The document discusses best practices for optimizing Drupal for search engine visibility and enhancing site conversions, featuring insights from Ben Finklea and Bryan House. It outlines the importance of SEO, provides a checklist of useful modules, and emphasizes the role of Acquia Search in improving on-site search functionality to drive conversions. Additionally, the document highlights the significance of tracking and managing visitor interactions to maximize conversion goals across various visitor types.

1. Best Practices for Drupal Search Engine Optimization and Driving Site ConversionsBen FinkleaCEOVolacci Search Engine Marketing@BenFinkleaBryan HouseSr. Director, Marketing Acquia@bryanhouse

2. AgendaSEO in DrupalSEO Checklist moduleBetter On-Site Search with Acquia SearchOptimizing Landing Pages for ConversionsWrap-up + Q&A

3. IntroductionBen FinkleaCEO, Volacci Search Marketing

4. Best Practices for Drupal SEO & Driving Site ConversionsMaking Drupal work for your bottom linequestions/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 MagnetSEO 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 Magnetquestions/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?ConfigurableEasy to UseClean CodeEasy Integration with 3rd Party ToolsFights SpamLanding PagesBreadcrumbsCommunityThriving ecosystemReady for the semantic webquestions/feedback: @benfinklea / ben@volacci.com

12. “Anyone Can Cook.” -Chef Gusteau“Anyone Can Drupal SEO.” -Benquestions/feedback: @benfinklea / ben@volacci.com

13. The Moduleshttp://drupal.org/project/seo_checklistGlobal RedirectGoogle AnalyticsHTML PurifierMollomMetaTags (aka Nodewords)Page TitlePathAutoPath RedirectSchedulerSearch 404Drupal SEO ChecklistNew XML Sitemap Sitemap (Pla in Text)questions/feedback: @benfinklea / ben@volacci.com

14. SEO Checklist Modulequestions/feedback: @benfinklea / ben@volacci.com

15. More Modules I LikeValidationTaxonomy TitleMenu AttributesApache SolrOpen Calais More Like ThisGoogle Website Optimizerquestions/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 ShattuckBook: $35 ebook: $252 Free Chapters + Bonus: Volacci.com/webinar

17. Drupal is the best platform on the planet for SEO!questions/feedback: @benfinklea / ben@volacci.com

18. ConversionsRemember: A Conversion is when someone visiting your site does something that you want them to do.3 Major Types of Visitors = 3 Different Conversion Goals2 Free Chapters + Bonus: Volacci.com/webinar

19. ConversionsVisitors 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 Conversion2 Free Chapters + Bonus: Volacci.com/webinar

21. Lead Gen Conversionquestions/feedback: @benfinklea / ben@volacci.com

22. Ad Conversion2 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 Searchquestions/feedback: @benfinklea / ben@volacci.com

25. © Acquia, Inc. All Rights Reserved.Why On-Site Search MattersSite evolutionUser experienceContent utilizationConversions

26. © Acquia, Inc. All Rights Reserved.Unlocking Content with Acquia SearchBuilt on Apache SolrFaceted navigationContent recommendationsNo server infrastructure

27. Landing PagesPutting Content to Work for SEOTargeted Is this what I expect to see?MultimediaIs it engaging?ActionableWhat should I do now?

28. Landing PagesContent Recommendations Will Drive Click-Thru’sCredibleIs there more content here to explore?ValuableShould I invest more time?

29. Landing PagesUsing On-Site Search to Drive ConversionsSeamlessStatic and dynamic results tied to SEO action ActionableFocus 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 ConversionsPredetermined content to focus visitor on specific conversion activity…/search/apachesolr_search/mountain

32. Landing PagesPutting Search to Work to Drive ConversionsQuery results help visitor assess content value across site …/search/apachesolr_search/mountain

33. Landing PagesPutting Search to Work to Drive ConversionsDynamic query filters focus visitor quickly on content that’s valuable to them…/search/apachesolr_search/mountain

34. Landing PagesUsing On-Site Search to Drive ConversionsTie block region to search query termsUsing content top region…/search/apachesolr_search/mountain

35. Landing PagesUsing On-Site Search to Drive ConversionsTurn search result pages into keyword driven landing pagesUse your top keywords to increase conversions…/search/apachesolr_search/mountain

36. Performance Matters!Acquia SearchDrupal core searchDrupal test siteHardware:3.2 Ghz processor

37. 1.7 MB RAMSite:10,000 content nodes

38. 300 millisecond page load speedQuery result time:1.5 - 7.7 secondsQuery result time:< 500 millisecondsPerformance gain with Acquia Search3x - 16x faster

39. New Packaging for Acquia SearchIncreased capacity with every subscription levelGet started for less than $30 / month

40. Google website OptimizerAB1000 Visitors2.3%97.7%2%98%2 Free Chapters + Bonus: Volacci.com/webinar

41. Installing Website OptimizerGoogle.com/websiteoptimizerDrupal.org/project/google_website_optimizer

42. New SEO Stuff You Need to Know AboutSite structure just got very importantSite speed is a ranking factor.Video is the New TextBahoo/YaBing/Yahoo gives upquestions/feedback: @benfinklea / ben@volacci.com

43. What is a Conversion?Breadcrumbs just got really importantSite speed is a ranking factor.Pagerank Sculpting is deadVideo is the New TextBahoo/YaBing/Yahoo gives upquestions/feedback: @benfinklea / ben@volacci.com

44. “What if I do all that and the site is still not making money Online?”

45. Volacci SEO ProgramWe 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 WebinarsThursday January 14thA Look Under the Hood at Acquia Hosting for Drupal SitesThursday January 21stIntegrating Drupal with Enterprise Back-Office Systems to Deliver a Best of Breed e-Commerce SiteThursday January 28thPreview of Drupal GardensRegister Today- http://acquia.com/webinars