Many would argue that as a consequence of the Panda and Penguin update, SEO has shifted from a technical focus to content focus. Although the technical side is very important, ExtraDigital believe that the focus has always been content, which is at the very core of every strategies we create. With this in mind, we are proud to say that the updates haven’t affected our sites. So what approach to content can businesses take? Building the site with quality content is an issue that marketers have faced in recent years, which can be addressed with the use of a quality CMS.
In the past, some marketers have treated the ‘content marketing’ and ‘internet marketing’ or SEO departments as two separate entities. In the case of the SEO managers, implementing best SEO practice using a CMS has been a major issue at times as previously, CMS systems weren’t designed with marketing in mind.
Common issues arose with the use of bad cms systems such as badly optimised meta tags, dynamic URL issues, customisation, in page optimisation and canonical issues. Google is furthering the importance of quality, relevance and content, as after all, this is what searchers want to see from search results. Therefore, it’s of great importance that businesses create a great synergy between the CMS used, the SEO strategy and the content management strategy, creating an overall ‘internet marketing’ strategy.
Here are some tips to get you started:
- Choose a CMS built for optimisation. CMS systems such as the ExtraCMS are specifically designed to give access to all areas in terms of content allowing easy customisation of meta data, content, image mark up, customisable URLS etc. Don’t rely on CMS systems that aren’t built for marketing or have a ‘plug in’ to address these aspects
- Secondly, optimise the pages before publishing. Its important to optimise content as you write it. This will help your pages to have a better initial ranking and can only bolster your search engine performance. This step will require your organisation to integrate the SEO and content marketing efforts into a strategy which is one and the same.
For more information about the ExtraCMS or building an effective content marketing strategy to build high quality leads, get in touch with ExtraDigital today on +44 (0) 1227 68 68 98.
Article by Michael Alexander