Best Practices for Drupal Search Engine Optimization and Driving Site Conversions<br />Ben Finklea<br />CEO<br />Volacci S...
Agenda<br />SEO in Drupal<br />SEO Checklist module<br />Better On-Site Search with Acquia Search<br />Optimizing Landing ...
Introduction<br />Ben Finklea<br />CEO, Volacci Search Marketing<br />
Best Practices for Drupal SEO & Driving Site Conversions<br />Making Drupal work for your bottom line<br />questions/feedb...
What is Search Engine Optimization (SEO)?<br />SEO is communicating clearly to Google and site visitors what you are about...
What is a Conversion?<br />A Conversion is when a website visitor does something that you want them to do.<br />questions/...
Why SEO?<br />SEO Magnet<br />SEO magnetically attracts buyers who are highly motivated to do business with you now.<br />...
Why Drupal?<br />Drupal enables fantastically gorgeous websites that convert visitors into paying customers. <br />questio...
SEO Magnet<br />questions/feedback: @benfinklea / ben@volacci.com<br />
Then shouldn’t we do SEO & Conversions on every Drupal website we touch?<br />questions/feedback: @benfinklea / ben@volacc...
Why Drupal?<br />Configurable<br />Easy to Use<br />Clean Code<br />Easy Integration with 3rd Party Tools<br />Fights Spam...
“Anyone Can Cook.” <br />-Chef Gusteau<br />“Anyone Can Drupal SEO.” <br />-Ben<br />questions/feedback: @benfinklea / ben...
The Modules<br />http://drupal.org/project/seo_checklist<br />Global Redirect<br />Google Analytics<br />HTML Purifier<br ...
SEO Checklist Module<br />questions/feedback: @benfinklea / ben@volacci.com<br />
More Modules I Like<br />Validation<br />Taxonomy Title<br />Menu Attributes<br />Apache Solr<br />Open Calais <br />More ...
“...any Drupal shop should have on the shelf...” <br />-Greg Holsclaw<br />“This is definitely a reference guide that any ...
Drupal is the best platform on the planet for SEO!<br />questions/feedback: @benfinklea / ben@volacci.com<br />
Conversions<br />Remember: A Conversion is when someone visiting your site does something that you want them to do.<br />3...
Conversions<br />Visitors want to know:<br />Is this what I expect to see?<br />Does this look credible?<br />What does th...
eCommerce Conversion<br />2 Free Chapters + Bonus: Volacci.com/webinar<br />
Lead Gen Conversion<br />questions/feedback: @benfinklea / ben@volacci.com<br />
Ad Conversion<br />2 Free Chapters + Bonus: Volacci.com/webinar<br />
It’s critical that the first page your visitor sees leads them down the path to conversions. <br />questions/feedback: @be...
Acquia Search<br />questions/feedback: @benfinklea / ben@volacci.com<br />
© Acquia, Inc. All Rights Reserved.<br />Why On-Site Search Matters<br />Site evolution<br />User experience<br />Content ...
© Acquia, Inc. All Rights Reserved.<br />Unlocking Content with Acquia Search<br />Built on Apache Solr<br />Faceted navig...
Landing PagesPutting Content to Work for SEO<br />Targeted <br />Is this what I expect to see?<br />Multimedia<br />Is it ...
Landing PagesContent Recommendations Will Drive Click-Thru’s<br />Credible<br />Is there more content here to explore?<br ...
Landing PagesUsing On-Site Search to Drive Conversions<br />Seamless<br />Static and dynamic results tied to SEO action <b...
Landing PagesPutting Search to Work to Drive Conversions<br />…/search/apachesolr_search/mountain<br />
Landing PagesPutting Search to Work to Drive Conversions<br />Predetermined content to focus visitor on specific conversio...
Landing PagesPutting Search to Work to Drive Conversions<br />Query results help visitor assess content value across site ...
Landing PagesPutting Search to Work to Drive Conversions<br />Dynamic query filters focus visitor quickly on content that’...
Landing PagesUsing On-Site Search to Drive Conversions<br />Tie block region to search query terms<br />Using content top ...
Landing PagesUsing On-Site Search to Drive Conversions<br />Turn search result pages into keyword driven landing pages<br ...
Performance Matters!<br />Acquia Search<br />Drupal core search<br />Drupal test site<br />Hardware:<br /><ul><li>3.2 Ghz ...
1.7 MB RAM</li></ul>Site:<br /><ul><li>10,000 content nodes
300 millisecond page load speed</li></ul>Query result time:<br />1.5 - 7.7 seconds<br />Query result time:<br />&lt; 500 m...
New Packaging for Acquia Search<br />Increased capacity with every subscription level<br />Get started for less than $30 /...
Google website Optimizer<br />A<br />B<br />1000 Visitors<br />2.3%<br />97.7%<br />2%<br />98%<br />2 Free Chapters + Bon...
Installing Website Optimizer<br />Google.com/websiteoptimizer<br />Drupal.org/project/google_website_optimizer<br />
New SEO Stuff You Need to Know About<br />Site structure just got very important<br />Site speed is a ranking factor.<br /...
What is a Conversion?<br />Breadcrumbs just got really important<br />Site speed is a ranking factor.<br />Pagerank Sculpt...
“What if I do all that and the site is still not making money Online?”<br />
Volacci SEO Program<br />We wrote the book on Drupal SEO.<br />Over 95% of clients achieve positive ROI within 1 year. <br...
Drupal is the best platform on the planet for SEO!<br />2 Free Chapters + Bonus: Volacci.com/webinar<br />
Upcoming Acquia Webinars<br />Thursday January 14th<br />A Look Under the Hood at Acquia Hosting for Drupal Sites<br />Thu...
Upcoming SlideShare
Loading in …5
×

