What is optimization? What is used for?

What is website optimization?

Website optimization is the process of using tools, advanced strategies, and experiments to improve the performance of your website, further drive more traffic, increase conversions, and grow revenue. One of the most critical aspects of website optimization is search engine optimization (SEO). The technique not only focuses on getting various pages of your website to rank high in the SERPs for specific keywords but enables prospects to find your brand in the easiest possible manner. The other critical aspect here is on-page optimization. This technique ensures that prospects that land on your website has the best user experience compelling them to take the desired action and convert into a lead. So, by optimizing your website, you can not only tap into an untapped market in the most effective and efficient manner (without paying for advertising) but open doors to more conversions and revenue gains. But, while SEO is an essential part of website optimization, it’s not the end-all-be-all of optimization. Optimizing your website for real people helps you gain your visitors’ trust, starts building a relationship, and lets you sell products without having to jump on a sales call. A holistic website optimization approach combines a variety of disciplines to make sure your website performs ideally in all areas:

SEO

Copywriting

Analytics

UX Design (Frontend)

Web Development (Backend)

CRO/Landing Page Optimization.

Why is website optimization important?

In the past decade, the internet has become a place where consumers make their buying decisions and purchase products. Global eCommerce sales grew to over $3.46 trillion, making up 16.4% of total retail revenue worldwide. The internet has also become the go-to destination to find information on local businesses (46% of total Google searches have local intent, and 78% of local mobile searches result in offline purchases) as well as software companies, B2B enterprises, and more. The internet is taking over the role of “asking a friend” in all industries. So by positioning your business correctly, you can consistently win turn people who had previously never heard of your company into customers. If you don’t optimize your website and your content, it doesn’t matter how many people search for terms relevant to your business. Your site won’t show up in the results. Your website and your business won’t get noticed by anyone. But when you do optimize for search, you put yourself on the map. Consumers will search for relevant terms, and your website and business will always show up. By mastering Search Engine Optimization (SEO), you will generate targeted traffic from interested buyers. But it’s not enough to just optimize for search alone. If you only grow your traffic, and your site’s content doesn’t appeal to potential customers, nobody will convert. Visitors will bounce from your website without making a single purchase. To make use of the traffic, you also need to optimize the user experience and efficiency of your conversion funnels. By mastering Conversion Rate Optimization (CRO), you maximize the number of leads and sales you generate from paid and organic traffic. Another often overlooked benefit is that website optimization can lead to helping the environment. So when you do optimization, you can help reduce the carbon footprint of your website.

How does website optimization work?

The goal of website optimization is to make your site as appealing to search engines and real people as possible. But how do you do that? The first step to making anything better is to identify issues. You need to find out what’s wrong with your current site before you can improve it. That’s the foundation of any great optimization process. It’s not enough to just brainstorm potential issues with your team. You don’t have the bandwidth or experience to cover all areas. Instead, you should use available software tools to search for potential issues with SEO, page speed, mobile usability, and more. Below we’ve created a table overview of all major optimization areas, relevant tools, and benchmarks you should meet or exceed to get results.