Promo%ng  your  organisa%on  online  with  Drupal...with  a  li(le  help  from  Google  and  others.

Piers  Meynell

www.eilireland.org

Session  overview

Session  overview

• Why  EIL  chose  Drupal.

• A  number  of  subtopics  dealing  with  a  parAcular  online  tool:–An  brief  hands  on  tour  of  what  that  tool  can  do.–A  demonstraAon  of  how  to  integrate  that  tool  with  a  Drupal  site.

If  that’s  a  liDle  too  basic  for  you:

Why  EIL  chose  Drupal...

What  is  EIL?

• Small  Irish  not-­‐for-­‐profit.

• Organises  volunteering,  school,  language  courses,  cultural  exchange,  tour  groups  for  both  people  in  Ireland  want  to  go  abroad  and  people  abroad  who  want  to  come  to  Ireland.

• Emphasis  on  Cultural  Immersion.

• Money  raised  -­‐>  Development  EducaAon  and  Travel  Award  programmes.

• Limited  budget  for  anything  else.

Typical  problems  encountered  with  new  website  tender  bids:

• Locked  into  proprietary  CMS.

• Low  upfront  site  build  fee,  high  on-­‐going  maintenance  fees.

• Did  what  we  wanted  but  bid  too  expensive.• Didn't  read  the  proposal/responded  with  their  formulaic  soluAon.

How  Drupal  helped:

• Open  Source  CMS.

• Drupal  is  highly  flexible.• Good  community  and  resources.

• Easy-­‐ish  for  non  technical  users  to  contribute  content.

• Low  cost  –  not  zero  cost.

Problems  with  Drupal?

• HosAng  requirements  higher  than  a  non  CMS  site.  Needs  a  VPS.

• Open  Source  is  free  as  in  speech  rather  than  beer,  there  are  costs.

Google  AnalyAcs

Required  stuff

• Google  AnalyAcs  modulehDp://drupal.org/project/google_analyAcs

• Google  AnalyAcs  accounthDps://adwords.google.com

What  do  they  do?

• Google  AnalyAcs  allows  you  to  examine  how  visitors  use  your  website.

• Google  AnalyAcs  module  easily  embeds  the  required  Google  javascript  code  into  your  website’s  pages.

Demo

Where  to  go  from  here?

• Take  a  look  at  Goals.

Google  Webmaster  tools  and  the  XML  sitemap  module

Required  stuff

• XML  Sitemap  modulehDp://drupal.org/project/xmlsitemap

• Google  Webmaster  tools  verificaAon

What  do  they  do?

• Google  Webmaster  tools  gives  basic  performance  and  other  stats,  allows  you  to  set  site  preferences,  submit  XML  sitemaps,  flags  up  problems.

• XML  Sitemap  generates  the  sitemap  which  webmaster  tools  uses  to  help  Google  index  your  site.

Demo

Where  to  go  from  here?

• Take  a  look  at  the  Site  VerificaAon  modulehDp://drupal.org/project/site_verify

• Take  a  look  at  Global  Redirect  module

hDp://drupal.org/project/globalredirect

• Sign  up  for  the  Google  Webmaster  Central  bloghDp://googlewebmastercentral.blogspot.com

• For  alternaAve  free  site  speed  tracking:–hDp://mon.itor.us

–Page  Speed  firebug  add  on.–YSlow  firebug  add  on.

Webform  module  and  Google  Adwords

Required  stuff

• Webform  modulehDp://drupal.org/project/webform

• Google  AdWords  accounthDp://www.google.com/adwords

What  do  they  do?

• Adwords  allows  keyword  bidding  an  add  to  appear  on  a  Google  search  result  page.

• Webform  allows  of  creaAon  of  custom  contact  forms.

Demo

Where  to  go  from  here?

• Take  a  look  at  Mollom  for  anA  spam

hDp://drupal.org/project/mollom

• Google  AdWords  Small  Business  CentrehDp://www.google.co.uk/adwords/smallbusinesscenter

• Take  a  look  at  Ad  extensions.• Take  a  look  at  demographic  ads  e.g.  Facebook.

A  liDle  Search  Engine  OpAmisaAon

What  SEO  isn’t

Keyword  stuffing  e.g.

“Most  people  have  turned  to  boDled  water  as  an  alternaAve  to  tap  water  since  they  think  it  is  safer.  Cheap  bo7led  water  has  become  a  popular  item  in  many  people’s  shopping  carts.  However,  make  sure  that  the  cheap  bo7led  water  is  up  to  the  set  standards  before  consuming  it.  There  is  cheap  bo7led  water  from  various  stores  at  comparable  prices.  Remember  cheap  bo7led  water  may  not  be  ulAmately  healthy  compared  to  tap  water.”

hDp://www.seohosAng.com/blog/tag/search-­‐engine-­‐copywriAng

Required  stuff

• Page  Title  module

hDp://drupal.org/project/page_Atle

• Integrated  Metatags  module  (needs  CCK)

hDp://drupal.org/project/int_meta

• Pathauto  module  (depends  on  Path  -­‐  core)

hDp://drupal.org/project/pathauto

• All  three  depend/enhanced  by  TokenhDp://drupal.org/project/token

What  do  they  do?

Demo

Where  to  go  from  here?

• Use  Google  Adwords  keyword  tool  to  search  for  keywords/keyphrases  with  high  search  rates.

• Take  a  look  at  MaD  CuDs’  blog:

hDp://www.maDcuDs.com/blog

Google  Website  OpAmizer

Required  stuff

• Google  Website  OpAmizer  module

hDp://drupal.org/project/google_website_opAmizer

What  does  it  do?

• Test  different  combinaAons  of  alternaAve  content  on  a  page  and  staAsAcally  show  which  results  in  the  best  conversion.

• MulAvariate  regions  marked  up  on  the  page  e.g.<script>utmx_secAon("Region_name")</script>

<img  src="hDp://www.eilireland.org/sites/default/files/images/4paul_pelng_a_cheetah.small.jpg"  width="200"  height="150"  style="float:leq;  margin:  12px;"  alt=”Pelng  cheetah”>

</noscript>

• AlternaAve  content  set  up  in  Website  OpAmizer.

Demo

Where  to  go  from  here?

• Dont  leave  Google’s  website  opAmizer  javascript  code  running,  use  the  winning  combinaAon.

Finally!

www.eilireland.org/development-­‐educaAon/photo-­‐compeAAon

Required  stuff

• FileField• ImageField

• ImageCache

• ImageAPI

• Fivestar• VoAngAPI• CCK  Fieldgroup  tabs