What is website optimisation?
Why it is important?
One of the most significant marketing tools for any business is a website. A good website can help increase sales leads. In addition, it attracts future clients and makes you stand out. It doesn’t need to be costly and extravagant, but it needs to be live and searchable in search engines. In other words, a website alone is not enough. It needs to be discoverable and accessible. In this case, website optimisation must be done. Thus, your website must be optimised with Google or other search engines like Yahoo and Bing. If it’s not optimised it will not be found by your potential customers.
As well as improving and increasing web performance, website optimisation is about enhancing the users’ experience. You can use some of Google website optimisation tools to check your website like PageSpeed Insights. Other tools like GT Metrix and SEMrush Site Audit.
Top 7 Steps for Website Optimisation
1. Conduct a target market analysis
Every target market analysis has a clear vision of the target market, web visitor, and market forecast.
WHO: You must identify first who are your potential clients? Know what
they do and check their background.
WHAT: Identifying clients’ needs and preferences. Know the kind of items,
products or services that they use.
WHERE: Where do they live? Where do they make purchases?
HOW: How do they make buying decisions?
2. Aim for the right keywords
Choosing correct keywords is significant for both SEO and content
optimisation. Keywords are the words and phrases used in online content to improve search engine rankings. Having a research phase of compiling a list of keywords is helpful. It will let you discover and determine which keywords to use based on the competition, relevance, and other factors.
Furthermore, software tools will let you refine this list of keywords to better target your market and potential website visitors. Examples of tools that can be used are: WordStream, SEMrush and Wordtracker. Always optimise content around the words and phrases individuals are looking for. By doing this your website may rank higher for those keywords. Higher ranking in the SERP might drive more targeted traffic to your website.
However, do not over-optimise with keywords. Cramming too many keywords and phrases into your content can have the opposite effect and lower your SEO ranking.
3. Generate new content
Content must be informative and should answer potential customers questions. It also gives solutions, entertains, guides decision making and much more.
Overall, creating content is a method of expressing concepts that both attract and persuade viewers. In order to do that, you must create written and graphical content based on these concepts. Then make these materials available to your viewers and customers. You can use blogs, vlogs, posters and/or other formats.
Content is important because it makes a connection between your business and customers. In addition, it gives free and helpful facts which attracts potential clients.
Sources of new content or ideas:
- Social media
- Other websites
- Products review / customers feedback
- Interviews and surveys
- Google related searches
4. Optimise your meta tags
Meta tags offers more detailed data about a website to web users. Meta tags aim to describe the content of the given post or page. It can be changed to highlight the vital components of the content. This can make your website standout even more.
Meta tags are found in the head section of the HTML page, and is an important HTML element. In addition, this section includes the meta title and meta description that are required for a page to rank well organically. The meta title is the link text which shows up when using a search engine. Likewise, the meta description is the text below the link text which describes the page or website on a search engine. It helps users know what your website or page is about, and shows more information about your business.
Consider the following meta tags to enhance your website optimisation:
- Title tag
- Meta description
- Header tag
- Robots meta tag
- Alternative text tag
- Canonical tag
5. Website Content Optimisation
Content optimisation is a method of making web pages more appealing. It aims to turn the keyword research into text. As a result, it will help your website to rank more naturally. The process should involve the inclusion of related keywords. It should also include metatags, title tags and relevant links.
To improve and increase your Click-Through Rate and users interaction, you must optimise your headline and images. Furthermore, image optimisation helps boost page loading speed and enhance user’s experience.
6. Check your page loading time
Webpage speed reflects how fast a website loads. It can greatly influence your success in business, search ranking, client satisfaction and sales conversion.
Website first impressions are very crucial. You want your web visitors to have a good initial impression.
A quick website response creates a happy and satisfied user. Website loading time is important to attract clients in engaging in your business. Slow website responses leads to dissatisfied users. As a result, they will spend less time on your website or not even visit your website. Since they are only a potential customer, they will likely lose interest. After that, they may go back to the search results and visit a competitor instead.
7. Check SEO performance
Assessing website SEO performance is good in helping to achieve your business goals. Measuring metrics will support you in both developing and maintaining a successful site.
SEO Metrics you need to track
- Keyword ranking
- Backlink quality and quantity
- Organic traffic
- Time spent on page
- Bounce rate
- Mobile traffic
- Click through rate
- Domain and page authority
- Returning visitors and direct visitors
- Exit page
Both testing and measuring SEO results plays a significant role in successful optimisation. In addition, you will be able to develop and implement an improved strategies with concrete statistics.
Website optimisation is a challenging and interesting process. It requires time, preparation and effort. It also requires a lot of persistence to get the outcomes you need to meet your business goals. These will be your investments that will bring you victory. Because success doesn’t happen in one day, you must formulate a strategies and make it happen.
Implementing a natural SEO programme can contribute to SEO success. Optimising your SEO and website can have a significant long-term benefit for any business. You need to constantly optimise your website. Otherwise, you are restricting the success of both your website and business.
Do you need help with optimising your website? Or with other projects? Please do not hesitate to contact Francis Gordon.
A short note to keep in mind. “The money you will spend on your website is significantly nothing compared to the impact of getting left behind.“
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