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4 Reasons on Why Website Optimization is Important

Feb 25, 2019 12:01:15 PM

I am sure you’ve heard this term several times.

Website Optimization.

Of course, you want to make the best of your website, but you probably don't know how to do it. 

If you do, most likely you don't know how to start.

Let's start with the basics.

Who visits your website?

User behavior is highly unpredictable.


Whether through Paid Advertising or SEO, there are numerous tactics that can help your website improve its ranking on search engines and get more people coming to it.

But what happens once the user has arrived on your site?

Do they convert? Do they leave?

This is where Website Optimization comes in!

When a user lands on your website, you want them to do something.

Performing any type of action on a website, whether submitting a lead form, signing up for a webinar, subscribing to your email notifications or simply calling your business, are examples of website conversions.

Considering that, the average conversion rate for a website is about 2.35%, you can get a clear idea of how many visitors you actually need to send to your website to get conversions.

Making the best and most effective use of your site allows you to increase the likeability to generate the most conversions.

Though not impossible, website optimization is no piece of cake.

It may require several steps in the process, such as A/B testing.

A/B testing, is the most popular form of optimization, with 56% of marketers using it.

Though this tactic has shown many results to many businesses, it is not the only way in which you can optimize your website.

What are the things you can do to optimize your website?

  • Improve the quality of your content

What makes content “good” from an SEO perspective?

Understand your audience.

Keyword and user intent research are important. Dig deep.

What is the language that your audience is using? Provide the information they’re actually looking for.

Also, long content (typically more than 1k words) tends to rank better in organic results. Just be sure that the content doesn’t lose focus.

Though it is important that you consider Search Engines’ opinion when creating content for your website, don’t forget that in the end, it is actual people who convert.

  • Think UX (user experience) always

Having an easily navigable and clearly searchable site will engage the user into exploring more and more.

Is your website easy to navigate? Is the next action clearly define? Will the user know what to do next after interacting with your content?

Is the checkout process through on your website?

Regarding design, the goal is to create easy, efficient, relevant and all-around pleasant experiences for the user.

What about the content?

This can be equal to a website that gave you the exact information you needed, in just the right format, at just the right time.

  • Responsive web design

Google has stated that responsive design is its preferred method of mobile optimization. A good website that has been optimized should be able to respond to the user’s behavior and environment based on screen size, platform, and orientation.compu

If the user switches from one device to another, the website should automatically accommodate for the correct resolution and image size.

  • Internal Linking

These links allow you to connect the content of your site from one page to the other. It also provides Google with an idea of the different groups (“hierarchy”) on your website.

Usually, the pages with the most internal links have the most value.

They provide the user with further reading options, corresponding to the topics mentioned in the original page.

  • Site speed

46% of people say waiting for pages to load is what they dislike most about browsing the web on mobile.

You also know that the longer people spend on your pages, the more time they have to consume your content and actually convert.

Well, it has been proven that sites that load in five seconds (compared to those that load in 19) see 70% longer average sessions.

This specifically plays a direct role in the user experience. Page load time affects directly bounce rate and number of page views. Sites that take too long to lead usually have lower conversions.

  • The length of your headlines and URL structure

The more is not always the better. At least when referring to the headline’s length. To ensure their complete visibility in SERPs, they should be under 55 characters in length.

You will just have to make sure that they are attractive and descriptive.

As for the URL, it doesn’t necessarily have to match the headline. Although, Google has stated that you can use three to four keywords that you should put the most important keywords first.

  • Meta descriptions

The meta description is the HTML property that provides a brief summary (usually 160 characters) of your website.

Search engines use this meta description to display what the page is about and influence high click-through rates.

It is a good practice to include the long tail keyword you are using in the URL and match that with your meta description.

The correct use of meta descriptions helps increase your chances of a searcher clicking on your result.

  • Use images that are properly tagged

It is a great practice to include visually attractive images on your site. But keep in mind that Google cannot ‘see’ your

This is why adding the proper tag or name to the images will allow Google to ‘read’ the alt text.

We suggest you describe your image in the alt text as accurately as possible because it will increase the chances of your images appearing in Google Image search.

As Neil Patel mentions, images are the unsung heroes of traffic generation.

Using Google Image Search to drive more visitors to your website.

Did you know that 10.1 of all Google traffic is for

That’s something to keep in mind!

And let’s not forget that search results often bring up image results.

Many searches have an image intent, so Google serves up something like this:search

Why is website optimization so important?

  • It provides success to every website visitor

How is this possible? You may be asking.

You know the frustration of looking for an answer in several different pages and not being able to find them.

Every visitor comes to your website hoping to find the answer to their question or a solution to their problem.

By optimizing your website, you make it easier for your visitor to accomplish their goal and have a successful website visit.

Let’s say, for example, that you are looking for a new pair of shoes. You know the size, style, and color that you need. But you’re not sure yet what brand, and what is the most reasonable price.

You may want to do some research.

You can directly look up your favorite brand of shoes and land on their site directly, or you may also search on Google and see the top results.

You may even add the words “pricing” or “reviews” into a search engine.

If a website has optimized their content for these keywords, they will be easily found.

Either way, you will end up visiting a website.

The solution to your problem is simple: you need information to make a decision.

Odds are, you will research your options (visiting several websites) before choosing which shoes to purchase.

A well-optimized site can systematically a/b test different parts of its content to that it increases its conversion rate.

A highly-optimized site can present different messages to users based on the buyer journey of the user. (HubSpot provides awesome tools to do this!)

  • Optimization allows the search engines to understand your pages

Have you ever wondered how Google and other search engines define which websites to display on the first page? How do they index this information?

Search engines have their unique algorithms to rank pages. Google, for example, uses different factors to determine how to order results.

Search engines need to understand your site so you can reach potential customers. The more pages you optimize, the better.

  • Optimization can improve your website’s CTR (Click through rate)

Clicks are a huge asset to any website. A high CTR may be a positive signal for search engine algorithms. The more clicks you earn, the higher you can rank.

Optimizing by changing and adapting the title pages according to the keywords you consider relevant for your business will build credibility and coherence with the rest of the information on your page.

Therefore, more clicks will be earned.

  • You may vary the ranking per page according to different keywords

Think of it this way, if you optimize all pages on your site with different keywords (relevant to your business), you have the chance to appear in several types of searches!

Let’s say your website has 20 pages (to say the least). If you optimize your content so that each page has relevant keywords and phrases, there are 20 possibilities that your website will appear on search engines.

In order to do that, you need to optimize each one of your pages for unique keywords.

Yes, this may take more time and effort than expected, but if done properly, you will be opening several opportunities to increase visibility.

Think about it for a second, your pages can compete with other sites within your industry!  

How can you make sure that your website has been correctly optimized?

Optimizing can be a challenging task, depending on the size of your site.

But we guarantee that the potential returns are worth the investment of time and effort.

At Gray Group International, we can help you reach your website’s highest potential.

Analyzing your website will only take us a few minutes and will propel your exposure, therefore, conversions.

Request your FREE website audit and optimize your website for higher conversions!

Claim Your FREE Website Audit here.


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