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Are Your SEO Strategy and Web CMS in Perfect Harmony?
 

Are Your SEO Strategy and Web CMS in Perfect Harmony?

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Learn why a failed marriage between Search Engine Optimization (SEO) and your Content Management System (CMS) can hamper the ability for search engines to find and understand your content.

Learn why a failed marriage between Search Engine Optimization (SEO) and your Content Management System (CMS) can hamper the ability for search engines to find and understand your content.

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  • Thank you for allowing me to introduce to you Bridgeline. This is a brief introductory presentation, that has about a dozen slides and shouldn’t take more then 10-12 minutes; then I am anxious to learn more about your web based initiatives and requirements.
  • Bridgeline helps organizations like yours achieve or exceed their business related initiatives by leveraging interactive technologies. We have developed an integrated suite of web application management software that combined with our award winning interactive technology capabilities, provide you with powerful end to end solutions. If you were to ask our customers what we do, the Washington Redskins will tell you that we helped them to maximize their online revenue and improve their customer loyalty. The Berkshire Life Insurance Company will tell you we helped them to streamline their operations, reduce administrative cost, and dramatically enhance online registration. Others like Omgeo and the Marriott will tell you we helped them enhance employee knowledge and productivity with online learning solutions. Bridgeline is a growing organization with multiple locations in the United States, and a quality development team in Bangalore India. We have over 600 active customers and I am pleased to inform you that despite the current weak economic environment, we are having a record year (both in revenues and in profits).
  • Bridgeline has over 600 active customers. Many of these are some of the most recognized brand names in the world. One important note is that 65% of our revenue comes from repeat business! Bridgeline customers stay with us and we are an organization that is committed to our customers long-term success. Bridgeline has developed hundreds of web sites and web applications with complex content management and eCommerce requirements. What does this mean to you? This means we can bring this experience, depth, and successful track record to your organization.

Are Your SEO Strategy and Web CMS in Perfect Harmony? Are Your SEO Strategy and Web CMS in Perfect Harmony? Presentation Transcript

