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Every business needs a search strategy to protect its brand and establish its position online. Headstand Media will present practical examples for using CQ5 to implement intelligent technical and creative search strategies, with useful implications for major web audiences like content administrators and authors, system administrators, public users, and Google. Kyle Williams, Search Strategist & Randal Birkey, Managing Director + Web Strategist, Headstand Media
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Best Search Practices for CQ5Randal Birkey - Managing DirectorKyle Williams - Search Strategist
• Content authors and managers • Business owners, marketers• System and technology admins• Public web visitors and Google
Monday, October 18, 2010
hello!
Creativity+Technology
Monday, October 18, 2010
Every business needs a search strategy• Protect its brand• Establish its position online• Unify corporate messaging
Monday, October 18, 2010
• We are all content authors• SEO is natural• “copywriting services”• “recontextualizing value-added web-
readiness”
Why should we all understand SEO?
Monday, October 18, 2010
Content Publishing Basics• Blogging• Twitter• Facebook• Yelp
…and of course, web content management
PLAY POKER - FREE MONEY - WORK FROM HOME!
Monday, October 18, 2010
Content Publishing Basics“The better your organization understands SEO, the more efficient, unified and optimized your company messaging will be.”
Monday, October 18, 2010
Everything Affects SEO• A company TV
commercial that goes viral
• A great product that a company develops
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=
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Content Management
Content Management SoftwareManagement Software
CMS
WMS CMS
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Two parts to SEO:• Technical SEO (1/3 of the work)• Creative Content (all the rest)• What do I need to do to make my content
interesting?• Who is my audience?• What will cause them to tell their friends about my
content?
SEO Basics
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Myths About SEO• Keyword “stuffing” or repetition• META tags• Businesses in “enterprise” markets canʼt
benefit from SEO
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Myths About SEO• SEO is a separate process that can be done
at the end of the project cycle• SEO hinders branding and design efforts
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What CQ does well, out of the box• Search engine friendly URLs• Customizable templates• Paragraph formatting with <p> and <h1>
tags in the RTE component• Multiple page property inputs to better
describe your content (tags, keywords, description, subtitle, etc.)
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Tip #1 - Heading and Paragraph Tags• Proper use of heading and paragraph tags
helps Google understand what your content is about.
Best SEO Practice for CQ5
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Hierarchical Heading Tags<html>
<body><h1>Green Electronic Widgets</h1><p>Our green electronic widgets are the best in the world offering more green than anywhere!</p>
<h2>Customer Reviews</h2><h3>Green Widget Review</h3><p>Review Summary</p>
</body></html>
Monday, October 18, 2010
The Text Component in a default CQ5 installation does not offer this kind of paragraph and heading formatting.
However, paragraph formatting as well as other Rich Text editing options can be enabled by your CQ5 developers.
RTE Formatting
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Text Component out of box
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Text Component w/ RTE enabled
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Best SEO Practice for CQ5Tip #2 - Image Optimization• Images should always have meaningful
<alt> tags • Use logical, descriptive file names• This increases relevant indexable content in
the search engines and can increase traffic to your site.
Monday, October 18, 2010
CQ5 Image Component
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Image Path Issues• <img src=”http://www.day.com/
content/day/en/company/management/_jcr_content/par/textimage_1/image.img.jpg/1276601616678.jpg” />
Monday, October 18, 2010
Preferred Image Path URL Setup• The SEO best practice:
<img src=”http://www.day.com/content/dam/day/david-nuescheler-cto.jpg” width=”123” height=”155” alt=”David Nüescheler, Day Software CTO” />
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Image Paths for Better SEO
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Some considerations when using the “fileReference” property. • You lose image manipulation: no resize, crop, etc.• Make sure proper error handling is in place to verify
that node referred to in fileReference is actually there and is a DAM asset.
• Either disable the image upload in your dialog or include a check to use the Image object if there is an uploaded file.
Image Paths for Better SEO
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Weʼve created a custom CQ5 component that makes this easier for the content author. • http://www.headstandmedia.com/
learn/knowledge-base/day-cq5/clean-image-path/
• Available FREE on the Day Package Share site
ImageSEO Component
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• Removing /content/ from your URL• This is done by the majority of CQ5 sites we
see, but it is important that we all understand why.
Additional Tips
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We Can’t Control GoogleSo we must perfect the things we can control.• Efficient, descriptive URLs are important.• Having /content/ at the start of your URL
tree wastes space.
Monday, October 18, 2010
• WEB: headstandmedia.com• EVENT: ignite.headstandmedia.com• FOLLOW US ON TWITTER: @headstandmedia• FACEBOOK• LINKEDIN
• randal@headstandmedia.com• 312.768.7450
Q&A
Monday, October 18, 2010
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