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Best Practices for Drupal Search Engine Optimization and Driving Site Conversions
 

Best Practices for Drupal Search Engine Optimization and Driving Site Conversions

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The earlier a site appears in the search results list, the more visitors it will receive from the search engine. Join Ben Finklea, founder of Volacci and author of Drupal 6 Search Engine Optimization ...

The earlier a site appears in the search results list, the more visitors it will receive from the search engine. Join Ben Finklea, founder of Volacci and author of Drupal 6 Search Engine Optimization and Bryan House, Senior Marketing Director, Acquia as they provide a practical walk through showing you which modules to install, which settings to use, and dozens of the most closely guarded "tricks of the trade" to get your web site optimized, higher in the search engines, and more profitable.

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    Best Practices for Drupal Search Engine Optimization and Driving Site Conversions Best Practices for Drupal Search Engine Optimization and Driving Site Conversions Presentation Transcript

    • Best Practices for Drupal Search Engine Optimization and Driving Site Conversions
      Ben Finklea
      CEO
      Volacci Search Engine Marketing
      @BenFinklea
      Bryan House
      Sr. Director, Marketing
      Acquia
      @bryanhouse
    • Agenda
      SEO in Drupal
      SEO Checklist module
      Better On-Site Search with Acquia Search
      Optimizing Landing Pages for Conversions
      Wrap-up + Q&A
    • Introduction
      Ben Finklea
      CEO, Volacci Search Marketing
    • Best Practices for Drupal SEO & Driving Site Conversions
      Making Drupal work for your bottom line
      questions/feedback: @benfinklea / ben@volacci.com
    • What is Search Engine Optimization (SEO)?
      SEO is communicating clearly to Google and site visitors what you are about and that you are important.
      questions/feedback: @benfinklea / ben@volacci.com
    • What is a Conversion?
      A Conversion is when a website visitor does something that you want them to do.
      questions/feedback: @benfinklea / ben@volacci.com
    • Why SEO?
      SEO Magnet
      SEO magnetically attracts buyers who are highly motivated to do business with you now.
      questions/feedback: @benfinklea / ben@volacci.com
    • Why Drupal?
      Drupal enables fantastically gorgeous websites that convert visitors into paying customers.
      questions/feedback: @benfinklea / ben@volacci.com
    • SEO Magnet
      questions/feedback: @benfinklea / ben@volacci.com
    • Then shouldn’t we do SEO & Conversions on every Drupal website we touch?
      questions/feedback: @benfinklea / ben@volacci.com
    • Why Drupal?
      Configurable
      Easy to Use
      Clean Code
      Easy Integration with 3rd Party Tools
      Fights Spam
      Landing Pages
      Breadcrumbs
      Community
      Thriving ecosystem
      Ready for the semantic web
      questions/feedback: @benfinklea / ben@volacci.com
    • “Anyone Can Cook.”
      -Chef Gusteau
      “Anyone Can Drupal SEO.”
      -Ben
      questions/feedback: @benfinklea / ben@volacci.com
    • The Modules
      http://drupal.org/project/seo_checklist
      Global Redirect
      Google Analytics
      HTML Purifier
      Mollom
      MetaTags (aka Nodewords)
      Page Title
      PathAuto
      Path Redirect
      Scheduler
      Search 404
      Drupal SEO Checklist
      New XML Sitemap
      Sitemap (Pla in Text)
      questions/feedback: @benfinklea / ben@volacci.com
    • SEO Checklist Module
      questions/feedback: @benfinklea / ben@volacci.com
    • More Modules I Like
      Validation
      Taxonomy Title
      Menu Attributes
      Apache Solr
      Open Calais
      More Like This
      Google Website Optimizer
      questions/feedback: @benfinklea / ben@volacci.com
    • “...any Drupal shop should have on the shelf...”
      -Greg Holsclaw
      “This is definitely a reference guide that any Drupal developer or site manager should read and then keep within close reach.”--Lance Loveday
      “...you will have an arsenal of answers to tough questions you're inevitably going to get from potential customers regarding SEO and managing content.”--Chris Shattuck
      Book: $35 ebook: $25
      2 Free Chapters + Bonus: Volacci.com/webinar
    • Drupal is the best platform on the planet for SEO!
      questions/feedback: @benfinklea / ben@volacci.com
    • Conversions
      Remember: A Conversion is when someone visiting your site does something that you want them to do.
      3 Major Types of Visitors = 3 Different Conversion Goals
      2 Free Chapters + Bonus: Volacci.com/webinar
    • Conversions
      Visitors want to know:
      Is this what I expect to see?
      Does this look credible?
      What does this company do?
      Do they offer what I want?
      What should I do now?
      How do I contact the company?
      questions/feedback: @benfinklea / ben@volacci.com
    • eCommerce Conversion
      2 Free Chapters + Bonus: Volacci.com/webinar
    • Lead Gen Conversion
      questions/feedback: @benfinklea / ben@volacci.com
