Learn how your CMS can have a HUGE impact on your SEO efforts

Transcription

1 Give your CMS an SEO Jolt Learn how your CMS can have a HUGE impact on your SEO efforts F R E E e B O O K

2 Acronym Soup» Content Management System. This is the technological system that companies use to manage all of their websites content (text, photos, videos, PDFs)

3 Acronym Soup» Search Engine Optimization refers to the strength of a website as viewed by search engines such as Google, Bing, Yahoo. Highly optimized websites rank very well.

4 Acronym Soup» Search Engine Optimization refers to the strength of a website as viewed by search engines such as Google, Bing, Yahoo. Highly optimized websites rank very well.

5 Overview» Content Management Systems (CMS) are extremely popular; allow internal teams to manage their own web properties» This helps foster efficiency, speed, and accuracy» Past decade has proven the power of the search engine (e.g. Google)

6 Overview» Content Management Systems (CMS) are extremely popular; allow internal teams to manage their own web properties» This helps foster efficiency, speed, and accuracy» Past decade has proven the power of the search engine (e.g. Google)

7 Overview» Content Management Systems (CMS) are extremely popular; allow internal teams to manage their own web properties» This helps foster efficiency, speed, and accuracy» Past decade has proven the power of the search engine (e.g. Google)» All too often, CMS overlooks SEO» CMS are overly focused on Technology, not Marketing» SEO is a relatively recent surge compared to legacy of some CMS platforms» There have been strides, but few CMS take care of all your SEO needs

8 Today, Businesses Must Be Found It doesn t matter how good your website is. If no one can find it, you don t matter.

9 Give a Jolt Photo credit:

10 SEO 101» How do search engines judge you?

11 SEO 101» How do search engines judge you? Relevancy» What is your site or page about?» How relevant are you to specific search terms?» Will a visitor find what they re looking for?

12 SEO 101» How do search engines judge you? Relevancy + Trust

13 SEO 101» How do search engines judge you? Relevancy + Trust» Are you an older, stable web site?» Do other sites appear to trust you?» Will a visitor get valuable information from you?

14 SEO 101 Can a CMS make your site relevant? trustworthy?

15 SEO 101 Ultimately, that s up to you.

16 SEO 101 Ultimately, that s up to you.

17 SEO 101 Ultimately, that s up to you. A CMS should help, not hinder, your SEO strategy.

18 How to Give a Jolt» Editable Page Title and Metadata» SEO-Friendly URL stems» Web Analytics» Sitemaps (XML/HTML)» 301 Permanent Redirect Automation» Editable Page Headings» Landing Page Creation

20 Editable Page Title and Metadata» Page Titles are one of the most important pieces of SEO» Search Engines place considerable weight; UX effect as well» While meta keywords have gone extinct, meta descriptions are still important» Ability to edit these is imperative

22 SEO-Friendly URL Stems» Important factor in engines understanding page relevancy» Page URLs are a great area to populate target keywords» Easier on site users; ; more memorable than a random string» CMS should have intelligent, automated method to generate SEO-Friendly URLs

24 Web Analytics» Whether it s a separate tool or integrated use your analytics» Knowing what keywords drive traffic helps identify opportunities» Driving traffic isn t the only goal drive the right traffic» Understand what traffic converts and expand those efforts

25 Web Analytics» Whether it s a separate tool or integrated use your analytics» Knowing what keywords drive traffic helps identify opportunities» Driving traffic isn t the only goal drive the right traffic» Understand what traffic converts and expand those efforts Your search referrers Their performance

27 Sitemaps (XML)» XML Sitemaps are standardized files that search engines utilize to better understand pages on your website» They are not required for your website to be crawled» Very helpful for new websites and those with dynamic content» CMS should automatically generate XML Sitemaps

28 Sitemaps (XML)» XML Sitemaps are standardized files that search engines utilize to better understand pages on your website» They are not required for your website to be crawled» Very helpful for new websites and those with dynamic content» CMS should automatically generate XML Sitemaps

29 Sitemaps (HTML)» HTML Sitemaps are pages containing a hierarchy of links to areas of your website» HTML Sitemaps help the engines to efficiently spider the content on your site» Engines validate XML sitemaps with spider d content» Users seek out sitemaps as browseable navigation» CMS should automatically generate HTML Sitemaps

31 301 Permanent Redirect Automation» What is a 301 Permanent Redirect?

