Business Catalyst SEO

SEO for Business
Catalyst Websites
Implementation and Best Practises
Business Catalyst SEO

Who is Business Catalyst SEO?
§  Business Catalyst SEO was born through the need for cost-effectiv...
Business Catalyst SEO

What will SEO do for my Clients?
Google and W3C provides a set of best practice
guidelines and chec...
Business Catalyst SEO

Is Business Catalyst SEO Friendly?
We are often asked if Adobe Business Catalyst is SEO Friendly. 
...
Business Catalyst SEO

Integrated Tools and Manual
Implementations in BC
On-Page

1. 
2. 
3. 
4. 
5. 
6. 
7. 
8. 




H1-H...
Business Catalyst SEO

On-page: H1-H6 Tags
Easily add your H1 - H6 Headings within the Admin Console to take advantage of ...
Business Catalyst SEO

On-page: Page Text
Content is King! Unique and interesting text improves usability and is the key t...
Business Catalyst SEO

On-page: Tooltips
Tooltip Text appears if your mouse hovers over an image or a link in the browser....
Business Catalyst SEO

On-page: Alt Text
If a browser cannot display an image or if the automatic loading of images in a b...
Business Catalyst SEO

On-page: Absolute vs Relative Links
The links on a page can refer to the whole address - 
absolute ...
Business Catalyst SEO

On-page: Page URLs
SEO Friendly URLs (that are Static) are available out-of-the-box for Pages, Prod...
Business Catalyst SEO

On-page: SSL Secured URLs
The inclusion of the .worldsecuresystems.com domain name in SERPs for pag...
Business Catalyst SEO

On-page: Header Code in Content
Holders
Content Holders used in the Page Header can be used to hous...
Business Catalyst SEO

Snippets: Page Meta Data
Site pages, FAQ's, Event Bookings and Announcements have SEO Meta Titles a...
Business Catalyst SEO

Snippets: Blog Post Meta Data/URLs
You can customise the URLs and Meta Data of both your
overall Bl...
Business Catalyst SEO

Snippets: Product Meta Data/URLs
You can customise the URLs and Meta Data of your Products. To incl...
Business Catalyst SEO

Snippets: Catalog Meta Data/URLs
You can customise the URLs and Meta Data of your Catalogs. To incl...
Business Catalyst SEO

Snippets: Web App Meta Data/URLs
You can customize the URLs and Meta Data of your Web Apps. To incl...
Business Catalyst SEO

Snippets: About Open Graph
The Open Graph Protocol is a Snippet Controller when adding your URL to ...
Business Catalyst SEO

Snippets: Implement Open Graph
Open Graph needs to be added manually to your standard Site Pages, w...
Business Catalyst SEO

Snippets: About Rel=Author
Authorship linking displays Blog Post Snippets with your photo, descript...
Business Catalyst SEO

Snippets: Implement Rel=Author
1.  Sign up for Google+, create a Google+ profile and add profile phot...
Business Catalyst SEO

Snippets: About Rich Snippets
Rich Snippets allow you to add formatting to your web pages to highli...
Business Catalyst SEO

Snippets: Implement Rich Snippets
1.  Visit Schema.org to see what type of markup is available for ...
Business Catalyst SEO

Sitewide SEO: Sitemap.xml
The Sitemap.xml file shows search engines a full list of all site pages, i...
Business Catalyst SEO

Sitewide SEO: sitemap.html
The Site Map under ‘Site Settings’ helps you add a simple html sitemap, ...
Business Catalyst SEO

Sitewide SEO: Domain Names
Choose the primary Domain Name for your site to avoid duplicate content ...
Business Catalyst SEO

Sitewide SEO: Development URLs
Business Catalyst excludes Development Domains from being spidering ...
Business Catalyst SEO

Snippets: About Rel=Canonical
Google has a duplicate content filter and will remove substantially si...
Business Catalyst SEO

Snippets: Implement Rel=Canonical
BC doesn't have a tag or module that will automatically render th...
Business Catalyst SEO

