What is Website Optimization?
Website optimization is a process of controlling and modifying elements of a website to improve the ability to drive business goals.
Search engines rank your website according to numerous variables; therefore your web design needs to comply with these factors. They are tools to help you create a platform that search engines can find, index, and present to the audience as the ultimate user experience. Website optimization usually includes modifying:
- Written content;
- Images and videos;
- Meta information;
- Site architecture and
- Site performance.
TYPES OF WEBSITE OPTIMIZATION
ON-PAGE (CONTENT) SEO
Search engines use content to discover what the page is about. Without it, there would be very little to optimize.
Create grabbing titles which contain your keywords.
CLEAR STRUCTURE AND WEBSITE NAVIGATION
Put simply, a well-structured site ensures that all your pages and sub-pages are found and indexed easily by both Google and people. Make sure that the website has a logical and organized semantic architecture that is easy to navigate. That way:
- Search engines can use their ‘crawlers’ to navigate through the link structure to find and index pages; and
- Users can spend more time reading your high quality content.
Keep these clear and concise, be able to determine the content of the page at a glance. Search engines sometimes shorten URLs to display them neatly. Let’s look at an example of an optimized URL:
Security | Domain |Category | Sub-Cat | Sub-Cat | Page
LENGTHY AND QUALITY CONTENT
The page content is the main element that determines a sites ranking position on the SERP (search engine result page). Good content has two main qualities:
- It supplies a demand and
- It is linkable.
When in-depth content is useful and actionable search engines will reward your website by providing higher SERP positions.
Blogging is an essential element of web design and a dynamic mechanism that you can use to reach out to your audience with high quality content.
Blog engines are a helpful method of inbound marketing that uses high quality content to attract audiences to your website. Let’s look at an example of a blog used for inbound marketing: A vegan bakery could have a blog centered not only on delicious treats, but on a healthy lifestyle. The blog engine could include posts (content) about:
- Vegan recipes (savoury and sweet) for kids;
- Becoming a vegetarian: the first step to a healthier life;
- How to start your own vegetable garden, etc.
We live in a multi-medium world, so utilize multimedia. People don’t want to read essays to understand a topic. Multimedia (Images; info-graphics; videos; clips and sound) can help foster understanding and positively affect two critical user-interaction ranking factors:
- Increasing ‘dwell time’ (time spent on site) and
- Reducing the bounce rate.
Image and video optimization includes adding the target keyword into media file names and to the Alt Text and ensuring the media is an optimized size.
Outbound links transport a user from the page they are on to a page on a related topic, located on a different website. These links also serve as signals that help search engines determine a page’s relevancy.
An internal link takes a user from one page to another page on a related subject, located on the same website. This assists search engines to determine that the content on different pages of the same site is relevantly linked: by content and physical link.
LATENT SEMANTIC INDEXING (LSI) KEYWORDS
It is common for different people to use different terms to refer to the same idea, therefore you can use LSI keywords (words or phrases which are semantically related) in order to reach a larger audience. Google also uses LSI keywords to determine page relevancy.
BOOST THE SPEED OF YOUR SITE
Page loading speed optimization, their elements, coding and mobile responsiveness are very important when it comes to a great user experience.
Boosting website speed may be a case of simplifying your website page structure and optimizing your multimedia. Or, speed can be boosted by compressing images; using a CDN (content delivery network) and switching to faster hosting. Remember to update and upgrade your website technology.
A RESPONSIVE WEBSITE DESIGN
In 2015 Google started penalizing mobile unfriendly sites. When one considers that most South African’s have cell phones but not many have access to computers, it makes sense to utilize a responsive design.
THE BENEFITS OF WEBSITE OPTIMIZATION
- Improve SEO (search engine optimization) – this ultimately leads to many other benefits:
- An ever-increasing audience (people relying on internet searches to find information)
- Increased exposure and brand awareness
- Targeting website traffic; and it is a
- Cost-effective marketing strategy.
DIGITAL MARKETING SOUTH AFRICA
If your website is not optimized, then it is an ineffective tool when it comes to marketing your business as you miss out on potential customers, sales and conversions.
Digital Marketing South Africa can help you take your business to the next level. We have a team of digital wizards equipped with all the tools necessary to help you grow your business online.
We handle all aspects of online marketing, including:
- Website Optimization,
- Content Creation,
- Content Strategy,
- Search Engine Optimization (SEO),
- Social Media Marketing (managing and sharing across all social networks)
- Email Marketing
- Pay Per Click
- Marketing Automation
Feel free to contact us for more information about our online marketing services.
ITM WEBSITE DESIGN CAPE TOWN
A fully functional website is critical to your online marketing. It must be mobile responsive, modern and it must be designed with SEO and user experience in mind.
Your website should form the basis of your marketing efforts and include elements such as a blog engine and social media sharing.
Digital Marketing South Africa utilises the professional web design services of ITM Website Design. Please see their website design pricing and packages here.