Gilbane Conference 2009
San Francisco
Gilbane Conference 2009
San Francisco
Page 1 of 57 6/4/2009http://www.oshyn.com
San ...
Agenda
About Oshyn
SEO Basics
What is making SEO difficult?
SEO / SMO Do’s and Don’ts
How can CMS help?
Page 2 of 57 6/4/2...
Oshyn is an Enterprise Technology Agency
We’ve earned our reputation by helping some of the
world's most recognizable bran...
Agenda
About Oshyn
SEO Basics
What is making SEO difficult?
SEO / SMO Do’s and Don’ts
How can CMS help?
Page 4 of 57 6/4/2...
Basics
What is SEO
Why is SEO important?
What is CMS?
How do Search Engines work?
Page 5 of 57 6/4/2009http://www.oshyn.co...
Basics – What is SEO?
Process of optimizing a web site to improve the volume and
quality of traffic to the site
Factors ho...
Basics – Why is it Important?
Essential to achieving the best possible site ranking
Drives traffic to your site
More traff...
Basics – What is a CMS?
An application that allows a non-technical individual to create, edit,
manage and publish content ...
Basics – How do search engines work?
Page 9 of 57 6/4/2009http://www.oshyn.com newbusiness@oshyn.com
Basics – How do search engines work?
Page 10 of 57 6/4/2009http://www.oshyn.com newbusiness@oshyn.com
Basics – How do search engines work?
Page 11 of 57 6/4/2009http://www.oshyn.com newbusiness@oshyn.com
Basics – How do search engines work?
Page 12 of 57 6/4/2009http://www.oshyn.com newbusiness@oshyn.com
Basics – How do search engines work?
Page 13 of 57 6/4/2009http://www.oshyn.com newbusiness@oshyn.com
Basics – How do search engines work?
Page 14 of 57 6/4/2009http://www.oshyn.com newbusiness@oshyn.com
Agenda
About Oshyn
SEO Basics
What is making SEO difficult?
SEO / SMO Do’s and Don’ts
How can CMS help?
Page 15 of 57 6/4/...
What is making SEO difficult?
• Search algorithms are a black box
• Frequent changes in Search algorithms make them
unpred...
Agenda
About Oshyn
SEO Basics
What is making SEO difficult?
SEO / SMO Do’s and Don’ts
How can CMS help?
Page 17 of 57 6/4/...
SEO Do’s
Do’s
Titles, Keywords & Descriptions
Manage Link Backs
Thoughtful URLs (Friendly URLs)
Publish to a Flat director...
SEO Don’ts
Don’ts
Home page redirects
Keyword Gimmicks
Broken Links
JavaScript Navigation
Duplicate Content
Don’ts
Cloakin...
SEO Value added activities
Pay for link backs
Directories – Yahoo and Google categories
RSS Feeds
Social Bookmarking on si...
How does Social Media affect SEO
** Inbound links are a major component of site ranking
Positive Factors
• Can help spread...
Agenda
About Oshyn
SEO Basics
What is making SEO difficult?
SEO / SMO Do’s and Don’ts
How can CMS help?
Page 22 of 57 6/4/...
How can CMS help?
Titles, Keywords & Descriptions
Make them required, put them through workflow
Manage sitemap.xml & robot...
How can CMS help? – Titles, Keywords & Descriptions
Make these fields mandatory
Auto-generate to include prefix or suffix
...
Page 25 of 57 6/4/2009http://www.oshyn.com newbusiness@oshyn.com
How can CMS help? – Sitemap.xml & Robots.txt
Automatically generate these files
Ensure there are no duplicates
Identify pa...
How can CMS help? – Site Freshness
Reduce time-to-market for content
Easier updates enables frequent updates
Put editing p...
How can CMS help? – Good IA & Templating
Page IA easily changed using templating
Managed navigation hierarchy
Templating e...
How can CMS help? – Accessibility
Can make “alt” attributes required or can use the filename if user
doesn’t provide
Can e...
How can CMS help?
Enforce W3C Compliant Code
Prohibit content editors to make direct changes to HTML code
Validate templat...
How can CMS help? – Good URL structure
Allow user to create FriendlyURL that is not tied to file system
structures
Allow k...
How can CMS help? – Good URL structure
priority
Page 32 of 57 6/4/2009http://www.oshyn.com newbusiness@oshyn.com
priority
How can CMS help? –Localization & Duplication
Tells you where the content is used to make sure it’s not duplicated
Allows ...
