Do you want to know how SEO website optimization can be the solution for your website to appear in the first Google results? Check it all out in this post!
It doesn't matter what the size of your company is, or your area of expertise. Having a professional website expands your horizons to the vast audience of the internet. In addition to giving credibility to your company, it also increases your chances of doing business .
But just having a neat website with good content is not enough. Even more so in such a competitive environment as the internet, right? This is where SEO website optimization comes in .
SEO ( Search Engine Optimization ) ensures that your website pages provide a good user experience . We don't want visitors to give up on what you have to offer because of a website that doesn't work right, do we?
There are specific website optimization practices that you can adopt so that this scenario does not become a reality. And we can guarantee that they will make a big difference in the end. You'll get ahead of your competitors with a hassle-free website .
So, if you want to reach the top of Google's results pages and offer a good user experience, read on and open your notebook to jot down our tips!
And remember: if you want to considerably increase your website's organic traffic, count on Tupiniquim ! We are a digital marketing agency specializing in SEO with over 10 years of experience in digital marketing, focusing on high performance and sales!
What is website optimization?
The creation of websites has many advantages and is becoming more and more necessary, as more and more users use the internet in the world. But to ensure that your website has visibility and a large number of hits , you need to understand how to optimize it.
Website optimization is a set of techniques aimed at making the experience of the user who is visiting your page more fluid, improving its efficiency and usability .
This set of techniques can be used in different ways, depending exclusively on the purpose of your page .
For example, if your goal is for the person to take a specific action, such as filling out a conversion form or making a purchase, you will optimize your site so that the user's experience makes this process more natural and they don't have any type of mishap on the way.
If you want the user to browse and spend a few minutes (or even hours) on your blog, you will use elements to make that experience better, and so on.
It's a process that will require testing and knowing what the audience is most comfortable with, but over time, you'll feel the difference in browsing time, conversions, and even user interaction.
SEO Optimization and SERP Rankings
Search Engine Optimization (SEO) or Search Engine Optimization , as it is known in our language, is a set of website optimization strategies that aim to improve the ranking of a given website in search engines such as Google, Bing and YouTube.
Among the SEO strategies that we can mention are: use of keywords, content marketing focused on the persona , good use of meta titles and meta description, internal and external links, among others.
An optimized website that makes good use of SEO strategies is much more likely to get better positions in the so-called SERPs (Search Engine Results Page), which are search engine results pages .
When ranking a website, Google, the largest search engine in the world, gives preference to websites that offer good experiences for their users. Something that a well-applied SEO makes possible, as it is geared towards improving these experiences.
Why is website optimization important?
The time when websites were only seen as a “means of contact” for companies is long gone. Today, when we talk about delivering a good brand experience to customers, we are also referring to the company's media – which includes the website.
We can do a mental exercise: try to remember the 5 sites you visit the most, and reflect on what are the points that make you always come back to them or that make you like the sites.
They probably care about website optimization and should do a good job on-page and off-page , which are elements that we'll cover a little later.
The importance of website optimization lies precisely in this feeling that is caused by users that your website should be visited again – it is a place where the user's time is worth spending on the internet.
Offering an optimized website is a guarantee of getting a good presence on the internet . And what's more, website optimization will reflect in other areas of your business.
As? Let's say you have a WordPress site and it is well optimized. SEO ensures that it appears among the first results for some searches . It doesn't take much calculation to understand that if your website is being seen more, the number of contacts will increase, and consequently, sales will also increase.
Therefore, investing in the optimization of your company's websites is something that goes far beyond having another means of contact, it is investing in the presentation of your brand, in the relationship with your audience and in the experience they will have with your company.
In the same way that your product or service will resonate with your audience , so will your website.
WordPress Website Optimization
WordPress is a Content Management System (CMS), or Content Management System, and the most popular in the world, being used even by large companies such as PlayStation, Skype, IBM, Vogue, TED and many others.