Sitewide SEO: 301 Redirects
To ensure good SEO practices, all redirects within Business Catalyst ar...
Business Catalyst SEO

Sitewide SEO: Robots.txt
Robots.txt is a simple text file which informs the robot of the search engi...
Business Catalyst SEO

Sitewide SEO: No Index
You can make a suggestion to prevent search engine robots from indexing a pa...
Business Catalyst SEO

Sitewide SEO: System Pages
BC automatically provides System Pages like 404 Page Not Found, Error an...
Business Catalyst SEO

Sitewide SEO: Google Analytics
Use containers to add your Google Analytics code to your site templa...
Business Catalyst SEO

Get Working on your SEO Now!
It is easy to see why Business Catalyst is not only SEO friendly but a...
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SEO for Business Catalyst Websites - Partner Orientation Webinar

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SEO for Business Catalyst Websites Presenation as part of the Adobe Partner Orientation Webinar on 15th January 2014.

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SEO for Business Catalyst Websites - Partner Orientation Webinar

  1. 1. Business Catalyst SEO SEO for Business Catalyst Websites Implementation and Best Practises
  2. 2. Business Catalyst SEO Who is Business Catalyst SEO? §  Business Catalyst SEO was born through the need for cost-effectivce, real SEO strategies and provide SEO, SEM and SMO services for BC sites and partners. §  We are Adobe Business Catalyst Certified and run the Newcastle Business Catalyst Usergroup in Australia. §  We are co-chairs of the Australian Chapter of SEMPO - www.sempo.org §  We are Google Partners and Adwords Company Certified - www.google.com/partners §  Our Advertising Agency has been running since 1997.
  3. 3. Business Catalyst SEO What will SEO do for my Clients? Google and W3C provides a set of best practice guidelines and checklists for Webmasters to help search engines find, crawl and index websites. Customer Buying Cycle Awareness SEO is following these guidelines to create improvements in usability, relevancy and keyword targeting in websites. These improvements create better rankings and a more positive user experience for customers, leading to more awareness, interest, consideration, purchase and loyalty of customers. Purchase Interest Consideration Purchase Loyalty
  4. 4. Business Catalyst SEO Is Business Catalyst SEO Friendly? We are often asked if Adobe Business Catalyst is SEO Friendly. There are a suite of integrated tools that not only make SEO on Business Catalyst simple, but in some cases fully automated. Adobe is also very proactive, working with partners to improve the SEO functionality of the CMS, allowing us to better service and optimise our clients websites. To give you a better idea of some of the fantastic functions that are available now within the Business Catalyst Admin Console, we have included a list of the main features that we regularly use on our customers websites to improve their on-page SEO. 
  5. 5. Business Catalyst SEO Integrated Tools and Manual Implementations in BC On-Page 1.  2.  3.  4.  5.  6.  7.  8.  H1-H6 Tags Page Text Tooltips Alt Text Absolute vs Relative Links Page URLs SSL Secured URLs Header Code in Content Holders Snippets 1.  2.  3.  4.  5.  6.  7.  8.  Page Meta Data Blog Post Meta Data/URLs Product Meta Data/URLs Catalog Meta Data/URLs Web App Meta Data/URLs Open Graph Protocol Rel=Author Rich Snippets Sitewide SEO 1.  2.  3.  4.  5.  6.  7.  8.  Sitemap.xml sitemap.html Domain Names Development URLs Rel=Canonical 301 Redirects Robots.txt No Index 9.  System Pages 10.  Google Analytics
  6. 6. Business Catalyst SEO On-page: H1-H6 Tags Easily add your H1 - H6 Headings within the Admin Console to take advantage of better page rankings, by highlighting important keywords within these pre-defined styles. In the HTML structure, this means that there is always an H1, followed by an H2 and possibly an H3. §  Use only one H1 Tag of 3-5 Keywords on your page, which should be the largest sized heading with the most important keywords as it has the most impact and effect on usability and rankings. §  H2 - H3 are 4-10 words and are classed as subheadings and usually more descriptive. The use of subheadings (H2 - H6) is not mandatory, but if subheadings are used there must also be a heading (H1). We recommend fixing any errors in the heading hierarchy to keep this consistency in the HTML structure of pages.
