Benefits of Web Optimization


We have compiled, from separate sources, Benefits of Web Optimization.


What is optimization?

[1]Web optimization is a long-term strategy that focuses on search engine optimization (SEO) practices.

With it, various techniques are employed to ensure your website is visible when your customers are typing search queries in search engines, like Google and Bing, that relate to your products and/or services.

Do you want some quick examples of these practices? We’ll explore them further ahead.

First of all, specific keywords that describe your products/services must be included on your website. Additionally, the keywords your customers use to find your products/services must also be included.

In that regard, it can be interesting to invest in a Content Marketing strategy in order to produce relevant and keyword-driven content that your audience will love. Your website must also be built with the user experience in mind.

This means that the front and back-end of your website need to be written in a way that users can easily navigate and find the information they desire.

By taking the time to focus on the user experience, you also satisfy the bot crawlers (also called spiders) that are crawling your website for this same information. When you design your site, it must also be mobile-first.

This means the design is based on how users will navigate your website from their smartphone or tablet. Since Google and other search engines are mobile-first indexes, any website that is not designed with mobile use in mind will not rank high on search engine results pages (SERPs).

Once implemented, web optimization begins its long-term efforts. This is not a one-and-done strategy. All old content must be reoptimized to meet current standards, and all new content must be created with this in mind.

When algorithms change, you or your team will need to go through your entire website and make sure that it satisfies any new requirements.

[2]Why should you optimize your website?

Optimizing your website could help your business achieve its goals. You can boost your revenues through targeted web campaigns that may increase brand awareness and customer base. It is a great marketing strategy, considering WordPress is may be available for free.

Increased visibility

Creating a website will increase your business’ visibility to potential clients online. There are billions of internet users who maintain access with a brand on at least one avenue on the internet, whether through the website or through the brand social media pages. WordPress is SEO friendly, which makes it ideal for increased visibility. In order to improve your SEO ranking, and enjoy the benefits of an SEO friendly platform, you need to make sure that your website is up to date and using only necessary tools. Your content and layout may also play a key role in the likelihood of a higher SEO ranking, which will affect your likelihood of visibility. You should keep this metric central to your online marketing goals since it is directly connected to all other potential benefits of going online. Remember, your business will only expand by increasing the level of awareness of the goods or services offered.

Analytic tracking

Analytic tracking involves looking into the performance of a web campaign through an analysis of user interaction levels. You can know how your visitors reacted to a post, product or business move by following their reaction online. Knowing how many people viewed your posts, as well as what their reaction was will help you get an understanding of the performance of your marketing strategy, which could help you reach even more people.

Increased user engagement

Optimizing your business website will help increase user engagement levels. A better running page will be more likely to attract users because they are more likely to enjoy the experience long enough to take an interest in the brand, which may contribute to some level of engagement. Whether this is for customer service, research into your brand or other benefits of an increased brand profile, your better functioning website will help draw potential clients to your site, and keep them active by interacting with them.

Higher user engagement can increase brand visibility and drive up conversions. With modern features such as social media integration, your brand’s user engagement can prove to be a great marketing tool. You will be more likely to make new clients from your present customer base through their appreciation of your brand online.

Brand partnerships

You can mention or link other bands’ content to make your own posts more diverse, and enjoyable. This will attract more return visitors and could help cause positive brand association. By optimizing your content will help you may even develop partnerships with some of the businesses or brands involved. Aside from creating a good relationship with the brands involved, you could market your business to the new partners’ audiences. This will positively affect the number of people who can view your business website, and know more about your brand.

Increased SEO rank

By creating a minimalist layout that features comments sections broken into pages and only excerpts showing instead of full articles, users could improve user experience levels on their website. You can also achieve this by minimizing the number of plugins used by removing any plugins with redundant features, as well as those that are no longer in use. Plugins that do not offer recent updates should also be flagged as potential avenues for malicious attacks, similar to those obtained outside a trustworthy repository. You may also need to monitor your posting policy, by optimizing any images used and embedding links instead of sharing videos.

These tweaks will potentially improve user experience, which has a knock-on effect on SEO rankings. Higher rankings could increase visibility, as well as afford more potential clients trust in your brand, which may positively affect growth.

How to optimize your website step-by-step

Website optimization follows the same principles used in conversion rate optimization and is based on the scientific method.

Determine the objective of your website optimization. Different business types will have different objectives you will want to optimize for. For example, if you ran an eCommerce website, you’d want to figure out how to increase purchases and average order values (AOV). To do this, a website owner will conduct quantitative and qualitative research on key pages of the website that affect the ultimate goal of the site. For instance, the homepage is often a valuable area to conduct A/B tests, since much of the website’s traffic arrives on this page first. It is important that visitors immediately understand what the company offers, and that they can find their way to the second step (a click).

Come up with your best guesses on how to impact your objective. After identifying the top-level goal to improve, you should identify under-performing points on a web page and begins to formulate a hypothesis for how these elements could be tested to improve conversion rates.

Create a list of variables that your experiment will test. Changes can be created in variations and run as experiments in an A/B split testing tool.

Run the experiment. Make sure when you’re running the experiment that you gather enough data to make your conclusions statistically significant. You don’t want to base your business decisions on inconclusive data sets.

Measure the results, draw conclusions and then iterate. The results of an experiment will show whether or not the changes to the website element produced an improvement. A winning variation can become the new baseline, and tested iteratively as more ideas for improvement are generated. A losing test is still a valuable learning opportunity, and can provide direction on what to try next in the optimization process.

Website optimization can offer many measurable business benefits if done correctly. First, the process of website optimization determines the best version of web page elements that help visitors to accomplish a certain goal. Optimization improves the efficiency of the website at converting visitor traffic into email subscribers, readers, or paying customers. In turn, improved efficiency leads to greater ROI on customer acquisition and traffic-generating campaigns such as web searches, Google AdWords, social media, and email marketing.



The goals of website optimization

The goals of a website will vary depending upon the type of business, the business’ target customers, and the desired action of that audience: a purchase, filling out a form, or reading an article. The desired action of a website visitor can also be conversions, or the number of audience members who complete a certain action.

For instance:

  • An online publication practices website optimization with the conversion goal of increasing the number of articles visitors read.
  • An online store optimizes its website to encourage the completion of checkouts and repeat purchases.
  • An online software company optimizes its website to improve the rate at which visitors sign up for (or convert to) a free trial of the product.
  • An insurance company optimizes its website to capture more potential leads for insurance coverage sales.
  • A fundraising campaign optimizes their donation form to encourage more donations.


We hope that these ideas have helped your marketing efforts

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