1. Promo%ng
your
organisa%on
online
with
Drupal
...with
a
li(le
help
from
Google
and
others.
Piers
Meynell
www.eilireland.org

2. Session
overview

3. 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.

4. If
that’s
a
liDle
too
basic
for
you:

5. Why
EIL
chose
Drupal...

6. 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.

7. 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.

8. 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.

9. 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.

10. Google
AnalyAcs

11. Required
stuff
• Google
AnalyAcs
module
hDp://drupal.org/project/google_analyAcs
• Google
AnalyAcs
account
hDps://adwords.google.com

12. 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.

13. Demo

14. Where
to
go
from
here?
• Take
a
look
at
Goals.

15. Google
Webmaster
tools
and
the
XML
sitemap
module

16. Required
stuff
• XML
Sitemap
module
hDp://drupal.org/project/xmlsitemap
• Google
Webmaster
tools
verificaAon

17. 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.

18. Demo

19. Where
to
go
from
here?
• Take
a
look
at
the
Site
VerificaAon
module
hDp://drupal.org/project/site_verify
• Take
a
look
at
Global
Redirect
module
hDp://drupal.org/project/globalredirect
• Sign
up
for
the
Google
Webmaster
Central
blog
hDp://googlewebmastercentral.blogspot.com
• For
alternaAve
free
site
speed
tracking:
–hDp://mon.itor.us
–Page
Speed
firebug
add
on.
–YSlow
firebug
add
on.

20. Webform
module
and
Google
Adwords

21. Required
stuff
• Webform
module
hDp://drupal.org/project/webform
• Google
AdWords
account
hDp://www.google.com/adwords

22. 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.

23. Demo

24. Where
to
go
from
here?
• Take
a
look
at
Mollom
for
anA
spam
hDp://drupal.org/project/mollom
• Google
AdWords
Small
Business
Centre
hDp://www.google.co.uk/adwords/
smallbusinesscenter
• Take
a
look
at
Ad
extensions.
• Take
a
look
at
demographic
ads
e.g.
Facebook.

25. A
liDle
Search
Engine
OpAmisaAon

26. 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

27. 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
Token
hDp://drupal.org/project/token

28. What
do
they
do?

29. Demo

30. 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

31. Google
Website
OpAmizer

32. Required
stuff
• Google
Website
OpAmizer
module
hDp://drupal.org/project/google_website_opAmizer

33. 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.

34. Demo

35. Where
to
go
from
here?
• Dont
leave
Google’s
website
opAmizer
javascript
code
running,
use
the
winning
combinaAon.

36. Finally!
www.eilireland.org/development-­‐educaAon/photo-­‐compeAAon

37. Required
stuff
• FileField
• ImageField
• ImageCache
• ImageAPI
• Fivestar
• VoAngAPI
• CCK
Fieldgroup
tabs