Best practice in creating SEO optimised page content in Easysite.
Do you have the content your end users are looking for?
The most important factor in SEO is your page content. Before page content can written, however, it is important to know what your end users are looking for. Stats give information on the most and least popular pages on the site. However, it is worth investing time to discover what users are looking at your site for.
An obvious port of call is Google Analytics. It is strongly recommended that web managers use some form of analytics software in order to gain an understanding of how the site is used.
In addition to third party applications a number of Easysite features can be used to provide data on user searches. The search report details search terms entered into the site together with the number of matches returned. To view the Search Report go to Administration -> Reports -> Search Report. Note: a specific privilege may be required to view this report.
For newer sites without a detailed reporting history 'Personas' are often developed in order to understand the needs of potential end users. Personas are fictional characters which are typically used in the user-centred design process to represent the different user types of a website. Understanding the motivations of your end user base can inform how content is worded and presented on your site. For example, if a typical user is an early adopter who is primarily interested in the specification and performance of a product or service, information would be presented differently than for a cost conscious customer who is looking for pricing information.
EIBS can offer support in relation to User Experience. Please contact your account manager for further information.
Page titles
The page title is the first page attribute to be read by a Search Engine, so it is important to ensure that all pages have a good title. A title should be no more than seventy characters long, and include a keyword rich phrase describing the purpose of the page. SEO experts will often advise that the page title should include a call to action - hire, buy, learn about. Again, think about the phrases your end users will be typing into search engines.
The keywords appear early in your page title - put the page name before the site name. This can be facilitated by configuring the Site Setup interface. Set the Title Bar Text Order to Page Title Before Fixed Text. To reinforce the keyword phrase in your title ensure that these are repeated in the H1 heading of your page.
Keyword use in Page URL
In addition to utilising the page title, also include your targeted terms in the URL of the page. An example could be www.eibs.co.uk/content-management. The URL is defined when the page is created.
Page content
SEO experts will always advise that 'content is king' in regard to SEO. Informative, easy to read content will be easily for search engines to index, and will encourage human visitors to read and return to the page. As a result, it is important to create concise pages written in a 'journalistic' style, where the page begins with a keyword rich summary of the page content.
Duplicate content
A search engine requires only one copy of a piece of content. Whilst in some situations it may be valid, duplicating content can result in rankings being divided between pages or, at worst, a penalty from the search engine. Aggregating content through RSS feeds or Listers in generally preferable to sharing content within a domain.
Page elements
When a record or entry in an Easysite element or module is selected a new URL is created containing a page and entry ID. A number of Easysite elements are 'stateful'. This means that when a record is selected from another element the first record remains in an open state and a new URL is created containing both page IDs and both entry IDs. In this case Googlebot will attempt to index every combination of IDs available on the page.
In order to prevent this situation do not add more than one of following elements to a page or template:
Asset Browser
Directory
Metadata
Keywords are useful for local SEO, but are now generally ignored by search engines. A greater focus is placed upon the Description meta tag, and it is strongly recommended that a Description tag is implemented. The easiest way to configure this meta tag is to go to Administration -> Content -> Metadata.
1. Either edit or add the Description meta tag.
2. Ensure the Attribute Key is set to name, and the Population Option is Automatic Generation from a Page Property. The property selected should be Page Summary.
Configuring the Description meta tag in this way will ensure that the summary entered when the page is created will automatically become the value for the description meta tag. Of course, the effectiveness of this meta tag depends on the effective use of keyword rich page summaries.
SEO tools
Easysite editing toolbar includes a Readability Checker which page authors may use to review their pages. It is recommended that authors check that the page is written using language appropriate to the reading age of the target audience. Authors should also ensure that subheadings are ordered correctly to allow search engines to easily understand the structure of the page content.
Keyword density
SEO consultants now tend to discount Keyword Density as having a significant affect in SEO. Google itself has the following to say on keywords:
“Keyword stuffing” refers to the practice of loading a webpage with keywords or numbers in an attempt to manipulate a site’s ranking in Google search results. Often these keywords appear in a list or group, or out of context (not as natural prose). Filling pages with keywords or numbers results in a negative user experience, and can harm your site’s ranking. Focus on creating useful, information-rich content that uses keywords appropriately and in context.
However, reviewing the keyword density of page will quickly highlight any significant problems, such as the required keywords not appearing on the page. As ever, focus on writing content that will keep the user on the page with keywords appearing early in the article.
Note that, if required, SEO checks may be made mandatory through the Enforce Accessibility option. Alternatively, the content could be reviewed for SEO as part of the Workflow process.
