Voices of Search Podcast: "The Impact Of A CMS On SEO"

Released on April 28, 2025

Introduction

In this episode of the Voices of Search podcast, hosted by Tyson Stockton of Previsible I.O., the discussion centers around the profound impact that Content Management Systems (CMS) have on Search Engine Optimization (SEO). Joining Tyson is Jonathan Ames, the Director of Marketing at ButterCMS, a platform renowned for its headless CMS solutions tailored for developers to build and manage dynamic websites efficiently. Together, they delve into the intricate relationship between CMS choices and SEO performance, offering actionable insights for marketers and SEO professionals.

Understanding the CMS-SEO Nexus

Jonathan Ames initiates the conversation by addressing a common perception among SEOs: the notion that a CMS is merely an inherited tool with limited room for strategic manipulation. He emphasizes the importance of dissecting and evaluating whether the current CMS aligns with the organization's SEO objectives.

Jonathan Ames [01:23]: "A lot of SEOs out there feel like it's just one of those you inherit what you inherit type mentality, and there's maybe not enough reflection or kind of like dissection into whether or not it's the right kind of CMS or how it can impact things."

Tyson Stockton concurs, highlighting that while SEOs often don't choose their CMS, understanding its SEO implications can position them to advocate for necessary changes.

Tyson Stockton [02:12]: "If you understand the effect of a CMS on SEO, you might find the right timing where either a development team or a marketing team is running up against certain pain points with their current CMS."

Key SEO Factors Influenced by CMS

1. Page Speed and Code Bloat

One of the foremost concerns discussed is page speed, directly influenced by code bloat—excessive or unnecessary code that slows down website responsiveness. Tyson recounts his experience with a CMS he refers to as "W and P," where excessive HTML and code hindered page load times, especially detrimental for mobile-first and e-commerce platforms.

Tyson Stockton [03:08]: "We've got a lot of code. Bloat is what your developers will recognize. It basically means your CMS is creating more HTML or more code than is necessary... slows down the page responsiveness."

He introduces the concept of a headless CMS as a solution, which decouples the front end from the CMS, allowing developers to utilize preferred frameworks (e.g., React, Django) to create cleaner, more efficient code, thereby enhancing page speed.

Jonathan Ames [06:17]: "A headless CMS really gives you the option to build in a framework where you can build it fast."

2. Manual SEO Tasks and Operational Bottlenecks

The discussion moves to the manual labor involved in SEO, such as updating tags, implementing schema markup, managing URL structures, and setting redirects. In traditional CMS setups, these tasks often require developer intervention, leading to significant delays and bottlenecks.

Tyson Stockton [04:00]: "Our marketers simply would not touch the site... things didn't get done very fast."

A headless CMS empowers marketers by providing accessible fields for these SEO elements, reducing dependency on developers and streamlining workflows.

3. Production Speed and Agile Testing

Speed in content production and testing is another critical factor. Tyson underscores the importance of conversion rate optimization (CRO) and how rapid testing—facilitated by a flexible CMS—can lead to substantial improvements in both SEO rankings and conversion rates.

Tyson Stockton [06:17]: "Faster production speed... if you can run a test every few days, that's going to lead to very different results."

Headless CMS vs. Traditional CMS

The core advantage of a headless CMS lies in its separation of content management from the front-end presentation. This architectural choice grants developers the freedom to innovate without being constrained by the CMS's native frameworks, resulting in:

• Cleaner Code: Reduced bloat and optimized performance.
• Flexibility: Ability to integrate with various front-end technologies.
• Scalability: Easier to adapt to growing content and functionality demands.

Tyson Stockton [08:57]: "Headless CMS gives you the option to build in a framework where you can build it fast... they can create cleaner code, cleaner code, lighter loads, faster."

Enhancing SEO Through CMS Customization

Jonathan and Tyson explore how customizing CMS fields can unlock advanced SEO strategies, enabling content teams to implement sophisticated techniques without heavy reliance on developers.

1. Schema Markup

Implementing schema markup enhances search engine understanding of page content, improving rich snippet visibility. However, traditional CMS platforms often lack straightforward ways for marketers to add or modify schema data.

Tyson Stockton [13:50]: "Most of your marketers have no idea what it is and they have no place to put it if they did know what it was."

