10 Tips For improving Traffic and Conversions on your Drupal Site

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Tuesday, May 10, 2011

Ten Tips for Imporving Tra c and Conversions
on your Drupal Site

Ben Finklea Matt Ackley
CEO Acquia Marketing
Volacci Acquia Inc.
@ben nklea @mbackley

Housekeeping

Today’s webinar is being recorded. Slides and
recording will be posted at:

–http://acquia.com/resources/recorded_webinars

Submit questions via Q&A Tab in WebEx, we’ll
answer as many as we can

–Give it a try & tell us where you joining from today


Upcoming Webinars

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Register Today - http://acquia.com/webinars


Upcoming Training Events - May & June 2011
http://training.acquia.com/events

•May 11-12th, Belgium •Courses include:

•May 14th, Boston Drupal in a Day

•May 13-20th, Toronto Site Building with Drupal

•May 24-25th, Lyon, France Drupal Module Development

•June 6th-8th, Boston Drupal Theming

•June 10th, Vancouver The Views & CCK Modules

•June 20-21st, Los Angeles The Panels Module

•June 24-28th, Vancouver Development Best Practices

Register for Drupal Training in your area


Do you love working with Drupal?

If so, Acquia is hiring:
–Engineering & design
–Client advisors and consulting
–Inside sales

Check out openings at
http://acquia.com/careers


Encourage You to Tweet During the
Webinar
@Acquia

@BenFinklea

#seo and #drupal


10 Tips for Improving
Traffic and Conversions
on your Drupal site


Ben Finklea

@benﬁnklea | ben.ﬁnklea@volacci.com | (512) 736-3437

Ben Finklea

Drupal
SEO
Checklist


Drupal SEO Checklist Module


Drupal 7 Dev released



Special thanks to the Blink Reaction
team:



team:
Nancy Stango, President



team:
Nancy Stango, President
Dima Nikitin, Sr. Web Developer


D7 SEO Checklist Module


11. Over-Deliver


11. Over-Deliver

If you promise your
audience 10, then give


10. Engage Socially


10. Engage Socially

The Social Mindset


10. Engage Socially

The Social Mindset
1. Engage.


10. Engage Socially

The Social Mindset
1. Engage.
2. Keep track of how people
respond.


10. Engage Socially

The Social Mindset
1. Engage.
respond.
3. Tweak your message.


10. Engage Socially

The Social Mindset
1. Engage.
respond.
4. Repeat.


10. Engage Socially

The Social Rule of
The Social Mindset
1. Engage.
respond.
4. Repeat.


10. Engage Socially

The Social Rule of
The Social Mindset
1. Engage. Original Thought
30%
respond.
4. Repeat.


10. Engage Socially

The Social Rule of
The Social Mindset
30%
2. Keep track of how people Reposting
respond. 25%

4. Repeat.


10. Engage Socially

The Social Rule of
The Social Mindset
30%
respond. 25%

4. Repeat. Conversation
25%


10. Engage Socially

The Social Rule of
The Social Mindset
30%
respond. 25%

3. Tweak your message. Marketing
20%

4. Repeat. Conversation
25%


Engage Socially: Where?


9. Offer Significant Calls
to Action


8. Get More Links


7. Fix the Links You’ve
Already Got


6. Use Multivariate Testing



A B



A 1000 Visitors B



A 1000 Visitors B

rs

50
to

0
si

Vi
Vi

si
0

to
50

r s



A 1000 Visitors B

rs

50
to

0
si

Vi
Vi

si
0

to
50

r s

2% 98% 3% 97%


A 1000 Visitors B

rs

50
to

0
si

Vi
Vi

si
0

to
50

r s
50%
Improvement!

2% 98% 3% 97%

Installing Website Optimizer



Google.com/


Drupal.org/project/

5. Put The Keyword On
The Page


4. The Secret of Awesome
Web Headlines

See Copybloggers: “10 Sure-Fire Headline Formulas That Work”
http://www.copyblogger.com/10-sure-ﬁre-headline-formulas-that-work/

Web Headlines
3 Boring Topics:
Tuning Web Server
Making Work More Fun
How To Drupal SEO


Web Headlines
3 Boring Topics: +
Tuning Web Server
How To Drupal SEO


Web Headlines
3 Boring Topics: 3 Headline Formulas:
Tuning Web Server
+
How To Drupal SEO


Web Headlines
Tuning Web Server
+ Who Else Wants [blank]?
How To Drupal SEO


Web Headlines
Tuning Web Server
Build a [blank] You Can Be
Proud Of
How To Drupal SEO


Web Headlines
Tuning Web Server
Proud Of
How To Drupal SEO
The Secret of [blank]


Web Headlines
3 Headline Formulas:
3 Boring Topics: + Who Else Wants [blank]?
=
Tuning Web Server
Proud Of
How To Drupal SEO


Web Headlines
=
Proud Of

Tuning Web Server Making Work More Fun How To Drupal SEO


Web Headlines
=
Proud Of

Who Else Wants Faster
Drupal Servers?


