When publishing content to your website, it’s important to have Search Engine Optimization (SEO) in mind. Whether optimizing on-page factors such as keywords and meta descriptions, or off-page factors such as inbound links, implementing your SEO strategy starts with control of a flexible Web Content Management System (Web CMS). In this presentation, SEO expert Bruce Clay provides 10 tips on using your Web CMS to improve SEO.

1. Title Slide
Subhead
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2. Why We’re Here Today: Top Search Rankings
2
Today’s targets:
Understanding SEO
priorities
 To get searchers to
your website ─ to
convert
Wielding the power of
the CMS
 To improve your site’s
ranking signals
http://www.rankedhard.com/black-magic-seo.php

3. Who I Am: Bruce Clay
3
Started optimizing
websites for search
visibility in 1996
2013 Lifetime
Achievement Award
by History of SEO
Advisory Board
Author of “Search Engine Optimization All-in-One For
Dummies” now in its third edition
Co-author of “Content Marketing Strategies for
Professionals”

4. A Bit about My Company: Bruce Clay, Inc.
4
 Celebrated our 20 year
anniversary in January
 Independently rated a top digital
marketing agency
 SEO, SEM PPC, content
development, social media
 SEO tools and training
 Started the company from my
dining room table
 Today we have offices in
California, Dubai, Italy, India and
Japan
 BruceClay.com

5. A Bit about DNN
5
.NET Web CMS
Easy to use for non-technical
users
Secure
Flexible and extensible
Thousands of commercial
modules in the DNN Store
Robust multi-site management
Available on-premises or on-
demand (cloud)

6. Here’s the Situation
6
For top rankings and traffic,
your business needs to be the
recognized expert
Search engines rank
websites based on E-A-T
SEO focuses on bot
accessibility and establishing
Expertise, Authority & Trust
It’s a mobile-first world

7. Your Best Weapons
7
A Web CMS gives you control over your website’s ranking factors
On-page optimization
Site-wide optimization
Audience targeting
Persuasion and engagement
Mobile user experience
Creative Commons attribution: Jim Pennucci

8. Tip 1: Use Keywords in Head Tags
8
Edit the main head section tags
Title tag
Meta description
More info: http://www.bruceclay.com/seo/add-keywords-to-content.htm

9. Tip 2: Use Keywords in Key Places in Body Text
9
Keywords placed here get
more weight
H1 heading tag
First 250 words of text
http://www.rankedhard.com/an-seo-birthday-card.php
More info:
http://www.bruceclay.com/seo/
writing-content.htm
What NOT to do →

10. Tip 3: Use Keyword Variants
10
How to write naturally:
Synonyms
 Leaf
 Leaves
 Foliage
Stemming
 Fall
 Fell
 Falling
Don’t overuse keywords
More info: http://www.bruceclay.com/seo/combining-keywords.htm

11. Tip 4: Link Pages in a Theme
11
Links are a high-value ranking signal
Creative commons attribution: Kilia/M.Docher/Mondadori France
More info: http://www.bruceclay.com/seo/link-building.htm

12. “Siloing”: Internal Link Architecture
12
Determine
website themes
based on how
people search
Match content to
how people
search
Link together
content on the
same theme
Send the most
link equity to
top-level pages
More info: http://www.bruceclay.com/seo/siloing.htm

13. Tip 5: Design Navigation Hierarchy
13
A top mistake we see:
linking to too many
pages in main navigation
Only link to important
pages of your site
Use navigation to set
your site themes
Do NOT link every page
to every other page

14. Tip 6: Become SEO Educated
14
Writing with SEO in mind
saves time and effort
SEO best practices
inform the writing
process
Writers need access to
tools for keyword
research and page
analysis
Include an SEO review
step in publishing
process
More info and the SPA tool: http://www.bruceclay.com/seo/optimize-your-content.htm

15. Tip 7: Write to Your Target Persona
15
Successful content starts with
the audience
Define personas clearly
Remember, they are often
NOT like you
Write in their language
Match tone and complexity
to your audience
The engines match results
on tone and readability, too
More info: http://www.bruceclay.com/seo/writing-content.htm

16. Tip 8: Include Calls to Action
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Focus on your
desired user action
Lower bounce rate
Raise time on page
Make the CTA clear
and obvious
Effective CTA phrases leverage “influence” principles:
Try it free
Immediate download
Talk to an expert
Share now

17. Tip 9: Engage with Images & Videos
17
Image stats:
 Colored visuals increase
people’s willingness to read
a piece of content by 80%
 Content with relevant images
get 94% more views than
content without relevant
images
Video stats:
 Including video on a landing
page can increase
conversions by 80%
 50% of executives look for
more information after
seeing a product or service
in a video
More info: http://www.bruceclay.com/seo/using-rich-media.htm

18. Tip 10: Optimize for Mobile Users
18
 In 2014, more searches
happened on mobile
than desktop
 37% of total digital traffic
is now via mobile (up
from 31% in 2015)
 Experts expect to see
mobile traffic reaching
half this year
 Mobile optimization
includes: speed, mobile-
friendly test, AMP, voice
search
Mobile internet usage statistics:
More info: http://www.bruceclay.com/seo/mobile-seo.htm
http://bit.ly/mobile-seo-checklist

19. Bonus Tip: Support Social Sharing
19
Tell people
about it
Make sharing
easy
Make sharing
obvious (CTA)
Make sharing
exciting
Build it and they will come? Nope.

20. Conclusion
20
1. Use keywords in head tags.
2. Use keywords in body text.
3. Use keywords naturally and with variation.
4. Link pages together in a theme.
5. Design navigation with hierarchy based upon how
people search.

21. Conclusion Continued
21
6. Become SEO educated.
7. Write to your target persona.
8. Include calls to action (CTAs).
9. Engage with images and videos.
10. Optimize for mobile users.
Bonus: Support social sharing.

22. More SEO Goodness
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SEO education and resources:
 SEO Tutorial → bit.ly/bci-seo-tutor
 Always Up-to-Date SEO Checklist → bit.ly/bci-seo-checklist
 Search Engine Optimization All-In-One For Dummies → bit.ly/seo-aio-fd
 SEOToolSet Training in SoCal → SEOToolSet.com
Bruce Clay
President
Virginia Nussey
Content & Media Manager
Duane Forrester
Vice President
Mindy Weinstein
Director of Training

23. Stay in Touch!
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Read and connect:
 @BruceClayInc → follow on FB, IG, LI, Twitter
 BCI Blog → subscribe at BruceClay.com/blog
 SEO Newsletter → subscribe at BruceClay.com/newsletter
Talk to me:
 Call any time: 866-517-1900
 Personal email: bclay@bruceclay.com
 Office in Simi Valley, Calif.
Thank you!

24. For More Information on DNN
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Related Blog Post:
10 Ways DNN Can Improve Your Website SEO
Our Web CMS, Evoq Content:
Evoq Content Product Page