content management and search engine optimization
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Content Management and Search Engine Optimization. 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. - PowerPoint PPT PresentationTRANSCRIPT
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
Thursday, April 20, 2023
Agenda
» Introductions
» Search Engine Marketing 101
» The Role of Content Management
» Brief Case Study
» Resources
» Q&A
Thursday, April 20, 2023
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
Thursday, April 20, 2023
What We Do
Thursday, April 20, 2023
Our Clients
Thursday, April 20, 2023
Search Marketing 101
Thursday, April 20, 2023
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?
Thursday, April 20, 2023
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
Thursday, April 20, 2023
What Is Search Marketing?
pay per click
pay per click
organic
results
Thursday, April 20, 2023
The Role of CMS in Search Engine Optimization
Thursday, April 20, 2023
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.
Thursday, April 20, 2023
The Topography of Search“Health”
“Health Care Georgia”
“Health Care No Insurance Clemont Georgia leg”
Thursday, April 20, 2023
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
Thursday, April 20, 2023
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.
Thursday, April 20, 2023
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
Thursday, April 20, 2023
VISIT US AT: WWW.NONLINEAR.CAOTTAWA: 613.241.2067 TORONTO: 416.203.2997OTTAWA: 613.241.2067 TORONTO: 416.203.2997
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.
Thursday, April 20, 2023
VISIT US AT: WWW.NONLINEAR.CAOTTAWA: 613.241.2067 TORONTO: 416.203.2997OTTAWA: 613.241.2067 TORONTO: 416.203.2997
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
Thursday, April 20, 2023
VISIT US AT: WWW.NONLINEAR.CAOTTAWA: 613.241.2067 TORONTO: 416.203.2997OTTAWA: 613.241.2067 TORONTO: 416.203.2997
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
Thursday, April 20, 2023
VISIT US AT: WWW.NONLINEAR.CAOTTAWA: 613.241.2067 TORONTO: 416.203.2997OTTAWA: 613.241.2067 TORONTO: 416.203.2997
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
Thursday, April 20, 2023
VISIT US AT: WWW.NONLINEAR.CAOTTAWA: 613.241.2067 TORONTO: 416.203.2997OTTAWA: 613.241.2067 TORONTO: 416.203.2997
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>
Thursday, April 20, 2023
VISIT US AT: WWW.NONLINEAR.CAOTTAWA: 613.241.2067 TORONTO: 416.203.2997OTTAWA: 613.241.2067 TORONTO: 416.203.2997
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
Thursday, April 20, 2023
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
Thursday, April 20, 2023
Monthly visits up 700%
Thursday, April 20, 2023
Page Views per Visit up 32%
Thursday, April 20, 2023
Topic Driven Visits Skyrocketed
Thursday, April 20, 2023
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?)
Thursday, April 20, 2023
Contact Info
» There’s always someone who counts the Stars
Randy WoodsEVP, [email protected] 241 2067