If you are asking online marketing experts how to get more organic visitors, many will tell you that search engine optimization of your website is the way to go.
Optimizing content, so it has a chance to rank on page 1 on Google, is a guaranteed way to secure a long-term audience to your website.
In this article, we’ll explain to you what’s behind the term website optimization and why it’s so important. Afterwards, we will present some tips on how to perform both the analysis and the optimization yourself. Last but not least, we will tell you from experience which tools and software are worth a try.
Let’s get to it.
What Is Website Optimization?
The word describes the procedure of closely examining an existing website for various technical as well as content-related aspects, deriving recommendations for action and implementing the necessary measures.
The focus of a website optimization is organic search engine optimization. It pursues the clear goal that you can be found in search engines such as Google even without ad placements. In this context, organic means that content naturally makes it to the top of the search results. It convinces through the added value it offers visitors and the positive user signals it sends out.
There Are Two Sides to Website Optimization for Google
- On-page optimization deals with everything visible on your site, such as your texts, images and meta descriptions. The main component is a SEO keyword research, through which specific search queries are identified. Based on these keywords, new or existing content will be optimized. But also your page navigation and a meaningful link building are important clues. More on that later one.
- In off-page optimization, relevant analyses are carried out, the results of which show whether your website also meets all the criteria in the background to be listed by search engines such as Google. For example, it is checked whether your indexing is done correctly or whether the targeting of your links still fits. As a rule, this is also referred to as technical SEO.
Why Is the Optimization of My Website So Important?
Creating an SEO landing page is one thing. Getting a top ranking on the first results page has become a science in itself. To fulfill its mission of actually presenting organic search results based on relevance, Google is cracking down: The market leader’s algorithm not only consists of a secret recipe of thousands of different analysis criteria, but now even learns on its own.
In order to keep up with the constant changes within the SEO world, there is no way around regularly adapting your website. But this is also your chance to continuously discover new, hidden potentials and to get the best out of your website!
How Do I Go About It?
The following 3 tips support you in taking your website optimization into your own hands. Here we go!
Tip 1: Create the Technical Conditions for Successful SEO
As already mentioned, it is important that the conditions are met in the background of your website so that your content can be found in the search engine results. Focus on the following points during optimization:
- the creation of a complete sitemap
- removing old or irrelevant content
- checking for broken links (internal and external!)
- marking images and graphics with alt attributes (otherwise they will not be recognized)
- checking for a sensible headline structure of your texts
By optimizing your website for these technical requirements, you pave the way for the search engine to index it without any problems. This gives Google confidence in the seriousness of your online offer.
Tip 2: Design Your Website Content for Your Customers, Not for Google
What may sound contradictory at first makes sense if you take a step back. Google does care that your content can be recognized by its algorithm. But just as important is the user data it collects from your site. How are people interacting with your sit, how long do they stay? If Google determines that your site answers the user’s search, that’s a sign for them to reward your content with a higher search engine ranking.
Put yourself in the mind of your target audience when writing. Always write value-added oriented and make sure that every piece of content you upload is 100% unique.
These aspects are very important to Google. Texts that are too closely aligned with successful competitor sites in terms of content will quickly be classified as copied and irrelevant. This leads to poor search engine rankings or even ignoring your page.
Other Example Questions You Can Ask Yourself From the Customer’s Point of View:
- Does the page provide me with exactly the information I wanted when I clicked on the search result? Does it answer any questions I might have?
- Does the page make me want to browse a little longer? Can I easily find my way around it?
- Does the site regularly offer me new, exciting content that I enjoy following? Does this content match the website’s offering and does it coincide with my interests?
- Does the content and offer convince me that I would buy the products/service from exactly this company and/or recommend them to friends? Do I feel little or no need to compare again with the competitor’s offer before buying?
If you answer one or more of these questions with a no, you already know which screws you need to turn in your content optimization.
Tip 3: Optimize Your Website for Mobile Devices
According to an analysis by Sistrix, 64% of all search queries are made via cell phones. Search terms are entered via mobile devices much more than via the keyboard of the PC at home. Google’s strategy has therefore long been: Mobile first.
Therefore, make sure that all your content is fully visible and usable for desktop as well as smartphone and tablet use. Also check the speed of your site on mobile devices
For a quick and free test, Google has set up the “Mobile friendly?” landing page.
Which Tools & Software Help With Website Optimization?
To analyze and optimize the performance of your website, there is now a wide range of tools on the market. We have tested all of the following software offerings ourselves and use most of them in our daily work life.
Ahrefs for Keywords & Backlinks
From our point of view one of the best tools for professional SEO keyword research. Ahrefs offers the possibility to find keywords and to break them down to your niche. Furthermore, you get the helpful hint how many backlinks you need to rank for a certain keyword.
Compared to its competitors, Ahrefs also performs particularly well in the analysis of off-page optimization. You get an exact insight into the origin of your backlinks and those of your competitors. In addition, the provider lists a complete overview of incorrect URLs, which you can pull directly from the table and send to your web developer.
Unfortunately, the insights are not free of charge. The monthly costs are $99 for the Lite package, $179 for Standard and $999 for the Agency package.
Surfer SEO for On-Page Optimization
SuferSEO.com proves high quality in on-page content optimization of your website. Especially the “Content Editor” feature convinced us. Here you can compare your text with the best results from the search engine ranking within a clearly arranged editor. Based on the specific keyword for which you have optimized your content, you are shown other relevant keywords that you can include in the text.
The tool is based on your competitors and helps you to answer the search intent completely. In addition, it provides helpful recommendations on text length and keyword density.
The Basic package starts at $49 per month, the Select Business package costs $199 per month. This provider also offers a 7-day money-back guarantee.
Free Tools You Should Use for Website Optimization
Google itself offers you two of the best analytics tools you can get, in particular. Best of all, they’re completely free.
Using Google Analytics is a must and the basis of a long-term performance check of your website. Not only do you find out your current visitor numbers, but you also receive further information about the behavior of your website visitors. From this, you can draw important conclusions for the optimization of your website.
Google Search Console also offers you useful details. For example, you can find out where your visitors come from, which search queries bring the most visitors or from which pages your backlinks originate. This short video from Google shows you what the tool can do.
Optimize Your Website With [BlogTec]
You find all this too complicated, or you simply don’t have the time to optimize your website on your own?
We analyze your website and optimize it for you. You don’t have to buy high-end tools yourself, but can reach the full potential of your website in your niche through us. Our services range from optimizing existing content to creating a content plan consisting of topics that both appeal to your users and have potential to show up in search results.
Not sure what exactly you need yet? No worries, our initial consultation is guaranteed to be free.