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Oshyn's SEO & Web Content Management Presentation - Gilbane 2009
Oshyn's SEO & Web Content Management Presentation - Gilbane 2009
Oshyn's SEO & Web Content Management Presentation - Gilbane 2009
Oshyn's SEO & Web Content Management Presentation - Gilbane 2009
Oshyn's SEO & Web Content Management Presentation - Gilbane 2009
Oshyn's SEO & Web Content Management Presentation - Gilbane 2009
Oshyn's SEO & Web Content Management Presentation - Gilbane 2009
Oshyn's SEO & Web Content Management Presentation - Gilbane 2009
Oshyn's SEO & Web Content Management Presentation - Gilbane 2009
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Oshyn's SEO & Web Content Management Presentation - Gilbane 2009

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Oshyn's Christian Burne spoke in depth about SEO in CMS at the Gilbane San Francisco Conference on June 3rd, 2009. Download the presentation to learn more about best practices for using your CMS to …

Oshyn's Christian Burne spoke in depth about SEO in CMS at the Gilbane San Francisco Conference on June 3rd, 2009. Download the presentation to learn more about best practices for using your CMS to optimize SEO. The file can be downloaded here: http://www.oshyn.com/_literature_31975/Optimizing_Your_SEO_Within_Your_Web_Content_Management_Strategy

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Transcript

  • 1. Gilbane Conference 2009San FranciscoOptimizing Your SEO Within Your Web Content Management Strategy
    June 3, 2009
    Christian Burne
  • 2. What is making SEO difficult?
    • Search algorithms are a black box
    • 3. Frequent changes in Search algorithms make them unpredictable
    • 4. Too much competition for commonly used keywords
    • 5. More and more websites with quality content and authority
    • 6. Inclusion of Social Media aspect to SEO makes it more competitive
    • 7. UGC can affect keyword density on a page, thereby affecting SEO
    • 8. Ever expanding webiverse is making it difficult to optimize number of inbound links
    • 9. Embedding links to your site from unwanted site
  • How does SMO affect SEO
    • Social Media and SEO are married
    • 10. SEO needs Social Media and vice versa
    • 11. Can help spread the brand name
    • 12. Reaching out to more customers means better chances for conversion
    • 13. Can result in substantial number of quality, relevant inbound links
    • 14. 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
    • 15. Negative comments posted on popular sites can hamper SEO efforts
  • SEO Do’s
    Do’s
    Do’s
    • Titles, Keywords & Descriptions
    • 16. Link Backs
    • 17. Thoughtful URLs (Friendly URLs)
    • 18. Publish to a Flat directory
    • 19. Information Architecture
    • 20. Sitemaps and Robots.txt
    • 21. Create Web 2.0 Alternatives
    • 22. Enforce Short URLs (max 5 words per URL)
    • 23. Dashes are better than underscores (word1-word2)
    • 24. Use descriptive Anchor text within content
    • 25. Use

      tags often

    • 26. Site “Freshness”
    • 27. 301 Redirects
    • 28. Clean Code
    • 29. Accessibility Compliance
    • 30. Locate Server geographically “close” to spider
    • 31. Use subdomains for Microsites
    • 32. Request and Response Compression
    • 33. Use “nofollow” for links posted by UGC
    • 34. Run Link checker tools to ensure no unwanted sites link back to your site
  • SEO Don’ts
    Don’ts
    Don’ts
    • Cloaking
    • 35. Cluttered URLs
    • 36. Use Splash Pages
    • 37. Have bad words on your site
    • 38. Duplicate Titles
    • 39. Session variables in the URL
    • 40. Home page redirects
    • 41. Keyword Gimmicks
    • 42. Broken Links
    • 43. JavaScript Navigation
    • 44. Duplicate Content
    • 45. Generalize Meta information
  • How can CMS help?
    • Manage sitemap.xml & robots.txt
    • 46. Titles, Keywords & Descriptions
    • 47. Site Freshness
    • 48. Templating
    • 49. Good IA
    • 50. Enforce W3C compliant HTML code via templates
    • 51. Accessibility compliance
    • 52. Link Management
    • 53. URL Aliasing and good URL structure
    • 54. Broken Links
    • 55. Moderated UGC
    • 56. Localization & Duplication
    • 57. Response Compression
  • SEO Pitfalls with a CMS
    • URLs can sometimes can be long and contain query strings
    • 58. Duplication of content can be bad
    • 59. Repurposing code can sometimes cause cluttered HTML
    • 60. Allowing multiple editors to enter content on different parts of a single page makes it more difficult to optimize for SEO
    • 61. Make sure there is step in the workflow to review content by an SEO expert
  • Web 2.0 Considerations
  • 62. Download the complete presentation at:
    http://www.oshyn.com/resources/whitepapers.html
    Christian Burne
    cburne@oshyn.com
    www.oshyn.com

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