Drupal Search Engine Optimization

Capstone Project | Team #4| Spring 2012

Website: http://dcm.uhcl.edu/caps12g4/

Special Thanks to Dr. DavariProfessor of Computer Science and Computer Information Systems Chair of Computing and Mathematics Division Delta B3611, 281-283-3703 University of Houston - Clear Lake Email: davari@uhcl.eduWebsite: http://sce.uhcl.edu/davari/

Stuart S. EngelhardtWeb Development - Open Source - Liquid Galaxy Tietronix Software, Inc. 1331 Gemini, Suite 300 Houston, TX 77058 Phone: (281) 404-7240

Email: stuart.engelhardt@tietronix.com Website: http://tietronix.com/website-development Website: http://tietronix.com/liquid-galaxy

Team InformationJunaith Haja

Major: Computer Science Role: Team Lead

Email: junaith.meeran@gmail.com

Mathew Leteff

Major: Computer Science Role: Web Developer

Email: matthew.leteff@gmail.comManasa Kavuri

Major: Computer Science Role: Developer\Documentation

Email: kavurimanasa@gmail.com

Contents

• Project Objectives

• About Tietronix

• Drupal – Introduction

• Search Engine Optimization

• Ranking Log

• Work done

• Recommendations and Future Work

• References

Project Objectives

• Perform second round of SEO to existing Medical Device Services

web pages of Tietronix.

• Improve organic search ranking on Google (Primary) and Bing

(Secondary).

• Align page descriptions and predefined keywords with current traffic.

• Improve usability features.

• Identify appropriate social media sites to integrate related publications.

About Tietronix

• Tietronix was founded in the year 1999.

• They serve government and commercial clients.

• Collaboration with NASA and JSC Innovation team in recent project.

• Prime partners in the development of NASA’s International Space

Station Live project.

• Developed a full spectrum of medical device development services.

• The Tietronix website was built using Acquia Drupal 6 package.

Drupal Introduction

• Began in the year 1999 by Dries Buytaert as a message

board.

• Open source content management system.

• Used to build websites, blogs, and enterprise applications.

• Encourages modularity, standards, collaboration, ease-of-

use.

• Users: U.S. government (Whitehouse), Stanford University,

and Tietronix.

Search Engine Optimization

• Process of improving the ranking of a website as it

appears in the organic search results, Google Adwords, or

Bing Ads.

Rank 1

Rank 2Rank 3

Ranking Log• Purpose: Establish a baseline reading using meta tag.

▫ Date Range: January 26, 2012 to April 29, 2012

Excluded: Potential Outliers

• Keyword: Medical Device Software.

Google Average Rank Percentage = 39.6%

Bing Average Rank Percentage = 31.3%

• Keyword: Medical Software Development.

Google Average Rank Percentage = 37.7%

Bing Average Rank Percentage = 15.1%

• Keyword: Medical Device Software Development.

Google Average Rank Percentage = 14.3%

Bing Average Rank Percentage = 8.1% Ranking Log

Work done – Align with Home page

• Implemented changes in the Medical Device

Services home page to align with the

homepage of Tietronix.

• Tietronix title and logo in the top right

corner is dragged a little bit down to align

with the home page view.

• Pushed menu controls down to correspond

with home page.

Medical Device Services- Home PageRemoved Tietronix Title– Top of page

Added new Tietronix logo

Pushed menu controls down to correspond with homepage.

Work done - Complete View• Tietronix logo and the address in the

bottom left of the Medical Device page is moved to the bottom right to give a complete view.

• Social media icons in the top are moved to the bottom right to align with the contemporary view.

• Tietronix Flicker account is integrated with the site.

• A link to Medical device services – Customer request form is created with the email option.

Screenshot – Complete View

Relocated Logo and Address

Relocated Social Media Icons

Link to Customer Request Form

Work done – Title Change • Medical device services home page title is changed to make it

appropriate with its contents and to improve the search engine

optimization.

Original Title

Screenshot – Title Change

New Title

Work done - Removal of Duplicate Content

Quality Management SystemWebpage

Process ManagementWebpage

Screenshot- Duplicate content removed

New content to eliminate duplicate text. Medical Device Services – Quality Management Services

Medical Device Visualization Service- SEO Experiment

•Performed experiment using Google’s and

Bing’s search engine.

•Conducted search using the following

phrase- Medical Device Visualization.

•It returned Medical device Visualization

services page with rank one in both

Google and Bing.

Screenshot- SEO Result

Bing Search engine Google Search engine

Work done – Footer Addition•Added a new Footer site map containing

links to all the pages in the tietronix page.

•Included the footer in all pages of the site.

•Integrated social media icons, logo and

the company’s address here.

Screenshot – Footer Sitemap

New footer site map

Work done – White Paper link addition in footer• Added a new link in the footer called White Papers to open

a new page containing related articles and journals

published by the company.

