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Content Management and Search Engine Optimization

Content Management and Search Engine Optimization. Conference Brain. If your brain is already full, then look for these: There will be five of them. Agenda. Introductions Search Engine Marketing 101 The Role of Content Management Brief Case Study Resources Q&A.

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Content Management and Search Engine Optimization

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  1. Content Management and Search Engine Optimization

  2. Conference Brain • If your brain is already full, then look for these: • There will be five of them

  3. Agenda Introductions Search Engine Marketing 101 The Role of Content Management Brief Case Study Resources Q&A

  4. About non-linear creations inc. TECHNOLOGY PARTNERS • Founded in 1995 • NLC is an e-business integrator that delivers online success to our clients • More than 800 completed projects • Offices in Toronto and Ottawa • 60 + full-time specialists • Privately held company, profitable & stable

  5. What We Do

  6. Our Clients

  7. Search Marketing 101

  8. Questions for the Room • How many of your are engaged in search engine marketing today? • How many people feel comfortable with terms like SEO, SEM, search topography? • Who has a CMS implementation: • Being planned? • In progress? • Recently completed?

  9. What is Search Marketing? • What are we talking about here? • Getting ‘found’ in the search engines • Ensuring your stakeholders find you when they need you • Improving your search engine ‘visibility’ • How is this accomplished? • Through “Search Engine Marketing”! • SEM, SEO, PPC – aren’t they all the same? • Heck, NO! (See right) Definitions SEM: Search Engine MarketingA generic term that encompasses both SEO and PPC. SEO: Search Engine Optimization Optimizing a website for the free (organic) search listings PPC: Pay-Per-ClickBuying your way into the sponsored (paid) search listings

  10. What Is Search Marketing? pay per click pay per click organic results

  11. The Role of CMS in Search Engine Optimization

  12. Search Topography • How do people search? • AOL released data in late 2006: • 20,000,000 search queries • 650,000 searchers • Collected over 3 months • Unfortunately, the data they thought was anonymous, wasn’t.

  13. The Topography of Search “Health”   “Health Care Georgia” “Health Care No Insurance Clemont Georgia leg”

  14. Ranking Higher • The $ million question – How do I get Google to rank my page number one? • Factors we believe influence rank: • Site-wide factors • On-page factors • Negative factors • Off-site factors

  15. The Role of CMS • On-page factorsFactors that vary with each page on the site, such as the title of the page. • Site-wide factorsIssues that can be addressed for the entire site, such as the creation of a site map. • Negative factorsA wide variety of issues can lead to search engines reducing the ranking of a page – these range from unreliable site uptime to the inappropriate use of redirects. • Off-site factorsSearch engines are increasingly relying on factors such as the number of external sites linking to a page and behaviour of visitors on a given site to determine rankings.

  16. There are a lot of factors that influence search engine rankings Our whitepaper discusses 22 elements www.nonlinear.ca/seo-cms I’ll talk about five today Embed These Tactics VISIT US AT: WWW.NONLINEAR.CA

  17. SEO Best Practice: Unique, keyword rich title tags are single most important on page factor. CMS Best Practice: Enforce unique title tags Use Major Heading on page as the Title tag Build a plug in that forces author to choose three target terms and adds these to title. Title Tags VISIT US AT: WWW.NONLINEAR.CA

  18. SEO Best Practices: Reduce code search spider sees Validate XHTML CMS Best Practice: Move code off page using cascading style sheets (CSS) Enforce CSS based design; prohibit modification of this design If using javascript, ensure code is incorporated into the site as an “include” file rather than in the body of the page Enforce at the template level Homeland Security Index Page: US Citizenship and Immigration Reduce Code Clutter / Validate Code VISIT US AT: WWW.NONLINEAR.CA

  19. SEO Best Practice: Search engine spiders cannot read images. They can parse and process alt tags (short text description) associated with an image. CMS Best Practice: Incorporate instructions into the CMS interface Make it mandatory Use the ALT Attribute VISIT US AT: WWW.NONLINEAR.CA

  20. SEO Best Practice: Avoid multiple parameters in dynamic URLs Use real words in the URL Where appropriate, incorporate targeted search terms CMS Best Practice: Select a CMS that generates static URLs; or Explore options publishing dynamic pages with static URLs Require authors to create URLs – not the CMS http://www.uscis.gov/portal/site/uscis/menuitem.eb1d4c2a3e5b9ac89243c6a7543f6d1a/?vgnextoid=02729c7755cb9010VgnVCM10000045f3d6a1RCRD&vgnextchannel=02729c7755cb9010VgnVCM10000045f3d6a1RCRD http://www.nasa.gov/audience/forstudents/k-4/home/index.html Avoid long, ugly URLs VISIT US AT: WWW.NONLINEAR.CA

  21. SEO Best Practice: Sitemaps.org specifies XML structure for search spider friendly maps Publish and update XML map CMS Best Practice: Select a CMS that automatically generates a Sitemaps.org-compliant search map; or Develop a plug-in or CMS extension to generate the map; or Use Google Mini or GSA Inside the Sitemaps.org Protocol <?xml version="1.0" encoding="UTF-8"?> <urlset xmlns="http://www.sitemaps.org/schemas/sitemap/0.9"> <url> <loc>http://www.example.com/</loc> <lastmod>2005-01-01</lastmod> <changefreq>monthly</changefreq> <priority>0.8</priority> </url> Automatically Create XML Sitemaps VISIT US AT: WWW.NONLINEAR.CA

  22. What to Do, When VISIT US AT: WWW.NONLINEAR.CA

  23. Very Quick Case Study NLC redeployed an existing site in a content managed environment Employed many best practices, including those discussed here Reindexing of content by search engines took one week to six months depending on the engine Results after one year are clear

  24. Monthly visits up 700%

  25. Page Views per Visit up 32%

  26. Topic Driven Visits Skyrocketed

  27. Resources / Q&A • Our Guide to SEO and CMS • www.nonlinear.ca/seo-cms • SEOMOZ.org Search Engine Ranking Factors V2 • http://www.seomoz.org/article/search-ranking-factors • Sitemaps Protocol • www.sitemaps.org • The NLC Blog • www.nonlinear.ca/blog Questions? (and, ideally, answers?)

  28. Contact Info • There’s always someone who counts the Stars Randy Woods EVP, co-founder rwoods@nonlinear.ca 613 241 2067

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