By introducing custom fields in a headless CMS, as exemplified by Liberty Tax's implementation with ButterCMS, marketers can directly manage schema markup.

2. Redirects and URL Structures

Managing redirects (e.g., 302 redirects for temporary changes) and URL structures is vital for maintaining SEO equity and enhancing user experience. A flexible CMS allows content teams to handle these aspects seamlessly.

Tyson Stockton [16:43]: "Redirects and the URLs... content creators could put in and then turn it off. It's a huge time saver."

3. Canonical Tags and Hreflang

Elements like canonical tags and hreflang attributes are essential for addressing duplicate content issues and catering to multilingual audiences. A headless CMS facilitates the integration and management of these elements through customizable fields.

Tyson Stockton [18:20]: "Anything that is a part of the code on the front end can be linked to a field in a headless CMS on the back end."

Empowering Content Teams with CMS Capabilities

A significant benefit of adopting a headless CMS is the empowerment of content teams to execute SEO tasks independently. By leveraging customizable fields and enforcing content rules, organizations can ensure consistency and optimize SEO practices across the board.

Jonathan Ames [15:43]: "Having direct lines and access to that goes back to that previous point of pace on this. Any other elements like... schema markup... make it faster and you'll get better results."

Tyson further illustrates the ease with which content teams can implement SEO best practices, such as requiring alt tags for images before publication, thereby enhancing overall site accessibility and SEO.

Tyson Stockton [18:20]: "You could set a rule in the CMS saying you can't publish the page unless there's an alt tag for every image."

Advocacy and Business Implications

Tyson emphasizes that SEOs should not remain passive regarding CMS decisions. By advocating for CMS changes based on tangible business benefits—such as increased conversion rates through improved page speed—SEOs can play a pivotal role in strategic discussions.

Tyson Stockton [19:51]: "You can advocate for a CMS switch from the perspective of the benefit that will give to the website as far as business results."

He cites studies indicating that even a 1-second improvement in page load speed can lead to significant boosts in e-commerce conversion rates, thereby presenting a compelling case beyond mere SEO enhancements.

Jonathan Ames [21:10]: "It's a double play there. It's a win-win."

Conclusion

The episode wraps up with a reinforcement of the pivotal role a CMS plays in shaping SEO outcomes. Jonathan and Tyson highlight the dual benefits of a headless CMS: enhancing SEO performance and driving substantial business results through improved user experience and conversion rates.

Tyson Stockton [19:51]: "You can advocate for that because there really is a business value to each of these things we just talked about in the episode."

Listeners are encouraged to evaluate their current CMS setups critically and consider the strategic advantages of transitioning to more flexible systems like ButterCMS to unlock their website's full SEO potential.

Notable Quotes:

• Jonathan Ames [01:23]: "A lot of SEOs out there feel like it's just one of those you inherit what you inherit type mentality..."

• Tyson Stockton [02:12]: "If you understand the effect of a CMS on SEO, you might find the right timing where either a development team or a marketing team is running up against certain pain points with their current CMS."

• Tyson Stockton [03:08]: "We've got a lot of code. Bloat is what your developers will recognize... slows down the page responsiveness."

• Tyson Stockton [06:17]: "Faster production speed... if you can run a test every few days, that's going to lead to very different results."

• Tyson Stockton [08:57]: "Headless CMS gives you the option to build in a framework where you can build it fast... they can create cleaner code, cleaner code, lighter loads, faster."

• Tyson Stockton [13:50]: "Most of your marketers have no idea what it is and they have no place to put it if they did know what it was."

• Tyson Stockton [16:43]: "Redirects and the URLs... content creators could put in and then turn it off. It's a huge time saver."

• Jonathan Ames [15:43]: "Having direct lines and access to that goes back to that previous point of pace on this... make it faster and you'll get better results."

• Tyson Stockton [18:20]: "You could set a rule in the CMS saying you can't publish the page unless there's an alt tag for every image."

• Tyson Stockton [19:51]: "You can advocate for a CMS switch from the perspective of the benefit that will give to the website as far as business results."

• Jonathan Ames [21:10]: "It's a double play there. It's a win-win."

For those eager to delve deeper, the next episode promises a continuation of the conversation around headless CMS and strategies for optimization. To stay updated, visit buttercms.com or follow Jonathan Ames on LinkedIn. Subscribe to the Voices of Search podcast for daily insights into SEO and content marketing.