  7. 7. Business Catalyst SEO On-page: Page Text Content is King! Unique and interesting text improves usability and is the key to gaining good rankings from search engines. §  Google recommends at least 300 words on a page. Separate pages that have too much text into different page categories (to take advantage of other keyword phrases) and add text to pages that contain fewer than 200 words. §  An average page should contain between 3 and 12 paragraphs. §  §  Divide your text into clear and concise paragraphs with subheadings. §  Check your Characters and Word Count at the bottom right of each page where the Design and HTML tab are located to keep on top of your copy usage. Emphasize important keywords in bold, italics or underline in the body copy and utilise lists.
  8. 8. Business Catalyst SEO On-page: Tooltips Tooltip Text appears if your mouse hovers over an image or a link in the browser. A short description of that image/link then appears in a small yellow box. Tooltips are an important SEO indicator to confirm to search engines what a page or image is about and verify the subject matter. §  §  The number of Tooltips on a page should equal the sum of the number of images and links. Add Tooltips to links and images in the Design tab within any page. Simply highlight the text link or image and the ToolTip information views in a field below which you can amend and save. §  Add Tooltips to menu bar items by typing in an Item Tooltip under the menu item label. §  Tooltips should be keyword rich and relevant. §  Tooltips can also be added manually via the HTML tab in your Page Content or in Dreamweaver the uploaded via SFTP.
  9. 9. Business Catalyst SEO On-page: Alt Text If a browser cannot display an image or if the automatic loading of images in a browser has been switched off, the Alt Text is visible in place of the image. §  The number of ALT Texts and images on a page should be equal. §  Alt Texts for images, plus the image URL, text surrounding the image and page the image is located on, is an important indicator for inclusion in Google Images. §  Alt Texts should be keyword rich and relevant. §  You can use the Properties Inspector to add Alt Tags to your images as you insert them into pages or posts. This can also be added manually via the HTML tab in the Page Content or in Dreamweaver the uploaded via SFTP.
  10. 10. Business Catalyst SEO On-page: Absolute vs Relative Links The links on a page can refer to the whole address - absolute like www.businesscatalystseo.com.au/keyword-research OR to the level from the page relative like /keyword-research You have access to the HTML for each page, Content Holder and Template from within the Admin Console to control Absolute and Relative links. You can also use SFTP to make offline updates to URLs and then upload the pages. The Hyperlink Manager and Menus also let you edit Absolute URLs when required. §  The use of Absolute links is preferred by search engines. §  §  Use Absolute links in all Menu Items and Canonical Tags. §  BUT - Be careful using Absolute links in headers, especially when using https: as browsers like Chrome and Firefox stop css files loading and can bring up errors due to links on the page not being secure. Use as many Absolute links as you can and try to get as close to 100% as possible.
  11. 11. Business Catalyst SEO On-page: Page URLs SEO Friendly URLs (that are Static) are available out-of-the-box for Pages, Products, Announcements, Web Apps and Blog Posts, and can be modified to target relevant keywords for that page. You can also easily remove the .html or .htm suffix within the Admin to keep your site URLs shorter and cleaner for online marketing and consistency. §  Ensure keywords are used in page URLs and limit the number of characters to less than 95. §  To avoid link and print errors we recommend using lowercase lettering in your URLs and always including dashes “-” instead of spaces with 0-9 and a-z characters only. §  What can’t be avoided are dynamic URLs that are generated for Event Bookings and FAQs. Pagination for Web Apps and Photo Galleries is also generated dynamically. One workaround for URLs in FAQs is to replace the FAQ module with a Web App as long as there is no pagination.
  12. 12. Business Catalyst SEO On-page: SSL Secured URLs The inclusion of the .worldsecuresystems.com domain name in SERPs for pages that are not ‘supposed’ to be secure (ie. non-payment pages) is normally due to the use of the domain name link within the site navigation. To avoid this - §  Complete a thorough URL check prior to your site going live, removing all .worldsecuresystems.com links. §  Use Absolute links in all site navigation except for the pages that need the SSL security ie. §  Use rel=canonical tag in your page header (suggestive to search engines on URL priority). §  Use Google Webmaster Tools to ‘Remove URLs’ for .worldsecuresystems.com pages that still appear in search results.
