The Quick Guide to Optimizing Your Website
You've put in sleepless nights and drained your bank account to create a beautiful website. Your elation quickly turns to frustration from the deafening silence from customers.
"What's the problem?" You ask.
The answer lies in optimizing your website.
Some people get hung up on what web optimization means, so let's take a deeper look.
What is Web Site Optimization?
While website optimization sounds like a "buzzy" word, I promise you that it's not just another popular term we millennials made up.
Web site optimization is the process of designing your website content in a way that gets you discovered by search engines on the internet.
Having an optimized website is like turning on the GPS for your customers. Instead of leading them into the wilderness, it gives them turn-by-turn directions to your website.
Set Your Goals
Now, before you hit the ground running with your keyword strategy it's important to set goals for your groundwork. After all, you can’t aim at everything in sight with one arrow. You‘ve got to clearly identify your target and take your best shot.
Some of the goals for your keyword strategy can include
Increased website traffic
Ranking higher on Google searches
Taking this a step further, you’ll also want to attach these goals to numbers in order to give yourself a clearly defined goal.
It would look something like this:
”Our goal is to increase our website traffic by 25% over the next 12 months.
That’s very different from saying that you “want more people to visit your website.”
While the latter does represent a goal, going deeper and being specific will help you begin to come up with a strategy that works for you.
Intro to Keywords
Keywords are one of those things that give non-marketers heartburn. But it doesn’t have to be.
Think of it this way: If you're looking for a dog groomer in your area that has
and affordable pricing
you would perform a search on the internet that contains the words that you're looking for.
Seriously, look at the highlighted words in the last paragraph. Those terms that I've highlighted. Affordable, experienced, highly reviewed. All of these terms are what customers are looking for when they need something done.
They want someone that knows what they‘re doing, is trusted by other customers is reasonably priced.
Now, it’s time for you to think about how your website communicates this to your potential customers.
Finding the Right Keywords
Rather than spouting off a bunch of tools that the “gurus” recommend, let’s start with the basics.
A big part of designing your keyword strategy is knowing your industry in and out. Understanding your industry gives you insight into what your customers' biggest pain points are and how you are the best person to address those pain points.
Lets start with this: “My ideal customer is looking for ______ at _______cost. How does our business do these things better than our competitors?”
Take some time to fill in these blanks.
Once you have these questions answered, then it's time to put yourself in your customers' shoes and immerse yourself in what they experience from your website.
The User Experience
Your user experience is going to rely on more than having a colorful website.
Your customers are coming to you with their concerns, needs, and frustrations.
Let's make sure your website doesn't add to their problems.
Here's a quick checklist.
Does your website
Have reliable speeds
Remain free of popups
Have an easy-to-navigate system?
Serve as a valuable resource?
Check these boxes and have these questions answered. These are the questions that you'll have to ask yourself periodically to make sure your site measures up to the competition.
Monitoring the changes that you've made to keep your website optimized is only part of the puzzle.
It's important to check in on your site's performance regularly. Keep an eye on your metrics
Page load times
And visitor numbers are a good place to start.
There are plenty of tools out there that can monitor these metrics for you. It's up to you to find which one meets your needs and doesn't break the bank.
How do you think your website is performing? What areas can you work on? Let's talk about it. Send me an email at firstname.lastname@example.org and keep the conversation going.