How to Improve Your SEO with a Web CMS
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The document outlines essential strategies for improving website search rankings through effective SEO practices. It emphasizes the importance of keyword usage, content optimization, and mobile user experience while providing expert tips from Bruce Clay and his company. Additionally, it highlights the need for SEO education and understanding target audiences to enhance online visibility.
How to Improve Your SEO with a Web CMS
- 1. Title Slide Subhead DNN / Proprietary and Confidential. All Rights Reserved.1
- 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 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. 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 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. 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: [email protected] Office in Simi Valley, Calif. Thank you!
- 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