Seo and-web-content-management-gilbane-ecm-conference-2009-full

Gilbane Conference 2009
San Francisco
Gilbane Conference 2009
San Francisco
Page 1 of 57 6/4/2009http://www.oshyn.com
San Francisco
Optimizing Your SEO Within Your Web Content
Management Strategy
San Francisco
Optimizing Your SEO Within Your Web Content
Management Strategy
June 3, 2009
Christian Burne
Gaurav Bhatt
June 3, 2009
Christian Burne
Gaurav Bhatt

Agenda
About Oshyn
SEO Basics
What is making SEO difficult?
SEO / SMO Do’s and Don’ts
How can CMS help?
Page 2 of 57 6/4/2009http://www.oshyn.com newbusiness@oshyn.com
Web 2.0 considerations
SEO Pitfalls, Keys to Success, Implementation Gameplan
Conclusions

Oshyn is an Enterprise Technology Agency
We’ve earned our reputation by helping some of the
world's most recognizable brands realize their
business goals through the creation and delivery of
innovative business solutions for the web, mobile
devices and enterprise technology platforms.
• Enterprise Technology Experts
About Oshyn
• Enterprise Technology Experts
• Incorporated in 2001
• Offices in Los Angeles, Baltimore and Quito
• Staff of 75+ full time people
• 100% growth year over year

Agenda
About Oshyn
SEO Basics
How can CMS help?
Conclusions

Basics
What is SEO
Why is SEO important?
What is CMS?
How do Search Engines work?

Basics – What is SEO?
Process of optimizing a web site to improve the volume and
quality of traffic to the site
Factors how search engines work and what people search for
An art and a science
A key component of any internet marketing campaign

Basics – Why is it Important?
Essential to achieving the best possible site ranking
Drives traffic to your site
More traffic = more revenue
Maximize ROI for Web projects

Basics – What is a CMS?
An application that allows a non-technical individual to create, edit,
manage and publish content to the web in an organized manner
Content management systems help businesses to:
Reduce time-to-market for new content
Minimize the cost of site management and maintenance
Minimize the cost of site management and maintenance
Optimize sites for search engines

Basics – How do search engines work?

Agenda
About Oshyn
SEO Basics
How can CMS help?
Conclusions

• Search algorithms are a black box
• Frequent changes in Search algorithms make them
unpredictable
• Too much competition for commonly used keywords
• More and more websites with quality content and authority
• Inclusion of Social Media aspect to SEO makes it more
competitive
competitive
• Ever expanding webiverse is making it difficult to optimize
number of inbound links
• Embedding links to your site from unwanted site
• UGC and Social Media can affect keyword density on a page,
thereby affecting SEO

Agenda
About Oshyn
SEO Basics
How can CMS help?
Conclusions

SEO Do’s
Do’s
Titles, Keywords & Descriptions
Manage Link Backs
Thoughtful URLs (Friendly URLs)
Publish to a Flat directory
Optimize Information Architecture
Sitemaps and Robots.txt
Do’s
Site “Freshness”
301 Redirect for content URL
changes
Clean, Standards Compliant Code
Accessibility Compliance
Progressive Enhancement for RIA
Sitemaps and Robots.txt
Create Web 2.0 Alternatives
Enforce Short URLs (max 5 words
per URL)
Dashes are better than underscores
(word1-word2)
Use descriptive Anchor text within
content
Use <h1> <h2> tags often
Progressive Enhancement for RIA
features
Locate Server geographically “close”
to spider
Use subdomains for Microsites
Request and Response
Compression
Use “nofollow” for links posted by
UGC
Run Link checker tools to ensure
no unwanted sites link back to
your site

SEO Don’ts
Don’ts
Home page redirects
Keyword Gimmicks
Broken Links
JavaScript Navigation
Duplicate Content
Don’ts
Cloaking
Cluttered URLs
Use Splash Pages
Have bad words on your site
Duplicate Titles
Duplicate Content
Generalize Meta information
Duplicate Titles
Session variables in the URL

SEO Value added activities
Pay for link backs
Directories – Yahoo and Google categories
RSS Feeds
Social Bookmarking on sites like Digg, Reddit, Twitter,
Facebook, del.icio.us, Stumble Upon, propeller, Google
groups, Yahoo groups, myspace.com, Yahoo buzz.
groups, Yahoo groups, myspace.com, Yahoo buzz.