How can CMS help? – Moderated UGC
Page 34 of 57 6/4/2009http://www.oshyn.com newbusiness@oshyn.com
How can CMS help? – Moderated UGC
CMS can enable user generated content: Forums, Wikis,
Blogs, etc.
Use the CMS Workflow t...
How can CMS help? – Response Compression
Centrally manage response compression
Page 36 of 57 6/4/2009http://www.oshyn.com ...
Agenda
About Oshyn
SEO Basics
What is making SEO difficult?
SEO / SMO Do’s and Don’ts
How can CMS help?
Page 37 of 57 6/4/...
Web 2.0 Considerations
AJAX
Flash
Silverlight
JavaScript
3rd Party Plugins
Page 38 of 57 6/4/2009http://www.oshyn.com newb...
RIA/Web 2.0 Considerations
Problem Solution
Flash & Silverlight Flash is not indexed by most search engines
Content from e...
Agenda
About Oshyn
SEO Basics
What is making SEO difficult?
SEO / SMO Do’s and Don’ts
How can CMS help?
Page 40 of 57 6/4/...
SEO Pitfalls with a CMS
URLs can sometimes can be long and contain query strings
Duplication of content can be bad
Repurpo...
Keys to Success
Be Intentional
Know going in that it is important and get buyoff from stakeholders
Know how to define succ...
When To Think About SEO
Development
URL Structure
Tools for Editors
W3C/Accessibility Compliant Templates
Wait for SEs to ...
Agenda
About Oshyn
SEO Basics
What is making SEO difficult?
SEO / SMO Do’s and Don’ts
How can CMS help?
Page 44 of 57 6/4/...
Conclusions
SEO is critically important for some businesses
There are simple and complex things that can be done
A CMS can...
Wrap-up / Questions ?Wrap-up / Questions ?
Page 46 of 57 6/4/2009http://www.oshyn.com
Christian BurneChristian Burne cburn...
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Seo and-web-content-management-gilbane-ecm-conference-2009-full

  1. 1. Gilbane Conference 2009 San Francisco Gilbane Conference 2009 San Francisco Page 1 of 57 6/4/2009http://www.oshyn.com San Francisco Optimizing Your SEO Within Your Web Content Management Strategy San Francisco Optimizing Your SEO Within Your Web Content Management Strategy June 3, 2009 Christian Burne Gaurav Bhatt June 3, 2009 Christian Burne Gaurav Bhatt
  2. 2. Agenda About Oshyn SEO Basics What is making SEO difficult? SEO / SMO Do’s and Don’ts How can CMS help? Page 2 of 57 6/4/2009http://www.oshyn.com newbusiness@oshyn.com Web 2.0 considerations SEO Pitfalls, Keys to Success, Implementation Gameplan Conclusions
  3. 3. Oshyn is an Enterprise Technology Agency We’ve earned our reputation by helping some of the world's most recognizable brands realize their business goals through the creation and delivery of innovative business solutions for the web, mobile devices and enterprise technology platforms. • Enterprise Technology Experts About Oshyn Page 3 of 57 6/4/2009http://www.oshyn.com newbusiness@oshyn.com • Enterprise Technology Experts • Incorporated in 2001 • Offices in Los Angeles, Baltimore and Quito • Staff of 75+ full time people • 100% growth year over year
  4. 4. Agenda About Oshyn SEO Basics What is making SEO difficult? SEO / SMO Do’s and Don’ts How can CMS help? Page 4 of 57 6/4/2009http://www.oshyn.com newbusiness@oshyn.com Web 2.0 considerations SEO Pitfalls, Keys to Success, Implementation Gameplan Conclusions
  5. 5. Basics What is SEO Why is SEO important? What is CMS? How do Search Engines work? Page 5 of 57 6/4/2009http://www.oshyn.com newbusiness@oshyn.com
  6. 6. Basics – What is SEO? Process of optimizing a web site to improve the volume and quality of traffic to the site Factors how search engines work and what people search for An art and a science Page 6 of 57 6/4/2009http://www.oshyn.com newbusiness@oshyn.com A key component of any internet marketing campaign
  7. 7. Basics – Why is it Important? Essential to achieving the best possible site ranking Drives traffic to your site More traffic = more revenue Maximize ROI for Web projects Page 7 of 57 6/4/2009http://www.oshyn.com newbusiness@oshyn.com
