Your website can be improved. Even if you last updated it just a few hours ago, it likely needs optimization. Website optimization is about making continual improvements to increase quality traffic and target your goals.
Website optimization involves more than your page content. It means keeping up with:
- Your brand marketing strategy
- Search engine optimization (SEO)
- User experience (UX) and expectations
- Content and technical website updates
- Analytics and reporting
The internet and internet users are constantly evolving. Search engine algorithms change, user expectations change, new competitors pop up, existing competitors make updates, and new technologies are released. Your website also needs to constantly evolve and adapt to maintain its relevance and performance.
Optimizing Maximizes Your Results
Making sure that your website is up-to-date on all fronts keeps it working hard for you. You don’t miss out when people are searching for content that you provide. You don’t frustrate site visitors with broken links.
Search Engine Optimization
One of the areas of frequent chance is search algorithms. You need to actively make changes to keep up. SEO involves content optimization, technical optimization, and off-page optimization.
Content optimization for SEO is anything that’s user-facing on the page. This includes text, images, video, and any embedded content. These should be optimized for search and also the user.
Technical optimization for SEO includes things like your website’s information architecture, link structure, and development functionality. For example, a slow-loading website may need development updates for website speed optimization to meet both user expectations and Google’s core web vitals metrics.
Off-page optimization takes place on other parts of the web (e.g., link building).
User Experience Optimization (UX)
Put yourself in the shoes of a visitor and ask yourself questions like:
- Can I find the information I’m looking for?
- Can I accomplish the task I’m attempting?
- Where are there dead ends?
- Where are there obstacles to completing my desired task?
- How are contact and demo pages converting, and is there room for improvement?
With this analysis in mind, you can prioritize UX improvement.
Reporting & Analytics
Optimization also means regularly reviewing Google Analytics. Without monitoring actual data, there’s no way to accurately benchmark your current performance, or identify opportunities to improve.