In order to achieve ambitious goals, any website deserves constant monitoring and attention. There are several reasons to update and optimize your website: evolution of content, new offer, new keywords and search opportunities, design, need for site maintenance…
If the site redesign makes it possible to meet many important issues, it is always possible to improve your performance without having to completely redo a site. Site optimizations are then part of a development strategy based on your expectations and the needs of it. As a global web agency, It gives you some keys to optimize your website and to optimize your web performance.
What is the optimization of a website?
Website optimization consists of using tools, levers, tailor-made strategies and experiences to improve the performance of your website, generate more traffic, increase conversions and increase revenue or profitability.
Search engine optimization, SEO, is one of the most critical aspects in the process of website optimization. The technique aims to ensure that the pages of your website are well positioned in the results pages on specific keywords. In addition, SEO allows prospects to find your brand in the simplest and most natural way possible.
The other critical aspect here is the optimization of the page itself. This technique ensures that the prospects who land on your website have the best user experience, which encourages them to follow the desired action and become potential customers.
Thus, by optimizing your website, you can not only exploit an untapped market in the most effective and efficient way (without paying for advertising), but also open the doors to more conversions and revenue gains. Although SEO is an essential element of website optimization, it is only a part of website optimization.
Why is site optimization so important?
When you are wondering how to improve your website, the first thing that should come to mind is SEO optimization. We all want a website that will rank well, drive traffic, drive conversions and help us make more money. That’s the dream, isn’t it? Well, this dream begins with a properly optimized website for search engines.
If we think back a few years, we will remember a time when anyone could buy a domain, create a website and expect to get traffic. Now, the web is flooded with sites, information and competitor products, in (practically) all markets. Therefore, you need to be more strategic about the type of site you are creating, the market you are in and how you plan to stand out within this market. The best way to stand out is to carefully optimize your site, so that Google’s algorithms highlight your site to your target audience.
How to optimize a website?
There are many ways to optimize conversions and SEO at the same time. First you need to know how they work together to create a lighter, more visible and more efficient website. Here is a list of the most effective and common techniques to optimize your site quickly in a sustainable way.
The other critical aspect here is the optimization of the page itself. This technique ensures that the prospects who land on your website have the best user experience, which encourages them to follow the desired action and become potential customers.
Thus, by optimizing your website, you can not only exploit an untapped market in the most effective and efficient way (without paying for advertising), but also open the doors to more conversions and revenue gains. Although SEO is an essential element of website optimization, it is only a part of website optimization.
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1. Targeting the right audience with your site
Optimizing your site first of all requires knowing how to target the right audience. Indeed, your site integrates the content that should meet the expectations of Internet users, your prospects and customers. Go back to the beginnings and how Google works. In reality, your goals and those of Google are the same :
Offer the best possible content to your audience
Create a positive website user experience
Prioritize content that offers significant added value
You just go about it in different ways. Google analyzes millions of websites, while you analyze the behaviors of your specific audience. Google uses more than 200 ranking signals to decide which content items appear on the first page of search engine results. The algorithm pays special attention to the signs indicating that a specific web page provides Internet users with the information they are looking for.
When you focus on SEO, you choose primary and latent semantic keywords related to the search intent. You write content that people like to read and make sure you provide metadata to help Google better understand its meaning.
If you optimize your website for conversions, you focus on directing visitors to a specific goal, whether it’s joining a newsletter, selling products or making an appointment. Just like Google, you want to give your audience exactly what these consumers want.
Knowing how to optimize your website for SEO and conversions simultaneously promotes these two goals and creates a better relationship between your site and the search engines.
2. Do a keyword search
The prerequisite for a successful website optimization is an exhaustive keyword research to target the right queries and adapt your digital strategy to market opportunities.
You must have a global understanding of the search landscape and your keywords that make it up. It is essential not only to do this at the beginning of any marketing strategy, but also to update the keyword list regularly. Indeed, under the impetus of new needs and new search habits, certain queries become more popular and vice versa. This involves regular strategic work on the study of keywords.
There is no shortage of keyword research tools. However, finding the right one turns out to be very complex and then you will have to know how to take advantage of its full potential. Concretely, a keyword research tool makes it possible to list all the search terms, the search volumes and the competition on these keywords. In addition to these 3 criteria, it is essential to add the relevance of the keyword according to your objectives – the interest of the search for your site. The evaluation of the 4 criteria will make it possible to prioritize the strategic keywords and to know what are the pages to work on as a priority.
3. Write long, rich and varied content
Years ago, you could pick a keyword from scratch, write a 300-word article, and rank for that keyword the next day. SEO doesn’t work like that anymore. You must work on the content of your pages and respond to the search intent thanks to it. What do Internet users expect from a site when they position themselves on this particular keyword?
Improving the content of your pages for natural referencing requires semantic optimization. SEO copywriting must also meet Google’s requirements: h1 markup, mesh, title, meta-description … Obviously, this is enough to position yourself if you manage to find the right speech and offer quality content.
To succeed in reaching the first page with your site content, you will also have to ensure that you produce content that is provided and long enough to cover the subject – and meet the expectations of Internet users. While some studies show that the ideal length of a blog is 1,600 words, it largely depends on the keyword and the search intent.
