The document outlines best practices for Drupal search engine optimization and driving site conversions. It discusses implementing SEO through modules like the SEO Checklist module. It also discusses optimizing on-site search with Acquia Search and optimizing landing pages for conversions. The presentation encourages optimizing Drupal sites for both traffic and conversions.

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

38. 300 millisecond page load speedQuery 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