Best Practices for Drupal Search Engine Optimization and Driving Site Conversions

5,362 views

Published on

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.

Published in: Technology, Design

Best Practices for Drupal Search Engine Optimization and Driving Site Conversions

  1. 1. Best Practices for Drupal Search Engine Optimization and Driving Site Conversions<br />Ben Finklea<br />CEO<br />Volacci Search Engine Marketing<br />@BenFinklea<br />Bryan House<br />Sr. Director, Marketing <br />Acquia<br />@bryanhouse<br />
  2. 2. Agenda<br />SEO in Drupal<br />SEO Checklist module<br />Better On-Site Search with Acquia Search<br />Optimizing Landing Pages for Conversions<br />Wrap-up + Q&A<br />
  3. 3. Introduction<br />Ben Finklea<br />CEO, Volacci Search Marketing<br />
  4. 4. Best Practices for Drupal SEO & Driving Site Conversions<br />Making Drupal work for your bottom line<br />questions/feedback: @benfinklea / ben@volacci.com<br />
  5. 5. What is Search Engine Optimization (SEO)?<br />SEO is communicating clearly to Google and site visitors what you are about and that you are important.<br />questions/feedback: @benfinklea / ben@volacci.com<br />
  6. 6. What is a Conversion?<br />A Conversion is when a website visitor does something that you want them to do.<br />questions/feedback: @benfinklea / ben@volacci.com<br />
  7. 7. Why SEO?<br />SEO Magnet<br />SEO magnetically attracts buyers who are highly motivated to do business with you now.<br />questions/feedback: @benfinklea / ben@volacci.com<br />
  8. 8. Why Drupal?<br />Drupal enables fantastically gorgeous websites that convert visitors into paying customers. <br />questions/feedback: @benfinklea / ben@volacci.com<br />
  9. 9. SEO Magnet<br />questions/feedback: @benfinklea / ben@volacci.com<br />
  10. 10. Then shouldn’t we do SEO & Conversions on every Drupal website we touch?<br />questions/feedback: @benfinklea / ben@volacci.com<br />
  11. 11. Why Drupal?<br />Configurable<br />Easy to Use<br />Clean Code<br />Easy Integration with 3rd Party Tools<br />Fights Spam<br />Landing Pages<br />Breadcrumbs<br />Community<br />Thriving ecosystem<br />Ready for the semantic web<br />questions/feedback: @benfinklea / ben@volacci.com<br />
  12. 12. “Anyone Can Cook.” <br />-Chef Gusteau<br />“Anyone Can Drupal SEO.” <br />-Ben<br />questions/feedback: @benfinklea / ben@volacci.com<br />
  13. 13. The Modules<br />http://drupal.org/project/seo_checklist<br />Global Redirect<br />Google Analytics<br />HTML Purifier<br />Mollom<br />MetaTags (aka Nodewords)<br />Page Title<br />PathAuto<br />Path Redirect<br />Scheduler<br />Search 404<br />Drupal SEO Checklist<br />New XML Sitemap <br />Sitemap (Pla in Text)<br />questions/feedback: @benfinklea / ben@volacci.com<br />
  14. 14. SEO Checklist Module<br />questions/feedback: @benfinklea / ben@volacci.com<br />
  15. 15. More Modules I Like<br />Validation<br />Taxonomy Title<br />Menu Attributes<br />Apache Solr<br />Open Calais <br />More Like This<br />Google Website Optimizer<br />questions/feedback: @benfinklea / ben@volacci.com<br />
