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Search Engine Optimization (SEO)

By: Richard Pond

There is no “magic bullet” for search engine optimization. There are many components that individually contribute to overall SEO results. Your ranking will increase as other respected web sites link to your site. Thus you should get as many links as possible “to” your web site. It is also important that your web pages are structured to enhance the ranking. The content management system should assure that the following components contribute to this ranking. CCP utilizes these techniques in creating web pages.

  • Title
  • File Name
  • Description
  • Keywords
  • Headings & Subheadings

Each item on it’s own has little impact. However, when all of these techniques are used in concert the difference can be dramatic.

Page Title

Page Title – More precisely the HTML Title tag

  • The title tag is displayed in the search results of all major search engines. Many users will decide to visit your site based on the contents of the title.
  • Title will also display at the top of the browser page
  • The title should be short and compelling. 10 words or less.
  • Every page should have a different title

File Names

This is the url of the page that is displayed in the browser.

  • The file names in your web site should correspond to the Title on the page
  • File names should have as many key words as possible. Key words that relate to the text on the page will have a positive effect on rankings.
  • File names should not have spaces. Underscores or hyphens can be used to separate the words in the file name.
  • Lower case letters should be used.
  • CCP allows the author to specify the file name appropriate for the article.


  • The description meta tag will help get your site noticed.
  • The description is displayed immediately below the Title in most search engine results.
  • The description should be short and compelling.
  • You want to get the visitor’s attention!
  • The description should also convey what the visitor can expect if they should click on the link and visitor your web site.
  • CCP allows the publisher to specify a description on all pages.


  • Keywords must be relevant to your website.
  • Bad keywords are worse than none at all.
  • Your keywords should have a direct relationship to the pages and content on the pages of your web site.
  • CCP uses the topic and subtopic of the article for the keywords.


Most search engines use the H1 tag in the HTML in determining keyword relevance.

  • H1 tag should be the Headline of the article
  • The H1 tag is used to identify the heading or subject of the web page.
  • To assure that the H1 content is displayed correctly on the browser a Cascading Style Sheet (CSS) is used. The CSS specifies the font, font size, and font color to be used by the browser in displaying the contents of the H1 tag.
  • H2 is used in a similar manner to the H1. H2 is used for the subheadings within the body of the article.
  • CCP uses both H1 and H2 tags automatically