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Publishing Content via Your CMS (Best Practices)
Publishing Content via Your CMS (Best Practices)

How to go live with your written SEO performance content, to ensure maximum organic performance.

Sam Smith avatar
Written by Sam Smith
Updated over a week ago

With your SEO content written, edited, approved, and ready to go, you can begin the publication process to net those organic search results. There are a few tricks to consider when transferring your content into your CMS, to ensure you get the most out of your performance content. Let’s walk through the key components to check when going live with your content.

Content Types & The Right Template

Demandwell helps users generate the right SEO performance copy, that helps your page and site stand the best chance at earning SEO gains. From there, it’s up to you and your team to take that content and get it live in the best way on your domain. Incorporating the right mix of branded elements, conversion points, and imagery is critical when considering how to capitalize on traffic coming through to your page. Deciding on what type of content a piece is, and what template is most conducive for the user activity you want, will ensure you meet your goals.

For SEO performance content, the type of keyword could mean different things to a user coming to your site.

  • What type of person are they?

  • What product or service line are they interested in?

  • Are they new traffic coming on-site for the first time, or are they returning?

  • Are they higher funnel, exploring solutions? Or are they lower funnel, vetting pricing options?

All of these considerations could connect back to a single keyword and your audience, and change the layout of the page you’d like to use. The type of content your audience first sees, the CTA’s or conversion points, and the assets that would most entice them at this stage, are entirely unique to your business and industry. Take a moment to think through the most common paths a user might take, and coordinate with your team to create one or several templates in your CMS to best meet your needs.

The depth and breadth of these audience needs also might mean your site needs to grow overall. Some users need a variety of content, FAQs, customer reviews, spec sheets, or more before considering talking to a sales rep. Having all of this available, and easily accessible via your site’s navigation ensures you’ll retain and capitalize on the traffic generated via organic.

Blending SEO Performance Content w/ Branded Content

A good hybrid approach for blending SEO performance with quality branded content helps a page rank well for your target keyword, while also providing more native and straightforward information for the user.

SEO performance content blocks are typically very keyword dense, and long format. While you want this copy to be readable to a user, the focus for this content block should be for search engines. The biggest benefit you get from this type of copy is that search crawlers will assign greater relevance to that URL, and you rank better for given keywords.

However, a real user will want different content at the top of the screen, to easily address their concerns with the query they’re interested in, which also connects to your business.

Demandwell recommends creating a page template, that allows for both types of content to exist on a URL.

On-Page SEO Elements for Keyword Value

Once you are ready to publish your content into the right template, you’ll want to ensure that your primary keyword (and supporting keywords) are included in the following places for higher relevancy scores.

  • H1 — This is the primary headline for your page, coded as <h1>. Ideally, your page would only have one H1 tag, which helps bots discern what the primary subject matter is.

  • H2’s, H3’s, and so on — Supporting keywords that Demandwell helps you identify as section headers, should be included as sub headers coded as <h2>. These section headers carry more SEO value than paragraph text, and you may use as many of them as you want, so long as they separate paragraph content sections!

  • Paragraph text — long form paragraph text should contain the full richness and breadth of your keywords for this page, coded as <p>. This should include the terms ground from Demandwell, and include your primary target keyword, logically repeated as often as the content permits.

  • Image alt-text — Alt text is the meta information assigned to images within your CMS. This helps bots identify what an image is because they currently cannot discern raw visual files on their own. Use this space to further add keyword value!

  • Internal links — hyperlinks, to and from other pages, assign further keyword value to pages in the eyes of bots and Google. Crawlers can read the anchor text, or the content of a hyperlink, and will follow it to the destination URL. By doing so, it assigns more value to the page it goes to, and the anchor text terminology. The more links it finds to a URL, the more times it will read that page’s content, and assign better relevancy scores.

  • Title Tag — Your page's title tag is meta information and shows up as the blue link to your site on Google’s search engine results page. Be sure to include your primary keyword here, but keep the title tag less than 56 characters.

  • Meta description — Your page’s meta description shows up beneath the title tag on the SERP. This is further explanation about the page itself, to entice users to click. Be sure to use your primary keyword and any other terms that might help from an SEO relevance perspective. But keep it less than 156 characters!

  • URL slug — The URL itself can have keyword value as well, be sure your primary term is listed within the slug, separated by logical space characters (e.g. use hyphens instead of spaces “/seo-software-tools/”).

Just a few more technical checks

With your content in place within your CMS template and the coded SEO technical items aligned for your keyword, you’re just about ready to go live! Last few SEO checks:

  • Sitemaps — take your page’s new live URL, and ensure it is listed within your page's sitemaps. Demandwell recommends having both an XML sitemap, and HTML sitemap, to ensure bots performing natural crawls from your domain can always find every important page.

  • Crawl / Index — within the backend of each page, you can mark a URL as either “crawl / no-crawl” and “index / no-index”. These controls let you tell a bot if they should pay attention to this URL and include it in the overall Google index. Certain pages you may want to block from being included, like gated assets. But most pages should be marked as “crawl” and “index” meaning Google should include them in its results. Be sure to double-check these!

  • Internal links — check that both internal links are pointing from your new page elsewhere, but also that you have at least a couple of internal links from other pages, to your new one. This will help expedite the indexation process from Google, and get you your results faster.

  • Tracking — check your tracking tools and make sure you have the right code in place to collect information on your traffic.

Demandwell’s Health suite allows users to check for changes in technical SEO components like these. With browser changes, CMS updates, and multiple users updating pages, technical SEO items can get changed or removed, causing critical performance drops. Our health suite keeps tabs on these items and lets you know when and where a fix should occur, reach out to your Customer Success rep to learn more.

With all of these items in place, you’re ready to hit publish!

These steps seem long written out, but once in a rhythm, checking each and going live will seem like second nature.

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