  16. 16. “...any Drupal shop should have on the shelf...” <br />-Greg Holsclaw<br />“This is definitely a reference guide that any Drupal developer or site manager should read and then keep within close reach.”--Lance Loveday<br />“...you will have an arsenal of answers to tough questions you&apos;re inevitably going to get from potential customers regarding SEO and managing content.”--Chris Shattuck<br />Book: $35 ebook: $25<br />2 Free Chapters + Bonus: Volacci.com/webinar<br />
  17. 17. Drupal is the best platform on the planet for SEO!<br />questions/feedback: @benfinklea / ben@volacci.com<br />
  18. 18. Conversions<br />Remember: A Conversion is when someone visiting your site does something that you want them to do.<br />3 Major Types of Visitors = 3 Different Conversion Goals<br />2 Free Chapters + Bonus: Volacci.com/webinar<br />
  19. 19. Conversions<br />Visitors want to know:<br />Is this what I expect to see?<br />Does this look credible?<br />What does this company do?<br />Do they offer what I want?<br />What should I do now?<br />How do I contact the company?<br />questions/feedback: @benfinklea / ben@volacci.com<br />
  20. 20. eCommerce Conversion<br />2 Free Chapters + Bonus: Volacci.com/webinar<br />
  21. 21. Lead Gen Conversion<br />questions/feedback: @benfinklea / ben@volacci.com<br />
  22. 22. Ad Conversion<br />2 Free Chapters + Bonus: Volacci.com/webinar<br />
  23. 23. It’s critical that the first page your visitor sees leads them down the path to conversions. <br />questions/feedback: @benfinklea / ben@volacci.com<br />
  24. 24. Acquia Search<br />questions/feedback: @benfinklea / ben@volacci.com<br />
  25. 25. © Acquia, Inc. All Rights Reserved.<br />Why On-Site Search Matters<br />Site evolution<br />User experience<br />Content utilization<br />Conversions<br />
  26. 26. © Acquia, Inc. All Rights Reserved.<br />Unlocking Content with Acquia Search<br />Built on Apache Solr<br />Faceted navigation<br />Content recommendations<br />No server infrastructure<br />
  27. 27. Landing PagesPutting Content to Work for SEO<br />Targeted <br />Is this what I expect to see?<br />Multimedia<br />Is it engaging?<br />Actionable<br />What should I do now?<br />
  28. 28. Landing PagesContent Recommendations Will Drive Click-Thru’s<br />Credible<br />Is there more content here to explore?<br />Valuable<br />Should I invest more time?<br />
  29. 29. Landing PagesUsing On-Site Search to Drive Conversions<br />Seamless<br />Static and dynamic results tied to SEO action <br />Actionable<br />Focus visitor on specific call to action<br />…/search/apachesolr_search/mountain<br />
  30. 30. Landing PagesPutting Search to Work to Drive Conversions<br />…/search/apachesolr_search/mountain<br />
  31. 31. Landing PagesPutting Search to Work to Drive Conversions<br />Predetermined content to focus visitor on specific conversion activity<br />…/search/apachesolr_search/mountain<br />
  32. 32. Landing PagesPutting Search to Work to Drive Conversions<br />Query results help visitor assess content value across site <br />…/search/apachesolr_search/mountain<br />
  33. 33. Landing PagesPutting Search to Work to Drive Conversions<br />Dynamic query filters focus visitor quickly on content that’s valuable to them<br />…/search/apachesolr_search/mountain<br />
  34. 34. Landing PagesUsing On-Site Search to Drive Conversions<br />Tie block region to search query terms<br />Using content top region<br />…/search/apachesolr_search/mountain<br />
