How to select a CMS that powers SEO, personalization and growth

Choosing a CMS That Fuels SEO, Personalization, and Business Growth

In 2025, as customer journeys become increasingly intricate, companies must invest in a top-of-the-line martech stack to provide a unified, data-centric experience across various channels.

At the heart of this stack lies the content management system (CMS), which must tackle essential challenges that businesses encounter today:

  • Ensuring visibility in multimodal search.
  • Building a presence in large language models (LLMs).
  • Overseeing total cost of ownership.
  • Tapping into AI opportunities.

Why a Suitable CMS is Essential for Solid Foundations

A CMS plays a crucial role in delivering personalized experiences and connecting customer interactions across all platforms. According to Forrester, it facilitates the collaborative management of content creation, aggregation, orchestration, and distribution across omnichannel touchpoints.

The right CMS should seamlessly handle discovery, user experience, engagement, and conversions, ensuring that your digital footprint is refined for advancements in AI-driven search. It ought to automate the resolution of website health issues, curbing the demand for continuous technical SEO efforts.

Here are vital points to ponder when choosing or updating your CMS, reflecting on the four critical phases of the marketing process:

  • Discovery.
  • Experience.
  • Conversion.
  • Performance.
cms capabilities across customer journeycms capabilities across customer journey

Discovery

Challenges in Content Discovery and SERP Visibility

Organizations face significant hurdles in ensuring content discovery and visibility across various search results. With content scattered across different platforms, maintaining consistent visibility becomes challenging. Many brands invest in paid advertising to compensate for insufficient organic discovery, despite the fact that users generally trust organic content more.

Your CMS should facilitate content discovery by:

  • Effectively managing crawl budgets to guarantee indexing, crawling, and rendering of all high-quality content.
  • Enabling straightforward addition and modification of schemas based on content structure.
  • Automating essential SEO tasks like redirects, URL changes, sitemaps, breadcrumbs, and page speed optimizations – particularly during site edits, migrations, or deletions.

A CMS with built-in discovery capabilities is even more advantageous. It should support protocols like IndexNow to alert search engines of changes in site content.

Focusing on SERP saturation and discovery features is crucial for any brand.

SERP saturation must-havesSERP saturation must-haves

Further Exploration: Explaining Why 2025 is the Year for Martech Optimization Over Expansion

Enhancing Discovery through Optimized Digital Assets

As search evolves to be multimodal, with users engaging through images, videos, texts, and audio, it is essential to centralize, optimize, and distribute your content across all channels.

centralized data and assets for distributioncentralized data and assets for distribution

Experience

Once users have discovered your content, enhancing user experience becomes paramount. Personalization and A/B testing should not be mere afterthoughts.

Your CMS ought to provide a straightforward solution, backed by a framework that enhances experience and boosts conversions.

Creating Seamless Omnichannel Experiences

By 2025, the customer journey is projected to become more intricate as users engage across various mediums, such as images, videos, LLMs, social media platforms, text, and voice. According to Gartner, web traffic from conventional search engines might diminish by 25%.

For a smooth customer journey:

  • Employ a CMS that enables automated, personalized workflows tailored for diverse audiences.
  • Develop a centralized information repository with a distinct data layer for flexibility.
  • Automate rendering and publishing based on specific platforms and audience requirements.

Further Exploration: Switching to a Headless CMS: Insights from MarTechBot

The Importance of Personalization

Traditional search engine traffic is declining, particularly among younger demographics. Gen Z increasingly relies on platforms like TikTok and Instagram for discovery, with nearly 40% opting to bypass search engines altogether.

Brands offering personalized, data-informed responses tend to engage users more effectively, cultivating loyalty and driving conversions. Successful personalization hinges on:

  • Utilizing customer data.
  • Connecting the customer journey.
  • Simplifying content workflows.

Personalization can encompass location-based, channel-based, and behavioral strategies, with AI enhancing visitor segmentation, predicting journeys, and generating content.

types-of-personalizationtypes-of-personalization

Further Exploration: How Behavioral Analytics Insights Can Enhance Your Organic Reach

The Role of Composable Architecture

As customer journeys become increasingly multifaceted, there is a strong necessity for adaptable, scalable solutions. An optimal architecture, rooted in composable, cloud-native SaaS and microservices, adheres to the MACH principles to fuel growth.

This method enhances user experiences, curtails development time, reduces costs, and bolsters system scalability and resilience, distinguishing it from traditional, monolithic architectures. A CMS should facilitate:

  • API-driven integrations for effective data ingestion and management.
  • High levels of availability, scalability, and consistency.
  • A strong partner ecosystem.
  • Support for either headless or hybrid configurations.

Conversion

Following the stages of discovery and experience, the focus must shift to conversions. Essential aspects comprise:

  • Optimizations for landing pages.
  • Conversion strategies and A/B testing.
  • Time-sensitive offers and discounts.
  • Revenue recovery strategies.
  • Industry-specific engagement widgets (e.g., online travel agencies for hospitality).

To facilitate consistent performance across all channels, your CMS should extend beyond mere content management to ensure scalability and uniformity.

Establishing a Centralized Assets and Knowledge Hub

centralization-for-consistency-across-channelscentralization-for-consistency-across-channels

Content creation within a CMS has evolved. Organizations require enterprise-level taxonomies and metadata to maintain alignment with brand voice. A centralized hub dismantles silos, fostering resource sharing, enhanced collaboration, and expedited content production.

Applications Tailored to Specific Industries

Does your CMS provide tools unique to your industry, such as travel applications, mortgage calculators, event calendars, or marketplace integrations?

Investigate developer communities and vertical applications to confirm that the CMS aligns with your business requirements.

Performance

An effective CMS should merge site and campaign performance analytics, providing real-time insights across multiple channels.

Infrastructure, Compliance, and Security

The foundation for a resilient and adaptable tech stack is increasingly reliant on this.

Reliable cloud hosting with a micro-container architecture is crucial for maintaining high availability, disaster recovery, and backup systems. A capable CDN is key to ensuring rapid website performance.

Multi-layered security encompassing firewalls, intrusion detection, secure coding practices, and DDoS protection offers a robust defense. Compliance with GDPR, CCPA, and ADA fosters user trust and enriches the overall experience. Google has provided guidelines for developers aimed at safeguarding the user experience online.

Automating Workflows with AI

AI can streamline content generation, manage site migrations, and resolve technical SEO challenges. A CMS equipped with built-in analytics, segmentation, and A/B testing can refine workflows and optimize outcomes.

AI-enabled CMS agents can significantly enhance content distribution across various AI-driven agents (like chatbots and search agents), which can:

  • Enhance user experience.
  • Boost conversion rates.
  • Facilitate easy access to relevant information.
  • Guarantee quicker resolution of inquiries.

Further Exploration: What to Know about Salesforce Agentforce

Evaluating Total Cost of Ownership

As you assess systems, prioritize tools that yield a cohesive customer experience. A CMS is integral to marketing success, linking workflows throughout every stage of the customer journey.

Enhance Your Digital Presence by Selecting the Right CMS

An effective CMS should minimize both time and expenses through features such as editable pages, reusable elements, templates, built-in analytics, and AI-powered automation. Additionally, developer assistance is vital.

Ensure the CMS comes with thorough documentation and scalability, facilitating ease of adoption, accelerating time to market, and supporting sustained business growth.

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