32 301 Permanent Redirect Automation» Let s say search engines bring you web traffic, which in turn lead to sales» This camera is your hottest item, with search engines referring 25% of buying users

33 301 Permanent Redirect Automation» Let s say search engines bring you web traffic, which in turn lead to sales» This camera is your hottest item, with search engines referring 25% of buying users» All is well until your company decides to redesign/redevelop your website Danger Ahead

34 301 Permanent Redirect Automation Nikon Digital Cameras Acme Liquidators Shop Acme Liquidators for Closeout Prices on Digital Cameras. Popular Brands Include Nikon, Canon, and More

35 301 Permanent Redirect Automation Nikon Digital Cameras Acme Liquidators Shop Acme Liquidators for Closeout Prices on Digital Cameras. Popular Brands Include Nikon, Canon, and More Search engines have ranked this webpage for Nikon Digital Camera» The engines have given this page a certain rank or weight

36 301 Permanent Redirect Automation Nikon Digital Cameras Acme Liquidators Shop Acme Liquidators for Closeout Prices on Digital Cameras. Popular Brands Include Nikon, Canon, and More Search engines have ranked this webpage for Nikon Digital Camera» The engines have given this page a certain rank or weight» After the redesign, the page name changed, but search engines are trying to reach the page from the link above Nikon Digital Cameras Acme Liquidators Shop Acme Liquidators for Closeout Prices on Digital Cameras. Popular Brands I l d Nik C d M Include Nikon, Canon, and More

37 301 Permanent Redirect Automation» Search engines take note that your page no longer exists» They drop you for your lucrative Nikon Digital Camera phrase» Has an overall effect on website s SEO grade» Keep in mind this negative effect also occurs when you rename your own pages on your website

38 301 Permanent Redirect Automation» Search engines take note that your page no longer exists» They drop you for your lucrative Nikon Digital Camera» Has an overall effect on website SEO» Keep in mind this negative effect also occurs when you rename your own pages on your website» A 301 permanent redirect is the standard method to inform search engines that your page names have changed. 301s transfer existing page weight to the new page. Users also trying to access the old URL will be sent to the new page.» CMS should have an automated method to generate 301 Permanent Redirects

40 Editable Page Headings» Along with Page Titles, Page Headings are an important SEO item» Search engines give more consideration to content within heading tags» A great area to insert target keywords you re trying to rank for» These tags are represented in HTML as:» <h1>my Page s Heading</h1>» <h2>a Second Level Page Heading</h2>» CMS should allow for editing of Page Headings

42 Landing Page Creation» Remember why you got a content management system» Create new content based on opportunities identified through analytics» Every ypage is a page visitors might land on welcome them» Recency is an important factor create new content often Know who s coming. Know why they re coming. Welcome them accordingly.

43 Summary» Content Management Systems help businesses maintain their websites, however make sure they won t hinder your SEO» Search engines assess relevance and trust when judging your website» Ensure you have control over Page Titles, Metadata, and your pages' URL Stems» Make sure your CMS can create and continually modify XML/HTML Sitemaps» 301 permanent redirects - is your CMS handling this for you?» Leverage web analytics to identify opportunities

44 About Bridgeline Digital About Bridgeline Digital» A developer of powerful web application management software and award winning Interactive Technology Solutions We help organizations achieve or exceed their interactive marketing and business initiatives by leveraging web based technologies» Maximize revenue» Reduce operational and administrative costs» Improve customer service and loyalty» Enhance employee knowledge and productivity Expanding market presence» We have over 700 customers with an expanding geographic presence

45 Over 1,000 Success Stories and Counting

46 Thank You For Reading!» You can revisit this presentation on Bridgeline s slideshare account:»