  13. 13. Business Catalyst SEO On-page: Header Code in Content Holders Content Holders used in the Page Header can be used to house Website Language/Meta Language, Author, Copyright and Meta Geo. §  Website Language & Meta Language - Indicates what language is used on every page of your site. This influences search engine results based on the preferred language of visitors, plus screen reading and translation programs. Language codes consists of two letters with English being <html lang='en’> and <meta http-equiv="content-language" content="en" /> §  §  Meta Author & Copyright - Indicate the author of a page and who owns rights to the page. Most search engines support these tags but do not use it when they give search results. Meta Geo - Geo Tag creation is an important step in local SEO Optimisation, pinpointing the exact location of a physical shop or business location. The Geo Tag Meta can include latitude, longitude, place name and country plus subdivision code. These are especially important for websites with multiple countries, languages or franchise shops located in different areas to help the search engines determine the locality of the site and business behind it. <meta name="geo.position" content="latitude; longitude"> <meta name="geo.placename" content=”place name"> <meta name="geo.region" content=”country subdivision code">
  14. 14. Business Catalyst SEO Snippets: Page Meta Data Site pages, FAQ's, Event Bookings and Announcements have SEO Meta Titles and Descriptions on-page, ready for you to add/modify without going into the HTML. Use in the SEO Metadata dropdown or Page Properties (where you can also add Keywords). Meta should be unique for every page (no duplicates) and include the location target. §  Meta Title - A complete phrase of 65 characters or less. Include branding, main keyword phrase and explain the page content. §  Meta Description - A full sentence summary of the page content with a value proposition and full stop. Use less than 150 characters and 25 words. §  Replace unnecessary words like ‘and’ with ‘&’ and consider word order with most important keywords listed first. §  Use strong call-to-action words like Free, Cheap, Compare, Online. §  Use capitalisation for maximum snippet visibility. Your Snippet CTR depends on how good your Snippet is and how much it stands out.
  15. 15. Business Catalyst SEO Snippets: Blog Post Meta Data/URLs You can customise the URLs and Meta Data of both your overall Blogs and individual Blog Posts. For URLs, always use 0-9 and a-z characters and lowercase only, incase you need to feed it into iTunes for Podcasts etc. as bad filenames can cause feed errors. Select the Blog Post Detail Layout and then click the HTML view. Create the <html>, <head> and <body> tags if they're not already in the HTML view and then add the following in the header – You can use {tag_blogpostmetatitle} and {tag_blogpostmetadescription} to output the Blog Post Title and Description, and they can be reused for other meta properties as well. <meta name=“title" content="{tag_blogpostmetatitle}"> <meta name="description" content="{tag_blogpostmetadescription}"> <meta property="og:title" content="{tag_blogpostmetatitle}" /> <meta property="og:description" content="{tag_blogpostmetadescription}" />
  16. 16. Business Catalyst SEO Snippets: Product Meta Data/URLs You can customise the URLs and Meta Data of your Products. To include the Products Meta select the Overall Layout in Module Templates then click the HTML view. Create the <html>, <head> and <body> tags if they're not already in the HTML view, then add the following in between the head tags - You can use {tag_productmetatitle} and {tag_productmetadescription} to output the Product Title and Description, and they can be reused for other meta properties as well. <title>{tag_productmetatitle}</title> <meta content="{tag_productmetadescription}" name="description" /> <meta content="{tag_productmetatitle}" property="og:title" /> <meta content="{tag_productmetadescription}" property="og:description" />