The preference for creating websites in WordPress is due, among other factors, to the fact that it is an online tool, free, open source and very easy to use.
And when we talk about WordPress site optimization , using this platform is even more advantageous, since it has several resources dedicated to SEO , as well as integration with plugins that make it even easier when optimizing.
One of the plugins that can contribute the most to the SEO of your WordPress site is Yoast . When installed, this tool evaluates its content and shows the points that should be improved, taking into account the criteria of the search engines.
Obviously, while Yoast and WordPress itself are an excellent combination for quality optimization, they are not perfect tools. But if you learn to use them to the fullest, you will increase your chances of success , so dedicate yourself to understanding how they work.
The Impact of Core Web Vitals on SEO
As you already know, Google prioritizes the experience of its users more than anything else. Therefore, any site that wants to have a chance to have a positioning in the results pages , must always keep an eye on the search engine rules.
Starting in May 2020, Google announced that its new metrics for evaluating user experience on websites, clustered in Core Web Vitals , would be implemented into its algorithm.
With the new metrics, Google hopes that websites will be guided by them and be able to improve the browsing experience they offer to their visitors.
Core Web Vitals metrics include:
- Largest Contentful Paint (LCP) : it is responsible for measuring the loading speed of your page's visual elements. A load time considered good for Google should not exceed 2.5 seconds.
- First Imput Delay (FID) : Measures the speed at which page interaction elements are enabled to be clicked by users. To be considered good, these elements must be loaded within 100 milliseconds.
- Cumulative Layout Shift (CLS) : Evaluates the stability level of the page layout and the changes in its layout while the rest of the content is loaded. Values considered good for CLS must be within 0.1. These new metrics join the other ranking factors that Google already took into account when positioning websites in the SERPs, such as support for mobile devices, use of clear codes, easy and safe navigation, among others.
Ignoring any of these metrics can affect your site's positioning and, consequently, your organic traffic . To avoid this, align your SEO strategies with Core Web Vitals metrics and make necessary improvements.
How to use SEO on my website?
We can divide into 3 groups the optimizations you can do on your website to make the experience perfect for your users. Let's know a little more about these groups?
The On-Page elements are those that are part of the construction of the site , from the codes to the images used.
As we said, a site that takes a long time to load can be considered flawed, as well as sites that do not load the elements correctly or that break easily.
These elements must be functional both for the desktop versions and for users who access them via mobile – this is what we call responsiveness . The experience that visitors will have on the site must be the same, regardless of the form of access.
A well-programmed website , with optimized images that don't weigh you down, with correct links and without unnecessary elements that will make navigation difficult, will be well seen in the eyes of search engines.
As you might have guessed, off-page elements are those that influence your site without necessarily being a part of it.
The biggest example of an off-page website optimization strategy is link exchange . If your site is “cited” by others, search engines will identify it as relevant and it will gain authority. This also goes for social media and other channels.
Finally, we can define content as one of the three factors that will define whether your website is well optimized or not.
How can content influence the user experience? First, you should ask yourself, “What does my audience want to know?” . Knowing your audience's questions, it's easier to know what you need to deliver to them. And you will make that delivery through the content of your website.
If your website responds well to users' search intentions , this feature will be noticed by search engines. A well-optimized website combines good programming with text and images that direct readers to what they want to know quickly, and in the clearest way possible.
It's no use having a website with an impeccable design if users can't find what they're looking for on it. Think about this when working on website optimization. Having good content is essential for a positive user experience.
9 Tips for Optimizing Websites
Want to know how you can improve your site's performance? We've separated 9 tips on website optimization that you can start applying right now!
It 's ongoing work , but the more you work on top of the materials you already have, the better. Check out:
1. Search for keywords
If to produce content you need to know what your target audience wants, how do you find out this information? Through keyword research .
Nowadays, there are several online tools for researching keywords, terms and related questions. Even Google, with its autocomplete feature in the search space, can be an excellent source for the most searched terms.
