Take into account the Search Engine optimization for the Web search engine positioning comes to implement a content manager can keep our investment in content is devalued by a poor presence in the search engines.
The managers of content
The generation, publication and file a huge number of pages in the major portals and Web sites poses many challenges that the management systems of web content (or CMS, Content Management System) Have tried to solve in recent years:
- To facilitate the generation and editing content for the Web by personnel without specific training in programming.
- To ensure a uniform appearance of all content and its presentation according to a corporate design and editorial line with a predefined.
- Maintain consistency in the structure of Web sites, allowing the incorporation of new content in the appropriate sections after approval and the preliminary screening of the persons listed.
- Maintain a consistent navigation that allows users to reach each of the contents that are published at the time.
- Avoid the existence of duplicate content (different URLs that show the same content), an orphan content (files left on the server unnecessarily because they are pages that no longer suggests any link or image files or multimedia to be shown on pages deleted) or broken links, pointing to pages that do not exist on the server.
The managers of content or CMS are software tools that allow decentralize the work of maintaining the content of a portal, so that non-technical staff from different departments of an enterprise can add, edit and manage their own content on a corporate Web.
CMS and search engine positioning: a symbiosis impossible?
However, despite its obvious advantages, the traditional approach of such tools has focused on providing the best content management by streamlining production processes, approval and publication of the same, rather than generate Web pages properly optimized to be competitive in the search engines.
The factors that make a Web portal is friendly to the search engines were discussed in various articles of this section, as well as the Basic Guide to Search Engine Positioning.
Among the problems, from the viewpoint of optimization for search engine positioning, appearing in a recurring portals supported by content management systems, include the following:
Dynamic URLs: search engines sometimes limit the number of dynamic variables in the URLs that indexed. The pages generated by many managers frequently contents include a large number of dynamic variables in your URL.
Unique Titles: The title of a page is one of the most important factors when it comes to positioning well in a content search engines. However, many content management systems do not allow users to assign a single relevant to each page.
Lack of support for meta tags: CMS does not have many specific fields for the user to specify the contents of the Description and Keywords meta tags. Although not as important as the way to achieve a good position in search engines, these labels are still playing an important role in the choice of the user to click on our site on a search results page.
Lack of keywords in the URL: dynamic URLs generated by many content management systems tend to be somewhat friendly to both the user and for the search engines, and do not include search terms that contribute to a better positioning.
Unable to post an optimization: the process of producing content that imposes the use of a CMS system makes it very difficult optimization of the post-generated content, and in the best cases, adding an extra work load that could be avoided if SEO company aspects had been taken into account in the implementation of the manager.
It is therefore ironic that precisely those companies that are investing more resources in the maintenance and creation of new content for their websites which, while less benefit from the volume that could mobilize such traffic due to poor implementation of their systems content management, from the standpoint of search engine positioning. A failure that in many cases is not due to shortcomings of the tool itself, but an ignorance on the part of technicians to implement the importance of having that content generated by it can be competitive in the search engines.
Making content management system the best tool SEO
But in the same way that a poorly implemented content manager may reduce the return on investment in content generation of a portal, one that has been taken into account the basic aspects of the optimization for the Web search engine positioning can be the ally most effective way to generate content that will be climbing the posts of more competitive. Let’s see how.
Use code valid according to W3C: managers of content based on templates, and users can not alter, to generate new pages. If we validate the code of these templates at home, we ensure that the pages generated from them also contain valid code. The use of valid code ensures that the page will display correctly in different browsers and search engines will be able to track smoothly.
Create a site map: nearly all content managers allow you to create and maintain an updated map of the site. Search engines limit the number of links that can keep 100 per page and be normal HTML text links. If you adjust our content management system for generating and maintaining a hierarchical map of the site with these premises, to provide search engines that can track each and every one of the pages on our site.
Limiting the level of subdirectories: search engines give more importance to the closer a page is the portal’s home page. That is why we must limit the number of subdirectories that shows the URL: many managers allow content hierarchically organizing the content regardless of the physical location of files on the server, introducing much more simple URLs that the actual structure of the directory.
Connect the control validation of the CMS links: Most managers control the publication of broken links that point to content controlled by the managers themselves, but few validated that a link that points to an address outside is not a broken link. If control there, make sure to connect it to prevent a user can insert a link to a website nonexistent.
Leave the control of the robots.txt file to the webmaster: some allow content managers to edit the content of the robots.txt file by the author of a page. In general, is better than only the webmaster controlling the contents of this file to prevent, through ignorance, a user can block crawling robots an important part of the Web.
Avoid duplicate URLs: search engines are highly selective when it comes to punishing the duplicate content of a Web, so you must make sure that each page only exists under a single URL. In any case, if the users can get to the same content from URLs counterparts, it is better to schedule permanent redirects 301, which are not penalized by the search engines.
Reduce the garbage code: simplifying the HTML code using the templates and opt to use Cascading Style Sheets (CSS) instead of tables to lay out the contents. The use of Cascading Style Sheets makes it easier to update a Web design chennai, reduces the weight of the file (layout traveling once from the server to the user, then it is already available in the temporary memory, or cache of the browser for following pages visited) and gives greater preponderance to the significant content of the page with respect to the total weight of the code of it.
Do not forget that there are the headlines: the use of styles makes us forget the existence of a hierarchy of HTML tags (H1, H2, H3, etc..) Whose final appearance can also change styles, but they help search engines to better understand the logical structure of the page signal and what aspects are more important. It is therefore important to encourage publishers to use content headings rather than simply defining the text larger or smaller in size and font, if possible, limit to a single heading a top level (H1) per page.
Require the creation of a single title, and the addition of meta tags relevant: CMS schedule so that the completion of title and meta tags is a requirement for the publication of the contents and, if possible, activate a control to verify the uniqueness of title.
Require filling in the alt tag to add a picture to the content. This tag lets the search engines to index the best images, is working on the relevance of key terms of the page and improving the accessibility of content by individuals with vision problems.
Implement controls to prevent the issuance of duplicate content.
To encourage use descriptive texts into links: instead of “Click here”, using “More information on our customer support 24H.”
The best of both worlds
It is therefore evident that if the implement a content manager to generate and maintain the contents of a large portal takes into account aspects relating to the optimization and web search engine positioning of the portal we can encourage or, in some way, impose a certain discipline through the CMS system itself, involving the editors to create content pages easily traceable and indexed, which can compete adequately in the search engines.
The big companies have the raw material favorite search engines: content rich, original, dynamic and rapidly updated. Size all the capacity of managers of content to extract the maximum return on investment they make in their presence on the Web.
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