Search and social media technologies have taken huge strides over the last few years changing, adapting, and building tools and platforms to innovate in line with the rapid pace of the ever-changing online media landscape.
With the rapid adoption and renewed interest in content, part cause and part consequence of Google's Panda and Penguin updates, search engine optimization (SEO) tactics, tools, and business processes have changed dramatically.
SEO Isn't All Technical
SEO is no longer purely a technical issue. There is a very significant marketing aspect to SEO. SEO is becoming more content centric. Brands that learn how to evolve their approach to SEO and content put themselves in a winning position.
SEO is about technology and human behavior. Content marketing and content management systems play a large part in this relationship.
The CMS and the Creation of the SEO and Content Gap
One of the biggest challenges that SEO marketers have faced, before and after Panda/Penguin, has been with content management systems (CMS). In the past, content marketing and SEO departments generally have been separate disciplines.
Implementing SEO best practice into CMS has been a major problem for SEO professionals for a long time. CMS systems were never originally designed with SEO in mind.
How many times have you felt frustration and seen the detrimental affect to your search campaigns as a result of a poor CMS? Bad meta tags, keyword and dynamic URL issues, customization, and the inability to optimize at page level have caused huge headaches for search marketers. Sound familiar?
Within organizations SEO marketers have grappled for years with content and technical departments over implementation of SEO changes, templates, H2 tags, timings and site "release dates."
As Google makes the shift to focus on quality, relevancy, and content, it's essential that brands bridge this gap and time lag between authoring and optimizing content.
Most CMS users aren't familiar with SEO and best practice. They lack the knowledge and understanding of search marketing and hence the importance of optimized SEO content. Vice versa – training and nurturing SEO professionals on the intricacies of CMS can be a costly and time inefficient process.
In both circumstances content isn't optimized and can't be optimized until after it has been published. Content is published that isn't search engine friendly with errors that can be easily penalized by Google.
The Optimizing While Publishing Solution – SEO and CMS Integration
To make the most of the content marketing opportunity and Google’s shift in focus to quality, it's important to optimize content as you write it.
This empowers content writers to optimize all content from the moment they hit the keyboard.
Integrating SEO intelligence into your content management and marketing process allows the content marketing team to:
- Optimize before publishing.
- Increase search performance out of the gate.
- Understand and learn about SEO and best practices.
- Receive real-time recommendations to optimize content as you author.
- Monitor usage and look out for patterns such as SEO error distribution.
The SEO team also benefits, as they can:
- Coach authors on SEO in CMS.
- Automate SEO intelligence integrated into your CMS to boost search traffic, revenue, and ROI.
- Build page-level, and competitive web SEO intelligence within the CMS experience.
- Tightly integrated with CMS paradigms and workflows.
- Re-visit templates/components to ensure authors are enabled to make changes.
- Set SEO policy globally.
Integrating your content and SEO process provides you with learning, scale, and efficiency across content and SEO teams. Users can create and optimize in sync without having to switch from SEO tools to CMS systems.
The result is great content that is SEO friendly that allows you to maximize results from search (search rankings, traffic, conversions, and revenue).
As an organization you can coordinate content creation across SEO and editorial teams to ensure the content turns is optimized, of high quality and produced efficiently. Any content changes can also go live sooner and impact results faster.
Travelocity recently made SEO an integral part of the content authoring process here through Adobe Experience Manager with outstanding results. BrightEdge research further revealed that for sites like Travelocity, eliminating just two of the types of errors found in the Travelocity study were associated with driving 10X more traffic on those pages and a five position hike in organic search rank.
"This is big," said David McCarty, Manager of CMS, Travelocity. "Now we can optimize 100 percent of our landing pages for organic search performance and drive more revenue on day one."
Software Plugins like Inbound Writer can also offer some tips and keyword tools within the CMS. Yoast’s WordPress plugins also provide some basic help optimizing your content as you're writing for your blog.
Another example of significant and positive impact of writing SEO friendly content on search engine results is eBeanstalk.com. The online toy retailer boosted search engine traffic and conversions on product pages that were optimized with search data. Time spent on pages rose 153 percent.
Empowering content writers with SEO capabilities allows your business to scale the impact of your SEO team. Technology and CMS integration enables your content team to make optimizations that drive traffic and conversions.
Depending upon the sophistication of the CMS and technology you use utilizing powerful audit and reporting capabilities allows you to easily set and monitor SEO standards and compliance. SEO professionals can also analyze error distribution, identify common SEO errors and the source of these errors, and take corrective action.
This creates a win-win situation for the SEO, the author and the technical CMS departments.