Ian Lurie // Aug 5 2008
Companies jump for joy at the promise of a CMS: They can update their site without hiring a web developer! They can publish quickly and easily! The internet is theirs for the taking!
A few months later they’re stomping their feet with rage. What do you mean our new site is driving away search engines? Why can’t I edit my title tags? The salesman said it was SEO-ready!!!
Here are some selection criteria that’ll help you pick a content management system that’s ready for search engine optimization. A good CMS:
Any CMS you look at must be capable of generating standards-compliant code. If the sales person tells you “oh, sure, we’re standards-compliant” without hesitation, roll your eyes and say “Suuuure you are. Can you show me a standards-compliant site using your sytem?”
If they can’t, move along. A good CMS will leave your code alone, instead of adding a bunch of additional crap.
The site doesn’t have to be 100% w3c standards compliant. If you run it through a validation tool and get 10-20 minor errors, don’t worry about it. If you run the tool and your page fills up with errors and dire warnings, something’s wrong.
In the image below, the title tag, which you see at the top of your browser window, is different than the article title, which you see highlighted on the page.
This is the most common mistake I see in CMS selection and implementation. Make sure you purchase a CMS that will allow you to do this, and you hire a developer with the brains to implement it.
Search engines don’t demand so-called ‘search engine friendly’ URLs any more. You don’t have to have a page address like this:
It could just as easily be:
(no, there’s nothing at that address)
But man, it sure helps if you can provide sensible, understandable folder and page names. They’re easier for other folks to link to, so they promote links; they’re easier to remember; and yes, keywords in the URL still help with SEO.
So make sure your CMS lets you do that kind of custom naming.
Many CMS sales people, when asked if their CMS is SEO friendly, will nod vigorously and point out their search-friendly page addresses. While they’re shaking their brain loose, check for the other features I name here. Chances are they have no idea.
A really great CMS will let you move pages and sections around without a lot of fuss. If you have a page about turnips that’s in the ‘Roots’ section right now, but you want to move it to ‘Disgusting’, you ought to be able to do that with a minimum of fuss.
This isn’t always possible. Nor is it always a good idea. But it’s nice to have this available if and when you need it.
SEO is all about lots of little changes. How long does it take to, say, edit the heading tag on one page?
Assuming you have a fast computer and internet connection, and you know your way around cut-and-paste and such, it shouldn’t take more than 2 minutes from start to published.
5 minutes might be OK.
A half hour is not.
More than an hour means you’ll likely lose your mind at some point and end up wandering the streets of your home town muttering curses under your breath.
The fact that I still have to mention this one makes me sad. But there are still a few systems out there that claim to have ‘integrated analytics’.
What that really means is “our system is so convoluted it’ll take a team of developers 2 weeks to set up Google Analytics”.
Your CMS should generate an RSS feed out of the box. Movable Type, WordPress, Ektron and HotBanana all do it. So do countless others.
You can use the RSS feeds to build a subscriber base, provide a sitemap to search engines and create a ‘latest headlines’ widget for bloggers to add to their sites.
You do not want to have to build this yourself.
If you’re not technical, how can you be sure a CMS will be SEO-ready?
Well, you can’t.
Selecting a CMS is a major decision for your organization, whether your 300 people or 3. No matter how much or little you pay for it, it will affect your ability to market yourself online for years to come.
Go find a geek. Preferably a friendly one. Preferably an internet marketing geek. Hire them for a few hours of their time. It’ll cost you, at most, $1000. Ask them to review your site and the systems you’re looking at.
That $1000 could well save you tens of thousands of dollars in lost time and therapy bills.
Ian Lurie is founder and CEO of Portent Inc., an internet marketing agency that has provided internet marketing, including PPC, SEO, social and analytics services, since 1995. Read More