Digital Firefly Marketing's presentation on SEO and Drupal to the Central NJ Drupal MeetUp group on August 9, 2012

1. Search Engine Optimization

2. Who am I?
John Cashman –
President - Digital Firefly Marketing
Started in August 2011 - just under a year
old.
• Start up veteran that has worked at three
start ups, two of which had successful
exits.
• Ran digital marketing at two of them to
increase sales that lead to acquisition.
• Over ten years of experience in marketing
and five plus in SEO, PPC, and Social
What do we do?
Logo Design
Me on vacation!
Marketing Strategy
Website Design
Website Build
SEO, PPC, Email and Social Media
2

3. What is this?
©2012 DIGITAL FIREFLY MARKETING LLC

4. And this?
©2012 DIGITAL FIREFLY MARKETING LLC

5. And finally...
©2012 DIGITAL FIREFLY MARKETING LLC

6. Changing World
• The Internet is big and getting bigger
• People are more connected
• People always carry computers
©2012 DIGITAL FIREFLY MARKETING LLC

7. 75% of U.S. Residents are online
5

8. One - third of U.S Consumer spend
more than 3 hours online every day
5

9. People do a lot online
6

10. People Google...a lot
9

11. Search is used every day...
10

12. People search for stuff
11

13. Why you need to be in the top ten
• Google is the new yellow pages and if Google can’t find you
neither will anyone else
12

14. The story of mint.com
• Started in 2005 and launched in 2007...and went with a
different marketing plan to get registrations (from original
pitch deck):
17

15. What happened to mint.com?
• 7 million registered users
• Sold in 2009 to Intuit for $170 million
18

16. How does search work?
• Google starts with high traffic websites: CNN
• Clicks on every link that takes it to many
websites
• On each website - looks for keywords
• On every website it clicks on to the next
website and so on.
• Each website is indexed for keywords
• Every time someone Googles a keyword like
“landscaping services in new jersey” Google
pulls results from index and ranks them 1 -
infinity
• Displays first ten according to quality score.
©2012 DIGITAL FIREFLY MARKETING LLC

17. What is SEO?
• Search Engine Optimization
• The process of making a website more likely
to be ranked higher in search engines
• Google isn’t THAT smart
• Think like you search
©2012 DIGITAL FIREFLY MARKETING LLC

18. Key Drivers to Ranking in
Google
Over 200 inputs to Google’s Algorithm
• Links - both quantity and quality to a website
• Social Media - Tweets, Rts, +1s.
• Locations and Language (Spanish is pretty big in
the U.S.
• Quality metrics - Bounce Rate, Time on Page,
Site Structure, Site Speed
©2012 DIGITAL FIREFLY MARKETING LLC

19. People Search with Intent
• Navigational - What was that URL?
• Information - Who won an Olympic gold medal in
the men’s 8 in 1936?
• Commercial Investigation - Best back to school
products
• Buy Something Specific - 32 inch blue distressed
jeans
©2012 DIGITAL FIREFLY MARKETING LLC

20. Webpage Anatomy
• Keywords in the right
places
• Page Titles
• Images
• URL
• Headers
©2012 DIGITAL FIREFLY MARKETING LLC

21. Better SEO
• Conduct an SEO audit - what keywords
are you using?
• Blogs, News, Images - Keep your site
fresh
• Post on Facebook, Twitter and Pinterest
©2012 DIGITAL FIREFLY MARKETING LLC

22. Common Problems We See
• No 301 redirect wildcards or on 404
pages
• Vague Keywords - About Us!
• Crappy HTML (div tags, php URLs)
• Empty Alt Tags
©2012 DIGITAL FIREFLY MARKETING LLC

23. Tools We Use to Manage SEO
• Screaming Frog
• Raven SEO Tools
• Hubspot Marketing Grader
• Google Keyword Tool
• Opensite Explorer (SEOMoz)
• Google Webmaster Tools
• Google Insights
©2012 DIGITAL FIREFLY MARKETING LLC

24. Why Drupal Rock SEO
• Clean URLs
• Good HTML output (H1s, Alt Tags,etc.)
• Easy for non-technical folks
• Others can provide content
• Modules
• Themes like Omega
• Multi-language and multi-location support
©2012 DIGITAL FIREFLY MARKETING LLC

25. Drupal Modules for SEO
• Page Title - Control of Title Tag
• PathAuto - Set URL Structure
• Global Redirect - Keep dups down by aliasing
• Redirect - Fix 404 pages
• MetaTags - Control keywords and meta
• Search 404 - If the page resolves to 404 - list of pages that are close
• SEO Compliance Checker - Checks Alt Tags and Title Tags
• XML Site Map - Tell Google when your website changes
©2012 DIGITAL FIREFLY MARKETING LLC

26. Questions and Answers...
©2012 DIGITAL FIREFLY MARKETING LLC