3 SEO essentials digital teams can’t (and shouldn’t) operate without

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Last month, we covered the basics in terms of how digital and editorial teams can optimize their content strategy with SEO. Starting with a strong headline and incorporating the right keywords into your content, to ending with ensuring you have the right teams on the job, we looked at the simple ways organizations and publishers can enhance their content businesses with SEO tools.

Now, as we kick off 2021 understanding that 90% of pages get no organic search traffic from Google, an opportunity remains for many businesses to boost their SEO strategies, and make SEO a priority this year. To get started, there are three SEO essential tools for these organizations and publishers to keep in mind.

SEO integrations directly from your CMS

The first step to being able to easily leverage SEO tools is the ability to integrate them directly with your content management system. Brightspot, for example, can integrate with helpful SEO tools like SEMrush, Clearscope, seoClarity,, Google tools and more. By leveraging these types of integrations, organizations and publishers can easily access recommended terms to use in their content based on popular search keywords, and update their content directly based on those displayed recommendations.

Looking at how the Brightspot SEMrush integration works, specifically, when you apply tags to an item, Brightspot sends the tags to SEMrush and displays the resulting recommended keywords. You can then incorporate those keywords into your content, which helps to improve their chances of appearing in search results.

Auto-population that makes SEO in your CMS faster and easier

Trying to manually search for the best terms and optimize your own content for SEO is time consuming and tedious. Digital teams are all about speed that lets them create and publish quickly to promote a positive and consistent brand image. Also, SEO keywords are constantly changing; trying to keep up with what will produce the best search results one month to the next is a tall order.

To simplify all that work, Brightspot auto-populates the SEO title and meta description on behalf of editors. For example, once an editor enters a headline into Brightspot, that text is then used to power the SEO meta title of that asset, saving digital and editorial teams time. Editors can also write custom SEO titles and descriptions, allowing for the on-page text the SEO attributes to vary. Brightspot also automatically creates URLs for new pages and posts based on the headline, meaning that the keyword-rich headline is automatically fed into the URL string.

Built-in tools and analytics to troubleshoot SEO

Once you get started with SEO, it can be frustrating not to see improvement in your search ranking. We recently covered 5 technical issues that could be compromising your content's SEO, including incorrect or missing metadata, too many clicks to get to content, faulty backlinks and inadequate links within your own site.

Fortunately, a CMS with the right SEO tools built in can help solve for many of these problems before they arise. Site mapping through Brightspot is done automatically, for example, which makes it easy to understand the user journey and if it’s taking too many clicks to get to the content they desire. Brightspot also includes built-in features that help businesses easily create content lists and modules to enable interlinking of your content and ensure all links are appropriately marked.

To reach their targeted audiences and make an impact with the content they create, organizations and publishers should prioritize SEO this year. With the right tools, SEO doesn’t have to be a daunting part of the digital and editorial process, but rather an easy way to optimize your content and ensure it gets discovered in the end.


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