Effective Website Optimisation: 4 Ways to Improve Rankings

Almost all online experiences begin with a search. Accordingly, online businesses always strive to be at the top of the search results to gain more organic traffic. This is where SEO comes into play. Focusing on your website optimisation can help you boost the visibility of your content, reach the right target audience, increase your profit, and be more competitive in the market. If you have been looking for ways to optimise your website, check out this article about the most effective optimisation strategies and ways to generate a higher ROI and improve brand awareness. 

What is website optimisation?

Website optimisation is the process of improving the performance of the website with tools and strategies to earn higher search engine rankings and drive more organic traffic. SEO optimisation for websites is essential in today’s market because your website won’t appear in people’s search results without it.

When doing SEO, it is important to consider using the right keywords, producing high-quality content that matches people’s interests, paying attention to technical SEO, and creating a strong backlink profile. This may sound a bit complicated, but nowadays, advanced SEO tools can automate all of the before-mentioned processes and manage important metrics in one place. By learning how to use SEO properly, you can generate more targeted traffic from users who are actually interested in your products or services. 

Now, let’s move on to website optimisation strategies that have proven to be incredibly effective. 

1. Get to know your audience

The first website optimisation strategy is to know exactly who you are creating content for and selling your products or services to. You should step in your customers’ shoes, learn about their needs and interests, and find out what they are usually searching for online.

Find the target keywords

To get to know your audience better, one of the first steps is keyword research. Keywords are the phases or words people enter into Google search to find the products, services, or info they are looking for. Your goal is to create content with the keywords that are searched for by your audience the most frequently. 

Nowadays, there are many tools for keyword research to make this process faster and more effective, allowing you to search for keywords among your competitors.

Once you find your target keywords, ensure your content aligns with the top results and includes those keywords. If done correctly, your website will rank higher in the search results. 

Create an outstanding landing page

When keyword research is properly conducted, you’ll have a clear understanding of what your target audience is searching for, along with their intent. The next step is to optimise your new and existing pages to correspond to users’ interests.

First and foremost, your landing page should respond to the user’s intent. It should include only relevant information, be intuitive and easy to navigate, and have a clear call to action. To improve your page, you can research the landing pages of your SERP competitors, analyse their content, and strive to do better.

2. Work on Technical SEO

Technical SEO refers to improving the technical aspects of your website. This includes making your web page more understandable to search engines, making it faster and more secure, and ensuring that there are no dead links. To detect any technical issues that can have a negative impact on your website’s performance, you should regularly check your website with specialised tools for SEO audit and fix those issues as soon as possible.

By improving the technical SEO of your website, you help Google crawl your page and understand it better, increasing your chances of ranking higher in search results. However, optimising technical aspects of the page is not just for search engines; it is also for the user: people want to use websites that are fast, secure, and easy to use. 

Work on your UX

Your website’s UX design also influences the page’s SEO performance. UX design influences engagement and user experience and can bolster rankings. 

Here are 5 UX factors that impact SEO:

1. Simple navigation. Make sure that your website’s architecture is simple and intuitive. The user should not get lost among hundreds of similar pages. The simpler the navigation is, the better.
2. Quality over quantity. Don’t create dozens of pages for different keywords. Instead, collect the most relevant keywords and use them on the same page so as not to scatter the traffic.
3. Fast load speed. Google favours fast-loading websites, so make sure to optimise your page’s loading speed.
4. SEO-friendly layouts. This includes easy-to-read content, clear CTAs, different headers, images and videos, and links that lead to related content. 
5. Mobile-first approach. Always use a mobile-first approach when creating your websites because 55% of page views come from mobile phones. 

3. Work on On-page SEO

Your on-page SEO includes your content, HTML, and website architecture. Let’s look closely at what these factors consist of.

Content

• E-E-A-T (experience, expertise, authoritativeness, and trustworthiness).
• Keywords.
• SEO writing.

HTML

• Title tags.
• Meta description.
• Image optimisation.
• Geotagging.

Website architecture

• Site speed.
• Responsive design.
• URL structure.
• Links.

4. Work on Off-page SEO

Off-page SEO is the strategy you apply outside of your web page to improve the rankings. This includes link building, reviews, content marketing, mentions on other websites, and social media marketing. 

Why is off-page SEO so important? Because it builds your page’s reputation in the eyes of search engines and helps you attract new visitors who are looking for relevant content on different web pages. To improve your off-page SEO, ensure you have enough backlinks on high-authority sites, improve your content marketing with the help of PR, influencer marketing, and guest posting, and work on local SEO. 

Conclusion

Website SEO optimisation is the key to making your website rank high in the search results. The first step should be to evaluate your website’s current performance and decide on strategies that will help you reach your goals. The tips we described in this article are a great way for your website to reach its full potential and can help you to scale up.