Search Engine Optimization for CMS

Sometimes the connection between the words pasted into the content management system and the impact they have on search engine optimization isn’t obvious. As a result, writers often aren’t sure what type of content to write for the different CMS fields, or why they should even bother.

Content creation and population into the CMS, especially when it’s done in large quantities, can be a tedious exercise. It’s tempting to copy and paste the same information on every page for some of those fields that never even appear on the page.

This is why you should not do that.

How it appears on Search Engines

Before we start the SEO journey, you have to get a glimpse of how we normally see it on search engines like Google. Optimizing how your content appears on search engines provides an impact on your audience’s decision if they will click on your link or not.

Title Field

The most crucial parameter for each page’s SEO is the title or meta title. The title fills in an HTML title element that is hidden from site users but conveys a powerful message to search engines. When you include well-known keywords in the title, search engines interpret this as an indication that the page is pertinent to queries including that term, increasing the likelihood that the page will rank well and attract more visitors.

For some websites, the title may automatically fill the headline area as stated below. The headline may be used by default if your CMS doesn’t have a title field, or the title may be determined by the site’s structure and the system names assigned to each page.

Description Field

Additionally, an HTML element that is not shown on the page that visitors view is filled up by the description or meta description field. Because the meta description element is not even a ranking indicator, it will not raise the position of your website in search engine results. Why then bother? The description may also be seen on the search results page itself, just like the title. The orange-outlined text (“Yes, I’m still shooting with Fujifilm X100S in 2023. I was aware that I have more to learn using my XT100, an entry-level X-Mount camera …”) in the image above demonstrates how Google displays the information immediately in the search results after pulling it from the meta description element in the HTML text that is hidden from customers on your page.

Because of this, the words you choose in the title and description sections may directly affect how users see your page and business in search results. It may also affect your clients’ choice between visiting your page and your rivals.

The only chance product copywriters have to influence how many people visit your website directly is now.

The descriptions above finish with a call to action (“more to learn using my XT100”) or one of your blog’s unique selling points and summarize the material on that page. Also, take note of how brief—only 150 characters—the descriptions are.

Headline Field

The headline is the page’s main header. The product name often appears in the headline on product pages and may not be modifiable in the CMS. The ability to alter category and article pages should be more flexible.

The title field may also affect items on the page that are visible to customers, as illustrated before, depending on how your CMS is set up and how the templates for each page are created. The majority of those factors are often solely within the control of the system and unaffected by content fields in the CMS, however, different platforms and implementations offer varying degrees of freedom with regard to optimization.

This might be a crucial field for SEO if the title is modifiable and if, as mentioned above, it affects several regions of the page and the navigation. By including important keywords in this section, you can make sure that they appear across the page, in the navigation, and in the URL, all of which are ranking factors for search engines. Even if the headline field merely fills in the primary heading, SEO places more weight on that heading than it does on typical body material.

Content Field

The content field, copy, body copy, or text are all possible names for it in your CMS. Regardless of its name, this is where the material you’ve been working so hard to write for the client goes.

The language on each page reassures customers that they are in the proper place and aids search engines in determining the page’s relevancy to raise its ranks. Marketers and content creators frequently assume that all of their visitors have found their way to the page they’re on from another page on their website and are always aware of their location. However, take into account the search engine visitors. Without any preceding click route, Google just puts visitors in the midst of your website. A detailed headline and body material can lower bounce rates and reassure the searcher that they are actually on the proper page.

To transmit powerful SEO signals and persuade visitors that they have arrived in the ideal location to fulfill their buying demands, be aware of your field restrictions and make the most of them.

Please do so if your CMS permits links in the body content. Links to related pages improve the signals that individual pages provide to search engines and the authority flow from page to page. Instead of connecting to product sites, concentrate on referring to other category or subcategory pages as items often have a shorter shelf life and will vanish more rapidly.

You can do this preparation when you start creating content. Read more about it here.

Search Engine Optimization Basics

This section will provide an introduction to and overview of search engine optimization (SEO), a crucial marketing strategy if you want search engines to find your website.

What is Search Engine Optimization and why is it essential?

The technique of influencing how visible a website or web page is in a search engine’s organic results is known as SEO.

More and more people look for things online. Not only is there a lot of traffic, but there is a lot of very targeted, high-intent traffic, which can be incredibly strong for a business.

If you sell a used iPhone, would you still do the old-fashioned way of publishing at the Classified Ads in a local newspaper? Who still read the newspaper? Or would you rather have your information seen by everyone who is actually looking for an iPhone?

Keyword Research

Finding out what you are truly optimizing for is the first step in search engine optimization. This entails choosing the search phrases (often referred to as “keywords”) for which you want your website to be ranked on search engines like Google.

Sounds easy enough, doesn’t it? Step three: I want my information to appear when people search for “iPhone” and maybe when they put in phrases like “buy pre-loved iphone.”

But sadly, it’s not quite that easy. When choosing the keywords you wish to use to drive traffic to your website, keep the following in mind:

  • Search Volume – how many people are searching for it
  • Relevance – how timely is your content
  • Competition – how many have the same content as you

To start, you must comprehend who your potential visitors are and what they are going to look for online. If you don’t already know who your potential visitors are, you should consider this for both your business generally and for SEO.

From there you would want to get an idea of:

  • What sort of content are they drawn to?
  • What issues are they facing?
  • What writing style do they employ to describe the actions they take, the instruments they employ, etc.?
  • Who else are they getting their information from?

You’ll have a preliminary “seed list” of potential keywords and domains once you’ve responded to these queries, which you can use to generate more keyword suggestions and play with metrics like search traffic and competitiveness.

You can use the free keyword tool from WordStream to search for your keywords.

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