Search engine optimisation (SEO) is a critical aspect of any website’s success. SEO involves improving your website’s visibility in search engine results pages (SERPs) for specific search queries.
Adobe Experience Manager (AEM) is a powerful content management system that can help you optimise your website for search engines.
In this guide, we’ll explore some of the ways you can use AEM to improve your website’s search engine rankings and drive more traffic to your site.
On-Page Optimisation
On-page optimisation refers to the process of optimising the content and structure of individual web pages to improve their visibility in search results. AEM provides several tools for on-page optimisation, including the ability to edit page content, add metadata, and create custom URLs.
Content Optimisation
The first step in on-page optimisation is to ensure that your content is high-quality and relevant to your target audience. AEM makes it easy to create and edit content, and provides tools for optimising your content for search engines.
Here are some best practices for content optimisation in AEM:
- Use relevant keywords: Identify the primary keyword(s) for each page and include them in the page’s content. However, avoid keyword stuffing, which can result in a penalty from search engines.
- Use headers: Use header tags (H1, H2, etc.) to organise your content and make it easier to read. Use your primary keyword(s) in the main header (H1).
- Use descriptive image names and alt tags: Give your images descriptive names and use alt tags to describe the image’s content. This can help your images rank in image search results.
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Metadata Optimisation
Metadata is information that describes your web page’s content, such as the page title, description, and keywords. AEM makes it easy to add and edit metadata for each page on your website.
Here are some best practices for metadata optimisation in AEM:
- Use unique titles: Each page on your website should have a unique title that accurately reflects the page’s content. Use your primary keyword(s) in the title.
- Use meta descriptions: Meta descriptions provide a summary of the page’s content in search results. Make sure your meta description accurately reflects the page’s content and includes your primary keyword(s).
- Use relevant keywords: Use relevant keywords in your metadata, but avoid keyword stuffing.
2. Custom URLs
Custom URLs can help make your website’s pages more user-friendly and easier to remember. AEM provides several options for creating custom URLs, such as using a date-based hierarchy or a vanity URL. Here are some best practices for custom URLs in AEM:
- Use relevant keywords: Include your primary keyword(s) in the URL, but avoid using numbers or random strings of characters.
- Keep URLs short: Shorter URLs tend to be more user-friendly and easier to remember. Try to keep your URLs as short as possible without sacrificing descriptiveness.
- Use vanity URLs: AEM allows you to create vanity URLs that are easy to remember and share. For example, you could create a vanity URL for a blog post that includes the post’s title.
Site Architecture
Site architecture refers to the way your website is structured, including the organisation of content and the hierarchy of pages. A well-organised site architecture can improve your website’s usability and search engine rankings.
Here are some best practices for site architecture in AEM:
- Use a clear hierarchy: Organise your website’s pages in a clear hierarchy that makes it easy for users to navigate. Use header tags (H1, H2, etc.) to indicate the hierarchy of pages.
- Use internal linking: Use internal links to connect related pages on your website. This can help users find related content and improve your website’s search engine rankings.
- Use breadcrumbs: Breadcrumbs provide a trail of links that show users where they are on your website and how they got there. They also provide additional internal linking opportunities. AEM provides several options for implementing breadcrumbs on your website.
Technical Optimisation
Technical optimisation refers to the process of optimising your website’s technical infrastructure to improve its search engine rankings. AEM provides several tools for technical optimisation, including the ability to manage server-side redirects, generate XML sitemaps, and implement schema markup.
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Server-Side Redirects
Server-side redirects are used to redirect users and search engines from one URL to another. AEM provides several options for managing server-side redirects, such as 301 redirects and 302 redirects. Here are some best practices for server-side redirects in AEM:
- Use 301 redirects: 301 redirects are permanent redirects that tell search engines that the original URL has been permanently moved to a new URL. Use 301 redirects when you move a page to a new URL or when you delete a page.
- Avoid 302 redirects: 302 redirects are temporary redirects that tell search engines that the original URL has been temporarily moved to a new URL. Use 302 redirects sparingly, as they can negatively impact your website’s search engine rankings.
2. XML Sitemaps
XML sitemaps provide search engines with a list of all the pages on your website. AEM makes it easy to generate and submit XML sitemaps to search engines. Here are some best practices for XML sitemaps in AEM:
- Include all pages: Your XML sitemap should include all the pages on your website, including pages that may not be linked to from your website’s navigation.
- Keep your sitemap up-to-date: Update your XML sitemap whenever you add or remove pages from your website.
- Submit your sitemap to search engines: Submit your XML sitemap to search engines through their webmaster tools or submission pages.
3. Schema Markup
Schema markup is a type of structured data that provides additional information about your website’s content to search engines. AEM provides several options for implementing schema markup on your website. Here are some best practices for schema markup in AEM:
- Use relevant schema types: Use schema types that are relevant to your website’s content, such as Article or Product schema.
- Implement schema markup on all pages: Implement schema markup on all pages of your website to provide search engines with additional information about your content.
- Use a schema markup generator: AEM provides several options for generating schema markup, such as the Structured Data Markup Helper.
Conclusion
Improving your website’s search engine rankings is a continuous process that requires ongoing effort and optimisation.
Adobe Experience Manager provides a powerful set of tools and features that can help you optimise your website for search engines. By following the best practices outlined in this guide, you can improve your website’s search engine rankings, drive more traffic to your site. It will achieve greater online visibility.
Remember to continually monitor your website’s analytics and adjust your SEO strategy as needed to stay ahead of the competition.
