Developing An SEO-First Content Management System

DEVELOPING AN SEO-
FIRST CONTENT
MANAGEMENT SYSTEM

@benuaggarwal | Milestoneinternet.com
BENU AGGARWAL
PRESIDENT & FOUNDER, MILESTONE, INC
Digital Marketing Software and Solution
CMS LOCAL SCHEMA FAQ &
REVIEWS
INSIGHTS ANALYTICS DIGITAL AGENCY
SEO, SEM,
CREATIVE SERVICES

Content
Discovery
& Accuracy
https://ahrefs.com/blog/search-traffic-study/
90% of
Digital
Content Has
No Audience
Viable Zone
No Audience Zone
Major Challenge for All Businesses

Most Time Is Spent on Discovery
Interactions
82%
10%
Browse
Search
Checkout

So Why Is SEO Not Generating Results?
Source: Contentking
FIX
BUILD
IMPROVE
Brands are stuck JUST fixing & improving SEO
Top SEO issues reported

Discovery Experience Conversion
Engagement
Ideal CMS Should Be Built For

DISCOVERY
EXPERIENCE
ENGAGEMENT
CONVERSION
SEO First
1
Best-in-Class
Content Authoring
2
Enterprise-Grade
3
1-Click Omnichannel
Publishing
4
Voice Ready
5
Digital Asset
Management
6
Industry Add-Ons &
Integrations
7
Full-Funnel
Analytics
8
Compliance,
Security
9
Top 10 Must-Haves to Future-Proof Your CMS
AI
10

Keyword
Driven
2008 2022
Low quality
content
No spammy content
or links
Relevant & precise
results
Local
Mobile
SERP
Quality
Local
Results
Thin
Content
Smith
(Entire Document)
MUM
Page
Experience
BERT PaLM
LaMDA 2
Multisearch
(Entities)
Experience
Topical
Contextual
Keywords Conversations
Search Is Evolving in Two Primary Areas SEO First
1

Discovery and Experience – Key for Winning
Measures performance
in all pages of the
website
New Scoring Criteria
Page Experience Pillars
SEO First
1

5 Pillars for Future-Proofing Your Discovery
Discovery, Experience, Relevancy, Conversion
2 3 4
CRAWL & INDEXING PAGE EXPERIENCE SCHEMAS & CLICKABILITY CONTENT & RELEVANCY LOCAL & AUTHORITY
• XML Sitemap
• Robots.txt
• Headings
• Canonical Tags
• HREFLang
• HTTPS
• Core Web Vitals/Page
Experience
• Mobile Experience
• Image Optimization
• Advanced Schemas
• Rich Results
• Meta Tags, Headings
• Images & Videos
• Content Development
• FAQs
• SERP Coverage
• Local listings
• Domain Authority
• Link profile
1 5
SEO First
1

Technical SEO Must Have
CMS should prevent foundational SEO issues
SEO First
1

MilestoneInternet.com | +1 408-200-2211 | https://www.linkedin.com/company/milestone-internet-marketing
50% improvement in discovery and
visibility if content is discoverable
CMS Should Be Designed
for Semantic Web

Challenges: Managing and Maintaining Schema
~800 schema types, 1453 properties
30+ rich results types
Constant vocabulary changes!
Incorrect Schema Nesting
Underutilized Schema
Missing data association
Ineffective Markup
Error Monitoring
Health check of pages
High Volume of pages
High Maintenance Costs
Definitions Are Changing
SEO First
1

CMS Should Be Designed for Semantic Web
Create content block Select relevant schema &
map properties
Step 1 Step 2
Publish updated content
Step 3
Select Schema
SEO First
1

Redirects
Browser Redirects CDN Redirects Server Redirect CMS Redirects
• Single URL
• Regular expression
• http to https
• Change case
• Trailing / rule (.htaccess)
• Non www to www
• Remove empty space
• Single URL
• Feature-based (auto-redirect
when page is expired)
SEO First
1

Redirect Management
Campaign Pages
Auto Redirects ( inactive/ expired )
Product Pages
Inventory Redirects
Auto redirect for inactive pages
(expired / inactive / module pages)
SEO First
1

Core Web Vitals: Google Ranking Factor
Measurement
• Real-world user experience
• How fast does the page load? - LCP
• How stable is the page? - CLS
• How soon is page interactive? - FID
SEO First
1

Eliminate These Page Speed Issues SEO First
1
CMS powers your JS & CSS:
ü Bundle files together
ü Delay non-critical file loading
ü Asynchronous file loading
ü Defer load files
ü Control the order of file loading

MilestoneInternet.com | +1 408-200-2211 | https://www.linkedin.com/company/milestone-internet-marketing
2
User Experience
New Challenge - Creating joy through
immersive personalized experience
Best-in-Class
Content Authoring
2
Enterprise-Grade
3

Google Wants to Answer User Questions
QUESTIONS IN KNOWLEDGE GRAPH
QUESTIONS IN LOCAL LISTINGS
ENHANCED LISTING WITH FAQ
FEATURED SNIPPET PEOPLE ALSO ASK

Perfect User Experience
Location page must-haves:
1. Address, contact info, hours
2. Map and directions
3. Staff bios
4. Parking info
5. Payment, financing info
6. Offers, deals, coupons
7. Reviews
8. Frequently asked questions
9. Inventory highlights
10. Location images
11. 3D tours, video
12. Department information
13. COVID information, health &
safety
14. Curbside, delivery, in-store
shopping, appointment-only, etc.
1
2
5
9
7
8
51%
of phone
leads from
location pages
13%
of form leads
generated from
location pages

