Seven Ways To Optimize Your Business Website

Forbes Publication

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Have you been trying to increase your business site traffic, but you don’t know where and how to begin?

To start, it’s essential to optimize your site for conversions and search engines. This helps your business get higher rankings in search engines and improves your overall site quality. Additionally, it improves the user experience.

In this post, I will share the steps you can take to optimize your business site to increase traffic.

1. Analyze and audit.

The first step is to analyze your business website to diagnose the changes that must be made. Conduct an audit that summarizes site performance. During this process, your SEO team can evaluate the website’s content, navigation, aesthetics, back end SEO and layout.

Additionally, look at your competitors’ sites to assess the methods and features they have implemented, including site design, keywords and structure. Knowing your competitors’ strategies will assist you in determining your own optimization strategy.

2. Make necessary site upgrades.

After you complete the SEO and site audit, make updates to your website that were deemed necessary. You want to create a lasting impression that motivates users to visit your website, stick around and come back later. The primary objective of making site updates is to entice users to act, whether that means filling out a form or contacting you. This comes down to designing a funnel that encourages users to take action with a clear call to action (CTA).

Many searches are conducted on a smartphone, so make sure your site is mobile-friendly. Page load speed can also have a significant impact on SEO.

3. Conduct keyword research.

Keywords and phrases are the words people use when searching for information on search engines such as Google. Conduct keyword research to determine the most relevant search terms for your target audience. Including those keywords in front-facing content and the backend of your site will help your website rank higher on search engines.

However, it’s essential to remember that search engines will penalize your site for incorrect keyword positioning, such as keyword spamming. Understand these guidelines, and implement current industry best practices.

4. Focus on back-end SEO.

Back-end SEO is an on-page approach that involves the HTML source code of your website pages. This comprises incorporating keywords into meta data, title tags, headers, description and URL structure to assist search engines in determining the content of each page of your site quickly.

Back-end SEO involves complex coding, so I recommend hiring an experienced SEO expert to implement this tactic effectively.

5. Don’t forget about off-page SEO.

Off-page SEO is the technique of optimizing your site externally. Focus on maximizing your social media efforts, getting featured as a guest blogger on reputable sites, partnering with influencers relevant to your niche and link building.

Link building requires strategic digital communications to get top-notch links back to your site. If other websites that have high authority link back to your site, Google will interpret your website as more credible.

6. Remember, content is king.

Top-notch content and link building are indeed essential to position your site in search engines. So, make sure you have a strong and SEO-driven content marketing plan. The more reputable posts you churn out, the more likely it is that other sites will link back to you. This will help you to increase your organic search ranking and bring more visitors to your website.

Content marketing might be intimidating for most businesses because it requires time, thought and strategy. Create a calendar that outlines what to write every week so you don’t fall behind.

7. Analyze your site data.

A single piece of data may not show an effect, but when you accumulate lots of data, you begin to notice patterns. When a few people visit your website and fail to click on your CTA, that may not be a problem. However, if a huge percentage of users visiting your site fails to click on your CTA, it’s a sign that you need to make some amendments.

User habit reports and Google traffic data will assist you in painting a clear image. User habits will show you how users behave when they visit your website. Google Search Console will track essential metrics such as unique sessions, bounce rate and number of sessions.

Your website plays a vital role in lead generation for your business. Start by maintaining your conversion path and ensuring your content is of high quality. Optimize your business using the simple steps outlined above, and you’ll see your organic traffic improve over time.

Does Your Web Business Face One Of These Common Problems?

Forbes Publication

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It’s important to do what you love, or at least to find a way to derive pleasure from whatever it is you do to earn a living. But at the end of the day, if your business isn’t making ends meet, you’ve got a problem. A lot of people come to me for business advice and, most of the time, the problem lies in one of three areas: marketing, messaging and traffic.

Here, we’ll discuss common problems in these three areas and how to fix them.

Marketing Problems

• Leads and traffic: This could be a quality problem. If your content isn’t drawing clicks, you need to step up your game. Start by conducting research to find out what your audience wants.

• Insufficient return on investment (ROI): If your marketing efforts aren’t paying for themselves, you have a problem. If meeting your financial needs isn’t the problem, consider curtailing your spending. Otherwise, finding alternate hosting options or new partners might be called for.

• Budgeting: If you’ve nailed down exactly what you need to be spending on marketing, but you just can’t draw away enough funds from other assets to pay for it, something needs to be adjusted. Like ROI problems, you can try making money-saving changes. But better marketing is probably the real solution in the long run. Try turning your attention to your messaging efforts. We’ll discuss this more below.

Website management: Most companies have a website because it’s necessary to do business. If managing your web site is too time-consuming or isn’t your cup of tea, you could go with a full-service hosting provider. They sometimes have prefab site templates you can use. Another solution is to hire a web development professional. This doesn’t have to be terribly expensive, and you can ask a developer to deliver a product that’s designed to be easy to maintain by a novice user.

Messaging Problems

• Inconsistent or insufficient branding: Major brands discovered long ago that the purpose of branding is to make people feel that your brand is a person, a simple and consistent person who’s behavior is trustworthy and predictable. Think of Walt Disney. Disney has a very consistent branding profile. People know what to expect from Disney. It could be that your brand messaging does not communicate a simple, attractive and consistent brand image. If that’s the case, create a “branding bible” for your company. Another solution is to have all your content and marketing done by the same person.

• Failure to communicate your value proposition: If your audience doesn’t know what makes you special, then they might as well go to the next company that has a similar product or service. Make sure your messaging and branding clearly explain why you are different. It may be that you’re less expensive, offer better quality or superior service, and so on.

• Content quality issues: These days, your content should not consist only of advertisements. You need to give your audience information that they want or need. If your content does not entertain or educate, it’s not doing its job and it won’t draw clicks.

Traffic Problems

If your website isn’t drawing traffic, that’s a problem. If it’s not due to one of the problems mentioned above, then the fix might be pretty straightforward.

• Search engine optimization (SEO): If you’ve spent more than a minute looking into advertising online, you’ve heard of SEO. SEO is about researching terms that are proven to attract clicks to merchants in your industry. SEO is a full-time job. If you’re new to it, consider contacting the professionals.

• Too little or stagnant content: If your blog isn’t active enough, Google might give you a low search rank. Advertisers don’t like having their ads on inactive sites, so make sure you update your blog at least once a week. I recommend that posts be at least 750 words in length.

• Been to Quora?: Quora is still a great place to answer questions for people seeking advice from experts. Whatever your profession is, you’re sure to know many things about it that outsiders aren’t privy to. Congratulations, that means you’re an expert. By answering questions relevant to your industry, you’re advertising your expertise to a new audience. Quora isn’t the only Q&A site, but it’s a good place to start.

At the end of the day, as long as you’re plugging away at these common problem areas, you’ll make progress. Just put in a full day’s work and stay under budget — you’ll be A-okay.

Original Post: https://www.forbes.com/sites/theyec/2019/10/02/does-your-web-business-face-one-of-these-common-problems/#687ef269387e