  8. 8. Basics – What is a CMS? An application that allows a non-technical individual to create, edit, manage and publish content to the web in an organized manner Content management systems help businesses to: Reduce time-to-market for new content Minimize the cost of site management and maintenance Page 8 of 57 6/4/2009http://www.oshyn.com newbusiness@oshyn.com Minimize the cost of site management and maintenance Optimize sites for search engines
  9. 9. Basics – How do search engines work? Page 9 of 57 6/4/2009http://www.oshyn.com newbusiness@oshyn.com
  10. 10. Basics – How do search engines work? Page 10 of 57 6/4/2009http://www.oshyn.com newbusiness@oshyn.com
  11. 11. Basics – How do search engines work? Page 11 of 57 6/4/2009http://www.oshyn.com newbusiness@oshyn.com
  12. 12. Basics – How do search engines work? Page 12 of 57 6/4/2009http://www.oshyn.com newbusiness@oshyn.com
  13. 13. Basics – How do search engines work? Page 13 of 57 6/4/2009http://www.oshyn.com newbusiness@oshyn.com
  14. 14. Basics – How do search engines work? Page 14 of 57 6/4/2009http://www.oshyn.com newbusiness@oshyn.com
  15. 15. Agenda About Oshyn SEO Basics What is making SEO difficult? SEO / SMO Do’s and Don’ts How can CMS help? Page 15 of 57 6/4/2009http://www.oshyn.com newbusiness@oshyn.com Web 2.0 considerations SEO Pitfalls, Keys to Success, Implementation Gameplan Conclusions
  16. 16. What is making SEO difficult? • 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 Page 16 of 57 6/4/2009http://www.oshyn.com newbusiness@oshyn.com competitive • Ever expanding webiverse is making it difficult to optimize number of inbound links • Embedding links to your site from unwanted site • UGC and Social Media can affect keyword density on a page, thereby affecting SEO
  17. 17. Agenda About Oshyn SEO Basics What is making SEO difficult? SEO / SMO Do’s and Don’ts How can CMS help? Page 17 of 57 6/4/2009http://www.oshyn.com newbusiness@oshyn.com Web 2.0 considerations SEO Pitfalls, Keys to Success, Implementation Gameplan Conclusions
  18. 18. SEO Do’s Do’s Titles, Keywords & Descriptions Manage Link Backs Thoughtful URLs (Friendly URLs) Publish to a Flat directory Optimize Information Architecture Sitemaps and Robots.txt Do’s Site “Freshness” 301 Redirect for content URL changes Clean, Standards Compliant Code Accessibility Compliance Progressive Enhancement for RIA Page 18 of 57 6/4/2009http://www.oshyn.com newbusiness@oshyn.com Sitemaps and Robots.txt Create Web 2.0 Alternatives Enforce Short URLs (max 5 words per URL) Dashes are better than underscores (word1-word2) Use descriptive Anchor text within content Use <h1> <h2> tags often Progressive Enhancement for RIA features Locate Server geographically “close” to spider Use subdomains for Microsites Request and Response Compression Use “nofollow” for links posted by UGC Run Link checker tools to ensure no unwanted sites link back to your site
  19. 19. SEO Don’ts Don’ts Home page redirects Keyword Gimmicks Broken Links JavaScript Navigation Duplicate Content Don’ts Cloaking Cluttered URLs Use Splash Pages Have bad words on your site Duplicate Titles Page 19 of 57 6/4/2009http://www.oshyn.com newbusiness@oshyn.com Duplicate Content Generalize Meta information Duplicate Titles Session variables in the URL
  20. 20. SEO Value added activities Pay for link backs Directories – Yahoo and Google categories RSS Feeds Social Bookmarking on sites like Digg, Reddit, Twitter, Facebook, del.icio.us, Stumble Upon, propeller, Google groups, Yahoo groups, myspace.com, Yahoo buzz. Page 20 of 57 6/4/2009http://www.oshyn.com newbusiness@oshyn.com groups, Yahoo groups, myspace.com, Yahoo buzz.
