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
Scanning the Internet for External Cloud Exposures via SSL Certs
Best Search Practices for CQ5
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. hello!
Creativity + Technology
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3. Every business needs a search strategy
• Protect its brand
• Establish its position online
• Unify corporate messaging
Monday, October 18, 2010
4. Why should we all understand SEO?
• We are all content authors
• SEO is natural
• “copywriting services”
• “recontextualizing value-added web-
readiness”
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5. Content Publishing Basics
• Blogging
• Twitter PLAY POKER - FREE
• Facebook MONEY - WORK FROM
• Yelp HOME!
…and of course, web
content management
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6. Content Publishing Basics
“The better your organization understands
SEO, the more efficient, unified and optimized
your company messaging will be.”
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7. Everything Affects SEO
• A company TV
commercial that goes
viral
• A great product that a
company develops
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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?
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11. Myths About SEO
• Keyword “stuffing” or repetition
• META tags
• Businesses in “enterprise” markets canʼt
benefit from SEO
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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
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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.)
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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.
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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>
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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.
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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.
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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.
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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. 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.
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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.
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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