Top 10 Website Optimization Strategies

Google was officially founded 24 years ago in 1998.

Much has changed since then, but one thing remains the same. If you just focus on the basics, you can still be very successful online.

sure, the basics in 2022 are very different from the fundamentals in 1998. It’s easy to become overwhelmed and distracted. Being disciplined when it comes to SEO has never been more important.

So the obvious question is: What factors should you focus on? How to improve rankings? How can anyone build traffic in such a competitive environment?

In this article you will learn which factors have the greatest weight and how you can optimize each of them.

1. Search Intent

As machine learning, artificial intelligence, and deep learning evolve, each of them will have more weight in the Google Core algorithm.

Google’s end goal is to understand the context of a specific search query and return results that match the user’s intent. This makes advanced keyword research and selection more important than ever.

Before you spend time and resources trying to rank for a term, you need to look at the websites that are currently at the top of the SERPs for that term.

A keyword’s contextual relevance must match a search query. There will be some keywords and queries impossible to rank.

For example, if Google determined that people searching for “Personal Injury Attorney [insert city]” Want a list of lawyers to choose from, then a number of trusted lawyer directories will appear at the top of the SERPs.

No individual or company will replace these directories. In these cases, you need to refine your strategy.

2. Technical SEO

The foundation of technical SEO is a solid website architecture.

You can’t just publish a random collection of pages and posts. SEO friendly website architecture guides users through your website and Make it easier for Google to crawl and index your pages.

Once you have the right architecture in place, it’s time to conduct a technical or SEO audit.

With so many SEO tools available, an SEO audit is no longer a daunting task. However, the key is knowing how to interpret the data provided and what to do with it.

For starters, you should check the following and fix any issues you find:

  • Check for status code errors and correct them.
  • Check the robot.txt for errors. If necessary, optimize
  • Check your website’s indexing via Google Search Console. Investigate and fix any identified issues.
  • Fix duplicate title tags and duplicate meta descriptions.
  • Check the content of your website. Check traffic statistics in Google Analytics. Consider improving or trimming underperforming content.
  • Fix broken links. These are an enemy of user experience – and possibly ranking.
  • Submit your XML sitemap to Google via Google Search Console.

3. User Experience

User Experience (UX) focuses on gaining insight into users, their needs, their values, their capabilities and their limitations.

UX also takes into account business goals and objectives. Best UX practices focus on improving the quality of the user experience.

According to Peter Morville, factors that influence UX include:

  • Useful: Your content must be unique and satisfy a need.
  • Usable: Your website must be easy to use and navigate.
  • Desirable: Your design elements and brand should evoke emotion and appreciation.
  • Discoverable: Integrate design and navigation elements to make it easier for users to find what they need.
  • Accessible: Content must be accessible to all – including the 12.7% of the population with disabilities.
  • Credible: Your website needs to be trusted for users to believe you.
  • Valuable: Your website must add value to the user in terms of experience and to the company in terms of a positive ROI.

Multivariate and A/B testing is the best way to measure and create a better experience for website users. Multivariate testing works best when accounting for complex changes.

You can build in many different elements and test how they all work together. A/B testing, on the other hand, compares two different elements on your website to determine which performs best.

4. Mobile First

Google officially started rolling out the Mobile First Index in March 2018. Smart marketers were taking a mobile-first approach long before official adoption.

According to Google Search center:

“Neither mobile-friendliness nor a mobile-responsive layout are prerequisites for mobile-first indexing. Pages without mobile versions will still work on mobile devices and can be used for indexing. That means it’s time to move from the desktop-only version to mobile :)”

Here are some basics to make your site mobile-friendly:

  • Adapt your website to any device – be it desktop, mobile or tablet.
  • Always scale your images when using responsive design, especially for mobile users.
  • Use short meta titles. They are easier to read on mobile devices.
  • Avoid pop-ups that obscure your content and prevent visitors from taking a look at what your content is about.
  • On mobile, less can be more. In a mobile-first world, long-form content doesn’t necessarily mean more traffic and better rankings.
  • Do not use cell phone as an excuse for cloaking. Users and search engines need to see the same content.

