Components Of A Good Website Optimization Strategy
Website optimization continues to evolve, but its primary focus is optimizing the visitor experience to make sure your target audience finds what they are looking for on your website. There are many factors that go into whether or not your target audience will find what they are looking for on your site. It’s a mixture of useful design elements, clear content, and easy-to-use navigation. Website optimization involves designers, developers, writers, and SEO experts all working together to give users a better experience. All roles have an important part to play when it comes to the best possible website design to represent your organization.
Website Optimization involves making sure that websites:
- Are easy-to-use (UX, or user experience)
- Are well-designed (website design)
- Effectively display content and graphics
All of these are aspects of website optimization because they have shown to directly improve click-through rates, time on site, and website traffic numbers. If a website is easier to use, users will be much more likely to return and make a purchase or complete a conversion. Great graphics and content also contribute to helping users not only find what they are looking for, but to convert on the website (whether your conversion goal for the website is a purchase, email sign up, or something else.
You will learn more about SEO later in the course but for the purposes of Website Optimization, there are some basics of SEO that are important to know because we can clearly see how they tie into the optimization of the website. Because design and development may work with the marketing team to implement these changes, knowing basic terms can help us understand how SEO ties into website optimization in this module.
- Metadata: the meta titles and descriptions, which are shown to users in search results and in the title bar of internet browsers. There are character limits to meta tags – 70 for titles and 160 for descriptions. Search engines use this to determine the content of the page and whether or not to display it in search results.
- Sitemaps: this is a list of all the pages on your website, including blog posts, media, and forms. This list helps search engines index your content to potentially show it in search results. Most websites built on CMS platforms have sitemap plugins that update this automatically.
- Website content pages: these are all the informative pages on your site that aren’t blog posts. Examples include About Us, Contact, Services. These pages are usually created once and are only updated when there is new information to be added. However, regularly adding new information or pages that provide more niche information can help with SEO.
- Blog posts: these are articles that are published in blog post format– usually with the title, author, and date on the page. These are sometimes treated differently by search engines, depending on their content, date, length, and topic. Due to the Google freshness factor, websites with new content can get preference in search results.
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