You don’t simply want your name to come top of the list, ahead of your competitors – you also want to make it clear to the searcher that you have exactly what they’re looking for. You want their search to start –and end - with you. This whitepaper show you how.
White Paper
Using a CMS for Search
Engine Optimisation (SEO):
the smart way to hit your
target.
First time and every time.White Paper
Using a CMS for Search Engine Optimisation
Table of Contents
Page 1 Introduction
Page 1 Isn't it all a bit hit and miss?
Page 1 Which search engines should you be targeting?
Page 1 Pay-per-click (PPC) advertising
Page 2 PPC advertising: the pros and cons
Page 3 Search Engine Optimisation (SEO)
Page 4 Pareto's Principle
Page 6 SEO: the pros and cons
Page 6 How does a CMS improve
Page 6 System capabilities
Page 7 Empowering users
Page 7 Preventing damaging activities
Page 8 How Alterian CMS helps SEO
Page 8 Where next?
Page 9 SEO in practice: Capio Healthcare UK
Page 10 Conclusion
Page 11 Sources of reference
Page 11 Terms of reference
Page 12 About AlterianWhite Paper
Using a CMS for Search Engine Optimisation
Introduction What you really need is be able to anticipate how people lookWhen the web was created way back in 1990, no-one could have for information, and exploit the way search engines operate toimagined the scale of its impact on modern society. Today, there increase the chances of them beating a path to your door.are more than 100 million sites vying for the attention of morethan 1,076,203,987 worldwide. At least 80 per cent of them will This can be done through Search Engine Optimisation (SEO)use a search engine to find the goods, services and information and/or Pay-per-click (PPC) advertising. Both methods can be verythey want. effective in getting people who are searching for your productsand services to click through to your website.When they do that, you don't simply want your name to cometop of the list, ahead of your competitors - you also want to Which search engines should you bemake it clear to the searcher that you have exactly what they're targeting?looking for. You want their search to start -and end - with you. There are really only half a dozen search engines worth yourattention - Google, Yahoo and MSN being the biggest. According. In January 2007 the number of internet users worldwide to Emarketer, by December 2005, almost half of all searchesreached 1,076,203,987 - including 308,712,903 in Europe conducted in the US (see below) were with Google. Nowadays, we(source: www.internetworldstats.com), with UK users don't search for it - we 'google' itaccounting for 37,600,000 (source: ITU).. Over 100 million websites by November 2006 (source: Pay-per-click (PPC) advertisingwww.netcraft.com). Given that roughly eight out of ten internet users use a search. At least 80% of users find new websites using search engines engine to find what they are looking for, unless you appear on the(source: www.searchenginewatch.com). first page of results, you're unlikely to generate many hits. One. 91% of adults in the UK who have ever used the internet have way of making more certain of being up there with the winners isused a search engine to find information on goods and services to use the Pay-Per-Click (PPC) service offered by major search(source: Office of National Statistics, October 2005). engines.. The internet is the second most commonly used medium aftertelevision (source: BMRB Internet Monitor, January 2006).
Isn't it all a bit hit and miss?A fabulously designed website will not be enough to get you Yahoo: 28.8%noticed. You can point people to your site from business cards, Google: 43.7%advertising and sale literature - but that's a mere drop in theocean. MSN: 12.8%Remember, you're one in 100 million and people won't find youunless they know you're there - or you come up in a search. Youcould submit your site to a number of search engines in the hopeof getting more hits, but keeping your name high in the listingscan be expensive and will not, in reality, make your site any Others: 3.4% AOL: 5.9%easier to find. As we all know, punching in a list of keywords Ask: 5.4%doesn't always get the results you want. You may have to doquite a bit of digging around and be prepared to trawl through Source: comScore for SearchEngineWatch.comseveral pages of results before you track down that vital piece ofinformation.
1 / 12White Paper
Using a CMS for Search Engine Optimisation
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