CMS & Database SEO
By Rob Laporte, President
DISC, Inc. - “Making Web Sites Make Money”
413-584-6500
Rob@2disc.com
www.2disc.com
Overview
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My Background
Questions to Audience
What is CMS-SEO?
CMS-SEO in Relation to Total SEO
This Presentation Based on Two Articles I Published
CMS-SEO in Relation to All SEO
The Database in CMS & Database SEO
SEO Graphic Design, Layout, and Usability
Page-Level CMS-SEO Rules
Site-Wide CMS-SEO Principles
www.2disc.com
DISC, Inc - “Making Web Sites Make Money”
- Rob@2disc.com
-
413.584.6500 - 123 Bay Rd., Hadley, MA 01035
Overview
• What Google’s February 24 “Panda”
Update Portends
• A Few Good Resources
• Where to Get the Two Articles Behind
this Presentation
• Twitter & SEO
• A Few Good Resources
• Contacting Me At DISC
www.2disc.com
DISC, Inc - “Making Web Sites Make Money”
- Rob@2disc.com
-
413.584.6500 - 123 Bay Rd., Hadley, MA 01035
My Background
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Twitter Hash Tag:
• #CMSSEO
www.2disc.com
DISC, Inc - “Making Web Sites Make Money”
- Rob@2disc.com
-
413.584.6500 - 123 Bay Rd., Hadley, MA 01035
Questions to Audience
•
www.2disc.com
DISC, Inc - “Making Web Sites Make Money”
- Rob@2disc.com
-
413.584.6500 - 123 Bay Rd., Hadley, MA 01035
What is CMS-SEO?
• CMS (content management system) & database
SEO entails having your CMS pull keywords and
phrases from your product or information database
into all web-page parts relevant to SEO, except for
the body copy. Although it does not apply to static
sites without database-driven content, many of the
CMS SEO rules below can be applied to such sites
manually. Because CMS SEO performs a lot of SEO
automatically and can treat thousands of pages, it
is the most cost-effective SEO tactic.
www.2disc.com
DISC, Inc - “Making Web Sites Make Money”
- Rob@2disc.com
-
413.584.6500 - 123 Bay Rd., Hadley, MA 01035
This Presentation Based on Two
Print Articles I Published
• Linked at the end of this
presentation
• See
2disc.com/disc_in_the_media.php
• Or See VisbilityMagazine.com
www.2disc.com
DISC, Inc - “Making Web Sites Make Money”
- Rob@2disc.com
-
413.584.6500 - 123 Bay Rd., Hadley, MA 01035
CMS-SEO in Relation to SEO
• New new client questionnaire
• SEO technical audit (overlap with CMS-SEO)
• Keyword research
• SEO copywriting
• Link marketing
• ROI reporting
www.2disc.com
DISC, Inc - “Making Web Sites Make Money”
- Rob@2disc.com
-
413.584.6500 - 123 Bay Rd., Hadley, MA 01035
The Database in
CMS & Database SEO
•
www.2disc.com
DISC, Inc - “Making Web Sites Make Money”
- Rob@2disc.com
-
413.584.6500 - 123 Bay Rd., Hadley, MA 01035
SEO Graphic Design,
Layout, and Usability
•
www.2disc.com
DISC, Inc - “Making Web Sites Make Money”
- Rob@2disc.com
-
413.584.6500 - 123 Bay Rd., Hadley, MA 01035
Page-Level CMS-SEO Rules
• Duplicating key phrases among HTML
titles, keyword and descriptive metatags, copy headers, and footer taglines
within a given web page will help SEO
without any risk of raising a spam flag,
assuming that you don’t overuse the
phrases in the body copy.
