SEO First CMS

DEVELOPING AN SEO-
FIRST CONTENT
MANAGEMENT
SYSTEM

@benuaggarwal |
Milestoneinternet.com
BENU AGGARWAL
PRESIDENT & FOUNDER, MILESTONE, INC
Digital Marketing Software and Solution
CMS LOCAL SCHEMA FAQ &
REVIEWS
INSIGHTS ANALYTICS DIGITALAGENCY
SEO, SEM,
CREATIVE SERVICES

@benuaggarwal |
Content
Discovery
& Accuracy https://ahrefs.com/blog/search-traffic-study/
90% of
Digital
Content Has
No Audience
Viable Zone
No Audience Zone
Major Challenge for All
Businesses

@benuaggarwal |
Most Time Is Spent on
Discovery
Interactions
82%
10%
Browse
Search
Checkout

@benuaggarwal |
So Why Is SEO Not Generating Results?
Source:
Contentking
FIX
BUILD
IMPROVE
Brands are stuck JUST fixing & improving
SEO
Top SEO issues reported

Discovery Experience Conversion
Engagement
Ideal CMS Should Be Built For

@benuaggarwal |
SEO First
1
Best-in-Class
Content
Authoring
2
Enterprise-Grade
3
1-Click
Omnichannel
Publishing
4
Voice Ready
5
Digital Asset
Management
6
Industry Add-Ons
&
Integrations
7
Full-Funnel
Analytics
8
Compliance,
Security
9
Top 10 Must-Haves to Future-Proof Your CMS
AI
10

@benuaggarwal |
Keyword
Driven
2008 2022
Low quality
content
No spammy
content or links
Relevant &
precise results
Local
Mobile
SERP
Quality
Local
Results
Thin
Content
Smith
(Entire
Document)
MUM
Page
Experienc
e
BERT PaLM
LaMDA 2
Multisearch
(Entities)
Experience
Topical
Contextua
l
Keywords Conversations
Search Is Evolving in Two
Primary Areas
SEO First
1

@benuaggarwal |
Discovery and Experience – Key for Winning
Measures performance
in all pages of the
website
New Scoring Criteria
Page Experience Pillars
SEO First
1

@benuaggarwal |
5 Pillars for Future-Proofing Your Discovery
Discovery, Experience, Relevancy, Conversion
2 3 4
CRAWL & INDEXING PAGE EXPERIENCE SCHEMAS & CLICKABILITY CONTENT & RELEVANCY LOCAL & AUTHORITY
• XML Sitemap
• Robots.txt
• Headings
• Canonical Tags
• HREFLang
• HTTPS
• Core Web
Vitals/Page
Experience
• Mobile Experience
• Image Optimization
• Advanced Schemas
• Rich Results
• Meta Tags,
Headings
• Images & Videos
• Content
Development
• FAQs
• SERP Coverage
• Local listings
• Domain Authority
• Link profile
1 5
SEO First
1

@benuaggarwal |
Technical SEO Must Have
CMS should prevent foundational SEO issues
SEO First
1

@benuaggarwal |
MilestoneInternet.com | +1 408-200-2211 | https://www.linkedin.com/company/milestone-internet-marketing
50% improvement in discovery
and visibility if content is
discoverable
CMS Should Be Designed
for Semantic Web

@benuaggarwal |
Challenges: Managing and Maintaining Schema
~800 schema types, 1453
properties
30+ rich results types
Constant vocabulary changes!
Incorrect Schema Nesting
Underutilized Schema
Missing data association
Ineffective Markup
Error Monitoring
Health check of pages
High Volume of pages
High Maintenance Costs
Definitions Are Changing
SEO First
1

@benuaggarwal |
CMS Should Be Designed for Semantic Web
Create content block
Select relevant
schema & map
properties
Step 1 Step 2
Publish updated
content
Step 3
Select Schema
SEO First
1

@benuaggarwal |
Redirects
Browser Redirects CDN Redirects Server Redirect CMS Redirects
• Single URL
• Regular expression
• http to https
• Change case
• Trailing / rule
(.htaccess)
• Non www to www
• Remove empty space
• Single URL
• Feature-based (auto-
redirect when page is
expired)
SEO First
1

