4 Essentials for Optimizing a Website

Building the visibility of a company’s website is not an exact science, as there are many different factors that can both positively and negatively alter search engine rankings. On-page and off-page SEO work is a crucial part of online marketing, and one of the most cost-effective ways to bring business to a website.

This is especially true if and when a site makes it to the first page of Google search results. In fact, according to a recent study from Advanced Web Ranking, the top five search results in Google account for nearly 68 percent of all user clicks, with results six through 10 accounting for just under 4 percent of clicks.

So how can a website be optimized? Here are some SEO basics to consider:

  • Quality content. The latest research on ranking factors indicates that Google is favorably ranking longer-form pieces of content that understands a user’s intention, rather than focusing on keywords. This means, when generating content for a website, business owners need to be more concerned with the experience of the user rather than fitting in as many keywords as possible. Companies should regularly be posting relevant content – blogs, eBooks, white papers – to their websites.
  • Social media. One of the central ways to bring visibility to a website through non-technical means is through social media marketing. A business needs to be present on all relevant social media channels, going where the audience is. Broadcasting content in a faceless manner, no matter how well-written it is, will only go so far. Using social media as a forum for interacting with customers in a friendly and helpful manner can build a brand online and encourage people to go to a company’s website.
  • Site speed. How quickly a website loads has become an increasingly important ranking factor with Google. Most users will abandon a site if it does not load within six seconds, especially if they are searching on a mobile device. A one second delay in response time can result in a 7 percent reduction in conversions for a company. If a website is not loading quickly enough its search rankings will be harmed, so business owners need to focus their efforts on making their sites as fast as possible.
  • Internal linking. Every website should be easy to navigate, and this includes internal linking that will push user traffic around the site as a whole. Internal linking has many advantages for the user and company, including providing users with additional reading material, improving ranking for certain keywords by using variations of similar anchor text and aiding Google in crawling and indexing a site. Whenever a new page or piece of written content is published, it should include internal links.

Optimizing a website is essential for boosting a company’s online visibility and increasing its business. Contact Boston Web Marketing today to learn more about our comprehensive SEO services.

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