Content Management Systems' SEO Elements Ensure Search Engine Visibility
Requirements for Content Management Systems' SEO capabilities are not always considered early when choosing a platform to power a business website. Thinking about CMS search engine optimization during website planning and involving an SEO specialist early on will add value and guarantee that teams avoid unexpected failures down the road. Enforcing the technical aspects of on-page SEO - incorporated into site structure through an effective CMS - will ensure and enhance search visibility.
Solid Content Management SEO requires the following list of seven elements as core technology considerations. They must each be easily accessible through user-friendly admin dashboards or page authoring interfaces. CMS concerns are all technical code-based issues that should be built-in to any CMS and enabled by default for optimal SEO settings. This holds true across most industries, whether it's retail e-commerce, publishing, consumer products, financial services, entertainment or B2B inbound marketing and blogs.
From a high-level view, there are several basics incorporated in the outline below. For sake of simplicity, details are limited to those most critical to SEO, and every search engine specialist should understand the necessary details.
- Solid hierarchy and full use of schema.org breadcrumb markup are important to most business sites. Taxonomy is critical to effective SEO and must be exposed in breadcrumbs with linked landing pages. First home page, then categories, subcategories and finally article or detail page must use "BreadcrumbList" schema (details here). This technical SEO item is listed first here because it is among the most important elements toward setting up a clearly understandable hierarchy to establish page authority and internal link equity for optimal search visibility. You'll find most large publishers and retailers incorporate breadcrumbs on their sites.
- The CMS generates and updates both XML and HTML sitemaps for search engines so they can fully index content. Both of these sitemap types are intended entirely for search engines and are rarely accessed by site visitors.
- The XML Sitemap file is dynamically updated by the backend system (change frequency is determined by publishing schedule). These documents must list only pages that do not redirect or 404, as search engines will reject all pages listed there if these errors or redirects exist. XML sitemap files are a simple list of important pages on the site that should be indexed by search engines. There are change frequency, priority and other elements included in the XML file, and there is usually a pointer to the XML sitemap from the robots.txt file.
- HTML Sitemaps are crawlable HTML files showing and linking hierarchy and detail pages, as well as the most important landing pages. HTML sitemaps should dynamically update as new content is added and should reflect the site structure, beginning with top level category pages and drilling down through category and subcategories to detail or article pages. The top-level index of category pages should be linked from the footer of every page to ensure frequent crawling by search engine spiders.
- Headline keywords, categories and tags weighted to determine related stories, products, recipes.
The above represents the technical requirements of CMS search engine optimization elements. If all are incorporated into site functionality, there are three strong benefits associated.
- Crawlability is enhanced, and therefore search engine indexability is ensured via elements #1 and #2
- Hierarchy and site structure are strongly stated via metadata.
- Sitemaps guarantee the path (links) to every important page on the site.
When these considerations are addressed upfront, before site launches, search engine visibility is dramatically improved.
Mike Valentine is a 17 year veteran enterprise SEO consultant with deep enterprise publishing background from top 20 ComScore properties, who also has a passion for start-up SEO. Mike founded RealitySEO in 1999, working with clients nationally and internationally.