  35. 35. Landing PagesUsing On-Site Search to Drive Conversions<br />Turn search result pages into keyword driven landing pages<br />Use your top keywords to increase conversions<br />…/search/apachesolr_search/mountain<br />
  36. 36. Performance Matters!<br />Acquia Search<br />Drupal core search<br />Drupal test site<br />Hardware:<br /><ul><li>3.2 Ghz processor
  37. 37. 1.7 MB RAM</li></ul>Site:<br /><ul><li>10,000 content nodes
  38. 38. 300 millisecond page load speed</li></ul>Query result time:<br />1.5 - 7.7 seconds<br />Query result time:<br />&lt; 500 milliseconds<br />Performance gain with Acquia Search<br />3x - 16x faster<br />
  39. 39. New Packaging for Acquia Search<br />Increased capacity with every subscription level<br />Get started for less than $30 / month<br />
  40. 40. Google website Optimizer<br />A<br />B<br />1000 Visitors<br />2.3%<br />97.7%<br />2%<br />98%<br />2 Free Chapters + Bonus: Volacci.com/webinar<br />
  41. 41. Installing Website Optimizer<br />Google.com/websiteoptimizer<br />Drupal.org/project/google_website_optimizer<br />
  42. 42. New SEO Stuff You Need to Know About<br />Site structure just got very important<br />Site speed is a ranking factor.<br />Video is the New Text<br />Bahoo/YaBing/Yahoo gives up<br />questions/feedback: @benfinklea / ben@volacci.com<br />
  43. 43. What is a Conversion?<br />Breadcrumbs just got really important<br />Site speed is a ranking factor.<br />Pagerank Sculpting is dead<br />Video is the New Text<br />Bahoo/YaBing/Yahoo gives up<br />questions/feedback: @benfinklea / ben@volacci.com<br />
  44. 44. “What if I do all that and the site is still not making money Online?”<br />
  45. 45. Volacci SEO Program<br />We wrote the book on Drupal SEO.<br />Over 95% of clients achieve positive ROI within 1 year. <br />We focus on both traffic and conversions. <br />Track record of success - HP, Acquia, Amazon, Inc Mag., eBay, service companies, ecommerce, etc.<br />Not time consuming (for you).<br />questions/feedback: @benfinklea / ben@volacci.com<br />
  46. 46. Drupal is the best platform on the planet for SEO!<br />2 Free Chapters + Bonus: Volacci.com/webinar<br />
  47. 47. Upcoming Acquia Webinars<br />Thursday January 14th<br />A Look Under the Hood at Acquia Hosting for Drupal Sites<br />Thursday January 21st<br />Integrating Drupal with Enterprise Back-Office Systems to Deliver a Best of Breed e-Commerce Site<br />Thursday January 28th<br />Preview of Drupal Gardens<br />Register Today- http://acquia.com/webinars<br />
  48. 48. Landing PagesDownload A Copy of Ben’s Book Today<br />http://www.volacci.com/webinar<br />
  49. 49. Questions<br />Today’s webinar recording <br />will be posted at:<br />http://acquia.com/community/resources/recorded_webinars<br />For more information, visit each of us at:<br />http://acquia.com<br />http://twitter.com/acquia<br />http://twitter.com/volacci<br />Contact us:<br />sales@acquia.com<br /> 888.9.ACQUIA<br />Contact Volacci:<br />http://volacci.com<br />sales@volacci.com<br />+1.888.736.4306<br />Download a copy of Drupal Search Engine Optimization<br /><ul><li>http://www.volacci.com/webinar</li></ul>Sign up for a free 30-day Acquia Network Trial<br />http://acquia.com/trial<br />

×