Medical Device Services White Papers/PDFs

Screenshot – White Papers page

The PDF files that appear on this page will change according to the files that appear on the Software Development page, the Process Management page, Medical Device Services page, etc…

Work done – XML Sitemap

• XML Sitemap feature is added using Drupal’s XML Sitemap module.

• Some influence on how web robots crawl site to index pages. Basically,

indexing is used to help rank a page in a search engine result list.

• Can automatically be setup to submit XML document to Bing and Google.

Drupal XML Sitemap – Version 6.x-2.0 recommend release.

• Can stress the importance of a webpage and how frequently it changes.

Element Tag Definitions.

▫ URL location (Required): URL of the page appearing in the sitemap.

▫ Priority range (Optional): 0.0 to 1.0 (1.0 = important and 0.5 = default ).

▫ Change frequency (Optional): ( always, hourly, daily, weekly, monthly, yearly ).

• No guarantee the bots will use the information. When they do use the values, it can

help guide the web robots crawling actions.

Screenshot – XML Sitemap Cont.

Work done – XML Sitemap Cont.

• Can specify which pages are not indexed using the robots.txt

file. • Example:

User-agent: *Crawl-delay: 10# DirectoriesDisallow: /includes/Disallow: /misc/Disallow: /modules/Disallow: /profiles/

Example Means: All robots can only access the same server every 10 seconds on a

successful request and do not crawl the four directories.

• Disadvantage: No guarantee web robot will not index a page if it does not follow the robot.txt file standard. ▫ Example: malicious robot

Work done - Customer Request Form

• Added a new page to allow customers to make requests for

additional company information.

• Created a backend page, so an employee with the

necessary rights can view the customer inquires and can

handle them accordingly.

• Implemented it to work in four different modes.

Customer Mode

Admin Mode

Normal Employee Mode

Employee with Granted Role

Screenshot – Customer mode

Screenshot – Admin Mode

Added menu button to access requests submitted by customer. An admin will be the only employee that will be able to view this button and page assigned to this button.

Screenshot – Admin Review

Screenshot – Admin Review(Cont)

Shows whether an employee responded to this record.

Shows when customer made request.

Shows when customer last updated record.

Button to update customer record.

Button to delete customer record.

Screenshot – Normal Employee Mode

The Customer Info. Req. – Medical button will not appear for any employee not assigned to view the button.

Screenshot – Employee with a Granted Role to view

The test_customer1 employee role has been granted rights to view the Customer Info. Req. – Medical button to view customer requests.

Future Work and Recommendations• Develop a mobile version of the Tietronix

website to attract and reach large group of

mobile users.

• Create and integrate the Tietronix website with

social networking accounts in Google+,

FourSquare, and LinkedIn.

Google+ ------> - 170 million registered users.

FourSquare -> - 20 million registered users.

LinkedIn -----> - 120 million registered users.

Future Work and Recommendations Cont.•Remove the duplicated account in

Facebook.Fake Facebook Account. Real Facebook Account.

References

• http://www.tietronix.com/• www.tietronix.com/medical-device• http://drupal.org/• http://en.wikipedia.org/wiki/Search_engine_

optimization• http://www.thewebdesigner.com.au/What-ar

e-Organic-search-results.html• http://support.google.com/webmasters/bin/a

nswer.py?hl=en&answer=35769• http://www.flickr.com/• http://www.facebook.com/• http://en.wikipedia.org/wiki/Web_crawler• https://

docs.google.com/viewer?a=v&q=cache:Y548b63XmtgJ:www.google.com/webmasters/docs/search-engine-optimization-starter-guide.pdf+google+seo+starter+guide&hl=en&gl=us&pid=bl&srcid=ADGEESje6X4cpZIrzFIzQEYAf1C4jQWVwcNudurqH6SHhWcstukdVejJ612zI7lWPjYQyoegLZVoFXtxBkpZfLbQw0tR-affas2MHMbh-UsO-Cjkb-TF4Q0SC9DeyXEvvMbL8uNXzMTh&sig=AHIEtbTEwOXqZvaWHOoD3pkJy6kEBg_wBg

References(Contd)

• https://accounts.google.com/ServiceLogin?service=adwords&hl=en_US&ltmpl=jfkcon&passive=false&ifr=false&alwf=true&continue=https://adwords.google.com/um/gaiaauth?apt%3DNone%26ltmpl%3Djfkcon&error=newacct&sacu=1&sarp=1

• http://advertising.microsoft.com/small-business/bing-yahoo-search

• http://en.wikipedia.org/wiki/Bing• http://en.wikipedia.org/wiki/List_of_social

_networking_websites#L• http://en.wikipedia.org/wiki/Robots_exclu

sion_standard• http://www.sitemaps.org/protocol.html#x

mlTagDefinitions

Thank You

Questions?