How does Social Media affect SEO
** Inbound links are a major component of site ranking
Positive Factors
• Can help spread the brand name
• Reaching out to more customers means better chances for two-way
conversion
• Can result in substantial number of quality, relevant inbound links
• Can result in substantial number of quality, relevant inbound links
• Can help figure out relevant keywords that help attract new customers
Negative factors:
• Beware of the number of shortened URLs that you and others use. It
might undermine anchor text benefit of a link
• Negative comments posted on popular sites can hamper SEO efforts
** Know when they “nofollow” or not. Choose the right Social Bookmarking
sites to facilitate.
*** Use Link Checker tools from major search engines to monitor who is
linking to your site

Agenda
About Oshyn
SEO Basics
How can CMS help?
Conclusions

How can CMS help?
Titles, Keywords & Descriptions
Make them required, put them through workflow
Manage sitemap.xml & robots.txt
Automated
Site Freshness
Reminders for Editors, Auto and scheduled deployment of content
Templating
Templating
Good IA
Enforce W3C compliant HTML code via templates
Accessibility compliance
Link Management
URL Aliasing and good URL structure
Broken Links
Localization & Duplication
Moderated UGC
Response Compression

How can CMS help? – Titles, Keywords & Descriptions
Make these fields mandatory
Auto-generate to include prefix or suffix
Help you repeat parts or all of keywords and descriptions
Ability to enforce using unique meta information for each page
Manage a more structured taxonomy of keywords
Fields can be required and secured
Field length can be enforced (85 chars is max recommended best
practice for Page title)

of 57 6/4/2009http://www.oshyn.com newbusiness@oshyn.com

How can CMS help? – Sitemap.xml & Robots.txt
Automatically generate these files
Ensure there are no duplicates
Identify page priorities and update info

How can CMS help? – Site Freshness
Reduce time-to-market for content
Easier updates enables frequent updates
Put editing power in the hands of users
Publish on demand
Manage real-time alerts
Use Feeds and dynamic applications to automate site
Use Feeds and dynamic applications to automate site
freshness

How can CMS help? – Good IA & Templating
Page IA easily changed using templating
Managed navigation hierarchy
Templating enforces page design and enforces good HTML
structure
Code optimization can be done in one place to reduce code
clutter
clutter

How can CMS help? – Accessibility
Can make “alt” attributes required or can use the filename if user
doesn’t provide
Can ensure compliance with HTML or XHTML standards by providing
tools as part of workflow
Template-based presentation enables unobtrusive scripting
techniques
Can facilitate progressive enhancement by reusing the same content
Can facilitate progressive enhancement by reusing the same content
in alternate view

How can CMS help?
Enforce W3C Compliant Code
Prohibit content editors to make direct changes to HTML code
Validate templates and code changes prior to deployment
Some CMS solutions have Compliance Management Tools
that ensures compliance before content goes live
Link Management
Automatically report broken links
Report on which pages have most “internal” links so you can
maximize important pages
No redirect links required which reduce SE Ranking
Redirect links CAN be done to maintain old URLs

How can CMS help? – Good URL structure
Allow user to create FriendlyURL that is not tied to file system
structures
Allow keywords to be put in the URL structure
Folder structure can be very flat and customized
No session IDs or other Query String in the URL
Can easily change over time
Can easily change over time
Use the “Grandmother Test”

