good afternoon everyone and welcome to today's webinar organized by Magnolia in partnership with sight improve today's topic is the SEO workflow we'll be talking about how to best structure an SEO workflow to achieve your goals and make sure that your website and content are optimized for search engines and for best user experience now before I get ahead of myself let's first get through some housekeeping rules and get to know our speakers lineup for today this webinar is recorded and the recording will be distributed a few days after well the webinar while the presentations aren't ongoing you can already start sending in your questions via the Q&A window of Zoo will then address them during the Q&A session later my name is Cass and I am the professional services manager of the services team here in Magnolia basale headquarter I will be your moderator today that means I will guide you through the webinar and want to tear your questions from site and crew we have Tony vank Tony how are you I guess I'm good today so yeah my name is Tony i'ma I'm from side improve I work as a SEO product expert yes I'm Pro and I've been working with the SEO for a long time actually so really forward for today's webinar really looking for it as well now unfortunately Adrian manzoni could not join us today due to unforeseen circumstances but from Magnolia we have Scott Rhoads our in-house solution architect also from the Services team here in Magnolia basil head harder hello Scott Lucas thank you very much yes I'm a senior solution architects working with solutions as he hits it my job is primarily focused on working with customers building pocs and hopefully making the business a little bit better sounds good thanks Scott and Tony let's see what we'll be covering today Tony will take us through the SEO workflow and into what should be the steps to be taken and what to focus on while Scott will show us how we can do these the site improve in Magnolia in one effective workflow the SEO workflow through a demo will then close with AK in a session where Scott and Tony answers your questions and help you improve your current SEO efforts now before I pass it on to Tony let's first get to know a bit about the back story why are we doing this together as some of you may know at Magnolia we build an enterprise CMS that's both powerful and easy to use for content authors and business users we have a wealth of website and content optimization capabilities in Magnolia and to take these to a next level aside from the fact that you know we also have a number of customers in common Magnolia teamed up with site improve site improves intelligence platform essentially provides a complete solution for optimizing your website such as SEO accessibility content quality and security issues how about the result well a Magnolia connector to site improve that brings all these capabilities that I have mentioned inside Magnolia the CMS right at the fingertips of the content authors that's you by the way and website owners of course in one effective workflow now enough of me let's hear from Tony more on the SEO workflow thank you so much castle yes so today we're going to talk about our SEO and how we can actually help organization to improve the workflow and actually when working with the SEO space so I actually have a good structure here we see it as a really common challenge in organization when working with SEO there's that is the there's many stakeholders in place so it can actually be hard to maintain and manage USL but flow here so important task could easily be dropped between two chairs here so the agenda for today is why is SEO important and we're going to talk a little about keywords in the keyword space we're going to talk about the main keyword and the related keywords we're going to work with going to talk about content and the quality of the content and also really important on-page SEO so that's a topic so what is SEO SEO is a really big topic and contain a lot of different elements so but basically it's a like a point system if you can say on your website or on your web page you can add a tweak or improve so it would easily be found by the search engines for them to read and understand what your website or web page is actually about I always say that you should like tweak your website as a blind man should read it or understand it because that's actually what our search engine like Google for example it's a blind man and you need to treat your website like that so really important to have many factors in the right place here but in the SEO industry as many of you guys know we Saders around to have 200 optimization points like ranking factors is also what is called but we believe here about in Magnolia and side improve there is far more than that because you can actually combine these ranking factors or signals breaking signals so there would be even stronger you talked a little about that here in a minute but now when we know that there is around 200 plus optimisations points we could actually say that SEO is a game it's a math game so that means the website or webpage about a certain topic with the most correct points to actually win the game and that game is to be at the first page of Google or that search engines actually wants you to attack it but we can actually cook this down to like SEO down to like on page and we also have engagement we have links and social so on the next slide here has been your pants yes I actually included there this overview over like a certain view I just picked the side and progresses it like a turn and we could see your one like point code on meta title and we also have a Meta Description so these are actually ranking factors where your I don't need to have it not too short or too long you need to fill them and it also needs to be about the topic of the page so that is just the sum of the the ranking factors that exist out there for or for this specific one here so but next we are going to have a look on the web flow the SEO web flow the topic of the day yes so if we start with the first point and that is actually website audit and as I say that is your foundation of your SEO if you don't have your audit in place what I mean by that is you need a really good CNS provider and luckily my magno here is that because you really put a lot of effort into to make like the structure and everything correct for SEO in the CMS system here so really important for SEO that you have your foundation in order before if you don't have that you can not go to the next exponent which is like keyword