  17. 17. Business Catalyst SEO Snippets: Catalog Meta Data/URLs You can customise the URLs and Meta Data of your Catalogs. To include the Catalog Meta select the Individual Catalog Layout in Module Templates then click the HTML view. Create the <html>, <head> and <body> tags if they're not already in the HTML view, then add the following in between the head tags – You can use {tag_title} and {tag_description} to output the Catalog Title and Description which is located in the More Options dropdown, and can then be reused for other meta properties as well. <title>{tag_title}</title> <meta content="{tag_description}" name="description" /> <meta content="{tag_title}" property="og:title" /> <meta content="{tag_description}" property="og:description" />
  18. 18. Business Catalyst SEO Snippets: Web App Meta Data/URLs You can customize the URLs and Meta Data of your Web Apps. To include the Web Apps Meta select the Web App Detail Template in Module Templates then click the HTML view. Create the <html>, <head> and <body> tags if they're not already in the HTML view and then add the following in between the head tags – You can use {tag_name} to replicate the web app item name as the Meta Title and create a new form field like {tag_meta description} to output the Meta Description, and they can then be reused for other meta properties as well. <title>{tag_name}</title> <meta content="{tag_meta description}" name="description" /> <meta content="{tag_name}" property="og:title" /> <meta content="{tag_meta description}" property="og:description" />
  19. 19. Business Catalyst SEO Snippets: About Open Graph The Open Graph Protocol is a Snippet Controller when adding your URL to social media, when you ‘like’ a page in Facebook or add a URL to your post feed. It is RDFa-formatted metadata added to the head of your page html and basically turns your page into a rich object. The Basic Metadata includes -  og:title Title of your page or object og:type Type of object ie. video, web page og:image Image URL to add to your description og:URL Canonical URL of your object og:description One or two sentence description og:audio URL to an audio file og:locale Language and territory og:video URL to a video file View the Open Graph Protocol website for a list of all structured properties – opg.me Once setup on your page, you can then use the Facebook Development Debugger to check how your Open Graph Snippet will look and if there are any issues that should be fixed, like image size being too small - developers.facebook.com/tools/debug#_=_
  20. 20. Business Catalyst SEO Snippets: Implement Open Graph Open Graph needs to be added manually to your standard Site Pages, within the <head> tags. As shown in Meta Data for Blogs, Products, Catalogs and Web Apps, there is the ability to add the OG code to your Module Templates and have the appropriate tag self-populate from the Meta Title and Meta Description you have chosen ie. <meta name=“title" content="{tag_blogpostmetatitle}"> <meta name="description" content="{tag_blogpostmetadescription}"> <meta property="og:title" content="{tag_blogpostmetatitle}" /> <meta property="og:description" content="{tag_blogpostmetadescription}" /> This type of scripting works great for the og:title and og:description and can be tweaked further to include a generic image, type, locale, site name, video etc. where the same content is shown for each page without having to be customised.
  21. 21. Business Catalyst SEO Snippets: About Rel=Author Authorship linking displays Blog Post Snippets with your photo, description and how many circles you are involved in. This gives more authority to your website and not only provides you with organic search results that have a higher CTR, but helps promote you as a leader in your field. It’s a trust signal for both users and Google. §  §  It improves personal branding to make yourself known to your audience and give you writers authority. §  We have seen reports showing increased CTRs of 30% or more. §  A Searchmetrics study shows ~17% of US SERP include authors already. §  Review your Impressions, Clicks and CTR from Rel=Author snippets in Webmaster Tools under Labs -> Author Stats
  22. 22. Business Catalyst SEO Snippets: Implement Rel=Author 1.  Sign up for Google+, create a Google+ profile and add profile photo. 2.  Make sure your name is on the blog as the author and it matches your Google+ profile. 3.  Verify you have an email address on the same domain as your content. 4.  Add <a href="https://plus.google.com/u/0/112143314748038020250/posts?rel=author"></a> around your byline on the Blog Post List and Details Layout Template (replacing the numbers with your personal profile number). 5.  Link your Google+ page by including “rel=publisher” to link your Business Page to your website. 6.  Add the “contributor” URL to your Google+ profile - plus.google.com/authorship 7.  Verify using Google’s structured markup tool - www.google.com/webmasters/tools/richsnippets
