Google handles billions of searches per day and trillions per year. A digital marketing strategy known as website optimization allows brands to rank higher on search results pages, improve user experience and convert website visitors into customers.
To thrive and survive, brands need their target audiences to find them online, visit their websites and perform desired actions, such as reading a blog post, signing up for a free trial or making a purchase. To make a powerful first impression, companies need to optimize their websites for search results and for seamless user experience.
In this article, we’ll take a brief look into what website optimization is, how it works, why it’s so important and the most important strategies that brands can put into action in order to optimize their websites.
What Is Website Optimization?
Website optimization is the process of using advanced digital marketing strategies and tools to improve website performance in terms of search results, web traffic, user experience and conversion rates, among other metrics.
Through effective website optimization strategies and practices, brands and marketers can target a specific audience, attract visitors to their websites and ensure that these visitors and potential customers have a smooth journey that will encourage them to take action.
A fundamental objective of website optimization is to prompt and convince visitors to respond to a call to action (CTA), such as contacting the company, making a donation, downloading a report, subscribing to a newsletter, watching a demo or buying a product, among other actions.
Optimizing a website is a continuous process. This process typically involves search engine optimization (SEO), UX website design (frontend), web development or backend engineering, conversion rate optimization (CRO), content marketing and controlled experiments such as A/B testing, among other tactics. Together, website optimization strategies, tactics and best practices can make a significant impact on websites’ organic search results, usability and performance.
Why is Website Optimization Important?
In today’s marketplace, websites are indispensable.
Without a properly optimized website, you wouldn’t be able to attract visitors to your websites and turn them into paying customers. Users would not find your website on search engine results pages. If they found your website somehow, they would not have a smooth, positive user experience that would keep them from leaving your website without performing a desired action (such as making a purchase).
Websites have the power to increase traffic, leads and conversions, as well as boost brand awareness, build trust with target audiences, and increase revenue, sales and profits. In other words, an optimized website is vital to conducting transactions on the internet successfully.
Benefits of Website Optimization
Done correctly, website optimization offers numerous benefits, among them the following:
- Increased website traffic
- Increased revenue and sales via conversion
- Enhanced brand visibility and awareness
- Improved brand experience and reputation
- Greater customer retention
- Web accessibility compliance
Website Optimization Areas and Strategies
The ultimate goal of website optimization is to make websites as appealing to search engines and as user friendly to visitors as possible. Brands and marketers use several key performance indicators (KPIs) to identify website optimization areas and tackle those areas to improve website performance.
There are numerous website optimization areas and strategies that can help you improve your website’s search engine ranking, performance, user experience, mobile friendliness and conversion rates, among other metrics.
Here are some key ones:
- Website audit
- SEO keyword competitiveness
- On-page SEO
- UX web design
- Core web vitals (page speed, etc.)
- Link building
- Mobile optimization
- Content marketing
- KPI analytics
- Image compression
- CRO optimization
- A/B and multivariate testing
- Customer feedback
- Website accessibility
- Automation and analytics
Having a website is not enough. To reach, attract and engage website visitors and convert them into customers, brands must optimize their websites using a variety of tactics and tools.
To optimize your website, start by identifying your target audience and auditing your website to measure its performance. Then move on to the areas that can be optimized and the strategies that can be implemented to improve your website’s ranking, traffic, user experience, conversion rates, metrics and accessibility.
We Can Help
Creating, developing, managing and maintaining an optimized website takes considerable time, effort and resources. It’s a monumental task that can easily overwhelm brands that lack the in-house expertise and capability to attempt it.
As a forward-thinking digital marketing agency, we have the creativity, expertise and resources to design and execute successful website optimization strategies for organizations in a variety of industries. For more information call us at 787-424-4443, email us at firstname.lastname@example.org or contact us using our online form.