How can CMS help? – Good URL structure
priority
priority

How can CMS help? –Localization & Duplication
Tells you where the content is used to make sure it’s not duplicated
Allows you to manage multiple locales correctly to optimize SE
ranking
Manage from the US and publish to UK and Spain for local spidering

How can CMS help? – Moderated UGC

How can CMS help? – Moderated UGC
CMS can enable user generated content: Forums, Wikis,
Blogs, etc.
Use the CMS Workflow to moderate and make sure
Proper titles, keywords and descriptions are there
Offensive content is blocked or censored
CMS can enable social bookmarking and embedding for UGC
CMS can enable social bookmarking and embedding for UGC
Make sure you run Link checker tools frequently to ensure no
unwanted sites are linking back to you
Look for CMS that has UGC tools embedded in it OR find a
UGC platform that allows you to moderate content

How can CMS help? – Response Compression
Centrally manage response compression

Agenda
About Oshyn
SEO Basics
How can CMS help?
Conclusions

Web 2.0 Considerations
AJAX
Flash
Silverlight
JavaScript
3rd Party Plugins

RIA/Web 2.0 Considerations
Problem Solution
Flash & Silverlight Flash is not indexed by most search engines
Content from external files not part of page
Use progressive enhancement
AJAX & JavaScript Dynamically loaded content is not indexed Progressive Enhancement
AJAX & JavaScript Dynamically loaded content is not indexed Progressive Enhancement
Replace link URLs with
dynamic actions after load
3rd Party Plugins Tools like: Blogger, WordPress, YouTube, Digg, Reddit
Can be links to outsourced sites
Can be DHTML iFrames
Not much control over the HTML they output
Use with caution
Make sure that content isn’t
IMPORTANT to your SEO

Agenda
About Oshyn
SEO Basics
How can CMS help?
Conclusions

SEO Pitfalls with a CMS
URLs can sometimes can be long and contain query strings
Duplication of content can be bad
Repurposing code can sometimes cause cluttered HTML
Allowing multiple editors to enter content on different parts of a single
page makes it more difficult to optimize for SEO
Make sure there is step in the workflow to review content by an SEO
expert
expert
Proper Title, Meta-Keywords and Description
For keyword density in the content
Opportunities to drive links to your content

Keys to Success
Be Intentional
Know going in that it is important and get buyoff from stakeholders
Know how to define success
How will success be measured: Additional Traffic? Click-throughs? Purchases?
Have a Strategy (BEFORE you build)
It impacts your Visual Design, IA, Content Development, Templating, Business
Rules
Rules
Get an Expert
Either hire one or have someone research
Know the tactics
Bring together
Business Decision Makers
SEO Strategist
SMO Strategist
Technology / Developers
Analytic Providers
SEO/SMO
Biz
Decision
Makers
SEO
Strategist
SMO
Strategist
Tech/Dev
Analytics
&
Reports

When To Think About SEO
Development
URL Structure
Tools for Editors
W3C/Accessibility Compliant Templates
Wait for SEs to index
Measure Success
Content
Editing/Creation
Content
Loading
Strategy Design Testing Launch
Define Success Criteria
Keyword Strategy
SMO Strategy Keyword Dense Content
No “Don’ts” in content
Does it Work
Functionally?

Agenda
About Oshyn
SEO Basics
How can CMS help?
Conclusions

Conclusions
SEO is critically important for some businesses
There are simple and complex things that can be done
A CMS can give you many more tools and capabilities to boost your
site’s Search Engine Rankings and increase your bottom line

Wrap-up / Questions ?Wrap-up / Questions ?
Page 46 of 57 6/4/2009http://www.oshyn.com
Christian BurneChristian Burne cburne@oshyn.comcburne@oshyn.com
www.oshyn.comwww.oshyn.com

Seo and-web-content-management-gilbane-ecm-conference-2009-full

Recommandé

Recommandé

Contenu connexe

Dernier

Dernier (20)

En vedette

En vedette (20)

Seo and-web-content-management-gilbane-ecm-conference-2009-full