Search engine optimization of documents in a controlled environment such as an enterprise CMS requires different techniques than SEO on the public Internet. One of the main differences is the use of keywords in document metadata. Due to widespread abuse of the <meta name="keywords"> tag by spammers, Internet search engines such as Google now largely ignore keyword metadata, and rank pages based on other criteria. Enterprises, however, have a far greater degree of control over their content, and enterprise content management systems often provide keyword metadata as a central component of their search mechanism. As a writer or content manager working inside the firewall, using keywords can therefore be a powerful tool to ensure that users are able to easily find the information they need.
Selecting the right keywords, however, is a very user-centric process requiring careful consideration of your intended audience, and can be as much of an art as it is a science. Use the keyword generation tips below as a handy reference when you publish documents in your CMS. By improving the speed and accuracy of document searches, you’ll be able to improve the efficiency and productivity of your teams and have a measurable bottom-line impact.
- Think Why, not What. Instead of approaching keyword identification from the perspective of which document is someone is looking for, think about why someone may be searching for it in the first place and identify terms that describe situations that are solved by finding the document.
- Put Yourself in the User’s Shoes. Remember that, as a writer, content manager, or even as a subject matter expert, you are not a typical user. Consider how a novice might describe the subject. Or better yet, ask actual novices – you might be surprised how they describe things!
- Be specific. Overly generalized keywords can lead to situations where the search finds the document, but it is buried several pages deep in largely irrelevant results. To avoid searches that return pages and pages of results, use keywords that describe the specific situation requiring the document.
- No Need to Repeat. Depending on the methods and algorithms your CMS uses to rank search results, it isn’t always necessary to duplicate in the keyword metadata terms that are already contained in the text, titles, or headings. Full-text searches will find those terms.
- Read Between the Lines. Useful keywords aren’t necessarily found directly within the content. Think about ways to describe the content at a higher conceptual level.
- Check the synonym list. Most high-end content management systems will reference a synonym file that helps locate relevant search results in cases where multiple words can be used to describe the same thing. This can be especially useful in situations where a user may know something by a different name than the “official” one. If a term you are considering for inclusion as a keyword appears in the list, use the “preferred term” as your keyword, and the CMS will find matches even if the user enters one of the variations.
Keep in mind that every CMS is different, and will handle search in different ways. In addition to following the tips above, it’s never a bad idea to talk to the technical folks who build and maintain the software – you might learn more than you ever thought you would care to know about the inner workings of search engines, but you will come away with new insights that will be critical to getting the most out of your CMS.