research and that is also an important topic that we could go later here in the some of the next slide we also need to see what we are up against so we need to understand our competitors so we need to do a competitor analysis to see what factors we need to - to measure here we have content optimization which we also cover here on the next slides so I don't want to dive deeper into this at the end for this we have monitor and tracking and that is of course when you're doing SEO and one like try to want to rank for something you need to measure if they are actually ranking and when they are ranking you actually need to see if they are turning into leads or whatever you wanted to do here so when it's on Dragon is also important steps here and the SEO workflow so when you cook all that they're like you have your own page so all this is on page of course some of it you need to do analyzes and and look for competitors but this is mainly on page work here so but other other points that I got in this slider in this topic that is the SEO workflow is not just a one go process it is a continuous process right yeah absolutely cast so so this flow here so if you're a little mom-and-pop shop that have a little web shop of course you want to you only need to follow these steps there may be one or two or three times but if you're a big organization you need to follow these steps that I all day long like every I would say for every keyword set you want to rank for or every target page you need to run this process through because it would have different results for that and second one would be have a good website website structure Magnolia can help you with that and it's always important to measure your competitors and track the traffic if it is indeed or has improved or if it is indeed performing well right yeah absolutely [Music] but we must not forget the the next slide here where we need to like actually this is the off page SEO so when the on page is done for a selected keywords or a target page we need to do some outreach so we need to get some links for that specific page so important steps again try to get some links we will not cover this in this webinar and of course if you do a good content you would get likes and shares so you get the social links there but the really important one is you need to get traffic and we can struggle about that here later how you actually do that so very important factors for your off page SEO so the first step as I didn't dive deeper into in the SEO workflow is actually keyword research so when you need to find like a main keyword to rank for and I always suggest that you need to like have your mind with you so if your website is not that big and do not have that much Authority in your space I would start with her like a less-hot a keyword to rank for the main one because SEO is all about success so when you get these successes you you would aim for more I would say so but this this webinar we have chosen there yeah if you could give a good suggestion or example for today's webinar what would you what would you use yes for example for like for site improve like a big keyword even for an international website like ours we could not go after SEO as the keyword because it would be too hard for us to track to rank for but we can choose a more longer tail main keyword that could for example be a CEO order tool for example as the main keyword so we should choose that for for this this webinar okay yeah so the next slide here when we now have chosen that the main the main keyword we're going to find what is called related keywords and also called semantic related keywords and these are keywords that are as close as possible to the main keyword so that could either be for example questions keyword about that topic for example what is the best SEO order tool online I know it's a longer long related he went by there it's a it's a really good one because you'd combine a lot of words in that and that should be easier to rank for but the you could also like you need to find around maybe three or four related keywords per page for your for your main keyword that would be a good starting point of course you can choose more if you find more but the a good way to actually start finding these related keywords is to maybe think about your audience what would your audience actually search about try to do some personal searches Google also have a something called Auto suggestion so if you type in there a keyword it would give you some kind of related keywords that it trigger for that and many uses is actually using the mouse or like keyword arrow down to find other keywords for that specific tablet so it's a really good one to go after these you can also use something called Google related and that is when you search for a keyword and scroll all the way to the bottom of page one there is a group of six to eight or keywords down there and maybe you could find a related keyword there but you can also look if you for example running adwords or using your keyword planner you can maybe find good converting keywords in in Adwords or in your keyword planner for your related keyword but my favorite tool is actually Google search console because it would actually tell you what your page is already ranking for now so if you have a topic actually a main keyword as we speak you can go in and find related keywords that way to see what your rank for really powerful and really suggest you look into Google search console if you don't have if you're not doing that already but yeah at the end I would say have in mind to think about like by editing keywords it's a really important topic because at the end of SEO so online magnet ears we want leads or sales so have a have buyers and keywords in your mind when you to show related keywords and that could be like Best Buy or chopped or something like that and really important I just wanted to but in several tests because I was oh yeah sorry it's because how I understood in how I got you sorry about that one but here you know I just wanted to compare it to - how author is for example think of the best headline for SEO it is also helpful if you think of the audience so what could the audience be searching you know I think you can compare it that way for for laymen's at least and when I got here his favorite is Google search console absolutely really good one so yes so when you have actually found your your like main keyword your main topic and your related keyword keywords I would say it's not time to like create some unique content and I always said that unique