Optimizing a company’s Web site for search engines such as Google and Yahoo!, is a critical task for marketing professionals. However, while Search Engine Optimization (SEO) is becoming increasingly important, the Webmaster and his army of technical personnel often fail to connect with the vision of the marketers.
While the business person or the content owner does not want to be hassled with the intricacies of knowing the science of meta-tags and the weight of keywords (essentials in an SEO initiative) – the Webmaster on the other hand, does not want his role to be confined to just modifying and posting content. You thus have a situation where both technical and business owners are not happy with the nature of their work. This inhibits decision making, and creates a situation where content is prevented from publishing because the Webmaster does not have the inclination or the time to manage all the content updates. What is the way out?
A Content Management System (CMS) can help organizations strike the balance between the technical and business sides. Here is how a CMS can help both the business and technical sides manage content effortlessly:

• Effortless Publishing

By enabling even non-technical users to create and publish content effortlessly, a CMS can provide all the standard tools that marketers need for SEO. With a familiar, easy-to-understand interface, users can quickly publish and deep-link content without worrying about back-end inconsistencies. Considering that organizations can have large Web sites with thousands of links, a CMS can save the Webmaster a significant amount of time – and effort – by automating and simplifying the process.

• Quick Posting and Updating of Content

Key to an efficient content process is the workflow. The path that content follows starting from the creator all the way to eventual publishing has to be cleared of process ‘roadblocks’; these obstacles typically being associated with ownership and verification. An effective CMS usually has built-in hierarchies with powerful workflow features. Content can be posted by any author, and verified by the respective authority before it gets posted. This reduces dependence on the Webmaster, and allows business owners to quickly update existing content or publish new content. Search engines thrive on fresh content; making a Web site consistently show up in the first few results requires frequent content updates that can be facilitated by the CMS.

• Demystifying Search Engine Techniques

Many search engine terms, such as meta tags, anchor text, keyword density and more, can be unfamiliar to non-technical users. With limited understanding of these essentials, the generated content can be far from optimal. A good CMS can demystify SEO techniques, and give business owners the power to fully make their Web sites search engine friendly. With a well planned and easy-to-use interface, subject matter experts can quickly create page titles, URLs, meta tags and ensure inclusion of relevant keywords.

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