  • Are your SEO Strategy and Web CMS in Perfect Harmony?
  • Are Your SEO Strategy and Web CMS in Perfect Harmony? Presented by: Becki Dilworth Vice President of Digital Strategy Bridgeline Denver Brian Bolton Vice President of Marketing Bridgeline Software
  • About Bridgeline Software
    • About Bridgeline Software
    • A developer of powerful web application management software and award winning Interactive Technology Solutions
    • We help organizations achieve or exceed their interactive marketing and business initiatives by leveraging web based technologies
    • Maximize revenue
    • Reduce operational and administrative costs
    • Improve customer service and loyalty
    • Enhance employee knowledge and productivity
    • Expanding market presence
    • We have over 700 customers with an expanding geographic presence
  • Over 1,000 Success Stories and Counting…
  • Acronym Soup
    • Content Management System. This is the technological system that companies use to manage all of their websites’ content (text, photos, videos, PDFs)
    CMS
  • Acronym Soup
    • Search Engine Optimization refers to the strength of a website as viewed by search engines such as Google, Bing, Yahoo. Highly optimized websites rank very well.
    SEO
  • Acronym Soup
    • Search Engine Optimization refers to the strength of a website as viewed by search engines such as Google, Bing, Yahoo. Highly optimized websites rank very well.
    SEO
  • Overview
    • Content Management Systems (CMS) are extremely popular; allow internal teams to manage their own web properties
    • This helps foster efficiency, speed, and accuracy
    • Past decade has proven the power of the search engine (e.g. Google)
  • Overview
    • Content Management Systems (CMS) are extremely popular; allow internal teams to manage their own web properties
    • This helps foster efficiency, speed, and accuracy
    • Past decade has proven the power of the search engine (e.g. Google)
    But…
  • Overview
    • Content Management Systems (CMS) are extremely popular; allow internal teams to manage their own web properties
    • This helps foster efficiency, speed, and accuracy
    • Past decade has proven the power of the search engine (e.g. Google)
    • All too often, CMS overlooks SEO
    • CMS are overly focused on Technology, not Marketing
    • SEO is a relatively recent surge compared to legacy of some CMS platforms
    • There have been strides, but few CMS take care of all your SEO needs
  • Today, Businesses Must Be Found It doesn’t matter how good your website is. If no one can find it, you don’t matter.
  • Harmony How to Look For Harmony Photo credit: http://www.flickr.com/photos/juanflauta/3749591471/
  • SEO 101
    • How do search engines judge you?
  • SEO 101
    • How do search engines judge you?
    Relevancy
    • What is your site or page about?
    • How relevant are you to specific search terms?
    • Will a visitor find what they’re looking for?
  • SEO 101
    • How do search engines judge you?
    Relevancy + Trust
  • SEO 101
    • How do search engines judge you?
    Relevancy + Trust
    • Are you an older, stable web site?
    • Do other sites appear to trust you?
    • Will a visitor get valuable information from you?
  • SEO 101 Can a CMS make your site … relevant? trustworthy?
  • SEO 101 Ultimately, that’s up to you.
  • SEO 101 Ultimately, that’s up to you. BUT…
  • SEO 101 Ultimately, that’s up to you. BUT… A CMS should help, not hinder, your SEO strategy.
  • How to Find Harmony
    • Editable Page Title and Metadata
    • SEO-Friendly URL stems
    • Web Analytics
    • Sitemaps (XML/HTML)
    • 301 Permanent Redirect Automation
    • Editable Page Headings
    • Landing Page Creation
  • How to Find Harmony
    • Editable Page Title and Metadata
    • SEO-Friendly URL stems
    • Web Analytics
    • Sitemaps (XML/HTML)
    • 301 Permanent Redirect Automation
    • Editable Page Headings
    • Landing Page Creation
  • Editable Page Title and Metadata
    • Page Titles are one of the most important pieces of SEO
    • Search Engines place considerable weight; UX effect as well
    • While meta keywords have gone extinct, meta descriptions are still important
    • Ability to edit these is imperative
  • How to Find Harmony
    • Editable Page Title and Metadata
    • SEO-Friendly URL stems
    • Web Analytics
    • Sitemaps (XML/HTML)
    • 301 Permanent Redirect Automation
    • Editable Page Headings
    • Landing Page Creation
  • SEO-Friendly URL Stems
    • Important factor in engines understanding page relevancy
    • Page URLs are a great area to populate target keywords
    • Easier on site users; more memorable than a random string
    • CMS should have intelligent, automated method to generate SEO-Friendly URLs
    www.acme.com/products/red-oven-mitts www.acme.com/prodinfo.asp?number=PC-11122
  • How to Find Harmony
    • Editable Page Title and Metadata
    • SEO-Friendly URL stems
    • Web Analytics
    • Sitemaps (XML/HTML)
    • 301 Permanent Redirect Automation
    • Editable Page Headings
    • Landing Page Creation
  • Web Analytics
    • Whether it’s a separate tool or integrated – use your analytics
    • Knowing what keywords drive traffic helps identify opportunities
    • Driving traffic isn’t the only goal – drive the right traffic
    • Understand what traffic converts and expand those efforts
  • Web Analytics
    • Whether it’s a separate tool or integrated – use your analytics
    • Knowing what keywords drive traffic helps identify opportunities
    • Driving traffic isn’t the only goal – drive the right traffic
    • Understand what traffic converts and expand those efforts
    Your search referrers Their performance
  • How to Find Harmony
    • Editable Page Title and Metadata
    • SEO-Friendly URL stems
    • Web Analytics
    • Sitemaps (XML/HTML)
    • 301 Permanent Redirect Automation
    • Editable Page Headings
    • Landing Page Creation
  • Sitemaps (XML)
    • XML Sitemaps are standardized files that search engines utilize to better understand pages on your website
