Why does every company need an optimized website?

Website optimization is a process of trying to fully apply the potential of a website in order to achieve defined business goals. Here’s why you need to spend time on it.

Search Engine Optimization (SEO) summarizes all activities that help a website to rank high in Google search results (SERPs). It is one of the most important measures in online marketing and the aim is to increase the visibility of a website in search results. 

It includes several optimization areas:

Trethowans
Trethowans
  • Off-page – Factors that occur off the website
  • On-page – Factors that are controlled on the website (technical and content)
  • Usability – User-friendliness of a website
  • Conversion – Pre-determined actions on the website (newsletters, social media)

Websites without top rankings on Google are rarely or never clicked. This means losing potential customers who are already seeking to find a certain product or service. A good SEO strategy helps to bring a website to the top of search engine results. With tools like the IONOS SEO Analyzer, you can test the SEO rank of your website and assess whether it meets the requirements of search engines. 

Keywords are important for optimization, the search terms that users apply on the Internet. If your site cannot be found for an important keyword or is only found far down in the search results. on Google, potential customers will not end up on your website. It is, therefore, crucial to know relevant search terms and to optimize individual pages for these keywords so that they can become visible on the Internet. 

A good web presence offers various possibilities to get in contact with potential customers. Pictures and films can be included, references and work samples can be presented, and many other elements can be used to draw the customer’s attention to your company and to create lasting loyalty.

Contemporary layouts with clear, appealing designs and up-to-date multimedia content, are particularly well received. An optimized website can be used on a wide range of devices; mobile on tablets and smartphones as well as on desktop computers.

The mobile revolution has pushed web designers to radically rethink how to present a page that fits even the smallest screens without withholding valuable information. Mobile devices, as well as surfing on smartphones and tablets, set new requirements on web design. 

Why optimize your website?

Your website should have a balance of the following aspects:

  • High quality, search engine optimized content
  • User-friendliness 
  • Positive user experience
  • Appealing web design
  • Visual content, like pictures and videos
  • Content with relevance and added value for the target group

Optimization improves the efficiency with which website visitor traffic is converted into email subscribers, readers, or paying customers. Properly performed website optimization can generate numerous measurable benefits for businesses. Website optimization begins by identifying the best version of elements that help to achieve a specific goal. 

Website optimization goals

The goals of a website can vary depending on the business type and the target groups of the company. The aims often involve: 

  • Reaching high google rankings 
  • Obtaining and encouraging more purchases
  • Increasing the number of articles that visitors read

Five Tips for an optimized website

Here are five tips to help you optimize your website.

1) Make sure you have a secure connection

Make sure that the website is set to HTTPS. Websites with SSL encryption are now an established standard. If a website does not have SSL encryption, it will be displayed to the user as not secure.

2) Create high-quality editorial content 

A very important area is the constant improvement of the website content. This does not only include the texts, but also images and videos. The content should be unique and satisfy the search needs of the target audience. At the same time, it is important to structure the text elements, for example with subheadings and h-tags.

Google is mainly a text-based search engine, the content should be as unique as possible. The text should contain keywords, but it’s also about creating real added value for the readers. This means that relevant keywords have to be researched and then texts have to be written well – for this more time and budget is required.

3) Keep your website up to date

Technical aspects of on-page optimization are very important, as they have a great effect on the user experience. Apart from good content and high traffic, technical factors are also relevant for search engines. Reliable hosting and up-to-date security standards, such as an SSL certificate, will help optimize your web presence.

4) Use the right URL length and keywords

URL length plays a crucial role for search engines, as it can influence crawlability. Shorter URLs are more likely to be shared and clicked on in search engine rankings. The closer the keyword is to the domain name of a website, the better the ranking of the subpage. Their position in a URL is no longer relevant for its ranking. However, for users and search engines, they are important to orientate themselves in terms of content.

4) Check your PageSpeed 

The loading speed of a website increases usability and functions as a positive ranking signal. If the content is loaded too slowly, the abandonment rate increases automatically. To have a positive loading experience from the very beginning, you should consider the file size you upload, pay attention on how to build your web page, as well as make sure to choose a good hosting provider. 

5) Adapt your website for mobile use

On-page optimization also includes improving websites for accessibility by mobile devices such as smartphones, because mobile-friendliness is the most important ranking factor for Google. Many smartphone and tablet owners use websites on the go more often than at home or in the office.

Mobile optimization is therefore an obligatory part of promising SEO measures. Responsive design adapts all elements to the available screen size of mobile devices. The user thus always sees menus, texts, images, and videos in a clear form. In this context, the correct display of websites on large screens at the desk, as well as mobile on smaller displays of smartphone and tablet, is ensured.

Website optimization is always individual. In which areas the search engine optimization is carried out and which measures are taken depend entirely on your goals.