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.
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
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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
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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!
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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. For More Information on DNN
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Related Blog Post:
10 Ways DNN Can Improve Your Website SEO
Our Web CMS, Evoq Content:
Evoq Content Product Page