Website optimization is the process of using tools, techniques, and experiments to improve the performance of your website. The aim of website optimization is to increase traffic to your site, which generates more leads that can potentially convert to sales. It also aims at improving the user experience by creating a user-friendly website interface that is easy to navigate.
One of the most valuable website optimization techniques is search engine optimization (SEO). SEO is the process of increasing traffic to your website through search engines such as Bing or Google, to mention a few. SEO focuses on making your website more discoverable using tools such as keywords. Search Engine Optimization also helps your website rank top on search engine result pages.
When your website ranks top and is easily discoverable, your traffic increases, and so do the chances of leads turning to sales. SEO is proving to be an invaluable optimization technique for companies’ websites. As such, companies are hiring experts like these SEO agencies London to help with the best results.
Although using experts is recommended for the best results, there are some easy ways you can do now to optimize your company’s website for search engines. They include:
- Audit Your Website
Before upgrading something, you need to examine it to determine areas that need changes and the type of changes. The same applies to websites. The audit is supposed to summarize the current website performance. You can look at its:
- User interface
- Keyword structure
- User behavior such as bounce rate
- Number of sessions and how long they are
- Frequency of visitors making the Call To Action (CTA)
To audit your website, you need to study a set of data to identify a pattern that informs an analysis. For example, if data shows that one client visited your website but didn’t make a sale, that can easily be dismissed as an uninterested person. However, if the data shows that 90% of visits to your website don’t lead to any sales or CTA, that calls for some solution.
After establishing the problems, you’re better informed on what type of solutions you need to optimize your website. Additionally, you could study your competitors’ sites to learn some of the methods they’re using to optimize their websites. Studying your competitor’s website gives you a gist of what your site may need. For example, you may need to use keywords to increase traffic to your site, as discussed in the next point.
- Use Keywords
Keywords refer to phrases that are used when searching for information on search engines. Every content niche has its keywords. For example, if your company deals in private flights, some of the associated keywords include
- Private charter
- Private jets
To determine the right keyword for your business niche, you have to conduct a keyword search. Luckily, there are keyword tools search like Jaaxy or Google Search Console, among others, to help you with that.
Start by searching for the short-tail keyword. These are keywords that are usually made up of no more than three words. Then progressively narrow down to specific keywords, also known as long-tail keywords. As the name suggests, long-tail keywords are longer and are usually more specific about a certain thing. Customers mainly use long-tail keywords when they want to make a purchase.
The keyword tool will give you both types of keywords. Your work is to develop quality content that incorporates the keywords properly. Remember, incorrectly positioning keywords such as through keyword spamming may lead to your account being penalized by search engines.
- Write Lengthy Articles
Another easy way you can optimize your website for search engines is by writing lengthy articles. According to experts, the ideal length for blog posts should be 1600. When you write long articles, search engines like Google take that as a sign that you’re producing more information. If, in turn, people spend more time reading the content of the blog posts, your website is likely to rank top.
However, writing lengthy articles isn’t enough. The pieces have to be of quality as well. Before you can decide on the length of your article, Google your primary keyword. Look through the top ten pages that appear on the search engine result page (SERP). If those pages have lengthy articles, that’s your cue to make your content lengthy. It gives you a fair chance to compete with your competitors.
- Optimize Back-End SEO
Back-end SEO is an on-page SEO that uses certain HTML tags when building specific pages of your website. This type of optimization consists of incorporating components like
- Meta tags
- Sub headlines and
- URL (uniform resource locator) slugs (i.e., the last part of the webpage address)
When using back-end SEO, consider incorporating your keyword throughout some of the above-listed components. The keyword should appear in the headline and at least in one other sub-headlines. It should also feature in the URL slugs.
The meta title should be between 50-60 characters, while the meta description should be between 155-160 characters. Both components should summarize what your article is about while at the same time attract the reader to click on the URL to read the entire article.
Wrapping It Up
Although it’s recommended that you hire SEO gurus for your Search Engine Optimization needs, there are a few easy things you can do now. Start by analyzing your website’s data to examine its performance and areas that need improvement. The other way is by using keywords and incorporating them correctly in articles of at least 1600 words. Finally, focus on back-end SEO for the best results.