@benuaggarwal |
Redirect Management
Campaign Pages
Auto Redirects ( inactive/ expire
Product Pages
Inventory Redirects
Auto redirect for inactive pages
(expired / inactive / module page
SEO First
1

@benuaggarwal |
Core Web Vitals: Google Ranking Factor
Measurement
• Real-world user experience
• How fast does the page load? - LCP
• How stable is the page? - CLS
• How soon is page interactive? - FID
SEO First
1

@benuaggarwal |
Eliminate These Page Speed Issues SEO First
1
CMS powers your JS &
CSS:
 Bundle files together
 Delay non-critical file
loading
 Asynchronous file loading
 Defer load files
 Control the order of file
loading

@benuaggarwal |
MilestoneInternet.com | +1 408-200-2211 | https://www.linkedin.com/company/milestone-internet-marketing
2
User Experience
New Challenge - Creating joy
through immersive personalized
experience
Best-in-Class
Content
Authoring
2
Enterprise-Grade
3

@benuaggarwal |
Google Wants to Answer User Questions
QUESTIONS IN KNOWLEDGE GRAPH
QUESTIONS IN LOCAL LISTINGS
ENHANCED LISTING WITH FAQ
FEATURED SNIPPET PEOPLE ALSO ASK

@benuaggarwal |
Perfect User Experience
Location page must-
haves:
1. Address, contact info,
hours
2. Map and directions
3. Staff bios
4. Parking info
5. Payment, financing info
6. Offers, deals, coupons
7. Reviews
8. Frequently asked
questions
9. Inventory highlights
10.Location images
11.3D tours, video
12.Department information
13.COVID information,
health & safety
14.Curbside, delivery, in-
store shopping,
appointment-only, etc.
1
2
5
9
7
8
51%
of phone
leads from
location
pages
13%
of form
leads
generated
from
location
pages

@benuaggarwal |
Creating Search-Friendly Pages
Create & publish high-
quality web pages in
less than
5 Mins
No Developer
Dependencies
Content
writers/marketers can
create & publish from
scratch
Speed &
Scale
Create 100s-1000s of
pages in no time
Pre-designed
component
library
One-click
section
creation
On-page
component
editor
Role-based
moderation &
workflows
Optimized
for Search
All pages created are
optimized for search by
default
Save as draft | Preview | Publish | Clone | Edit | Delete
Best-in-class
Content
Authoring
2

@benuaggarwal |
Multilocation Presence –
Setup, Select, Publish, Globalize
Location 2
Location 1 Location 3
• Brand governance and
guidelines
• Moderation of content
• Provisioning control
• Page sections access lock
• Image license control
• Editing capability with
moderation
• Enable locations to edit offers
and specific sections
• Rule Based
Site 1 Site 2 Site 3
gual and multilocation sites with configurable globalization rules
Brand Corporate Office Branches / Locations
Setup Select Publish and Discover
Enterprise Grade
2

@benuaggarwal |
Customer Insights to Enhance Engagement – Know Who
and What
Digital transformation is about using data and technology to
upscale your product and channel capabilities
3
Engagement
@benuaggarwal

@benuaggarwal |
Content Is Consumed Across Many Channels
Marketer’s challenge: driving visibility & rendering delightful experiences across ALL touchpoints
1-Click
Omnichannel
Publishing
4

@benuaggarwal |
CMS’s 1-Click Omnichannel Publishing
UNAP &
Profile
Information
Products &
Services
Competitive
Data
User
Generated
Content
Web Pages
Web Sites
Mobile
Local Directories
Voice and FAQs
Web Forms
3rd Party Systems
Search Engines
DAM
Customer
Platforms
1-Click
Omnichannel
Publishing
4

@benuaggarwal |
CMS’s 1-Click Omnichannel Publishing
Mobile Site Local
Channels
Data
Platform
Website
1-Click
Omnichannel
Publishing
4

@benuaggarwal |
Scaling for
Voice Search
@benuaggarwal

@benuaggarwal |
Optimize for Voice and Conversational Search
Curate customer questions and publish answers
Voice Ready
5