content is key because Google has a really huge database collating data so if you borrow some content from another page they would actually know so create your really important and then what I would say with with that so maybe you already have her like a page about that topic already so that is absolutely fine but if you don't have a page for example SEO or the tool as we chose for this webinar you need to create one like create a page on your website about that topic it's really really important that you choose one destination for your SEO effort and not like two or three or four or 50 as we see a lot of the time where people just creating blog post about the same topic all over and over again so Google would not all other search engines will not know what page to actually rank for so important like step again choose one destination for your second keywords so we also have word count and I suggest that you write as minimum as 500 words per target page and the reason for that is you need to write about your related keywords and if you have questions such as as as a related keyword you need to like write an answer for it and you would have a hard time to rank if you have thin content as it also said in this industry so think about the word count and especially think about how the user is taking your content because that is all about user experience are they actually sharing the content oh are you getting links from that really important steps again for unique content so next we actually have when we have our target destination we have our keywords it's now time to do some on-page optimization and the most important place to put your keyword like your main keyword is in the URL so what I mean about that is you're actually if you want to rank for example SEO audit so you need to have that in the URL so domain.com or what you have slash SEO that's audit best tool in your url important place to put it next we have what I called it's a meta title but we call it the super meta title and the reason we do that is if you put as many like keywords in your meta title it could be shared on social eventually and when it's shared you would have all the keywords for example on Facebook or Twitter actually linking back to you into your anchor link it's a little bit technical here but it's a important factor to have these super meta titles so use the time and create some some good good meta titles with many of your related keywords in it and of course you also need to have your meta description filled out so somebody said leave it and somebody says you need to fill it out a good thing you can actually see if you do a search on Google sometimes oh actually a lot a lot of times if you you put in a keyword some keywords would be both in the minute description so you can actually see Google is collating your data here for for what topic you actually wants to to optimize for so important steps again fill up that meta description got it so what I got here is that it is very important to place your keyword in the URL and super meta title that's a new turn yes we're using that yeah okay so more on page so when we have created the page with the URL and meta data it's now time to create the h1 so we always said that like use one h1 per page you can use too but it's kind of technical how to do that that's something we should cover on this webinar but like the guidance is like one h1 per page and it needs to be different from the meta title so don't use the same super meta title and put it in as the h1 you need to have diversification here and also used like one h2 and of course it's the same role as the h1 you can get away with more h2 if you have a bigger set of content on that topic and try to put in some of the related keywords in the h3 it would have a good effect when when Googlebot comes by and actually search for it and we can cover something here in the next slide here like why it is important and of course you need to have the keyword in the content if you don't have that Google would not see your that specific keyword and rank for it so again it's going back to see Google as a as a blind man here so treat it and write in there in the keywords like once in the content yeah so next that is actually something I really like to use when creating pages and that is table of contents and I hope everybody knows what that is but but basically it's a little mini menu on the page and Wikipedia used that a lot when when they creator and their pages and yeah okay Cass has opened that that's really good so they actually have a little table of content down here but yes precisely so when you click on that mini menu try click on in international markets as you would actually see something that happened here it stays on the same page but it like Hoover that down to to actually chop it but what actually is really important is that we now get a hashtag link up in the URL and as said before the most important place to put their prettier your your keyword is in the oil so now you could have her have a like you really the keywords in the URL if you build it that way super important but one important thing here you need to have your canonical in place here so if you do not know what that is go look it up or or go get some education about that before using this trick or what we call it here super important table of contents yeah so the last step you can actually do is if you go back to to the slides yes perfect yes so next slide is you should always think what can I do better and what can I do better towards your competitors so I hear competitor pretty awesome in mobile speed we need to do better than that that and if they have really awesome call-to-action implement them so it's always what can I do better than my competitors many people that work or do SEO or in the online space they just do it once and leave it to the gods I say so be or it and what can I do better that was like my last statement here in this presentation it's a good question as well in general what can I do better so this is a summary of what Tony basically has informed us all she can always go back to this one because we are also going to send out the slides along with the recording in a couple of days thank you very much Tony thank you now let's see how what Tony has described can be done right in Magnolia CMS at the point of content creation without switching between tools Scott take it away thank you very much Tony and thank you very much Cass I appreciate the fact that I can show you the one limits so I can actually show you my screen yes so this