SEO, Web

Should You Optimize Your Existing Web Pages?

If you run a business, you may already know how important it has become for businesses today to build a strong digital...

avatar Written by Joseph · 3 min read >
Should You Optimize Your Existing Web Pages?

If you run a business, you may already know how important it has become for businesses today to build a strong digital presence. Most entrepreneurs tend to believe that once they’ve created an attractive website, they’ve gotten the job done, and their customers will start increasing without further effort.

However, your real job starts AFTER you’ve created your website! There’s no point in creating a website if you’re not getting any visitors, right? Here are all the important reasons you should optimize your website from time to time.

To Cater to Your Audience’ s Growing Needs

We’re living in a highly dynamic and fast-paced world. Your users’ expectations from your business don’t remain the same always. They expect you to use every technology that can help you improve their experience, and they expect you to provide them with the content, product, and services, which don’t find elsewhere.

As your customers’ expectations change, Google also changes algorithmic requirements. If you think the search engine doesn’t rank your best content at the top, or you see a significant drop in your ranking after an algorithmic update, don’t feel disappointed. Google only makes algorithmic updates to meet the users’ expectations and to improve their online browsing experience.

If you create your web content with the following things in mind, it’ll certainly rank higher.

Offer the best content to your audience

Create a positive experience on your website

● Prioritize content that adds some value to your website

Google used over 200 ranking signals to determine the ranking of every content piece uploaded on the web. To rank higher, you need to use relevant primary and latent semantic keywords, write engaging content and provide meta-information to assist Google in understanding your copy.

To Improve Click-Through Rates

If you want to improve your click-through rate, try creating unique title tags and meta descriptions for every page.

Title tags should ideally consist of 55 characters, and meta descriptions need to comprise about 155 characters. So, you see? Both of these are short, and creating them won’t take up too much time; but if you create attractive and informative title tags and meta descriptions, search engines and visitors will better understand what your page is about and be more likely to click on your web page.

Here, you need to understand that using keywords in title tags may help your pages to rank higher for those keywords, but meta descriptions don’t affect your ranking directly. However, adding keywords in meta descriptions will increase the CTR for pages, already ranking in the search engine results.

Grow Your Organic Traffic

According to a report, an average business spends nearly 1% of its revenue on advertising. Some companies spend even more.

This percentage may seem quite a little, but it adds up. So, instead of the traditional advertising methods, if you use SEO to attract organic traffic you’ll obtain better results, without having to invest your money.

However, don’t forget that you may also have to pay for content development and promotions. But that’s not as expansive as PPC. Besides, pay per click (PPC) isn’t as much rewarding. Organic search closes at about 15% searches while paid searches close at 2%.

So, instead of investing a considerable portion of your financial budget on advertisements, try to take out some time to grow your organic traffic.

Creating a Lasting Impression on the Visitors

If you’ve created your business website, you certainly don’t want your visitors to get a sneak peek and run away, right? To ensure that your visitors actually ‘ value’ your work and don’t leave your web page after a few seconds, you need to make a lasting impression on them. Make sure your content sparks their interest in your products and gives them a good reason to return to your website.

The first thing you need to learn about website optimization is user experience. You can use different analytical tools to evaluate how visitors navigate through your website and their scrolling behavior.

To Improve Your Website Performance

Creating a website isn’t a big deal; producing conversions through is!

According to a study, the average conversion rate across all industries is less than 2.5%.

If you want your customers to convert at a higher rate, you need to study them closely and provide them with exactly what they expect from you. Once you do your research and apply the data to every webpage on your website, you’ll notice a massive increase in conversion rates. If people who visit your website quickly get what they’re looking for, why won’t they come again? This will also improve their trust in your brand!

Top Essential Website Optimization Strategies

So, you want to rank well? Here’s how you can do just that!

Mobile-First

Google rolled out the mobile-first index in March 2018. If you want to optimize your website, make sure all your web pages are adaptive to any device; whether it’s a tablet, mobile, or desktop, your website should work well on all platforms. In addition to this, all the images on your website should be properly scaled, and your meta titles should be short and concise.

On mobile, less is more! There s no need to create long-form content. What brings more traffic isn’t the quantity of the content. The only thing that matters is its quality.

Technical SEO

While the idea of technical SEO may seem a bit intimidating at first, there are several SEO tools available that can help you seamlessly conduct an SEO audit.

But you also need to know how to interpret it and what you can do with it. Once you make certain that your website is mobile-friendly, identify if there are any status code errors and rectify them. Find out your site indexing through Google Search Console, inspect all the issues, and fix them right away.

If there are any duplicate title tags and meta descriptions, change them; make sure all web pages have a unique web page.

Once you’re done with the initial steps, audit your website content. You can also use Google Analytics to check the traffic statistics and evaluate the performance of your web content. If there’s any underperforming content, change it.

Closely analyze your content. That is to say, if there are any internal or external links attached, make sure that all the links are working. If there are any broken links, they can destroy the user experience. 

Written by Joseph
Joseph Dyson is an expert at Search Berg, providing SEO services to small business owners. The firm is an award-winning digital marketing company that specializes in content marketing strategy, SEO services, and small business digital marketing solutions.
 
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