@benuaggarwal |
Easy Integration with FAQ / Voice
Curate customer questions on FAQ Platform and publish answers to relevant pages on website and
voice assistants
Creation and
Curation
Sourcing
FAQs
Publishing
FAQs
GoogleSearch,Assistant
AnswerThe Public
Local Channels
Chatbot Unanswered Questions
Website
Local
Google
Assistant
Alexa
Chatbot
Centralize
FAQ
Research,
organize
and answer
FAQs
Impact
80%
“informational”
queries
91%
“unanswered”
Google Q&As
Voice Ready
5

@benuaggarwal |
Conversio
n
4
Staying Relevant and Fresh – Improve Expertise, Authority, Trust
@benuaggarwal

@benuaggarwal |
https://blog.google/products/search/how-ai-making-
information-more-useful/
See It, Snap It, Buy It:
How Visual Search Makes
Shopping Smarter
Vision API
• Accuracy
• Quality
• Relevancy
• Entities
• Attributes
Digital Asset
Management
6

@benuaggarwal |
Convert Images to Entities
Multiple copies of the
same image competing
for SERPs
Centralize to single
source of truth
Optimize with CDN
Enrich with meta data
SERP
Saturation
High quality
images
Entity tags Meta data
+

@benuaggarwal |
Local
Channels
Asset
Library
Local Landing
Pages
Centralization with Asset Library
Centralize & Consistent Delivery Across Search-Optimized Website,
Local Landing Pages & Update Local Listings at Scale
Website /
FAQs
Elite Hotel
Boston
Digital Asset
Management
6

@benuaggarwal |
Digital Asset Library for Visual Search
Digital Asset
Management
6
Entity Auto Tagging Image Meta Auto-Gen
Image Quality Score
Optimize images for page experience & image search

@benuaggarwal |
Digital Asset Management:
Driving Discovery to Conversion with Asset Optimizations
Centralized Asset Library, Optimized for SEO performance
SEO / DISCOVERY
TagsAuto-generation | Entities withVision API
SMART / OPTIMIZED
Efficient compression | Smart caching | Run-
time transformations
STORAGE
Centralized | Access control | Efficient
1
2
3
Digital Asset
Management
6

@benuaggarwal |
Content Modules Like Events Calendar
Assist Discovery & Conversion
Location selection
hub
Specific location Events
Calendar
Month View
36%
avg. monthly
increase in
impressions
41%
avg. monthly
increase in
pageviews
Industry Add-Ons
& Integrations
7

@benuaggarwal |
Brand Digital Assets Saturating SERPs
Full-Funnel
Analytics
8
FAQs 14%
PAAs 26%
Image Pack
23%
Reviews 5%
Featured
Snippets 3%

@benuaggarwal |
Create Seamless Measurement,
Easy Configuration of KPIs
We track KPIs across the funnel
Reporting KPIs can be selected based on customer’s needs
• Keyword rankings
• Impressions
• Universal listings
• Knowledge Graph
• Site links
• Brand vs. non-brand
• Channel
contribution
• Device contribution
• Geographic
Contribution
• Local visibility
(where applicable)
Visibility • Clicks (traffic)
• Site engagement (bounce, session duration,
pages/session)
• Offsite engagement (likes, shares,
followers, referral visits)
Engagement
• Soft conversions
• Hard conversions
• Revenue (where available)
• Full funnel conversions (where
access to CRM data is available)
Conversions
• Crawl / Schema Errors
• Speed and Core Web Vitals
Performance
Full-Funnel
Analytics
8

@benuaggarwal |
Your Search Results
Schemas, Website Health, Keywords, Links
Full-Funnel
Analytics
8

@benuaggarwal |
Future-Proofing
Your Digital
Assets
Using AI/ML
@benuaggarwal

@benuaggarwal |
Intelligent Automation Using AI
• Predictive
Recommendations
Predictive and Data
Analytics
• Topics and schemas
• FAQ Auto generation
• First Draft with GPT-3
Conversations & Chain
of Thought Prompting
• Edge SEO
Technical
SEO
AI
10

Content
Discovery Experience Engagement Conversions
One-Click Integrate & Measure
Indexed/Crawled/Click

@benuaggarwal |
Schemas Strengthen Entities for Better Visibility
and Results
Milestone Research

@benuaggarwal |
SEE YOU AT THE NEXT SMX!

SEO First CMS

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