  23. 23. Business Catalyst SEO Snippets: About Rich Snippets Rich Snippets allow you to add formatting to your web pages to highlight reviews, people, products, businesses, recipes, events, music or video which can also be pulled into your Snippets. This highlights information that’s helpful to potential customers before they even get to your website. §  View schema.org for a complete list of item types that can be used to markup pages for Google, Microsoft and Yahoo. §  Identify areas within your site to highlight. §  See increased CTRs of 30% to 150%. §  Review your Items and Errors from Rich Snippets in Webmaster Tools under Search Appearance -> Structured Data
  24. 24. Business Catalyst SEO Snippets: Implement Rich Snippets 1.  Visit Schema.org to see what type of markup is available for your site. 2.  Visit the Google Structured Markup Helper – www.google.com/webmasters/markup-helper/ 3.  Add your Webpage URL, choose the type of markup you want to add and start tagging content. 4.  Download your HTML with the new markup and upload by SFTP to your website OR copy/paste the tags across to your pages and add manually. 5.  Make sure you update your Schema before implementing it with the BC workaround when adding the code within the Admin. Make each itemscope="itemscope”. 6.  Verify using Google’s structured markup tool - www.google.com/webmasters/tools/richsnippets
  25. 25. Business Catalyst SEO Sitewide SEO: Sitemap.xml The Sitemap.xml file shows search engines a full list of all site pages, images and videos and is enabled by default, automatically updated daily, keeping your site freshness up-to-date and giving it more chance to be completely spidered... one of the fantastic automated systems BC has in place. §  If you have just added a page, it will not show up until the next day (refreshed every 24hours). §  There is no SFTP access to Sitemap.xml but you can view it in your browser, copy it, make changes and re-upload to replace it. If you have setup your own custom Sitemap it will not update automatically anymore so you will have to do it manually. However once you delete your custom sitemap, BC will generate it's own sitemap.xml file again which updates automatically. §  Use the ‘exclude from search result’ radio button in the SEO Metadata dropdown to remove the content from the Sitemap.xml and the site search feature. §  Newly created sites from templates, from scratch or replicated shouldn't have a sitemap.xml file, even if the original site has one. Once you have your default domain all setup, you can then check to see your Sitemap is using the correct domain name and URLs (once refreshed). §  To view your Sitemap, simply open your web browser and type the below into the address bar of your browser: www.mydomain.com/sitemap.xml
  26. 26. Business Catalyst SEO Sitewide SEO: sitemap.html The Site Map under ‘Site Settings’ helps you add a simple html sitemap, with a link to ‘Pages’ on your website. This is designed to help visitors navigate your site easily, and a link to this page is normally found within the footer of a website in case visitors get lost or can't find what they are looking for. The Site Map module does not include Web Apps, Blog Posts, Announcements, Catalogs. Products etc. just the Pages that list them so if you want to include these they need to be added manually. 1.  Visit Site Settings > Site Map. 2.  Define the page hierarchy of your site by repositioning pages into a tree structure which also controls breadcrumb links. This helps search engines see the relevancy and file structure (importance) of your pages from the root down. 3.  Click the Add Sitemap to a Web Page button. 4.  Open the target page in editing mode by clicking the page in the tree view. 5.  Place the cursor in the content editor where you want to insert the sitemap. From the 1-Click Insert menu, select Insert this: Sitemap which adds it to the page. 6.  Click Save or Save & Publish. 7.  You can then add descriptive tooltips to the links. Note: The sitemap is not inserted as a dynamic module. Every time you make updates to the page hierarchy or add/delete pages, make sure to reinsert the sitemap to the page manually.
