SEO within the Drupal CMS framework - Inbuilt Drupal Features that enhance Search Engine Optimization

    Considerations for migrating to Drupal from a static website or other CMS

    Web Content Management Systems have unfairly been blamed for killing traffic by compromising Search Engine Ranking as a result of the so-called Search Unfriendly URLs. to properly migrate a well-indexed static website to Drupal or any CMS without compromising your ranking, it is necessary to maintain existing paths. In my opinion, using a good CMS has so many advantages that the misplaced fear of machine URLs (no-longer an issue with mod_rewrite and ISAPI Rewrite).

    Advantages of using a CMS

    • Findability of content in development and production - Even the meticulously organized and labeled static folder structure can leave one wondering where his/her content is located; and just because you know where your pages are does not mean that your visitors know your structure.
    • Automation of routine procedures - it's a life-saver when the schedule automatically publishes and archives content for you, especially when it's time-sensitive (events, announcements, press releases etc)
    • Although server-side includes SSI may seem like they make it possible to create one piece of content and reuse it in multiple places, Web CMS makes it possible to add logic to the locations where you would like the content to appear

    These and many other smaller advantages that one discovers while using a CMS have the potential of improving your SEO efforts (when properly used) by availing related content and links along with certain pages. Also, CMS make it possible to track content accesses at a granular level that regular logs cannot provide. As such, here is what I propose when migrating a static website to Drupal:

    1. Clean URLs: This feature is indispensable in making sure than even legacy search engines can access and index your pages
    2. GsiteMap: Google Sitemaps make it possible for site-managers to guide the way that google indexes pages on a website by providing priority guidelines. When using a WCMS, content is created and manipulated (published, archived, accessed) in a very dynamic manner that availa a virtually limitless linking structure. This makes it very difficult for you (the site owner) to create a list of documents in XML and submit the file to google on a regular basis. This module will ensure that google is informed of your (healthy) constantly updated website and any new pages you publish as well as how to find them. In addition, the WatchDog module in Drupal can log all the times when google visits and indexes a page.
    3. URL aliases: This feature in Drupal enables you to control the path-name of your pages thus enabling you to recreate already indexed static paths in your new CMS so that search results continue to point to your content in the new CMS home.
    4. Click tracking: I am the kind that constantly monitors traffic and wants to know what's working ad what's not, so by using this nice module, I can track upto 10 channels to know which traffic sources are bringing in the most traffic, and comparing these numbers as well as results from the tracker and browscap module, you can establish what is causing a perceived increase or decrease in traffic instead of guessing.
    5. Even without the click module, Drupal Tracker logs the referrers and will tell you who is bringing in the most traffic. Compare this with your past server-logs and you will not only be able to know the traffic sources, but also which pages are popular.
    6. PHPOpentracker: As tricky as it can be to properly install and configure, this application can show you exactly what paths your traffic is taking thereby helping you decide what pages need help/updates