content management and search engine optimization
DESCRIPTION
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
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Thursday, April 20, 2023
Conference Brain
» If your brain is already full, then look for these:
» There will be five of them
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Thursday, April 20, 2023
Agenda
» Introductions
» Search Engine Marketing 101
» The Role of Content Management
» Brief Case Study
» Resources
» Q&A
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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
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Thursday, April 20, 2023
What We Do
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Thursday, April 20, 2023
Our Clients
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Thursday, April 20, 2023
Search Marketing 101
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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?
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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
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Thursday, April 20, 2023
What Is Search Marketing?
pay per click
pay per click
organic
results
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Thursday, April 20, 2023
The Role of CMS in Search Engine Optimization
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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.
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Thursday, April 20, 2023
The Topography of Search“Health”
“Health Care Georgia”
“Health Care No Insurance Clemont Georgia leg”
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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
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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.
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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
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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.
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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
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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
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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
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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>
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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
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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
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Thursday, April 20, 2023
Monthly visits up 700%
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Thursday, April 20, 2023
Page Views per Visit up 32%
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Thursday, April 20, 2023
Topic Driven Visits Skyrocketed
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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?)
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Thursday, April 20, 2023
Contact Info
» There’s always someone who counts the Stars
Randy WoodsEVP, [email protected] 241 2067