This case study on search optimization attempts to explain special considerations relating to sites managed with a third party content management systems. Generally, some tools that should be applied may not be readily avialable. Flexibility is key, and use of different systems within a uniform approach helps assure you will not fall afoul of SERP rules and penalties.

Topline Roofing of Poway, CA uses a content management system supported in part by one of their vendors, roofing supplies manufacturer GAF. The manufacturer/vendor is using a tool to help its direct customers, roofing contractors, build websites showcasing its own products. By delivering a system allowing for simplified creation of professional looking websites, GAF very cleverly builds up its own network of customers, who are themselves, selling into a competitive marketplace.

At the risk of oversimplifying, many small businesses are faced with an array of less than optimal choices when it comes to building websites. There are myriad choices, but until recently, they mostly consisted of 1) the purchase of a reasonably priced (say up to $1500) cookie cutter website with minimal customization 9we need your logo, your address and phone number, and three paragraphs each for the about us page and the product page). 2) A much more expensive website custom built by a marketing communications company (usually in the range of $2500-$10,000 plus) which could only be modified by professionals who understand html. 3) Do it yourself, where generally, someone on staff undertakes to learn to make websites in one technology or another. while this approach has its benefits, it usually involves a steep learning curve and a long period where the site underperforms compared to either option one or two.

Recently, however, another option has emerged. The kind of sftware that makes publishing blogs easy has been widely adopted to publish business websites. While this requires investment generally beyond the means of the kinds of businesses which need websites, it is well within the means of a wide range of smaller technology companies and manufacturers with channels to support, who can use such systems to support, not themselves, but a large number of separate customers, or, in this case, a distribution or service network for a manufacturer of roofing material, shingles and supplies for roof replacement and repair.

In earlier days, before folks like me screamed and shouted, the content management systems had not method for modifying html page titles, making them a very poor choice. However, the system developers, over time, heard the requests of search marketers and began to incorporate methods for modifying the page titles. In this case, an option needs to be turned on by the system adminsitrator for particular sites, since most customers still don't use the feature and a sitewide title using the company name is still preferagle to a title tag reading “untitled document”. With this option turned on, not only are titles enabled but also the meta description tag and the useless keywords tag.

Like all the content management systmems we have encountered, this one lacks a sitemap tool and recycles the top level navigation as footer navigation (footer navigation is a great place to use alternate keywords). However, compared with lack of title editorial, this is a minor nuisance. It is probably better SEO practice to place a sitemap offsite anyway.

Look at the pages linked. The link text is the target keywords. See how they have been used in the titles and onpage text:

• Fire Storm damage mitigation San Diego
• Roof Replacement, Repair San Diego
• Roof Replacement, Repair Santee, Rancho Bernardo, CA