Web Headlines
=
Proud Of

Drupal Servers?
Build a Drupal Server
You Can Be Proud Of!


Web Headlines
=
Proud Of

Drupal Servers?
The Secret of Speedy
Drupal Servers


Web Headlines
=
Proud Of

Who Else Wants
More Fun at Work?
Drupal Servers?
Drupal Servers


Web Headlines
=
Proud Of

Who Else Wants
More Fun at Work?
Drupal Servers?
Build a Fun
Workplace You Can
Be Proud Of!
Drupal Servers


Web Headlines
=
Proud Of

Who Else Wants
More Fun at Work?
Drupal Servers?
Build a Fun
Workplace You Can
Be Proud Of!
The Secret of
Drupal Servers
Workplace Fun


Web Headlines
=
Proud Of

Who Else Wants Top
Who Else Wants
Who Else Wants Faster Google Rankings?
More Fun at Work?
Drupal Servers?
Build a Fun
Workplace You Can
Be Proud Of!
The Secret of
Drupal Servers
Workplace Fun


Web Headlines
=
Proud Of

Who Else Wants Top
Who Else Wants
More Fun at Work?
Drupal Servers? Build Google
Build a Fun
Build a Drupal Server Rankings You Can Be
Workplace You Can
You Can Be Proud Of! Proud Of!
Be Proud Of!
The Secret of
Drupal Servers
Workplace Fun


Web Headlines
=
Proud Of

Who Else Wants Top
Who Else Wants
More Fun at Work?
Drupal Servers? Build Google
Build a Fun
Build a Drupal Server Rankings You Can Be
Workplace You Can
You Can Be Proud Of! Proud Of!
Be Proud Of!
The Secret of Speedy Secrets of Top
The Secret of
Drupal Servers Ranked Drupal
Workplace Fun
Websites


3. Don’t Make Me Think



“FACT OF LIFE #1: We don’t
read pages. We scan them.”




make optimal choices. We
satisﬁce.”




make optimal choices. We
satisﬁce.”

“FACT OF LIFE # 3: We
don’t ﬁgure out how things
work. We muddle through.”

-Steve Krug


Design for Power Skimmers


Read

Read

Read

Read

[Pause for
Reﬂection]

Finally click a
carefully
chosen link


Look around
Read feverishly for
anything that

Read a) is interesting or
vaguely
resembles what
Read you’re looking
for, and
Read b) is clickable.

[Pause for
Reﬂection]

Finally click a
carefully As soon as you
chosen link ﬁnd a halfway
decent match,
click.

If it doesn’t pan
out, click the back
button and try
again.


2. Know Your Google
Analytics


Know Your Google Analytics


Segments


In-Page


1. Begin With an SEO Audit



Beneﬁts:



Beneﬁts:
Know where you stand



Beneﬁts:
Mitigate risk of missed
opportunities



Beneﬁts:
opportunities
Reduces the cost of
optimization



Beneﬁts:
opportunities
Reduces the cost of
optimization
Use your marketing dollars


Best for:
Beneﬁts:
opportunities
Reduces the cost of
optimization


Best for:
Beneﬁts: New Drupal sites
opportunities
Reduces the cost of
optimization


Best for:
Know where you stand Making signiﬁcant
Mitigate risk of missed changes
opportunities
Reduces the cost of
optimization


Best for:
opportunities Teams whose web site
Reduces the cost of is ranking poorly in the
optimization Search Engine results.



Best for:
opportunities Teams whose web site
Reduces the cost of is ranking poorly in the
optimization Search Engine results.

Use your marketing dollars In-house or
Consultants


Free Consult


Free Consult
A Free 30-minute consultation with a Volacci
Drupal SEO professional that will include:


Free Consult
• Free Link Report - 50 Potential Link Partners


Free Consult
• Free Drupal SEO Checkup


Free Consult
• Free Google Analytics Goals review


Free Consult
• Free Google Analytics Goals review
Sign Up: Volacci.com/a
Call: (512) 736-3437
Email: ben.ﬁnklea@volacci.com
or, contact your Acquia rep


The Path to Success is Not Always Clear
How do we get from
here...
[start!]

... to
here? [ enterprise
deployment ]


Acquia Will Be Your Guide
How do we get from
here...
[start!]

... to
here? [ enterprise
deployment ]


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