seo and-web-content-management-gilbane-ecm-conference-2009-full
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Gilbane Conference 2009San Francisco
Gilbane Conference 2009San 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
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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 [email protected]
� Web 2.0 considerations
� SEO Pitfalls, Keys to Success, Implementation Gameplan
� Conclusions
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Oshyn is an Enterprise Technology Agency
We’ve earned our reputation by helping some of the
world's most recognizable brands realize theirbusiness goals through the creation and delivery of
innovative business solutions for the web, mobiledevices and enterprise technology platforms.
• Enterprise Technology Experts
About Oshyn
Page 3 of 57 6/4/2009http://www.oshyn.com [email protected]
• Enterprise Technology Experts
• Incorporated in 2001
• Offices in Los Angeles, Baltimore and Quito
• Staff of 75+ full time people
• 100% growth year over year
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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 [email protected]
� Web 2.0 considerations
� SEO Pitfalls, Keys to Success, Implementation Gameplan
� Conclusions
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Basics
� What is SEO
� Why is SEO important?
� What is CMS?
� How do Search Engines work?
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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
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� A key component of any internet marketing campaign
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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
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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
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� Minimize the cost of site management and maintenance
� Optimize sites for search engines
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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 [email protected]
� Web 2.0 considerations
� SEO Pitfalls, Keys to Success, Implementation Gameplan
� Conclusions
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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
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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
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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 [email protected]
� Web 2.0 considerations
� SEO Pitfalls, Keys to Success, Implementation Gameplan
� Conclusions
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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
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� 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
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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
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� Duplicate Content� Generalize Meta information
� Duplicate Titles
� Session variables in the URL
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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.
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groups, Yahoo groups, myspace.com, Yahoo buzz.
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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
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• 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
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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 [email protected]
� Web 2.0 considerations
� SEO Pitfalls, Keys to Success, Implementation Gameplan
� Conclusions
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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
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� 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
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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
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� Field length can be enforced (85 chars is max recommended best
practice for Page title)
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How can CMS help? – Sitemap.xml & Robots.txt
� Automatically generate these files
� Ensure there are no duplicates
� Identify page priorities and update info
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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
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� Use Feeds and dynamic applications to automate site
freshness
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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
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clutter
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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
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� Can facilitate progressive enhancement by reusing the same content
in alternate view
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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
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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
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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
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� Can easily change over time
� Use the “Grandmother Test”
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How can CMS help? – Good URL structure
priority
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priority
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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
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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
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� 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
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How can CMS help? – Response Compression
� Centrally manage response compression
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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 [email protected]
� Web 2.0 considerations
� SEO Pitfalls, Keys to Success, Implementation Gameplan
� Conclusions
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Web 2.0 Considerations
� AJAX
� Flash
� Silverlight
� JavaScript
� 3rd Party Plugins
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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
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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
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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 [email protected]
� Web 2.0 considerations
� SEO Pitfalls, Keys to Success, Implementation Gameplan
� Conclusions
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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
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expert� Proper Title, Meta-Keywords and Description
� For keyword density in the content� Opportunities to drive links to your content
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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
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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
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When To Think About SEO
Development
URL Structure
Tools for Editors
W3C/Accessibility Compliant Templates
Wait for SEs to index
Measure Success
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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?
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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 [email protected]
� Web 2.0 considerations
� SEO Pitfalls, Keys to Success, Implementation Gameplan
� Conclusions
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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
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Wrap-up / Questions ?Wrap-up / Questions ?
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Christian BurneChristian Burne [email protected]@oshyn.com
www.oshyn.comwww.oshyn.com