  21. 21. How does Social Media affect SEO ** Inbound links are a major component of site ranking Positive Factors • Can help spread the brand name • Reaching out to more customers means better chances for two-way conversion • Can result in substantial number of quality, relevant inbound links Page 21 of 57 6/4/2009http://www.oshyn.com newbusiness@oshyn.com • Can result in substantial number of quality, relevant inbound links • 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 • Negative comments posted on popular sites can hamper SEO efforts ** Know when they “nofollow” or not. Choose the right Social Bookmarking sites to facilitate. *** Use Link Checker tools from major search engines to monitor who is linking to your site
  22. 22. Agenda About Oshyn SEO Basics What is making SEO difficult? SEO / SMO Do’s and Don’ts How can CMS help? Page 22 of 57 6/4/2009http://www.oshyn.com newbusiness@oshyn.com Web 2.0 considerations SEO Pitfalls, Keys to Success, Implementation Gameplan Conclusions
  23. 23. How can CMS help? Titles, Keywords & Descriptions Make them required, put them through workflow Manage sitemap.xml & robots.txt Automated Site Freshness Reminders for Editors, Auto and scheduled deployment of content Templating Page 23 of 57 6/4/2009http://www.oshyn.com newbusiness@oshyn.com Templating Good IA Enforce W3C compliant HTML code via templates Accessibility compliance Link Management URL Aliasing and good URL structure Broken Links Localization & Duplication Moderated UGC Response Compression
  24. 24. How can CMS help? – Titles, Keywords & Descriptions Make these fields mandatory Auto-generate to include prefix or suffix Help you repeat parts or all of keywords and descriptions Ability to enforce using unique meta information for each page Manage a more structured taxonomy of keywords Fields can be required and secured Page 24 of 57 6/4/2009http://www.oshyn.com newbusiness@oshyn.com Field length can be enforced (85 chars is max recommended best practice for Page title)
  25. 25. Page 25 of 57 6/4/2009http://www.oshyn.com newbusiness@oshyn.com
  26. 26. How can CMS help? – Sitemap.xml & Robots.txt Automatically generate these files Ensure there are no duplicates Identify page priorities and update info Page 26 of 57 6/4/2009http://www.oshyn.com newbusiness@oshyn.com
  27. 27. How can CMS help? – Site Freshness Reduce time-to-market for content Easier updates enables frequent updates Put editing power in the hands of users Publish on demand Manage real-time alerts Use Feeds and dynamic applications to automate site Page 27 of 57 6/4/2009http://www.oshyn.com newbusiness@oshyn.com Use Feeds and dynamic applications to automate site freshness
  28. 28. How can CMS help? – Good IA & Templating Page IA easily changed using templating Managed navigation hierarchy Templating enforces page design and enforces good HTML structure Code optimization can be done in one place to reduce code clutter Page 28 of 57 6/4/2009http://www.oshyn.com newbusiness@oshyn.com clutter
  29. 29. How can CMS help? – Accessibility Can make “alt” attributes required or can use the filename if user doesn’t provide Can ensure compliance with HTML or XHTML standards by providing tools as part of workflow Template-based presentation enables unobtrusive scripting techniques Can facilitate progressive enhancement by reusing the same content Page 29 of 57 6/4/2009http://www.oshyn.com newbusiness@oshyn.com Can facilitate progressive enhancement by reusing the same content in alternate view
  30. 30. How can CMS help? Enforce W3C Compliant Code Prohibit content editors to make direct changes to HTML code Validate templates and code changes prior to deployment Some CMS solutions have Compliance Management Tools that ensures compliance before content goes live Page 30 of 57 6/4/2009http://www.oshyn.com newbusiness@oshyn.com Link Management Automatically report broken links Report on which pages have most “internal” links so you can maximize important pages No redirect links required which reduce SE Ranking Redirect links CAN be done to maintain old URLs
  31. 31. How can CMS help? – Good URL structure Allow user to create FriendlyURL that is not tied to file system structures Allow keywords to be put in the URL structure Folder structure can be very flat and customized No session IDs or other Query String in the URL Can easily change over time Page 31 of 57 6/4/2009http://www.oshyn.com newbusiness@oshyn.com Can easily change over time Use the “Grandmother Test”
  32. 32. How can CMS help? – Good URL structure priority Page 32 of 57 6/4/2009http://www.oshyn.com newbusiness@oshyn.com priority
  33. 33. How can CMS help? –Localization & Duplication Tells you where the content is used to make sure it’s not duplicated Allows you to manage multiple locales correctly to optimize SE ranking Manage from the US and publish to UK and Spain for local spidering Page 33 of 57 6/4/2009http://www.oshyn.com newbusiness@oshyn.com
