Voices of Search Podcast: Improving a Headless CMS
Episode Overview
In the April 29, 2025 episode of Voices of Search, host Tyson Stockton engages in a deep dive with Jonathan Ames, Director of Marketing at ButterCMS, to explore the intricacies of improving a headless Content Management System (CMS). Building upon their previous discussion about the impact of CMS on SEO, this episode unpacks the benefits, challenges, and strategic considerations involved in transitioning to and optimizing a headless CMS for enhanced search engine optimization and content marketing.
Understanding Headless CMS
Defining Headless vs. Traditional CMS
Jonathan Ames opens the conversation by clarifying the concept of a headless CMS for listeners who might be newer to SEO:
Jonathan Ames [02:07]: "A headless CMS simply cuts the back end where you put the content in for your website from the front end. This separation allows you to create a faster, more functional front end that can be easily swapped out without affecting the back end."
He contrasts this with traditional CMS platforms, which combine both the front and back ends, offering ease of use for initial setup but less flexibility in the long run.
Key Differences:
- Traditional CMS: Integrated front and back ends; easier to start with; allows for immediate preview and rapid development.
- Headless CMS: Decoupled front and back ends; offers greater flexibility, control over front-end frameworks, and scalability across multiple platforms (websites, mobile apps, social media).
Benefits of a Headless CMS
Enhanced Flexibility and Control
A significant advantage highlighted is the ability to choose and switch front-end frameworks with minimal disruption:
Jonathan Ames [04:13]: "Your headless CMS can be the backend controlling spot for all that stuff. You have multiple websites, super easy to do in a headless CMS. It can just point to every domain you want and run all that multiple languages."
Reduction of Code Bloat
Headless CMS platforms often result in leaner, faster-loading websites by eliminating unnecessary code that typically comes with traditional CMS solutions.
Multi-Channel Content Distribution
The decoupled nature allows content to be effortlessly distributed across various channels beyond the website, such as mobile applications and social media platforms, enhancing content reach and consistency.
Differentiating Factors Among Headless CMS Platforms
Framework Compatibility
One critical factor distinguishing headless CMS options is their compatibility with various front-end frameworks. Jonathan notes:
Jonathan Ames [05:05]: "Some headless CMSs have a limited number of frameworks that they're compatible with and others will allow you to connect with anything."
This flexibility ensures that developers can work within their preferred environments and easily transition between different frameworks as needed.
Ease of Use for Non-Developers
A headless CMS should cater not only to developers but also to content creators, marketers, and SEO professionals. It should have an intuitive interface with minimal learning curves:
Jonathan Ames [05:05]: "You want something that they can easily learn. There's not a large learning curve."
API Integration and Microservices Philosophy
Effective headless CMS platforms support robust API integrations, allowing seamless connections with various microservices. This modular approach enables organizations to adopt best-of-breed solutions for different functionalities without being locked into a single ecosystem.
Jonathan Ames [08:07]: "A good headless CMS will allow you to connect via their API to these different microservices and take advantage of those."
SEO Considerations During CMS Migration
Guarding and Improving SEO Rankings
Transitioning to a headless CMS poses challenges for maintaining SEO rankings. Jonathan emphasizes the pivotal role of SEO professionals in this process:
Jonathan Ames [10:07]: "The biggest one that's going to be in everyone's mind is how can we guard our rankings during this transition."
He shares a success story where careful CMS selection and involvement led to improved rankings post-migration.
Structuring the CMS for SEO
Setting up the CMS correctly from the outset is crucial. SEOs should collaborate with development teams to define the necessary fields and ensure that SEO elements like tags and metadata are integrated seamlessly into the content creation workflow.
Ben Shapp [12:50]: "Think about, in my perfect world, what fields do I want? And let's get the dev team to put those in."
Strategies for SEOs to Influence CMS Decisions
Earning a Seat at the Table
SEOs often face challenges in having their voices heard during CMS migrations. Jonathan advises leveraging the CMS transition as an opportunity to demonstrate value:
Ben Shapp [15:19]: "Find those people. If there are new people coming into the organization, make them your advocates, help them make a big splash that makes them look good."
Aligning SEO Goals with Business Objectives
Positioning SEO initiatives in terms of tangible business benefits, such as increased organic traffic and higher conversion rates, can resonate more effectively with stakeholders.
Ben Shapp [16:56]: "We're moving to a new CMS and this is going to get this better rankings for us. Higher organic traffic, higher conversion rates."
Utilizing Data to Support Recommendations
Backing suggestions with data-driven insights, especially in e-commerce scenarios where page load speed directly impacts conversions, strengthens the case for SEO-integrated CMS strategies.
Ben Shapp [16:56]: "There's lots of data on it, how a second's worth of time makes, you know, 3 to 7% difference in conversion rate."
Conclusion and Key Takeaways
The episode underscores the transformative potential of headless CMS platforms in enhancing SEO and content marketing efforts. By providing greater flexibility, reducing code bloat, and facilitating multi-channel content distribution, headless CMS solutions empower organizations to adapt swiftly to evolving digital landscapes.
For SEO professionals, the transition to a headless CMS represents both a challenge and an opportunity. By actively participating in the CMS selection and setup process, SEOs can safeguard and even improve search rankings, align their strategies with broader business objectives, and establish their indispensable role within the organization.
Final Thoughts:
Ben Shapp [19:39]: "The answers are always in the data."
Leveraging data-driven strategies and fostering collaboration across departments are pivotal in maximizing the benefits of a headless CMS, ultimately driving organic growth and achieving marketing objectives.
Connect with Our Guests
- Jonathan Ames: LinkedIn | ButterCMS | Cutting Edge Web Content Development Podcast
- Tyson Stockton: LinkedIn | Twitter: @TysonStockton | Previsible IO
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