Best Search Practices for CQ5

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Every business needs a search strategy to protect its brand and establish its position online. Headstand Media will present practical examples for using CQ5 to implement intelligent technical and creative search strategies, with useful implications for major web audiences like content administrators and authors, system administrators, public users, and Google.

Kyle Williams, Search Strategist & Randal Birkey, Managing Director + Web Strategist, Headstand Media

Published in: Technology, Design
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Best Search Practices for CQ5

  1. 1. Best Search Practices for CQ5 Randal Birkey - Managing Director Kyle Williams - Search Strategist • Content authors and managers • Business owners, marketers • System and technology admins • Public web visitors and Google Monday, October 18, 2010
  2. 2. hello! Creativity + Technology Monday, October 18, 2010
  3. 3. Every business needs a search strategy • Protect its brand • Establish its position online • Unify corporate messaging Monday, October 18, 2010
  4. 4. Why should we all understand SEO? • We are all content authors • SEO is natural • “copywriting services” • “recontextualizing value-added web- readiness” Monday, October 18, 2010
  5. 5. Content Publishing Basics • Blogging • Twitter PLAY POKER - FREE • Facebook MONEY - WORK FROM • Yelp HOME! …and of course, web content management Monday, October 18, 2010
  6. 6. Content Publishing Basics “The better your organization understands SEO, the more efficient, unified and optimized your company messaging will be.” Monday, October 18, 2010
  7. 7. Everything Affects SEO • A company TV commercial that goes viral • A great product that a company develops Monday, October 18, 2010
  8. 8. = Monday, October 18, 2010
  9. 9. CMS Content Management WMS CMS Management Software Content Management Software Monday, October 18, 2010
  10. 10. SEO Basics Two parts to SEO: • Technical SEO (1/3 of the work) • Creative Content (all the rest) • What do I need to do to make my content interesting? • Who is my audience? • What will cause them to tell their friends about my content? Monday, October 18, 2010
  11. 11. Myths About SEO • Keyword “stuffing” or repetition • META tags • Businesses in “enterprise” markets canʼt benefit from SEO Monday, October 18, 2010
  12. 12. Myths About SEO • SEO is a separate process that can be done at the end of the project cycle • SEO hinders branding and design efforts Monday, October 18, 2010
  13. 13. What CQ does well, out of the box • Search engine friendly URLs • Customizable templates • Paragraph formatting with <p> and <h1> tags in the RTE component • Multiple page property inputs to better describe your content (tags, keywords, description, subtitle, etc.) Monday, October 18, 2010
  14. 14. Best SEO Practice for CQ5 Tip #1 - Heading and Paragraph Tags • Proper use of heading and paragraph tags helps Google understand what your content is about. Monday, October 18, 2010
  15. 15. Hierarchical Heading Tags <html> <body> <h1>Green Electronic Widgets</h1> <p>Our green electronic widgets are the best in the world offering more green than anywhere!</p> <h2>Customer Reviews</h2> <h3>Green Widget Review</h3> <p>Review Summary</p> </body> </html> Monday, October 18, 2010
  16. 16. RTE Formatting The Text Component in a default CQ5 installation does not offer this kind of paragraph and heading formatting. However, paragraph formatting as well as other Rich Text editing options can be enabled by your CQ5 developers. Monday, October 18, 2010
  17. 17. Text Component out of box Monday, October 18, 2010
  18. 18. Text Component w/ RTE enabled Monday, October 18, 2010
  19. 19. Best SEO Practice for CQ5 Tip #2 - Image Optimization • Images should always have meaningful <alt> tags • Use logical, descriptive file names • This increases relevant indexable content in the search engines and can increase traffic to your site. Monday, October 18, 2010
  20. 20. CQ5 Image Component Monday, October 18, 2010
  21. 21. Image Path Issues • <img src=”http://www.day.com/ content/day/en/company/ management/_jcr_content/par/ textimage_1/image.img.jpg/ 1276601616678.jpg” /> Monday, October 18, 2010
  22. 22. Preferred Image Path URL Setup • The SEO best practice: <img src=”http://www.day.com/ content/dam/day/david-nuescheler- cto.jpg” width=”123” height=”155” alt=”David Nüescheler, Day Software CTO” /> Monday, October 18, 2010
  23. 23. Image Paths for Better SEO Monday, October 18, 2010
  24. 24. Image Paths for Better SEO Some considerations when using the “fileReference” property. • You lose image manipulation: no resize, crop, etc. • Make sure proper error handling is in place to verify that node referred to in fileReference is actually there and is a DAM asset. • Either disable the image upload in your dialog or include a check to use the Image object if there is an uploaded file. Monday, October 18, 2010
  25. 25. ImageSEO Component Weʼve created a custom CQ5 component that makes this easier for the content author. • http://www.headstandmedia.com/ learn/knowledge-base/day-cq5/ clean-image-path/ • Available FREE on the Day Package Share site Monday, October 18, 2010
  26. 26. Additional Tips • Removing /content/ from your URL • This is done by the majority of CQ5 sites we see, but it is important that we all understand why. Monday, October 18, 2010
  27. 27. We Can’t Control Google So we must perfect the things we can control. • Efficient, descriptive URLs are important. • Having /content/ at the start of your URL tree wastes space. Monday, October 18, 2010
  28. 28. Q&A • WEB: headstandmedia.com • EVENT: ignite.headstandmedia.com • FOLLOW US ON TWITTER: @headstandmedia • FACEBOOK • LINKEDIN • randal@headstandmedia.com • 312.768.7450 Monday, October 18, 2010

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