With this material in hand, you will be able to create content aimed at what your audience is looking for , increasing your chances of attracting them to your site.
Using keywords in your text is effective, but it shouldn't be excessive. Google is smart enough to identify content that repeats keywords too much. Make healthy use of them and you will succeed.
2. Improve SEO titles
When you produce SEO content, you should pay special attention to two elements that are critical to success within search engines: the meta title and the meta description .
These two items are essential for search engines to identify the subject of the content you are developing and to be able to highlight it for the public.
Try to write your meta titles and meta descriptions clearly and preferably contain your keywords . That way, users will be able to find your site more easily on the results pages.
But watch out for the number of characters . For the title, it is recommended that it does not exceed 60 characters. In the meta description, keep the text within a 160-character limit.
3. Make the alternative texts of the images used
A point that many forget is that search engines also consider images when “reading” the content. After all, images are part of the content too .
Knowing this, it is important that you include keywords in the alt tag descriptions of your images so that search engines can identify what they are illustrating – something that also helps visually impaired users who make use of page readers.
4. Make internal and external links
Working with links, also known as Link Building , is part of a good website optimization strategy. It's about building a network of internal and external links that contribute to your website's traffic and credibility.
Internal links make it easier for users to navigate between similar topics within your site, in addition to showing search engines that the topics are related. This ends up not only helping users, but also the search engine itself, which can identify your most relevant pages .
Important: remember to make the links using the correct keywords and try not to overload your page with too many of them.
On the other hand, external links , as we mentioned a little above, are when other sites link to content on your site.
The exchange of links between two sites is extremely beneficial for the growth of both, as the search engines will understand that if your site is being recommended by another, it is because it has content that is relevant to users. Something that helps with ranking .
5. Responsiveness is important
We talked above about the user experience needing to be the same on both mobile and desktop versions , and we want to reinforce that point.
Website optimization must ensure that the large portion of users who access content through cell phones and tablets do not find it difficult to access their content.
The design and texts must be well arranged, always taking into account the loading speed. Users who are searching through their cell phones will not like wasting time waiting for your content to load and will give up on accessing your site .
6. Improve the content you already have
Your website was created without good planning, but already has a reasonable collection of content? Don't worry, you won't need to take them down.
Structure all the old pages of your site with the tips we have given here and work on their SEO , updating and complementing what they already have.
Keeping the content that already exists on your site up to date is extremely important to stay relevant within search engines.
7. Bet on landing pages
The term “bet” in this tip is nothing more than an expression, since the effectiveness of landing pages is already more than proven.
Campaigns using conversion pages help you get more hits and promote the content you produce (using an e-book, for example).
In the materials offered in the conversion there may be links that redirect to your blog page. Thus, you redirect the user to your main site .
8. Have you done an SEO audit on your website?
As much as you have years of experience with SEO website optimization , something can go unnoticed. And, considering how many SEO points you need to consider when optimizing your website, this is completely to be expected.
It is to help you in this mission that the SEO audit exists . This action allows you to identify all the points that need attention on your website, and that may be interfering with its performance.
To audit your site, tools such as QuickSprout or Ubersuggest can be great options to speed up the process, leaving you more time to work on solving the problems found.
9. Use SEO tools
Taking the hook from the previous tip, why not start using SEO tools today on your website?
There are several tools that offer both SEO auditing and keyword research features. To choose the ideal one, check out our post on the 20 Best SEO Tools for Your Company's Website Optimization .
By making good use of these tools and applying the tips we have given in this post, your website will be optimized and ready to be one of the first results in Google searches!
It's time to focus on your website's SEO optimization!
We hope that this post about website optimization has helped you to improve the quality of your website and the content published on it .
Don't forget that these are just a few tips and there may be more points to be worked on on your site - which will need the attention of specialized professionals .
For cases like this, don't leave it for later and contact us! Agência Tupiniquim has over 10 years of experience creating optimized websites and digital marketing . We can help your site to get among the first search results!
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