Creating Search-Friendly Pages
Create & publish high-
quality web pages in less than
5 Mins
No Developer
Dependencies
Content writers/marketers can
create & publish from scratch
Speed &
Scale
Create 100s-1000s of pages in
no time
Pre-designed
component library
One-click section
creation
On-page
component editor
Role-based moderation
& workflows
Optimized
for Search
All pages created are optimized
for search by default
Save as draft | Preview | Publish | Clone | Edit | Delete
Best-in-class
Content Authoring
2

Multilocation Presence –
Setup, Select, Publish, Globalize
Location 2
Location 1 Location 3
• Brand governance and guidelines
• Moderation of content
• Provisioning control
• Page sections access lock
• Image license control
• Editing capability with moderation
• Enable locations to edit offers and specific
sections
• Rule Based
Site 1 Site 2 Site 3
Multilingual and multilocation sites with configurable globalization rules
Brand Corporate Office Branches / Locations
Setup Select Publish and Discover
Enterprise Grade
2

Customer Insights to Enhance Engagement – Know Who and What
Digital transformation is about using data and technology to upscale your product
and channel capabilities
3
Engagement
@benuaggarwal

Content Is Consumed Across Many Channels
Marketer’s challenge: driving visibility & rendering delightful experiences across ALL touchpoints
1-Click Omnichannel
Publishing
4

CMS’s 1-Click Omnichannel Publishing
UNAP &
Profile
Information
Products &
Services
Competitive
Data
User
Generated
Content
Web Pages
Web Sites
Mobile
Local Directories
Voice and FAQs
Web Forms
3rd Party Systems
Search Engines
DAM
Customer
Platforms
1-Click Omnichannel
Publishing
4

CMS’s 1-Click Omnichannel Publishing
Mobile Site Local Channels
Data Platform
Website
1-Click Omnichannel
Publishing
4

Scaling for
Voice Search
@benuaggarwal

Optimize for Voice and Conversational Search
Curate customer questions and publish answers
Voice Ready
5

Easy Integration with FAQ / Voice
Curate customer questions on FAQ Platform and publish answers to relevant pages on website and voice assistants
Creation and
Curation
Sourcing
FAQs
Publishing
FAQs
Google Search, Assistant
Answer The Public
Local Channels
Chatbot Unanswered Questions
Website
Local
Google Assistant
Alexa
Chatbot
Centralize FAQ
Research, organize
and answer FAQs
Impact
80%
“informational”
queries
91%
“unanswered”
Google Q&As
Voice Ready
5

Conversion
4
Staying Relevant and Fresh – Improve Expertise, Authority, Trust
@benuaggarwal

https://blog.google/products/search/how-ai-making-information-more-useful/
See It, Snap It, Buy It: How Visual
Search Makes Shopping Smarter
Vision API
• Accuracy
• Quality
• Relevancy
• Entities
• Attributes
Digital Asset
Management
6

Convert Images to Entities
Multiple copies of the same
image competing for SERPs
Centralize to single source of truth
Optimize with CDN
Enrich with meta data
SERP
Saturation
High quality
images
Entity tags Meta data
+

Local Channels
Asset Library
Local Landing Pages
Centralization with Asset Library
Centralize & Consistent Delivery Across Search-Optimized Website,
Local Landing Pages & Update Local Listings at Scale
Website / FAQs
Elite Hotel
Boston
Digital Asset
Management
6

Digital Asset Library for Visual Search
Digital Asset
Management
6
Entity Auto Tagging Image Meta Auto-Gen
Image Quality Score
Optimize images for page experience & image search

Digital Asset Management:
Driving Discovery to Conversion with Asset Optimizations
Centralized Asset Library, Optimized for SEO performance
SEO / DISCOVERY
Tags Auto-generation | Entities withVision API
SMART / OPTIMIZED
Efficient compression | Smart caching | Run-time
transformations
STORAGE
Centralized | Access control | Efficient
1
2
3
Digital Asset
Management
6

Content Modules Like Events Calendar
Assist Discovery & Conversion
Location selection hub Specific location Events Calendar Month View
36%
avg. monthly
increase in
impressions
41%
avg. monthly
increase in
pageviews
Industry Add-Ons
& Integrations
7

Brand Digital Assets Saturating SERPs
Full-Funnel
Analytics
8
FAQs 14%
PAAs 26%
Image Pack 23%
Reviews 5%
Featured
Snippets 3%

Create Seamless Measurement,
Easy Configuration of KPIs
We track KPIs across the funnel
Reporting KPIs can be selected based on customer’s needs
• Keyword rankings
• Impressions
• Universal listings
• Knowledge Graph
• Site links
• Brand vs. non-brand
• Channel contribution
• Device contribution
• Geographic Contribution
• Local visibility
(where applicable)
Visibility • Clicks (traffic)
• Site engagement (bounce, session duration, pages/session)
• Offsite engagement (likes, shares, followers, referral visits)
Engagement
• Soft conversions
• Hard conversions
• Revenue (where available)
• Full funnel conversions (where access to
CRM data is available)
Conversions
• Crawl / Schema Errors
• Speed and Core Web Vitals
Performance
Full-Funnel
Analytics
8

Your Search Results
Schemas, Website Health, Keywords, Links
Full-Funnel
Analytics
8

Future-Proofing
Your Digital Assets
Using AI/ML
@benuaggarwal

Intelligent Automation Using AI
• Predictive Recommendations
Predictive and Data
Analytics
• Topics and schemas
• FAQ Auto generation
• First Draft with GPT-3
Conversations & Chain of
Thought Prompting
• Edge SEO
Technical SEO
AI
10

Content
Discovery Experience Engagement Conversions
One-Click Omnichannel Integrate & Scale Measure Impact
Indexed/Crawled/Clickable

Schemas Strengthen Entities for Better Visibility and Results
Milestone Research

SEE YOU AT THE NEXT SMX!

Developing An SEO-First Content Management System

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