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How to Improve Your SEO with a Web CMS

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.

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How to Improve Your SEO with a Web CMS

  1. 1. Title Slide Subhead DNN / Proprietary and Confidential. All Rights Reserved.1
  2. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 16. Tip 8: Include Calls to Action DNN / Proprietary and Confidential. All Rights Reserved.16 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. 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. 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. 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. 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. 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. 22. More SEO Goodness DNN / Proprietary and Confidential. All Rights Reserved.22 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. 23. Stay in Touch! DNN / Proprietary and Confidential. All Rights Reserved.23 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. 24. For More Information on DNN DNN / Proprietary and Confidential. All Rights Reserved.24 Related Blog Post: 10 Ways DNN Can Improve Your Website SEO Our Web CMS, Evoq Content: Evoq Content Product Page