  34. 34. How can CMS help? – Moderated UGC Page 34 of 57 6/4/2009http://www.oshyn.com newbusiness@oshyn.com
  35. 35. How can CMS help? – Moderated UGC CMS can enable user generated content: Forums, Wikis, Blogs, etc. Use the CMS Workflow to moderate and make sure Proper titles, keywords and descriptions are there Offensive content is blocked or censored CMS can enable social bookmarking and embedding for UGC Page 35 of 57 6/4/2009http://www.oshyn.com newbusiness@oshyn.com CMS can enable social bookmarking and embedding for UGC Make sure you run Link checker tools frequently to ensure no unwanted sites are linking back to you Look for CMS that has UGC tools embedded in it OR find a UGC platform that allows you to moderate content
  36. 36. How can CMS help? – Response Compression Centrally manage response compression Page 36 of 57 6/4/2009http://www.oshyn.com newbusiness@oshyn.com
  37. 37. Agenda About Oshyn SEO Basics What is making SEO difficult? SEO / SMO Do’s and Don’ts How can CMS help? Page 37 of 57 6/4/2009http://www.oshyn.com newbusiness@oshyn.com Web 2.0 considerations SEO Pitfalls, Keys to Success, Implementation Gameplan Conclusions
  38. 38. Web 2.0 Considerations AJAX Flash Silverlight JavaScript 3rd Party Plugins Page 38 of 57 6/4/2009http://www.oshyn.com newbusiness@oshyn.com
  39. 39. RIA/Web 2.0 Considerations Problem Solution Flash & Silverlight Flash is not indexed by most search engines Content from external files not part of page Use progressive enhancement AJAX & JavaScript Dynamically loaded content is not indexed Progressive Enhancement Page 39 of 57 6/4/2009http://www.oshyn.com newbusiness@oshyn.com AJAX & JavaScript Dynamically loaded content is not indexed Progressive Enhancement Replace link URLs with dynamic actions after load 3rd Party Plugins Tools like: Blogger, WordPress, YouTube, Digg, Reddit Can be links to outsourced sites Can be DHTML iFrames Not much control over the HTML they output Use with caution Make sure that content isn’t IMPORTANT to your SEO
  40. 40. Agenda About Oshyn SEO Basics What is making SEO difficult? SEO / SMO Do’s and Don’ts How can CMS help? Page 40 of 57 6/4/2009http://www.oshyn.com newbusiness@oshyn.com Web 2.0 considerations SEO Pitfalls, Keys to Success, Implementation Gameplan Conclusions
  41. 41. SEO Pitfalls with a CMS URLs can sometimes can be long and contain query strings Duplication of content can be bad Repurposing code can sometimes cause cluttered HTML Allowing multiple editors to enter content on different parts of a single page makes it more difficult to optimize for SEO Make sure there is step in the workflow to review content by an SEO expert Page 41 of 57 6/4/2009http://www.oshyn.com newbusiness@oshyn.com expert Proper Title, Meta-Keywords and Description For keyword density in the content Opportunities to drive links to your content
  42. 42. Keys to Success Be Intentional Know going in that it is important and get buyoff from stakeholders Know how to define success How will success be measured: Additional Traffic? Click-throughs? Purchases? Have a Strategy (BEFORE you build) It impacts your Visual Design, IA, Content Development, Templating, Business Rules Page 42 of 57 6/4/2009http://www.oshyn.com newbusiness@oshyn.com Rules Get an Expert Either hire one or have someone research Know the tactics Bring together Business Decision Makers SEO Strategist SMO Strategist Technology / Developers Analytic Providers SEO/SMO Biz Decision Makers SEO Strategist SMO Strategist Tech/Dev Analytics & Reports
  43. 43. When To Think About SEO Development URL Structure Tools for Editors W3C/Accessibility Compliant Templates Wait for SEs to index Measure Success Page 43 of 57 6/4/2009http://www.oshyn.com newbusiness@oshyn.com Content Editing/Creation Content Loading Strategy Design Testing Launch Define Success Criteria Keyword Strategy SMO Strategy Keyword Dense Content No “Don’ts” in content Does it Work Functionally?
  44. 44. Agenda About Oshyn SEO Basics What is making SEO difficult? SEO / SMO Do’s and Don’ts How can CMS help? Page 44 of 57 6/4/2009http://www.oshyn.com newbusiness@oshyn.com Web 2.0 considerations SEO Pitfalls, Keys to Success, Implementation Gameplan Conclusions
  45. 45. Conclusions SEO is critically important for some businesses There are simple and complex things that can be done A CMS can give you many more tools and capabilities to boost your site’s Search Engine Rankings and increase your bottom line Page 45 of 57 6/4/2009http://www.oshyn.com newbusiness@oshyn.com
  46. 46. Wrap-up / Questions ?Wrap-up / Questions ? Page 46 of 57 6/4/2009http://www.oshyn.com Christian BurneChristian Burne cburne@oshyn.comcburne@oshyn.com www.oshyn.comwww.oshyn.com
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