The CMS is the most important thing for SEO. It doesn't matter how smart you are. If you can't implement your recommendations, you're screwed. In this presentation, you'll learn why, what qualifies a good CMS and how we customized our CMS at Atlassian for SEO.

1. 🤝

2. Kevin Indig, SEO Meetup @ Atlassian 2017
THE MOST IMPORTANT
THING FOR SEO SUCCESS
NOBODY TALKS ABOUT

4. THE CMS*!
*CONTENT MANAGEMENT SYSTEM

8. WHAT WE’RE DOING

9. Meta-data
URLs
XML sitemaps
UI

10. Meta-data
URLs
XML sitemaps
UI

11. Meta-data
URLs
XML sitemaps
UI

12. Meta-data
URLs
XML sitemaps
UI

13. Meta-data
URLs
XML sitemaps
UI

14. Meta-data
URLs
XML sitemaps
UI

15. WHAT MAKES A GOOD CMS?

16. Flexibility
CustomizabilityFunctionality

17. Flexibility
CustomizabilityFunctionality
Canonicalization
URLs
Content
Plugins

18. Flexibility
CustomizabilityFunctionality
Canonicalization
Meta-data
URLs
Content
UI
Plugins

19. Flexibility
CustomizabilityFunctionality
Canonicalization
Meta-data
URLs
Content
XML sitemaps
Tracking
UI
Plugins
Page templates
WYSIWYG
Redirects

20. Flexibility
CustomizabilityFunctionality
Canonicalization
Meta-data
URLs
Content
XML sitemaps
Tracking
UI
Plugins
Page templates
WYSIWYG
Redirects
Bonus points
Schema markup
Snippet preview
Alerts / notifications

21. WHAT SHOULD YOU USE?

22. https://websitesetup.org/popular-cms/

23. " #
Flexible (plugins) Too many plugins… ⌛
Best out-of-the-box SEO Security!
Simple to use
Customizable
No help needed
Eco-system

24. " #
Stupid easy No plugins / custom code
Community Bad tracking
SSL default Sustainable? ($$$)
Low/no maintenance No subdirectory
supportedNo ad-monetization
Not even a full CMS

26. 1
23
%

27. " #
Super customizable Needs dev work
Flexible Difficult to set up
Simple to use Ugly logo (and interface)

28. " #
SEO functionality 3/4 Wordpress
Somewhat flexible
(plugins)
No “fancy” stuff
Somewhat customizable Not so simple to use
Secure No backward revisions

29. " #
Ultra customizable Ultra customizable
SEO functionality Not so simple to use
Flexible Few good free plugins
Almost pretty needs dev help

30. 🤔

32. 🙄

33. WHAT TO DO WHEN YOUR
CMS SUCKS?

39. THANKS FOR YOUR
ATTENTION (