5. Important web vitals

In July 2021, the Page Experience Update was rolled out and is now integrated into Google’s core algorithm as a ranking factor.

As the name suggests, the Core Web Vitals initiative was developed to quantify the essential metrics for a healthy website. This aligns with Google’s commitment to providing the best user experience.

According to Google, “Loading experience, interactivity and visual stability of page content and combined are the foundation of Core Web Vitals”.

Each of these metrics:

  • Focuses on a unique aspect of user experience.
  • Is measurable and quantifiable for an objective determination of the result.

Core Web Vitals Measurement Tools:

  • PageSpeed ​​Insights: Measures both mobile and desktop performance and provides recommendations for improvement.
  • Lighthouse: An open-source, automated tool developed by Google to help developers improve the quality of web pages. It has several features not available in PageSpeed ​​Insights, including some SEO checks.
  • Search Console: A Core Web Vitals report is now included with GSC, showing URL performance grouped by status, metric type, and URL group.

6. scheme

Schema markup, once added to a web page, creates a rich cutout – an extended description that appears in the search results.

All leading search engines including Google, Yahoo, Bing and Yandex support the use of microdata. The real value of the scheme is that it can give context to a web page and enhance the search experience.

There is no evidence that adding schemes has any impact on SERPs.

Below are some of the most popular uses for schemas

If you find the thought of adding a theme to a page intimidating, don’t do it. Scheme is quite easy to implement. If you have a WordPress site, there are several plugins that will do this for you.

7. Content Marketing

It is predicted that 97 zettabytes of data will be created, captured, copied and consumed worldwide this year.

For comparison, that’s the equivalent of 18.7 trillion songs a day, or 3,168 years of HD video.

The challenge of breaking through the clutter becomes exponentially more difficult over time.

In addition:

  • Create a content hub in the form of a resource center.
  • Fill your Resource Hub with a combination of useful, informative, and fun content.
  • Write and link “spoke” pieces related to your resource hub.
  • Write news articles related to your resource and link to them.
  • Spread the word. Promote your news articles on social channels.
  • Take trending topics to your content. Advertise on social media.
  • Use your smartphone camera. Images and videos usually convert better than text alone.
  • Update outdated and low-traffic content.

8. Link Building

Links are still one of the most important ranking factors.

Over the years, Google has become more adept at identifying and deprecating spam links, especially since the launch of Penguin 4.0. So quality will continue to trump quantity.

The best link building strategies for 2022 include:

9. Test and document changes

You manage what you measure.

A recent study showed that less than 50% of “optimized” pages result in more clicks. Worse, 34% of the changes resulted in a drop in clicks!

Basic steps for SEO testing:

  • Determine what you are testing and why.
  • Form a hypothesis. What do you expect based on your changes?
  • Document your tests. Make sure it can be reliably replicated.
  • Publish your changes, then submit the URLs to Google Search Console for review.
  • Run the test long enough to confirm whether or not your hypothesis is correct. Document your findings and any other observations, such as B. Competitor changes that could affect the outcome.
  • Take appropriate action based on the results of your testing.

This process can easily be performed and documented with a spreadsheet.

10. Track and analyze KPIs

According to Roger Monti, here are the 9 most important SEO KPIs to consider:

  • Customer Lifetime Value (CLV).
  • content efficiency.
  • Average engagement time.
  • Conversion goals by percentage-based metrics.
  • Precise search visibility.
  • Brand visibility in search.
  • New and returning users.
  • Average time on site.
  • Revenue per thousand (RPM) and average position.

What you should keep in mind about these KPIs is that they are dependent your goals and objectives. Some may apply to your situation and some may not.

Consider this a good starting point for determining how best to measure a campaign’s success.

Conclusion

Since the internet has no expiration date, tons of information and disinformation are dished up in various search queries every day.

If you’re not careful, implementing bad or outdated advice can lead to disastrous results.

Do yourself a favor and just focus on these 10 essentials. This will set you up for long-term success.

More resources:


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