigation systems).
- According to the hierarchical level in which the pages are located, search engines can understand their level of importance.
- Defining keyword prominence in HTML structure.
- Care must be taken to ensure that in the layout, the elements that are most relevant for indexing are placed in higher places, taking into account the information relevance diagonal.
What the design team should keep in mind
H tags are important, especially H1, as the hierarchy of the content is vital to telling the search engine what the web page is about.
Notices or pop-up notifications
As such, pop-up ads do not affect loading speed, but they do affect user experience, which also translates into SEO.
"When our reading is interrupted by an advertisement or pop-up, it has a very negative effect in terms of web usability and web search engines are penalizing it."
Misuse and design of texts in images
It is one thing to use infographics, which is a positive thing, and quite another to use banners with texts as figures; The second case is the one that affects SEO.
Web design with infinite scroll.
- Infinite Scroll is problematic because it slows down the loading speed of the web page and impairs the user experience.
- Likewise, search engine crawlers cannot scroll.
The typography
The correct choice of fonts and their size , as well as formats and colours, must be made . This will ensure that the content is pleasant, effective and illustrative.
Contributed modules and best practices from development
The following modules are optional:
- Image optimization
- Do not "make up" the H1
- Alt and Title tags on images
- Names in the files
- Do not use inline CSS
- Restrict the use of IFrames
- Avoid 404 errors
- Eliminar scripts duplicados
- Use cache systems like redis or memcache
How can QA verify that the job is done right?
It is important to use the following tools:
And the Scrum Masters or Project Managers?
- By knowing the basic tasks, you can verify that the project meets the minimum requirements.
- It allows them to manage the allocation of time in these tasks
- Handle customer requirements that, no matter how simple they may seem, can considerably impact delivery times.