Search engine optimization (SEO) is the process of affecting the visibility of a website or a web page in a search engine’s “natural” or un-paid (“organic”) search results. In general, the earlier (or higher ranked on the search results page), and more frequently a site appears in the search results list, the more visitors it will receive from the search engine’s users. SEO may target different kinds of search, including image search, local search, video search, academic search, news search and industry-specific vertical search engines.
In order to get the best of both worlds — the convenience and management advantages of a CMS and the site promotion advantages of SEO — you need a search engine optimizing CMS. At a minimum, the CMS should not create URLs and content that engines refuse to index because it looks dynamic. The system should also allow you to create relevant, per-page meta tags and titles. And, the system should present content using navigation menus that search engines will follow.
To really make the most of your content in reaching better search engine rankings, your CMS users must easily be able to optimize content as they create it. For this, you need a CMS that allows non-technical users to easily specify keyword rich URLs, title tags, descriptions and image alt text. The system should provide feedback on these elements in terms of how they will impact the page’s performance for selected keywords. This kind of CMS allows users to create and optimize content in one tool rather than having to switch back and forth between a CMS and a set of SEO tools.
As an Internet marketing strategy, SEO considers how search engines work, what people search for, the actual search terms or keywords typed into search engines and which search engines are preferred by their targeted audience. Optimizing a website may involve editing its content, HTML and associated coding to both increase its relevance to specific keywords and to remove barriers to the indexing activities of search engines. Promoting a site to increase the number of backlinks, or inbound links, is another SEO tactic.