Proper site architecture allows for content to be displayed in a dynamic and structured way that makes sense to humans and machines alike. The core of Drupal 8 strives to help set the building blocks for good SEO out of the box.
In Drupal core, you get some basic breadcrumbs and metadata. Logical paths are based on the placement in the menu or path structure out of the box. Now that Views are part of Drupal core, you’ve got the ability to group similar content and display it in many different ways.
What About Drupal Modules?
There aren't any modules that will instantly give you a huge SEO advantage, but with proper site architecture planned from the start and the proper configuration in core and contrib modules, you can do some really great SEO dynamically without much busywork. Modules that help with SEO can be added to the core features:
- Extend and customize the metadata with Metatag. This allows for twitter card tags, Open Graph tags for Facebook, and custom page modules that used to be handled by the Page Title module.
- Extend the logical paths with Pathauto by making patterns based on the content type or taxonomy.
- While not required as you can get similar functionality by adding the JS to your theme files, the Google Analytics module is simple to setup and works.
- Redirect module is useful for setting up 301 redirects for paths in Drupal.
- To set up an XML sitemap, you can choose from Simple XML sitemap and XML sitemap.
You can set patterns for defaults, and in most cases override the defaults to allow for customization when needed or desired.
Also, a big improvement for D8 is accessibility and mobile. Both are now factored into SEO. D8 is responsive out of the box and is more accessible than any other version of Drupal so far. That includes the administrative UI, which was previously far more challenging on mobile.
When it comes to SEO and Drupal, it’s really about identifying what modules are available outside of core to do what you may want. There are even some modules out there that will "read" your content and give you suggestions on things people think are SEO factors, like keyword density. Check out Yoast and Content Optimizer.
Tips and tricks with modules aside, there’s one guiding principle that hasn’t changed since the release of Drupal 8: if you write great original content, search engines will like your site and promote it to the top of the page.