www.2disc.com
DISC, Inc - “Making Web Sites Make Money”
- Rob@2disc.com
-
413.584.6500 - 123 Bay Rd., Hadley, MA 01035
Page-Level CMS-SEO Rules
• HTML titles (1)
• Headers in body copy (1)
• Descriptive meta-tags (2, but for click-throughs,
not for SEO)
• Keyworded footer taglines (2)
• Keyword meta-tags (3)
• Alt tags (3)
• Title Tags (3)
www.2disc.com
DISC, Inc - “Making Web Sites Make Money”
- Rob@2disc.com
-
413.584.6500 - 123 Bay Rd., Hadley, MA 01035
Example: Page-Level
CMS-SEO Rules
• Meta tags:
• <title>Winsor & Newton Artists' Watercolors (SKU #)
</title>
• <meta name="description" content="Winsor & Newton
Artists' Watercolors and other discount art supplies from
YourDomain.com">
• <meta name="keywords" content="Winsor & Newton
Artists' Watercolors, artists materials, discount art
supplies, art supply stores, discount art supply
warehouse, paint for artists, watercolor paints">
www.2disc.com
DISC, Inc - “Making Web Sites Make Money”
- Rob@2disc.com
-
413.584.6500 - 123 Bay Rd., Hadley, MA 01035
Example: Page-Level
CMS-SEO Rules
• Keyworded footer tagline:
• <h2> Your-Company-Name or
YourDomainName.com: Winsor & Newton
Artists’ Watercolors and other discount art
supplies online from an art supply store offering
quality, selection, and affordability. </h2>
www.2disc.com
DISC, Inc - “Making Web Sites Make Money”
- Rob@2disc.com
-
413.584.6500 - 123 Bay Rd., Hadley, MA 01035
Site-Wide CMS-SEO Principles
• Are XML Sitemaps a Magic Bullet?
• SEO’d URLS, Folders, Files
• DHTML – Don’t Hide Text; Make Legitimate
• Can’t cover:
• Your JavaScript Brew: Ajax, “Degradable Ajax,”
Hijax, and an Easy Way Out; last modified and
server cache issues; site speed issues.
• Siloing
www.2disc.com
DISC, Inc - “Making Web Sites Make Money”
- Rob@2disc.com
-
413.584.6500 - 123 Bay Rd., Hadley, MA 01035
Straiten Salamandrine
Sorting Systems
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www.2disc.com
DISC, Inc - “Making Web Sites Make Money”
- Rob@2disc.com
-
413.584.6500 - 123 Bay Rd., Hadley, MA 01035
What Google’s 2/24/11
“Panda” Update Portends
•
www.2disc.com
DISC, Inc - “Making Web Sites Make Money”
- Rob@2disc.com
-
413.584.6500 - 123 Bay Rd., Hadley, MA 01035
Program Once –
Profit in Perpetuity
•Programming your CMS to pull keywords
into your pages may require a week of
skilled labor, but you end up with an
intelligent SEO machine that works for you
in perpetuity. True, the resulting SEO is
not as good as careful manual work –
which should be done in addition – but the
ROI escalates over months and years
because your SEO costs in this area drop
to zero.
www.2disc.com
DISC, Inc - “Making Web Sites Make Money”
- Rob@2disc.com
-
413.584.6500 - 123 Bay Rd., Hadley, MA 01035
A Few Good Resources
• SearchEngineLand.com
• SearchEngineWatch.com
• Books: The Art of SEO, SEO for
Dummies -- both Dummies
versions
• Read Google’s vast resources.
www.2disc.com
DISC, Inc - “Making Web Sites Make Money”
- Rob@2disc.com
-
413.584.6500 - 123 Bay Rd., Hadley, MA 01035
Contacting Me at DISC
• Rob Laporte
–
–
–
–
Rob@2disc.com
413-584-6500
See 2disc.com
2disc.com/blog
www.2disc.com
DISC, Inc - “Making Web Sites Make Money”
- Rob@2disc.com
-
413.584.6500 - 123 Bay Rd., Hadley, MA 01035
Twitter & SEO
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If you find Google’s G-spot, you can stop working for days.
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Sure-fire recipe for web marketing ROI: plan, do, track,
repeat until early retirement.
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Detailed graphs of search engine positions are the revenge
of the lava lamp.
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If you're a peanut farmer, STOP selling orange juice!
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God made the universe out of nothingness . . . Oh GREAT,
thanks a lot. I just knew something wasn’t quite right here.
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Would it be dumb if Tweedledum tweeted Tweedledee?
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@DiscSEM
www.2disc.com
DISC, Inc - “Making Web Sites Make Money”
- Rob@2disc.com
-
413.584.6500 - 123 Bay Rd., Hadley, MA 01035
Q&A
• I invite your questions and comments
• To read my complete articles on CMSSEO (much more detail), see:
• 2disc.com/disc_in_the_media.php
• VisibilityMagazine.com
www.2disc.com
DISC, Inc - “Making Web Sites Make Money”
- Rob@2disc.com
-
413.584.6500 - 123 Bay Rd., Hadley, MA 01035
www.2disc.com
DISC, Inc - “Making Web Sites Make Money”
- Rob@2disc.com
-
413.584.6500 - 123 Bay Rd., Hadley, MA 01035