    • They are not required for your website to be crawled
    • Very helpful for new websites and those with dynamic content
    • CMS should automatically generate XML Sitemaps
  • Sitemaps (XML)
    • XML Sitemaps are standardized files that search engines utilize to better understand pages on your website
    • They are not required for your website to be crawled
    • Very helpful for new websites and those with dynamic content
    • CMS should automatically generate XML Sitemaps
  • Sitemaps (HTML)
    • HTML Sitemaps are pages containing a hierarchy of links to areas of your website
    • HTML Sitemaps help the engines to efficiently ‘spider’ the content on your site
    • Engines validate XML sitemaps with spider’d content
    • Users seek out sitemaps as browseable navigation
    • CMS should automatically generate HTML Sitemaps
  • How to Find Harmony
    • Editable Page Title and Metadata
    • SEO-Friendly URL stems
    • Web Analytics
    • Sitemaps (XML/HTML)
    • 301 Permanent Redirect Automation
    • Editable Page Headings
    • Landing Page Creation
  • 301 Permanent Redirect Automation
    • What is a 301 Permanent Redirect?
    301?
  • 301 Permanent Redirect Automation
    • Let’s say search engines bring you web traffic, which in turn lead to sales
    • This camera is your hottest item, with search engines referring 25% of buying users
  • 301 Permanent Redirect Automation
    • Let’s say search engines bring you web traffic, which in turn lead to sales
    • This camera is your hottest item, with search engines referring 25% of buying users
    • All is well until your company decides to redesign/redevelop your website
    Danger Ahead
  • 301 Permanent Redirect Automation Nikon Digital Cameras | Acme Liquidators Shop Acme Liquidators for Closeout Prices on Digital Cameras. Popular Brands Include Nikon, Canon, and More… www.acme.com/electronics/nikon-12-1-digital-camera-1a.aspx
  • 301 Permanent Redirect Automation
    • Search engines have ranked this webpage for “Nikon Digital Camera”
    • The engines have given this page a certain rank or “weight”
    Nikon Digital Cameras | Acme Liquidators Shop Acme Liquidators for Closeout Prices on Digital Cameras. Popular Brands Include Nikon, Canon, and More… www.acme.com/electronics/nikon-12-1-digital-camera-1a.aspx
  • 301 Permanent Redirect Automation
    • Search engines have ranked this webpage for “Nikon Digital Camera”
    • The engines have given this page a certain rank or “weight”
    • After the redesign, the page name changed, but search engines are trying to reach the page from the link above
    Nikon Digital Cameras | Acme Liquidators Shop Acme Liquidators for Closeout Prices on Digital Cameras. Popular Brands Include Nikon, Canon, and More… www.acme.com/electronics/nikon-12-1-digital-camera-1a.aspx Nikon Digital Cameras | Acme Liquidators Shop Acme Liquidators for Closeout Prices on Digital Cameras. Popular Brands Include Nikon, Canon, and More… www.acme.com/prods/closeout-elec/nikon-camera-1674a.cfm
  • 301 Permanent Redirect Automation
    • Search engines take note that your page no longer exists
    • They drop you for your lucrative “Nikon Digital Camera” phrase
    • Has an overall effect on website’s SEO grade
    • Keep in mind this negative effect also occurs when you rename your own pages on your website
  • 301 Permanent Redirect Automation
    • Search engines take note that your page no longer exists
    • They drop you for your lucrative “Nikon Digital Camera”
    • Has an overall effect on website SEO
    • Keep in mind this negative effect also occurs when you rename your own pages on your website
    • A 301 permanent redirect is the standard method to inform search engines that your page names have changed. 301s transfer existing “page weight” to the new page. Users also trying to access the old URL will be sent to the new page.
    • CMS should have an automated method to generate 301 Permanent Redirects
  • How to Find Harmony
    • Editable Page Title and Metadata
    • SEO-Friendly URL stems
    • Web Analytics
    • Sitemaps (XML/HTML)
    • 301 Permanent Redirect Automation
    • Editable Page Headings
    • Landing Page Creation
  • Editable Page Headings
    • Along with Page Titles, Page Headings are an important SEO item
    • Search engines give more consideration to content within heading tags
    • A great area to insert target keywords you’re trying to rank for
    • These tags are represented in HTML as:
      • <h1>My Page’s Heading</h1>
      • <h2>A Second Level Page Heading</h2>
    • CMS should allow for editing of Page Headings
  • How to Find Harmony
    • Editable Page Title and Metadata
    • SEO-Friendly URL stems
    • Web Analytics
    • Sitemaps (XML/HTML)
    • 301 Permanent Redirect Automation
    • Editable Page Headings
    • Landing Page Creation
  • Landing Page Creation
    • Remember why you got a content management system
    • Create new content – based on opportunities identified through analytics
    • Every page is a page visitors might land on – welcome them
    • Recency is an important factor – create new content often
    Know who’s coming. Know why they’re coming. Welcome them accordingly.
  • Summary
    • Content Management Systems help businesses maintain their websites, however make sure they won’t hinder your SEO
    • Search engines assess relevance and trust when judging your website
    • Ensure you have control over Page Titles, Metadata, and your pages' URL Stems
    • Make sure your CMS can create and continually modify XML/HTML Sitemaps
    • 301 permanent redirects - is your CMS handling this for you?
    • Leverage web analytics to identify opportunities
  • Thank You For Attending…Questions?
    • You can revisit this presentation on Bridgeline’s slideshare account:
      • http://www.slideshare.net/bridgeline
    BECKI DILWORTH [email_address] 303.785.3852 BRIAN BOLTON [email_address] 781.497.3013
    • http://www.bridgelinesw.com
    • http://twitter.com/bridgeline
    • 800.603.9936