HomeSupportContent delivery via XML feed

This animation walks you through how Brafton delivers content through your own unique XML feed. If you have any questions, be sure to address them with your Strategist during your Technical Integration Kick Off.

Standard Technical Integration

These standards are in place to ensure maximum ROI by delivering the fastest SEO improvements as well as aiming for quality conversions.

Not all Content Mangement Systems are created equal so some tend to be better suited to quickly acheive the following functionality. Occassionally a website may be built on a proprietary platform which is to say: No external developer can access any of the working parts. This is a large issue when you consider how to automatically add content to said site while maintaining these standards. In such cases subdomains, such as “blog.Brafton.com” where all content is hosted on an external server, might be the best option.

Landing Pages

Create a new page within the main site which will contain longer more conversion centric language. A call to action is required on this page due to it’s high visibility.

Search Benefits

  • Page Rank – By having many articles link to landing pages lots of “SEO Juice” will flow through to them allowing them to rank particularly well.
  • Easy to read URL – The URL should be similar to the landing page’s title such as “www.example.com/Online-Marketing-Success-Stories”, this will help drive traffic for certain keywords.

User Benefits

  • Centralized Information – Having an informaiton resource which is ubiquitous will improve conversions.

Headlines on the Homepage

An automated script will display the three most recent headlines along with their respective dates. The specific location of this display is very important and should be above the fold. If a script cannot easily be placed on the server, such as in the case of proprietary platforms, an IFrame will be employed.

Search Benefits

  • Keyword in Title of Headlines section – “Latest Online Marketing News” might be better than simply “Latest News”.
  • Site Crawling – Search Engines will crawl your site more often if there is fresh new content added frequently.

User Benefits

  • Proven Freshness – Listing a date will demonstrate freshness to users which will decrease bounce rate and increase brand credibility.
  • Maximize Visibility – Putting this section in a place where users will see it generates more ROI.

News Front Page

This is the front page of the blog, it should display a wide variety of content with very few clicks between users and articles.

Search Benefits

  • Biggest Impact – Front pages have the biggest impact on SEO because search engines correctly assume they should embody the nature of the entire site.

User Benefits

  • Fewest Clicks – All content should be quickly accessible from anywhere on the site.

RSS Feed

 

An RSS feed which contains information concerning a number of recently published articles should be available in a fixed location.

Search Benefits

  • Social Media Automation – Often this RSS feed is used to automatically post to social media networks.

User Benefits

  • Feed Reader – Some users may want to aggregate a number of their favorite feeds into a sort of custom newspaper.
  • RSS 2.0 – Generally RSS 2.0 is more universally accepted compared to Atom or other versions

Call to Action

This is a method of converting a user to a customer. It could contain a phone number, contact form, popular products, a ‘buy now’ button, or anything that will generate revenue. It might also direct the user to a demo of purchasable software for example. These Calls to Action should be crafted well and on as many pages as possible.

Search Benefits

  • User Interaction – The longer users spend on your site the better it will rank.

User Benefits

  • Lead Generation – Money!
  • Feeling insecure with personal information handling – Assure your users all information is confidential and secure.
  • Too much work to fill out compared to value gained – It is important to keep the forms short and to the point, more users will perform an easier task.
  • Product/service is not clear or appealing – Sell the users on the benefits of entering their information.

Related Articles

 

A short list of similar or related articles should be present at the end of articles to maintain user engagement. The title should contain the article’s category similar to “Related Content Marketing Articles” which adds yet another keyword. If the user liked said article this functionality should help them find another quickly.

Search Benefits

  • Category Based – It is reasonable to simply list other articles from the same category as said article, however the more dynamic you make this the better
  • Keyword Density – Great way to increase keyword usage on article pages.
  • Interconnectivity – Articles should not be dead ends, they should pass “SEO Juice” onto other pages as well.

User Benefits

  • Sustained Interest – Gives a great next step for already engaged users who are looking to keep going.
  • Time on Site – The longer users spend on your site the better it will rank the chance of conversion goes up.

News Archive

An easy way of accessing previous articles should be present.

Search Benefits

  • Crawl Depth – The more links a Search Engine needs to click before getting to content will diminish SEO and an archive will keep old content just a few links away.
  • Arhive Page Rank – Specific archive pages can eventually rank highly in their own right.

User Benefits

  • Navigation – Users will be able to more easily traverse content history in easy to digest chunks.
  • Ease of Use – When a site is easy to use users are more likely to come back.
  • Overuse – An Archive is not required on all pages as it will take up a fair amount of prime realestate which could be better used.

Meta Data

Meta Data such as Page Title and Meta Description should be relatively unique and present on all pages within the integration system.

Search Benefits

  • A Must – Title tags and Meta Descriptions are not optional. Without them modern search engines will assume you don’t care at all.

User Benefits

  • Click Through – Although a Search Engine has returned a web page you must still entice the user to click on that link instead of others.
  • Bookmarking – Often a bookmark uses the page title for it’s title.

Permalinks

 

The URLs for the integration site should contain the article category and article title. All URLs should look good (not “index.php?p=1234”).

Search Benefits

  • Keywords – Search engines consider keywords in the URL when determining page rank.

User Benefits

  • Understandable Structure – Just like breadcrumbs the URL should help the user understand where they are in terms of the site’s overall structure.

Social Media

Buttons linking to various client Social Media profiles should be present on all pages.

Search Benefits

  • No Follow – Almost all links which point away from your site should have ” rel=’nofollow’ ” on them to avoid giving away “SEO Juice”.
  • Likes – There is a small SEO bump from the number of likes a page has.

User Benefits

  • Web 2.0 – Social Media is so ever present that many users simply expect it.
  • Sharing – Social sharing can help boost your traffic

Analytics

 

Some form of website traffic analysis package should be present on all pages within the integration site. Information is easy to collect and vital to all businesses.

Search Benefits

  • Improvement – Find out what works and what doesn’t then play to the site’s strengths.

User Benefits

  • What do Users like? – Give them more of it and they will reward you.

Site Speed

Site speed is can be boosted in a variety of ways. Some of the more common are: Caching, reducing HTTP requests, reducing image size, and not relying on external elements.

Search Benefits

  • Direct Impact – Search engines have publicly stated that site speed is a factor in page rank.

User Benefits

  • Engagement – If a page takes too long to load a user’s thoughts wander and they are less engrossed in the material in front of them.