Here are the top five practical strategies to focus on for ultimate optimization.
1. Landing Pages
Landing pages are the most important part of your website; they are what directly represents your brand online. The webpages that your consumers land on must be engaging and purposeful to be effective conversion tools. Little changes made on these pages can have a huge impact on the way that your website is perceived by potential customers.
To see what works most effectively for your consumers, do A/B testing on your landing pages. This type of testing typically involves small, discrete changes in design, headlines, and colors to test what is more effective and engaging to your consumers. This helps you understand which website designs can help generate the most engagement and conversions on your website. By testing multiple pages against each other at once and using back-end website data to determine which variation performs the best, A/B testing can help you optimize your landing pages more effectively.
2. Going Beyond Key Words
A fully optimized website goes beyond just focusing on SEO keywords. The traffic coming to your site is important in website optimization. A site that does not perform well on desktop, tablets, and mobile devices equally risks losing potential consumer conversion due to poor experience. If your consumer is not engaged with your website, it won’t matter what keywords you have in your content.
With the introduction of Google’s Hummingbird in 2014, there came a change in the way the world sees keywords. Previously, the world of SEO was focused on the use and reuse of single keywords to increase google ranking. As Google's algorithms have changed, however, so too has the focus on keywords. Google is now focusing on “long-tail” keywords, which are sentences or phrases that match a search. This means that focusing on a website’s metadata won’t cut it anymore.
3. Providing Engaging Content
You can publish blog post after blog post, but if the content is not engaging or relevant, you will not see any increase in traffic. Making content on your site pertinent and relatable is important to optimizing your website’s full potential. High-quality content is focused on your audience and a well-rounded use of keywords. Using language that your audience likes to read while providing the information that they are looking for can keep them coming back for more.
Keep current trends in mind while creating content. By having an effective strategy, you can create good content that is shareable as well as readable. Writing content that can be scanned quickly is more effective than an article that takes a lot of time to read. Using short paragraphs, bolded headers, bullet points, quotes, and numbered lists can help the eyes and brain easily digest the information you are trying to convey. Good content has been fact checked with links to reputable sources. And of course, it is free of grammatical errors.
4. Internal Linking Structure
In the grand, detailed scheme of internal linking, it can get very complicated. On the other hand, internal linking is such a simple and easy concept to grasp that every website owner should be doing it. Your website, like the rest of the internet, is composed of a series of links. Every time you publish an article, create a web page, or redirect a visitor, you are creating more searchable links.
Internal links aid in the navigation of a website. By providing a foundation, internal linking defines the architecture of your website. Creating a structure helps increase your SEO rankings and page authority as well. Creating relevant content provides your website with relevant web pages to then link back to. There are two types of links that you should specifically avoid in attempts to optimize your website: your homepage and the “contact us” page. In general, avoid links that the main navigation menu has links to. The best links are deep within the structure of your site, which bring consumers to more important parts of your webpage.
5. Marketing Your Content
There are some very effective ways to market your content and website in the digital age. By utilizing social media for content marketing, the content shared can be via different social channels and devices. Good social marketing looks at shared behaviors and how relevant the content is to specific social channels. Aside from creating great content, it’s also important that you engage with it. On social media platforms individuals can share and comment on content at their own volition. By engaging with the conversations people are having about your content, you are inherently marketing your company and your website.
Email marketing is an essential tool to building and growing your business. It is one of the most effective ways to get your business and website in front of consumers. In fact, nearly one third of Americans check their email every single day, and at least 39 percent of Americans check their email more than three times a day. By bringing the information directly to a consumer’s inbox, you are introducing them to your brand and your website. Email is a highly measurable tool, which is rare when it comes to marketing channels. Depending on which platform you choose to use, you will have access to analytics that will show the success of email campaigns.
By applying these practical strategies to your website, the user experience is sure to be successful. The more successful the user experience, the greater the conversion, and thus a more optimized website!