Website optimization is essential for any business to strengthen its authority on the Internet and to stand out in an increasingly competitive scenario. With the proper techniques, your pages will perform much better and your business results will improve as a consequence.
Creating a website is the first step for those who want to invest in their digital presence , however, you must understand that you need to do much more so that the efforts generate results for the business. It does not matter if it is an institutional page or an e-commerce , the essential thing is to know and apply web page optimization techniques .
At the end of the day, the user experience is an increasingly relevant factor, not only for the users themselves, but also for the search engines that position the pages in their SERPs . Therefore, it is necessary to know the rules of the game and invest in an SEO (Search Engine Optimization) strategy so that you can boost the performance of your pages.
To help you in this task, we have prepared a complete article with everything you need to know to optimize your website:
- What does web page optimization mean?
- What are the pillars of website optimization?
- How does website optimization work?
- What are the best techniques to optimize your website?
- What are the advantages of optimizing your website?
Ready to make your pages more and more attractive ? So, keep reading this article to get started!
What does web page optimization mean?
Imagine that an ad from a virtual store hit you and you decided to visit the page for an interesting offer for what you were looking for. However, when accessing the website, the loading time was very high, the images of the products took time to appear and, worst of all, the content was not exactly compatible with what was announced in the email you received.
This is a classic example of a company that thinks about all the strategies and steps necessary to bring the consumer to its page , but does not do what is necessary to close the deal.
But what was missing? The answer is simple: think about the optimization of the web page , and although it may seem simple, this is a fundamental task so that any result appears consistently.
And the fact is that the increasingly demanding consumer expects all their points of contact with the company to be positive. That includes, of course, what is offered to you on digital channels.
Therefore, website optimization is about the application of techniques and strategies that allow a page to offer a satisfactory experience to all its visitors .
Did you enter a page from the phone? No problem! The experience will continue to be positive for the user. Did you do a Google search? Perfect! The result displayed in the first list will already offer you a solution for what you are looking for.
In summary, website optimization consists of identifying points for improvement so that the user does not have any other concern in their navigation that is not to meet their objective, which may be:
- make a purchase,
- download an ebook,
- find information,
- and much more.
The optimization of web pages goes directly through the concept of SEO – a set of practices with the aim of improving the performance of a page in search engines such as Google and Bing -, and as a consequence and benefit, the relevance of that company in the field digital increases. Therefore, by improving the user experience, the trend is to achieve better results in the short, medium and long term.
What are the pillars of website optimization?
Within the universe of page optimization on the Internet, there are some fundamental pillars for the process to work, and all are directly linked to SEO.
And if you perform well on each of these factors, your chances of making your page stand out in digital scenarios increase. That is, to carry out this process in a complete way, you must monitor factors such as these:
- page loading time ;
- time spent on the pages ;
- correct use of keywords ;
- quality and size of content ;
- use of internal links in all content;
- authority and relevance of the pages.
From the moment the company invests in solutions for these factors, the optimization of the website begins to be carried out effectively. In the end, these are the most relevant criteria considered by the main search engines.
How does website optimization work?
The website optimization process relies heavily on the use of SEO techniques on the pages that need better performance . In short, it is a work of analysis and constant correction, after identifying the points for improvement, the factors that need modifications can be adjusted.
But, nothing better than an example to understand it, right? Imagine that your page is losing relevance in search results and that users are staying on your website for a short time. So, it’s time to identify the problem: why don’t visitors spend many minutes consuming your content?
It can be the delay in loading the page, the quality of the content or even an unattractive design . From the moment the cause is identified, you and your team can act to solve the problem, either by changing the content, modifying the design or layout of your page more deeply.
What are the best techniques to optimize your website?
But, in practice, what should you do to optimize your website efficiently? Check out some of our suggestions:
1. Understand user preferences
Whether to build a more efficient Content Marketing strategy or to offer a positive experience from the layout, it is essential to consider and evaluate the user’s preferences so that the results begin to appear. After all, the page needs to be relevant to whoever visits it, right? Nothing more indicated, therefore, than to know in depth what the public is looking for .
Therefore, it is key that you define the buyer person of your business, discover everything about their behavior and identify what must be done to deliver a special experience.
Consider that a content can be very relevant for a certain audience, but not interesting for another audience. Therefore, to achieve the goals , it is necessary to segment efforts to increase the chances of success.
