5 Ways to Fully Optimize Your Business’s Website
A website can be a business’s most powerful marketing tool. By avoiding an online presence, or by settling for social media and thinking a Facebook page is enough, your business is suffering. Not only is your online presence limited, but social media isn’t equipped for such tasks, and regardless of industry, a website is now a must-have, and not an additional extra.
Similarly, a business also cannot simply have a website. It must be optimized to the max; it must be user-friendly, aesthetically pleasing, have optimized content and it should be linked to your social media platforms. The recipe to an effective website is long, but there are ground rules all businesses should apply and there are extras depending on your industry of choice. There are also factors you should avoid, such as black-hat SEO, spam and poor website navigation. Continue reading for 5 ways on how to fully optimize your business’s website.
Revaluate Your Demographics’ Needs
The layout, design and graphics of your website will greatly depend on the demographic you’re focusing on. If you’re targeting a more youthful group of individuals, then your website should embody this through minimalistic design and easy-to-read content. Nowadays, consumers are more focused and persuaded by high-quality images, fast-loading pages and bite-size content, so if your website is cluttered, lacking images and suffers from poor speed, you’re going to be infuriating more customers than not.
To figure out what your demographic wants from you, you can reach out to your current customers for advice and guidance. Send out surveys, give them a call or send them a personalized email. The more information you gather, then the more success your website revamp will have, and in a world where technology is pivotal to a business’s success, you need to remain knowledgeable and continuously adapt to any chances made via trends or Google algorithms.
Create an SEO Checklist
The rules of SEO are changing and adapting. Now, companies are having to ditch any old-fashioned SEO tactics which didn’t benefit the customers. Rather than keyword stuff their on-site content or fill their site with ‘spammy’ adverts, businesses must tailor their websites to the customers first and foremost.
After Google’s latest update, Fred, new rules were imposed, affecting many websites. Studies found that Fred affected sites that posted aggressive advertising placements in their website’s content, and were more focused on profit rather than the customer’s experience. After the wake of Fred in March 2017, many websites needed to undergo a site audit, pin pointing the issues were now presented. If your website was hit by Fred, and you’re yet to conduct a thorough site audit, then you should do so now.
You should also only:
- Publish top-quality content.
- Reduce or avoid online ads.
- Clean up your SEO and focus on only using white-hat techniques.
To fully optimize your business’s website, you’ll want to create an SEO checklist and ensure every aspect of your SEO campaign is relevant and effective.
All on-site content should be updated, or if it is heavily advertised, a duplicate or no longer relevant, removed. Every aspect of your on-site content needs to be methodically thought out and optimized, whether it’s blog posts, product descriptions or content on your website’s ‘About Us’ page.
When producing content for your site, you need to follow a few ground rules:
- Keywords and links cannot be forced, and they must be natural and relevant to the subject matter. Any forced links will reflect poorly, and your website will lose authority.
- Content needs to be user-friendly. Large sections of text are no longer desired and is now replaced with bite-sized copy that’s digestible. Smaller paragraphs, less bulk and the use of headings are more favored over large, over-complicated content.
- Backlinks build authority. It also helps search engines determine the website’s search engine ranking and popularity. All backlinks, though, need to be relevant and cannot be randomly placed.
- Content must be relevant and shareable. After someone has read your content, you want people to share it amongst their friends. For content to be shareable, it must provide answers, and it must be accurate.
- Content no longer has to be written; instead, you can add images, video and even infographics. Think outside the box, and have a mixture of content to keep your readers and customers satisfied and engaged.
Start a Blog
By not having a blog, you’re significantly reducing your site’s potential. You can have a blog that’s stand alone, or you can have one that’s joined to your company’s website. Either you pay for content to be written, or, as the business owner you write it yourself to help become an industry and thought leader.
The question of how to start a blog, though, is far more complicated than the answer. If you want one that’s separate from your business, then you can write thought-provoking content and link it to your business’s website, or, if it’s part of your business website, you can include backlinks and even invite other industry leaders to write for your site.
Reach Out to Marketing Influencers and Market Your Website
The point of having a website is to improve your online visibility. If you have one but no one knows of it, then your goal is failing to be met. Reach out to marketing influencers, such as those who are social media stars and who work in the same industry as you. For example, if you’re an online clothing store, approach a couple of Instagrammers who have a large following and have them review your goods. Have them link to your website so people know where to find you. You should also advertise on other websites, improve your advertising campaign on all platforms (TV, newspapers, etc.) and hire SEO professionals to properly audit and optimize your website.
Optimizing your website is no easy task. You have to fully commit to adapting your website and keeping it well-maintained and Google-friendly. Content should be added regularly and always unique and useful, SEO should always be updated and regularly enforced, and your marketing campaign should never waver. To fully optimize your website takes both time and money, but the pay-out is worth the hassle.