  27. 27. Business Catalyst SEO Sitewide SEO: Domain Names Choose the primary Domain Name for your site to avoid duplicate content issues and use the 'redirect' feature in the Domain Name tab to help eliminate the secure URL and multiple URL names from appearing in search results. §  Ensure that your primary Domain is in your Sitemap.xml. §  Check that your Development Domain and any other Domain Names are auto-redirecting by testing them in your browser. §  Review navigation links and use Absolute links where possible with primary Domain included. §  Add Website to Webmaster Tools and choose the preferred domain or www or non-www (verify both the www and non-www versions of the domain first). Then Remove URLs for any Domain Names you don’t want to be indexed. §  Add Google Analytics to your website and choose the homepage URL for the site. §  Add rel=canonical to any main landing pages or where there are duplicate content issues.
  28. 28. Business Catalyst SEO Sitewide SEO: Development URLs Business Catalyst excludes Development Domains from being spidering so that you can take advantage of your website launch. If you are really concerned about this, you can always create a Content Holder that contains this content:   <meta name="robots" content="noindex" /> Place the content holder on each template of the site in the <head> section of the html and when you are ready for your site to go live, simply remove the content holder and the search engines can then index the pages. If you do find any Development URLs in SERPs, use the same steps as SSL Secured pages - §  Complete a thorough URL check prior to your site going live. §  Use Absolute links in all site navigation except for the pages that need the SSL security ie. §  Use rel=canonical tag in your page header (suggestive to search engines on URL prioritisation). §  Use Google Webmaster Tools to ‘Remove URLs’ for .worldsecuresystems.com pages that still appear in search results.
  29. 29. Business Catalyst SEO Snippets: About Rel=Canonical Google has a duplicate content filter and will remove substantially similar content from a search result to provide a better overall user experience. Google will attempt to display either the most authoritative web page or whichever page looks like it is the original author’s content. It is important to point search engines to the Domain Name that you would prefer to own particular page content using the Rel=“Canonical” tag in the header of your page content, especially if there are multiple domains or duplicates. §  It is important to have content at least 40% unique or use the rel=”canonical” tag in the <head> to show that a page is a duplicate of another and which page is the owner (originator). §  If providing content for other sites ie. guest blogging or article marketing, it is recommended to have sitelinks to the original source page on your website. Search engines nearly always interpret this backlink correctly to emphasize your version of the content as the original author. §  Never use Relative URLs in Canonicals – only Absolute. §  Find internal duplicate content using www.siteliner.com. §  Find external duplicate content using www.copyscape.com.
  30. 30. Business Catalyst SEO Snippets: Implement Rel=Canonical BC doesn't have a tag or module that will automatically render the page URL plus page path into the rel= parameter ie. {module_sitehost} only renders the default URL. Under normal circumstances, Canonicals need to be added manually, copying the appropriate full URL path to each page.   The only way to automate Canonical URLs on pages is to call the ’Page Name' the same as the URL - <link rel="canonical" href="http://www.example.com/{module_pagename}"> OR   <link rel="canonical" href="{module_sitehost}/{module_pagename}"> and it would auto-generate.    If there are pages within folders, add the folder name with a forward slash before the page name - For Blogs, use the tag (tag_permalinkonly} to automate the URLs. For Products, use a custom field and the canonical tag in the Large Product Layout and manually paste the URL of the Domain Name you want as the primary owner.