2. Research the keywords
That is a job that starts with the most relevant keywords for users: What are the most searched terms by those you want to attract to your website ?
This is true both for an e-commerce and for an institutional page. It is necessary to work on what is interesting for your visitors, which will increase the relevance of your pages .
3. Have a good URL
Another important factor is the creation of a standardization for the URLs of your pages . Despite the fact that people do not specifically write a section of your website, search engines consider those addresses as important for the definition of organic positioning.
Therefore, organize everything that will be presented on your pages and make specific planning to create cleaner and more practical URLs .
4. Use optimized images
The images must also be optimized , thus directly affect the user experience. At the same time, they cannot be of poor quality, since that can represent lost sales for an e-commerce, nor can they be very heavy.
Take into account that impatience is a characteristic of today’s consumers and a long loading time can mean abandonment of the shopping cart.
The good news is that there are tools that make the job easier, optimizing the images so that they don’t weigh so much or interfere with the quality of the visual content . An example is TinyPNG.
5. Invest in a link building strategy
Content creation cannot be done in isolation, it is necessary to use resources and techniques that further increase the authority and relevance of your page.
This is achieved by developing a link building strategy , which consists of obtaining inbound links to your website from relevant domains in your thematic universe. This means that your page is recommended by other content producers, which can increase your relevance in the eyes of search engines.
Some Link Building techniques are:
- Guest Posts: consists of creating content for other web pages and receiving a link to your page in return);
- link exchange: two domains send links to each other to boost the relevance of their pages;
- broken link replacement: You can identify a web page that has a 404 error link and suggest that its owner put a link to you instead.
If you want to learn more about the subject, feel free to download our complete Link Building guide below:
6. Guarantees that your pages load in a few seconds
According to Google itself, a page that takes between 1 and 10 seconds to load represents a 123% increase in the chances of a user leaving that website . Ideally, the load should not exceed 3 seconds, offering the visitor an agile experience so that they can find what they are looking for without stress.
Can you imagine what happens if you invest a lot of resources – such as time and money – to attract the user to your page and, when they arrive, they find a long waiting time to load the information? With the possibilities of exit increasing, the dreaded metric of bounce rate (or rejection rate) will also go up, damaging the reputation of your brand on the Internet .
7. Don’t stop testing and monitoring performance
Another essential point for website optimization is to understand the importance of Web Analytics . Are the results positive? Excellent !, but do not relax.
Use techniques such as A / B tests to identify the most efficient ways to generate a positive impact on your audience and, thus, increase the precision of the strategies, accompanying them with metrics such as ROI .
In addition to testing, it is essential to always find ways to improve what is offered to users on your pages. Positive performance may be good for a period, but you can lose engagement with a change in behavior. The impact of changes is reduced as soon as the team tracks all the metrics, quickly identifying opportunities for correction and improvements .
What are the advantages of optimizing your website?
Do all these efforts have any rewards? Of course!
Optimizing your website can generate a series of benefits that are not limited to the performance of the pages, but also optimize the results of the company in general. I invite you to take a look at them!
Increase your visibility
When optimization is done correctly, the page has a better chance of being seen and standing out in the major search engines.
As long as the user uses the specific keywords, your brand will appear in the results, which represents an increase in the organic reach of your actions . In a way, it is a way to boost the performance of the business as a whole.
Gives better results
Regardless of the purpose of your page, website or landing page – it can be an address just to offer relevant material to download or the institutional website of your company -, it does not matter, since the results of your business will improve significantly. from its optimization, either to sell or generate more leads . The chances of success will be much higher!
Increase credibility
Finally, your brand will also begin to be evaluated as a benchmark in its market segment. The reason for this is that the user who performs the search will find your page and access relevant content, which corresponds to their search.
On the other hand, for those who want a competitive advantage, optimization can facilitate this journey, as the company begins to be used as a quality parameter.
Website optimization is therefore essential for your work and effort to obtain the expected results. At the end of the day, competition in the market is getting stronger and your company must position itself by prioritizing the quality of what is done.
Thinking about these points – which may seem small – is the first step in taking advantage of all these benefits .
Now that you know how to optimize your website and why it is important, how about learning how to make a website to sell ? Discover all the secrets to achieve it in our article on the subject.
