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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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  • 1. 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
  • 2. Agenda
    SEO in Drupal
    SEO Checklist module
    Better On-Site Search with Acquia Search
    Optimizing Landing Pages for Conversions
    Wrap-up + Q&A
  • 3. Introduction
    Ben Finklea
    CEO, Volacci Search Marketing
  • 4. Best Practices for Drupal SEO & Driving Site Conversions
    Making Drupal work for your bottom line
    questions/feedback: @benfinklea / ben@volacci.com
  • 5. 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
  • 6. 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
  • 7. Why SEO?
    SEO Magnet
    SEO magnetically attracts buyers who are highly motivated to do business with you now.
    questions/feedback: @benfinklea / ben@volacci.com
  • 8. Why Drupal?
    Drupal enables fantastically gorgeous websites that convert visitors into paying customers.
    questions/feedback: @benfinklea / ben@volacci.com
  • 9. SEO Magnet
    questions/feedback: @benfinklea / ben@volacci.com
  • 10. Then shouldn’t we do SEO & Conversions on every Drupal website we touch?
    questions/feedback: @benfinklea / ben@volacci.com
  • 11. 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
  • 12. “Anyone Can Cook.”
    -Chef Gusteau
    “Anyone Can Drupal SEO.”
    -Ben
    questions/feedback: @benfinklea / ben@volacci.com
  • 13. 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
  • 14. SEO Checklist Module
    questions/feedback: @benfinklea / ben@volacci.com
  • 15. 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
  • 16. “...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
  • 17. Drupal is the best platform on the planet for SEO!
    questions/feedback: @benfinklea / ben@volacci.com
  • 18. 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
  • 19. 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
  • 20. eCommerce Conversion
    2 Free Chapters + Bonus: Volacci.com/webinar
  • 21. Lead Gen Conversion
    questions/feedback: @benfinklea / ben@volacci.com
  • 22. Ad Conversion
    2 Free Chapters + Bonus: Volacci.com/webinar
  • 23. It’s critical that the first page your visitor sees leads them down the path to conversions.
    questions/feedback: @benfinklea / ben@volacci.com
  • 24. Acquia Search
    questions/feedback: @benfinklea / ben@volacci.com
  • 25. © Acquia, Inc. All Rights Reserved.
    Why On-Site Search Matters
    Site evolution
    User experience
    Content utilization
    Conversions
  • 26. © Acquia, Inc. All Rights Reserved.
    Unlocking Content with Acquia Search
    Built on Apache Solr
    Faceted navigation
    Content recommendations
    No server infrastructure
  • 27. 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?
  • 28. Landing PagesContent Recommendations Will Drive Click-Thru’s
    Credible
    Is there more content here to explore?
    Valuable
    Should I invest more time?
  • 29. 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
  • 30. Landing PagesPutting Search to Work to Drive Conversions
    …/search/apachesolr_search/mountain
  • 31. Landing PagesPutting Search to Work to Drive Conversions
    Predetermined content to focus visitor on specific conversion activity
    …/search/apachesolr_search/mountain
  • 32. Landing PagesPutting Search to Work to Drive Conversions
    Query results help visitor assess content value across site
    …/search/apachesolr_search/mountain
  • 33. 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
  • 34. Landing PagesUsing On-Site Search to Drive Conversions
    Tie block region to search query terms
    Using content top region
    …/search/apachesolr_search/mountain
  • 35. 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
  • 36. Performance Matters!
    Acquia Search
    Drupal core search
    Drupal test site
    Hardware:
    • 3.2 Ghz processor
    • 37. 1.7 MB RAM
    Site:
    • 10,000 content nodes
    • 38. 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
  • 39. New Packaging for Acquia Search
    Increased capacity with every subscription level
    Get started for less than $30 / month
  • 40. Google website Optimizer
    A
    B
    1000 Visitors
    2.3%
    97.7%
    2%
    98%
    2 Free Chapters + Bonus: Volacci.com/webinar
  • 41. Installing Website Optimizer
    Google.com/websiteoptimizer
    Drupal.org/project/google_website_optimizer
  • 42. 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
  • 43. 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
  • 44. “What if I do all that and the site is still not making money Online?”
  • 45. 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
  • 46. Drupal is the best platform on the planet for SEO!
    2 Free Chapters + Bonus: Volacci.com/webinar
  • 47. 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
  • 48. Landing PagesDownload A Copy of Ben’s Book Today
    http://www.volacci.com/webinar
  • 49. 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