  31. 31. Business Catalyst SEO Sitewide SEO: 301 Redirects To ensure good SEO practices, all redirects within Business Catalyst are 301 permanent redirects, except for the RSS feed which creates 302s. 301 Redirects should be setup every time you remove page content, replace it or change a URL. This ensures that you pass on your current search engine ranking to the appropriate new page and don’t create 404 errors. §  301 Redirects can be setup individually or uploaded in bulk. Go to Site Domains > URL Redirects > Import URL Redirects where you can download the import file. Delete everything besides the column names, then paste the new URLs and the originating URL, save out as a CSV file and then re-import. §  Redirects for source URLs to destination URLs include Web Pages, News, FAQs, Media Downloads, Catalogues, Forms, Blogs, Events, RSS Channels and Web Apps. §  There is no access to the .htaccess file so if there is a redirect that cannot be performed like for a PDF, then the only workaround is to keep the old file on the site and add the new one too.
  32. 32. Business Catalyst SEO Sitewide SEO: Robots.txt Robots.txt is a simple text file which informs the robot of the search engine which pages and folders may or may-not be indexed. If no robots.txt file is found, a search engine robot will index all the pages it finds. By including the line, 'disallow' in the text file, you prohibit access to a folder or page, secure zone, layouts folder, test pages, literature items etc. - User-agent: * Disallow: /Layouts/ Place the robots.txt file in your website's root directory ie http://www.yourdomain.com/robots.txt by either SFTP of uploading through the File Manager. A good set of instructions on creating a robot.txt file can be found at: www.robotstxt.org   NOTE: If you list files in the robot.txt file that you want kept secret, then make sure they are within a secure zone as robots.txt can be accessed by anyone so you don’t want to advertise the files you don’t want people to see.
  33. 33. Business Catalyst SEO Sitewide SEO: No Index You can make a suggestion to prevent search engine robots from indexing a page using the SEO Metadata dropdown under Search Results > ‘Hide this page for search engines’ which will create a meta tag on that individual page that says: <meta name="robots" content="noindex”/> You can also then add it to your robots.txt file manually if needed and make sure it is removed from your sitemap.xml (which may take up to 24hrs to refresh). You may also need to remove it from the Google search results and cache through Webmaster Tools if there are any further issues. For media downloads, if you make the item ‘secure’ it shouldn’t show up in SERPs and is not added to your sitemap.xml file. If it does you can ask to ‘Remove URLs’ in Webmaster Tools.
  34. 34. Business Catalyst SEO Sitewide SEO: System Pages BC automatically provides System Pages like 404 Page Not Found, Error and Web Form Confirmation messages wrapped in your default site template so that any errors allow customers to continue navigating your site to find other pages of interest. You can choose the text you want to display on the System pages, the template design that wraps it and the inclusion of a form going back to the webmaster that customers can fill in to let them know where the error has occurred. When tracking conversions though in Adwords or Google Analytics, you can create custom ‘thank you’ pages instead of the system generated pages so conversion tracking can be installed. Simply add &PageID=/your-URL.htm to the form action URL and it will direct your form to your conversion tracked ‘thank you’ page where you can also add your conversion tracking code.
  35. 35. Business Catalyst SEO Sitewide SEO: Google Analytics Use containers to add your Google Analytics code to your site template and have it automatically populate your website. Goal setting is easy in BC by creating a URL destination and track Goals to it. If you are intending to track traffic referrals across to the .worldsecuresystem.com domain. You'll need to append the following to your GA code _gaq.push(['_setDomainName', 'none']); _gaq.push(['_setAllowLinker', true]); Then add a javascript to the shopping cart page - http://www.itbusiness.com.au/ Enable Google to pass the cookie through links and forms _gaq.push(['_link', this.href]); _gaq.push(['_linkByPost', this.action]) §  Site Search can be tracked using query parameters. §  Media downloads plus links to external sites can also be tracked using virtual page commands.  §  Email Campaigns and Social Media linking can be tracked using Custom Campaign Parameters.
  36. 36. Business Catalyst SEO Get Working on your SEO Now! It is easy to see why Business Catalyst is not only SEO friendly but also our CMS of choice. http://www.businesscatalystseo.com.au If you have any queries or would like help setting up your Online Marketing please contact Katherine Anderson at info@businesscatalystseo.com.au

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