At the recent OSCOM conference at Harvard, keynoter Jon Udell of InfoWorld gave an excellent talk, "Everything you need to know about content management, you (should have) learned in grade school." There are many golden nuggets in the presentation. But pay attention in particular to Udell's discusison the importance of tuning your CMS to generate meaningful URLs and tuning your staff to generate meaningful title tags and neat navigational structures...
See Udell's presentation slides      Visit Oscom