Website Optimization – What Is It and How Does it Help Your Business?
Website optimization, when done properly, can result in more traffic to your website, better conversion of traffic to customers and higher rankings in search engines. The process of website optimization can be quite complicated, involving tracking a large number of different statistics, experimenting with different versions of websites and a host of other techniques.
Finding someone who knows how to do all the necessary things to get your website to where you want it to be is often a challenge. But before we talk about that, let’s talk about what exactly website optimization is. These are the most important parts of the process.
Website Optimization for Search Engine Optimization
Search engines like Google use artificial intelligence algorithms to “read” websites in order to figure out whether or not they’re high quality websites. Of course, they use a wide number of other factors as well to rank websites, but your website’s optimization is an important factor.
The first and most important ranking factor on your website is your title tag. Your title tag is what appears along the top of a webpage in the browser bar when you visit a website. This is what tells Google what your website is about. It’s also what appears as the header in search engines when someone sees your page as a search result.
After the header tag is a whole host of other factors that search engines look at to determine how well you’ll rank. Do you stay on topic or does your website go all over the place? How many pages of content does your website have? What percentage of your on-screen space is advertisements and what percentage is content? Are your images properly tagged?
How your web pages link to one another is yet another important ranking factor. Google likes to see related pages linking to one another. A page that’s “stranded” (not linked to by anything on your site) probably won’t get ranked at all.
These are just a handful of the factors that search engines look at. A good search engine professional will know all the ranking factors that Google looks for and optimize your website accordingly.
How Website Optimization Can Improve Your User’s Experience
Search engines aren’t the only reason you should optimize your website. Optimizing your website also means crafting your site in a way that makes sense to users.
For example, if your navigation structure is difficult to handle, users may just leave your site and go somewhere else. Likewise, if your design is poor, users might not trust the information on your site and choose to go somewhere else.
How much users like your website is, believe it or not, completely trackable. It’s done using a number of different metrics.
For example, your “bounce rate” is the number of people who come to your website and leave without visiting any other page on your website. Your “return rate” is the number of visitors who come back to your website after a first visit. Your “visit length” is how long someone stays on your site on average.
Naturally, the lower the bounce rate, the higher the return rate and the higher the visit length the better your site is performing. This means that people are actually liking your site and coming back. That’s good for business, not just search engines.
Make no mistake however: Search engines know when a website is being useful for users and when it’s not. If someone types in “Tips for Speaking to Kids,” winds up on your website, then comes back to Google and types in “Tips for Speaking to Kids” again, Google knows they didn’t find what they were looking for on your website.
Though one searcher isn’t enough for them to decide anything on, when you aggregate the hundreds of thousands of searches performed on Google on your topic every day, they can piece together data to figure out how useful your website really is for users.
Website Optimization for More Sales and Business
Finally, websites can be optimized in order to create more results. By “results” we mean email address collections, clicks to a sales page or actual orders and revenue.
The way you optimize a website for sales is to go through a process called “split testing.” This is where you take your website and turn it into two different versions. You split the traffic coming to your website in half then see which version does better.
Once you have a winner, you repeat the process. You can incrementally increase your visitor to sale ratio in this manner, earning more money per visitor with every successful experiment.
The First Step to Optimizing Your Website
The first step to optimizing your website, unless you’re an expert in website optimization, is to find someone who knows what they’re doing.
Depending on your goal, your website can be optimized for search engines, for users or for sales. Ideally you should work with someone that knows their way around all these processes so you can discuss all your options and figure out exactly what you need to do to get you where you want to go.
We’re a unique company in that we’re not only willing to do the whole process for you; we’re willing to get paid after you get results. In other words, you’ll see real improvements in your traffic or revenues before you pay us for our website optimization work. Does that sound like a good deal to you? If so, give us a call. We’ll be happy to answer any questions you have. Our number is 1-(848)-949-8238.