Gilbane Conference 2009San FranciscoOptimizing Your SEO Within Your Web Content Management Strategy<br />June 3, 2009<br /...
What is making SEO difficult?<br /><ul><li>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
UGC can affect keyword density on a page, thereby affecting SEO
Ever expanding webiverse is making it difficult to optimize number of inbound links
Embedding links to your site from unwanted site </li></li></ul><li>How does SMO affect SEO<br /><ul><li>Social Media and S...
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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 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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Oshyn's SEO & Web Content Management Presentation - Gilbane 2009

  1. 1. Gilbane Conference 2009San FranciscoOptimizing Your SEO Within Your Web Content Management Strategy<br />June 3, 2009<br />Christian Burne<br />
  2. 2. What is making SEO difficult?<br /><ul><li>Search algorithms are a black box
  3. 3. Frequent changes in Search algorithms make them unpredictable
  4. 4. Too much competition for commonly used keywords
  5. 5. More and more websites with quality content and authority
  6. 6. Inclusion of Social Media aspect to SEO makes it more competitive
  7. 7. UGC can affect keyword density on a page, thereby affecting SEO
  8. 8. Ever expanding webiverse is making it difficult to optimize number of inbound links
  9. 9. Embedding links to your site from unwanted site </li></li></ul><li>How does SMO affect SEO<br /><ul><li>Social Media and SEO are married
  10. 10. SEO needs Social Media and vice versa
  11. 11. Can help spread the brand name
  12. 12. Reaching out to more customers means better chances for conversion
  13. 13. Can result in substantial number of quality, relevant inbound links
  14. 14. Can help figure out relevant keywords that help attract new customers</li></ul>Negative factors:<br /><ul><li>Beware of the number of shortened URLs that you and others use. It might undermine anchor text benefit of a link
  15. 15. Negative comments posted on popular sites can hamper SEO efforts</li></li></ul><li>SEO Do’s<br />Do’s<br />Do’s<br /><ul><li>Titles, Keywords & Descriptions
  16. 16. Link Backs
  17. 17. Thoughtful URLs (Friendly URLs)
  18. 18. Publish to a Flat directory
  19. 19. Information Architecture
  20. 20. Sitemaps and Robots.txt
  21. 21. Create Web 2.0 Alternatives
  22. 22. Enforce Short URLs (max 5 words per URL)
  23. 23. Dashes are better than underscores (word1-word2)
  24. 24. Use descriptive Anchor text within content
  25. 25. Use <h1> <h2> tags often
  26. 26. Site “Freshness”
  27. 27. 301 Redirects
  28. 28. Clean Code
  29. 29. Accessibility Compliance
  30. 30. Locate Server geographically “close” to spider
  31. 31. Use subdomains for Microsites
  32. 32. Request and Response Compression
  33. 33. Use “nofollow” for links posted by UGC
  34. 34. Run Link checker tools to ensure no unwanted sites link back to your site</li></li></ul><li>SEO Don’ts <br />Don’ts<br />Don’ts<br /><ul><li>Cloaking
  35. 35. Cluttered URLs
  36. 36. Use Splash Pages
  37. 37. Have bad words on your site
  38. 38. Duplicate Titles
  39. 39. Session variables in the URL
  40. 40. Home page redirects
  41. 41. Keyword Gimmicks
  42. 42. Broken Links
  43. 43. JavaScript Navigation
  44. 44. Duplicate Content
  45. 45. Generalize Meta information </li></li></ul><li>How can CMS help?<br /><ul><li>Manage sitemap.xml & robots.txt
  46. 46. Titles, Keywords & Descriptions
  47. 47. Site Freshness
  48. 48. Templating
  49. 49. Good IA
  50. 50. Enforce W3C compliant HTML code via templates
  51. 51. Accessibility compliance
  52. 52. Link Management
  53. 53. URL Aliasing and good URL structure
  54. 54. Broken Links
  55. 55. Moderated UGC
  56. 56. Localization & Duplication
  57. 57. Response Compression</li></li></ul><li>SEO Pitfalls with a CMS<br /><ul><li>URLs can sometimes can be long and contain query strings
  58. 58. Duplication of content can be bad
  59. 59. Repurposing code can sometimes cause cluttered HTML
  60. 60. Allowing multiple editors to enter content on different parts of a single page makes it more difficult to optimize for SEO
  61. 61. Make sure there is step in the workflow to review content by an SEO expert </li></li></ul><li>Web 2.0 Considerations<br />
  62. 62. Download the complete presentation at:<br />http://www.oshyn.com/resources/whitepapers.html<br />Christian Burne<br />cburne@oshyn.com<br />www.oshyn.com<br />

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