content management and search engine optimization

Content Management and Search Engine Optimization

Thursday, April 20, 2023

Conference Brain

» If your brain is already full, then look for these:

» There will be five of them

Agenda

» Introductions

» Search Engine Marketing 101

» The Role of Content Management

» Brief Case Study

» Resources

» Q&A

About non-linear creations inc.

» Founded in 1995

» NLC is an e-business integrator that

delivers online success to our clients

» More than 800 completed projects

» Offices in Toronto and Ottawa

» 60 + full-time specialists

» Privately held company, profitable &

stable

TECHNOLOGY PARTNERS

What We Do

Our Clients

Search Marketing 101

Questions for the Room

» How many of your are engaged in search engine marketing today?

» How many people feel comfortable with terms like SEO, SEM, search topography?

» Who has a CMS implementation:• Being planned?• In progress?• Recently completed?

What is Search Marketing?

» What are we talking about here?• Getting ‘found’ in the search engines• Ensuring your stakeholders find you when

they need you• Improving your search engine ‘visibility’

» How is this accomplished?• Through “Search Engine Marketing”!

» SEM, SEO, PPC – aren’t they all the same?• Heck, NO! (See right)

Definitions

SEM: Search Engine MarketingA generic term that encompasses both SEO and PPC.

SEO: Search Engine Optimization

Optimizing a website for the free (organic) search listings

PPC: Pay-Per-ClickBuying your way into the sponsored (paid) search listings

What Is Search Marketing?

pay per click

organic

results

The Role of CMS in Search Engine Optimization

Search Topography

» How do people search?

» AOL released data in late 2006:• 20,000,000 search queries • 650,000 searchers• Collected over 3 months

» Unfortunately, the data they thought was anonymous, wasn’t.

The Topography of Search“Health”

“Health Care Georgia”

“Health Care No Insurance Clemont Georgia leg”

Ranking Higher

» The $ million question – How do I get Google to rank my page number one?

» Factors we believe influence rank:

• Site-wide factors

• On-page factors

• Negative factors

• Off-site factors

The Role of CMS

» On-page factorsFactors that vary with each page on the site, such as the title of the page.

» Site-wide factorsIssues that can be addressed for the entire site, such as the creation of a site map.

» Negative factorsA wide variety of issues can lead to search engines reducing the ranking of a page – these range from unreliable site uptime to the inappropriate use of redirects.

» Off-site factorsSearch engines are increasingly relying on factors such as the number of external sites linking to a page and behaviour of visitors on a given site to determine rankings.

VISIT US AT: WWW.NONLINEAR.CAOTTAWA: 613.241.2067 TORONTO: 416.203.2997OTTAWA: 613.241.2067 TORONTO: 416.203.2997

Embed These Tactics

» There are a lot of factors that influence search engine rankings

» Our whitepaper discusses 22 elements

» www.nonlinear.ca/seo-cms

» I’ll talk about five today

Title Tags

» SEO Best Practice:• Unique, keyword rich title tags are

single most important on page factor.

» CMS Best Practice:• Enforce unique title tags• Use Major Heading on page as the

Title tag• Build a plug in that forces author

to choose three target terms and adds these to title.

Reduce Code Clutter / Validate Code

» SEO Best Practices:• Reduce code search spider sees• Validate XHTML

» CMS Best Practice:• Move code off page using

cascading style sheets (CSS)• Enforce CSS based design;

prohibit modification of this design• If using javascript, ensure code is

incorporated into the site as an “include” file rather than in the body of the page

• Enforce at the template level

» Homeland Security Index Page:

» US Citizenship and Immigration

Use the ALT Attribute

» SEO Best Practice:• Search engine spiders cannot

read images.• They can parse and process

alt tags (short text description) associated with an image.

» CMS Best Practice: • Incorporate instructions into

the CMS interface• Make it mandatory

Avoid long, ugly URLs

» SEO Best Practice:• Avoid multiple parameters in

dynamic URLs• Use real words in the URL• Where appropriate, incorporate

targeted search terms

» CMS Best Practice:• Select a CMS that generates static

URLs; or• Explore options publishing

dynamic pages with static URLs• Require authors to create URLs –

not the CMS

» http://www.uscis.gov/portal/site/uscis/menuitem.eb1d4c2a3e5b9ac89243c6a7543f6d1a/?vgnextoid=02729c7755cb9010VgnVCM10000045f3d6a1RCRD&vgnextchannel=02729c7755cb9010VgnVCM10000045f3d6a1RCRD

» http://www.nasa.gov/audience/forstudents/k-4/home/index.html

Automatically Create XML Sitemaps

» SEO Best Practice:• Sitemaps.org specifies XML

structure for search spider friendly maps

• Publish and update XML map

» CMS Best Practice:• Select a CMS that automatically

generates a Sitemaps.org-compliant search map; or

• Develop a plug-in or CMS extension to generate the map; or

• Use Google Mini or GSA

Inside the Sitemaps.org Protocol

<?xml version="1.0" encoding="UTF-8"?><urlset

xmlns="http://www.sitemaps.org/schemas/sitemap/0.9">

<url> <loc>http://www.example.com/</loc> <lastmod>2005-01-01</lastmod> <changefreq>monthly</changefreq> <priority>0.8</priority> </url>

What to Do, When

Before you Select a CMS » Engage SEO expertise when defining RFP requirements

» Benchmark current traffic from search engines

When You Deploy the CMS

» Embed SEO best practices in CMS templates

» Incorporate SEO information in author training

» Create a 301-redirect strategy for key pages being moved

Post CMS Deployment » Monitor policy compliance

» Track traffic against benchmarks

Very Quick Case Study

» NLC redeployed an existing site in a content managed environment

» Employed many best practices, including those discussed here

» Reindexing of content by search engines took one week to six months depending on the engine

» Results after one year are clear

Monthly visits up 700%

Page Views per Visit up 32%

Topic Driven Visits Skyrocketed

Resources / Q&A

» Our Guide to SEO and CMS• www.nonlinear.ca/seo-cms

» SEOMOZ.org Search Engine Ranking Factors V2• http://www.seomoz.org/article/search-ranking-factors

» Sitemaps Protocol• www.sitemaps.org

» The NLC Blog• www.nonlinear.ca/blog

Questions? (and, ideally, answers?)

Contact Info

» There’s always someone who counts the Stars

Randy WoodsEVP, co-founderrwoods@nonlinear.ca613 241 2067

content management and search engine optimization

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