    • Ad Conversion
      2 Free Chapters + Bonus: Volacci.com/webinar
    • It’s critical that the first page your visitor sees leads them down the path to conversions.
      questions/feedback: @benfinklea / ben@volacci.com
    • Acquia Search
      questions/feedback: @benfinklea / ben@volacci.com
    • © Acquia, Inc. All Rights Reserved.
      Why On-Site Search Matters
      Site evolution
      User experience
      Content utilization
      Conversions
    • © Acquia, Inc. All Rights Reserved.
      Unlocking Content with Acquia Search
      Built on Apache Solr
      Faceted navigation
      Content recommendations
      No server infrastructure
    • Landing PagesPutting Content to Work for SEO
      Targeted
      Is this what I expect to see?
      Multimedia
      Is it engaging?
      Actionable
      What should I do now?
    • Landing PagesContent Recommendations Will Drive Click-Thru’s
      Credible
      Is there more content here to explore?
      Valuable
      Should I invest more time?
    • Landing PagesUsing On-Site Search to Drive Conversions
      Seamless
      Static and dynamic results tied to SEO action
      Actionable
      Focus visitor on specific call to action
      …/search/apachesolr_search/mountain
    • Landing PagesPutting Search to Work to Drive Conversions
      …/search/apachesolr_search/mountain
    • Landing PagesPutting Search to Work to Drive Conversions
      Predetermined content to focus visitor on specific conversion activity
      …/search/apachesolr_search/mountain
    • Landing PagesPutting Search to Work to Drive Conversions
      Query results help visitor assess content value across site
      …/search/apachesolr_search/mountain
    • Landing PagesPutting Search to Work to Drive Conversions
      Dynamic query filters focus visitor quickly on content that’s valuable to them
      …/search/apachesolr_search/mountain
    • Landing PagesUsing On-Site Search to Drive Conversions
      Tie block region to search query terms
      Using content top region
      …/search/apachesolr_search/mountain
    • Landing PagesUsing On-Site Search to Drive Conversions
      Turn search result pages into keyword driven landing pages
      Use your top keywords to increase conversions
      …/search/apachesolr_search/mountain
    • Performance Matters!
      Acquia Search
      Drupal core search
      Drupal test site
      Hardware:
      • 3.2 Ghz processor
      • 1.7 MB RAM
      Site:
      • 10,000 content nodes
      • 300 millisecond page load speed
      Query result time:
      1.5 - 7.7 seconds
      Query result time:
      < 500 milliseconds
      Performance gain with Acquia Search
      3x - 16x faster
    • New Packaging for Acquia Search
      Increased capacity with every subscription level
      Get started for less than $30 / month
    • Google website Optimizer
      A
      B
      1000 Visitors
      2.3%
      97.7%
      2%
      98%
      2 Free Chapters + Bonus: Volacci.com/webinar
    • Installing Website Optimizer
      Google.com/websiteoptimizer
      Drupal.org/project/google_website_optimizer
    • New SEO Stuff You Need to Know About
      Site structure just got very important
      Site speed is a ranking factor.
      Video is the New Text
      Bahoo/YaBing/Yahoo gives up
      questions/feedback: @benfinklea / ben@volacci.com
    • What is a Conversion?
      Breadcrumbs just got really important
      Site speed is a ranking factor.
      Pagerank Sculpting is dead
      Video is the New Text
      Bahoo/YaBing/Yahoo gives up
      questions/feedback: @benfinklea / ben@volacci.com
    • “What if I do all that and the site is still not making money Online?”
    • Volacci SEO Program
      We wrote the book on Drupal SEO.
      Over 95% of clients achieve positive ROI within 1 year.
      We focus on both traffic and conversions.
      Track record of success - HP, Acquia, Amazon, Inc Mag., eBay, service companies, ecommerce, etc.
      Not time consuming (for you).
      questions/feedback: @benfinklea / ben@volacci.com
    • Drupal is the best platform on the planet for SEO!
      2 Free Chapters + Bonus: Volacci.com/webinar
    • Upcoming Acquia Webinars
      Thursday January 14th
      A Look Under the Hood at Acquia Hosting for Drupal Sites
      Thursday January 21st
      Integrating Drupal with Enterprise Back-Office Systems to Deliver a Best of Breed e-Commerce Site
      Thursday January 28th
      Preview of Drupal Gardens
      Register Today- http://acquia.com/webinars
    • Landing PagesDownload A Copy of Ben’s Book Today
      http://www.volacci.com/webinar
    • Questions
      Today’s webinar recording
      will be posted at:
      http://acquia.com/community/resources/recorded_webinars
      For more information, visit each of us at:
      http://acquia.com
      http://twitter.com/acquia
      http://twitter.com/volacci
      Contact us:
      sales@acquia.com
      888.9.ACQUIA
      Contact Volacci:
      http://volacci.com
      sales@volacci.com
      +1.888.736.4306
      Download a copy of Drupal Search Engine Optimization
      • http://www.volacci.com/webinar
      Sign up for a free 30-day Acquia Network Trial
      http://acquia.com/trial