SEO has become too delicate these days. Online marketers need to consider plenty of things before opting for an SEO campaign because if anything goes wrong, then not only the carefully crafted SEO strategies won’t yield any result, but to the marketer’s dismay, the sites that s/he is promoting may get penalized.
The importance of content has been skyrocketing over the last few years, and now it has somewhat eclipsed SEO. A content management system (CMS) is used to manage content; it can give a boost to SEO efforts by assisting the content manager to create unique and interesting content by using several tools.
However, not everything is rosy about a CMS, especially not when an SEO campaign is at work. There are benefits as well as risks of using a CMS for SEO. In this article, we’ll discuss the best SEO practices for using a CMS as recommended by a pro digital marketing agency in Toronto.
If you want the best SEO results for your website, then you’d have to get familiar with how Google works. In case you don’t know, every single page on a website is an independent page for Google, which means online marketers need to make customized changes on individual pages on the site to get the best SEO results.
But that’s not easy when you have a CMS website. If you modify one page, then other pages would also be affected. Thus, changes need to be made very cautiously. For example, the header and footer areas are the same on all WordPress pages and they cannot be changed. But the body content could be changed. If a dynamic application is to be added to a page, then it should be done through proper plugins and coding.
There’s an alternative solution to the problem mentioned above, which is making modifications on a site through a web server; this could make site changes incredibly easy. But such changes need to be made by a person with sound technical knowledge. This problem could be sorted by hiring people with such knowledge. The advantages of making changes on a site through the server are quite a few. Content on a CMS site is displayed with multiple URLs, and search engines treat those URLs as separate pages, making SEO of the site a bit difficult. This problem could be solved through 301 redirection and canonical tag, for which access to the server is essential.
This is a useful SEO practice, it requires you to add rich HTML snippets to the CMS pages so Google and other search engines understand the content better. The question is how would you add the snippets to your page. Well for that, you need a robust tool because the run-of-the-mill website editors face difficulty understanding the complex HTML markups.
A CMS normally renders a new URL upon the creation of a new page. But what if the new URL is not SEO-friendly? Structured data tools let you validate your site’s structured data. If validated, then your page URLs are SEO-friendly. If not validated, then you need to work more on your site. So before you go for using structured data testing tool for your website, have some CMS-driven SEO strategy at work.
URL Structure Problems
Non-SEO friendly URL structure is a very common CMS problem. Search engine bots don’t index too many dynamic pages. To determine whether a URL is dynamic or not, the bot would consider the URL structure. If its special characters, then the bot would think the page is dynamic and may not index it. So follow a search engine friendly URL structure for the dynamic pages of your CMS. Another problem with the URL structure is it may lack campaign keywords. If you are using the WordPress platform, then through permalink, you can set the URL structure and after publishing a post, edit the URL and insert the keyword into it.
The SEO performance of your CMS depends heavily upon three factors; the content that is being developed, the CMS platform you are using, and your SEO efforts. These three aspects need to have deep collaboration with each other. So make sure the CMS team and the SEO people are working in tandem and your content team is producing quality content.