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CMS & Database SEO. By Rob Laporte, President DISC, Inc. - “Making Web Sites Make Money” 413-584-6500 [email protected] www.2disc.com. DISC, Inc - “Making Web Sites Make Money” www.2disc.com - [email protected] - 413.584.6500 - 123 Bay Rd., Hadley, MA 01035. Overview. My Background

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CMS & Database SEO

By Rob Laporte, PresidentDISC, Inc. - “Making Web Sites Make Money”413-584-6500

[email protected]

www.2disc.com


DISC, Inc - “Making Web Sites Make Money”

www.2disc.com - [email protected] - 413.584.6500 - 123 Bay Rd., Hadley, MA 01035

Overview

  • 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


DISC, Inc - “Making Web Sites Make Money”

www.2disc.com - [email protected] - 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


DISC, Inc - “Making Web Sites Make Money”

www.2disc.com - [email protected] - 413.584.6500 - 123 Bay Rd., Hadley, MA 01035

My Background

  • Twitter Hash Tag:

    • #CMSSEO


DISC, Inc - “Making Web Sites Make Money”

www.2disc.com - [email protected] - 413.584.6500 - 123 Bay Rd., Hadley, MA 01035

Questions to Audience


DISC, Inc - “Making Web Sites Make Money”

www.2disc.com - [email protected] - 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.


DISC, Inc - “Making Web Sites Make Money”

www.2disc.com - [email protected] - 413.584.6500 - 123 Bay Rd., Hadley, MA 01035

This Presentation Based on TwoPrint Articles I Published

  • Linked at the end of this presentation

  • See 2disc.com/disc_in_the_media.php

  • Or See VisbilityMagazine.com


DISC, Inc - “Making Web Sites Make Money”

www.2disc.com - [email protected] - 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


DISC, Inc - “Making Web Sites Make Money”

www.2disc.com - [email protected] - 413.584.6500 - 123 Bay Rd., Hadley, MA 01035

The Database inCMS & Database SEO


DISC, Inc - “Making Web Sites Make Money”

www.2disc.com - [email protected] - 413.584.6500 - 123 Bay Rd., Hadley, MA 01035

SEO Graphic Design,Layout, and Usability


DISC, Inc - “Making Web Sites Make Money”

www.2disc.com - [email protected] - 413.584.6500 - 123 Bay Rd., Hadley, MA 01035

Page-Level CMS-SEO Rules

  • Duplicating key phrases among HTML titles, keyword and descriptive meta-tags, 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.


DISC, Inc - “Making Web Sites Make Money”

www.2disc.com - [email protected] - 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)


DISC, Inc - “Making Web Sites Make Money”

www.2disc.com - [email protected] - 413.584.6500 - 123 Bay Rd., Hadley, MA 01035

Example: Page-LevelCMS-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">


DISC, Inc - “Making Web Sites Make Money”

www.2disc.com - [email protected] - 413.584.6500 - 123 Bay Rd., Hadley, MA 01035

Example: Page-LevelCMS-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>


DISC, Inc - “Making Web Sites Make Money”

www.2disc.com - [email protected] - 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


DISC, Inc - “Making Web Sites Make Money”

www.2disc.com - [email protected] - 413.584.6500 - 123 Bay Rd., Hadley, MA 01035

Straiten SalamandrineSorting Systems


DISC, Inc - “Making Web Sites Make Money”

www.2disc.com - [email protected] - 413.584.6500 - 123 Bay Rd., Hadley, MA 01035

What Google’s 2/24/11“Panda” Update Portends


DISC, Inc - “Making Web Sites Make Money”

www.2disc.com - [email protected] - 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.


DISC, Inc - “Making Web Sites Make Money”

www.2disc.com - [email protected] - 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.


DISC, Inc - “Making Web Sites Make Money”

www.2disc.com - [email protected] - 413.584.6500 - 123 Bay Rd., Hadley, MA 01035

Contacting Me at DISC

  • Rob Laporte

    • [email protected]

    • 413-584-6500

    • See 2disc.com

    • 2disc.com/blog


DISC, Inc - “Making Web Sites Make Money”

www.2disc.com - [email protected] - 413.584.6500 - 123 Bay Rd., Hadley, MA 01035

Twitter & SEO

  • If you find Google’s G-spot, you can stop working for days.

  • Sure-fire recipe for web marketing ROI: plan, do, track, repeat until early retirement.

  • Detailed graphs of search engine positions are the revenge of the lava lamp.

  • If you're a peanut farmer, STOP selling orange juice!

  • God made the universe out of nothingness . . . Oh GREAT, thanks a lot. I just knew something wasn’t quite right here.

  • Would it be dumb if Tweedledum tweeted Tweedledee?

  • @DiscSEM


DISC, Inc - “Making Web Sites Make Money”

www.2disc.com - [email protected] - 413.584.6500 - 123 Bay Rd., Hadley, MA 01035

Q & A

  • I invite your questions and comments

  • To read my complete articles on CMS-SEO (much more detail), see:

    • 2disc.com/disc_in_the_media.php

    • VisibilityMagazine.com


DISC, Inc - “Making Web Sites Make Money”

www.2disc.com - [email protected] - 413.584.6500 - 123 Bay Rd., Hadley, MA 01035


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