is the integration between site improves SEO auditing tool and Magnolias CMS you see on the right hand side is the site improve widget with an indicator showing kind of a 3,000 degree 3,000 30,000 foot view of the situation so by clicking on that link we can now see the site improve score and that site improve score is a culmination of issues between content user experience and technical issues here we're looking at around 17.5 points and we can increase that by addressing these issues that are listed and the first issue that I'd like to discuss is this duplicate meta descriptions issue we will be clicking the link below that is going to help us improve our score and that will open up the site improve web application provides a bit more information now we're going to go to the site improve web application and here we get a very detailed description of what that duplicate meta description is and we also get information about why it's important namely that Google made penalize that we're having multiple web sites with its ad meta description that's very important of course so we get some information on how to fix it and also how to view it so just below the description we have a link that some suggestions but also most importantly we can see where in the code this occurs am i clicking that site Anup has a great indicator that points directly to the code that shows the issuer here but Magnolia also has a great integration point here because we can quite easily fix this by going back to the Magnolia application we're gonna close a site improve dialog and we are going to edit the page properties you will very quickly see the description can be modified right here or we can go through the other pages and look for that description to see where it duplicates and perhaps make something that's a bit more appropriate for each individual page so we don't have this issue a longer and once we have made that change we can go ahead and save it we can publish it and site improve will automatically go through the site and try to find if there has been any improvements and of course you would get our nice pipe almost five points improvement from this quarter so we're gonna go ahead and open up the site and prove dialog one more time let's take a look at the next issue in the list this is the text to code ratio now we may not want to necessarily address this directly because we have a certain look and feel that we don't want to modify but the good thing about this issue and the issue following the low content word count is that we can actually address a completely different issue and resolve all three of these things with one storm so what we're going to do is going to look at this images with missing alt attributes this is kind of related to what tony was mentioning earlier about the blind man's internet these alt attributes can provide us more information if the pages are not able to load the images or if the individuals are you know they have a disability and this may help them see that use that the web application without having to see the images so back into the site and prove web application we have some descriptions and we also can look directly into the code and we see here that there is an image with a noir PNG this file is the logo for the top of the page and as you see no alt indicator and we go back to the web application where we can see the logo at the top of the page now Magnolia stores its assets in an application called assets which we're going to go to right now by clicking this icon right here by clicking assets we can browse down to the logos and here we see the édouard PNG file we have all sorts of interesting information here like caption title we can other information as well now here we can work with our web developers to easily associate an alt tag and say we want to point all images to this caption or title or everyone to be let's just say for example its caption now by doing so by working with the web developers and having this information added to the page we have not modified any of the look and feel of the page itself but we have had a drastic amount of content that will drastically increase the amount of keywords or whatever it is that the search engine is looking for to associate these search results so we have identified a way of fixing the duplicate I'm sorry the text of collaboration on the content word count and it's all been by fixing these alt attributes so for the last topic in this section I would like to identify the meta titles being too short this is a an interesting issue because this is related to in this case this is a metal tag for the title within the HTML headers this piece of information is very crucial for the SEO score rankings even if an SS show a high score here we can click on this and go back and we can look directly at what the issue is and our instance we only have one instance where this is brought up which means we probably need even more headers but we can click on this to see exactly where it is and we see that we have a title and it's just simply Edward now again this is someone Magnolia can easily help using our editor we can go right back to the Magnolia web application we're going to close the site include dialog and look at the penet page properties one more time now here we just have the title Edward but we can maybe extend this out with something like Edward fashion home page for example and by doing that we can save it we can publish it once again and once we've done that we will get a better rating from the SEO scoring and it's an addition to that we can also address issues with these headings we have these different images perhaps we could work with our developers to tag these different images using heading count or headings like H floors but that had that styling appropriately tagged so it looks exactly the same as it did before yet we get more keywords that are made a part of the surgeons so that's one way to help increase increase our SEO scoring and last thing that I'd like to discuss here on the dialogue is the search snippet preview this is very interesting we get a preview of what our search result would look like if Google were to bring it up and as you can see there's an issue identified as title being too short the Meta Description is too short now we've actually already addressed these issues previously so but once once site improve does it's a reanalysis of the page we actually should see a pretty much different results from this and you should be happier and our customers should be happier by seeing those results so thank you very much for that time all right thank you very much Scott now I think that's already very helpful I mean as an author you can already see with a Magnolia in in site improves widget the standing of your your content SEO wise and from there you can already improve your content Meta Description and so on even titles and if you want full detail then that's the time we jump into or move over to site improves platform in a new tab for example so it's time for the Q&A session so far I I only have three so if you have more please do send it over the chat or over the Q&A tab if that somehow caused the confusion please feel free to throw it away either tax alright so first we have I would say it is from Scott or for Scott rather so what's next tools to optimize content are only getting more and more intelligent what's in store for Magnolia and site includes partnership well in our next version we are very interested in look in releasing something called validation pre-publication and what that's going to do is it's going to use site and proofs next version of its rest interface the rest api what will what will come up this is rather than having to publish from the authoring instance to a public instance what we can do is we can publish directly to the rest api of site and prove we can get a score back and then before even publishing that information we can make sure that we we make the scoring and actual part of the validation i'm sorry of the approval of the publication sounds great how often will the page be crawled by people i think this is also for you Scott well by default it's every five days but you're able to trigger a recheck whenever you'd like exactly I've also tried out site and proof in a couple of times that I've seen that one as well it's pretty cool and finally for Tony what kind of SEO analytics do you get inside improve platform do you have an integration with google analytics well that's a good question we actually don't have an integration with Google Analytics because we have our own analytics suite so we built our own actually so it's a quite awesome because you can really do some good things especially when you're working with SEO you can for example get data for a specific page so you can only like get for example organic data for a specific range of pages so you can quickly analyze what what your SEO effort is is doing so that's really good and also there is built in heat maps and so you can see where your audience is clicking and everything in that order so like a really awesome tool now I've got two coming in sorry first one is from Paulus miss Jeana sorry I apologize if I ever mispronounced your names but um I would suggest since it is it is quite specific brand specific as it just reaching out to Tony or site improve directly for your question so for other integrations outside of Magnolia I hope that's okay I have one from whoa and enough an anonymous guest okay respect that is your gdpr module also somehow visible or viewable in the module I'm not a gdpr expert here but it's a additional module you can you can buy for in in this week so like reach out and I understand sure that's that our sales person or your contact person good there would explain the whole demo system and one from Alberto Sato Fernandez one question yes you only have one question if this plug-in only for enterprise accounts I assume he meant the sighting proof magnolia magnolia plugin is it for me yeah yeah I believe it is but yeah for future releases we'll see how this old place any more questions you can't have more than one question it will cost them extra I hope you're okay with this Tony how is this tool site improve different from other tools like Yoast oh I think that is easy like site improver is like enterprise is an enterprise tool so I think yours is more in for WordPress I don't know like building for all applicants but the center is for like many CMS systems okay thank you very much okay otherwise if you have more questions or if it pops up later on in the evening you can always reach out to your Magnolia or site improve contact we also have the numbers at the end of the at the end of the slide all right so let's have a quick recap before we officially close today's webinar just a few key points that well I myself have picked up as well but of course as you can see in this Creed you can see the importance of SEO keywords keywords research content quality on-page SEO and integrated brick flow I also have some additional stuff so SEO is still important and will stay important and that it is a game you need to play the FS in the workflow is a continuous process site improve and Magnolia helps you start improving and optimizing your content and page without even having to switch between tools if you do want a more detailed description it is always possible to switch over to the site improve dashboard as a new tab aha I think I'm gonna answer one last questions before before finally closed it I hope that's okay for everybody in for you Scott and Tony last question so with meta title and Meta Description what do you mean exactly are these fields to fill in on the template in Magnolia that's from Corrine holler well we had two different ways of referring to that it was the Magnolia version the Meta Description the page templates have a description associated with them and that description is applied as a meta tag in the head of the HTML code it's just a meta data but that meta data is used by the search engines to provide I don't know better refined searches do you want want to add into that Tony or was that was that good enough yes that's sound so it's pretty good perfect so once again thank you and if you do have more questions please get in touch with your contact at Magnolia or end or site improve you can reach us directly the numbers are on the screen do not worry if you cannot write it down because we're going to send the slides along with a recorded version of the webinar in a few days all right so uh yeah that's about it for today thank you for joining us and thank you Tony and Scott for working with me for working with us we are going to distribute the recording as I already mentioned to the registered participants in a few days and you can always get in touch with us any time and if you live in Germany or Switzerland do catch us we are on the road this month and in April in cities such as Berlin Munich Zurich Basel and Hamburg for more events please visit magnolias JMS comm slash events once again thank you everybody and have a nice afternoon nice thank you thank you bye