How and why we should optimize our website in 2022

At present, almost 80% of users access a page on the Internet through their cell phone. This, among other reasons, has become the spearhead so that we increasingly want to have our website optimized , not only for viewing on the computer or Tablet but also on the Smartphone of the netizens.

But how to do it? and for what exactly? These questions will be cleared throughout this article, in order to enhance the main objective of brands: to have an excellent online presence, which in turn leads to more sales.

Optimizing a website not only ensures that our users have a good browsing experience; but it also assures us that they will come back in later and so on for much longer. Consequently, the chances of them purchasing our products or contracting the services we offer will increase.

According to the most recent statistics, the longer a user is on our website, the more products they will know, and they will surely find one that suits their needs. For this to happen, usability and correct user experience are key to maintaining an optimized website.

Benefits of having an optimized website

Improve User Experience and increase usability, ensuring that users and customers return.

Faster loading speed of the website, offering users the information in less time, preventing them from abandoning the search.

It improves the positioning in the SERPS (SEO), so we will have a greater presence in Google search results.

It generates a competitive advantage and informational value, favoring customer loyalty.

Increase the conversion rate.

It generates a clean and refined code to improve order, save space and the proper functioning of the site.

What’s behind web optimization?

A web optimization is nothing more than a compendium of marketing strategies and techniques that are used to acquire traffic, interact with users and make them become customers, or at least potential customers of our business or company.

To achieve an optimized website, different professions and skills come into play, which are necessary to carry out all the actions that allow our page to function perfectly in every way.

It is no secret to anyone that building a website is available to everyone, because there are currently different systems for creating totally free website models. However, it is important to subsequently put it in the hands of web positioning professionals to achieve our objectives: position ourselves, be more relevant, grow in traffic in the medium / long term, and attract customers.

Basic stages to develop a website

1.- SEO (Search Engine Optimization)

They are those actions and target keywords, for which our company wants to appear in a search engine. Most companies focus on optimizing their pages targeting mainly Google , as it is the most used search engine in the world.

Very often, the Mountain View company modifies its search engine algorithms; and that is why we must be up to date, and thus keep our website optimized for SEO , based on 3 fundamental pillars.

The first of these is the Content , which will determine to a greater extent the position of our page in the search results; because Google is able to analyze each page to determine whether the texts, images or videos that we use are relevant or not, with respect to the originality and quality of the content that we use.

Next is the Optimization of pages , which refers to all the technical aspects that are necessary for us to appear in a good position in the Google results. Some of the basic aspects that we must comply with are:

Our tags must be consistent and contain the keyword that interests us.

The website, and therefore the page, should load as quickly as possible.

Our website must adapt to any type of computer screen or mobile device; that is, it must be responsive.

It is also important that the site is encrypted, using the HTTPS protocol.

Finally, the last pillar for our website to be optimized for SEO has to do with Links . Google uses them to determine the quality of our page and its relevance to the keywords we use on it. Therefore, the more quality websites we link to ours, the better it will be for our SEO positioning.

2.- Optimize technical performance

The ease with which users can interact with our content will depend on the technical performance of the website that we have. For this reason, it is a determining factor if we want to appear in Google search results.

In this sense, optimizing website speed is the first thing we should work on within technical performance issues. Why? Because the loading speed of our page is one of the most important and obvious performance indicators at a glance; We may lose a user if our website takes 2.5 to 5 seconds to load. So, to analyze our website we can use tools such as GTMetrix , PageSpeed , Pingdom Website Speed Test , Webpagetest .

Similarly, we must think about how our site works on mobile devices . As we mentioned at the beginning of this article, almost 80% of users access a page on the Internet through a cell phone.

Given this scenario, it is absolutely necessary that our website has versions compatible with these devices; that is, it can be adapted to any screen; regardless of its size or resolution.

It is also of great importance to identify the errors of the hosting . These are those http protocols that start with 4 or 5: 500 (internal server error), 404 (page not found), 403 (access denied), 401 (unauthorized access), 400 (bad request); Every time a user encounters any of these annoying errors, they leave the page, so we must be careful not to fall into them. How to identify them? Using crawler like Screaming Frog.

It is important to bear in mind that when it is not your website that causes performance problems, these may be due to the host, that is, the company that is in charge of managing your website and the server on which it is hosted so that the users access it.

3.- Improve conversion and user experience

It’s about total reciprocity. When we optimize our conversion rate, we include the improvement of everything that offers a better experience for users who visit our page and vice versa. By ensuring a good user experience we automatically improve our conversion rate and their loyalty to our company or website.

How to improve our user experience (UX)? The first thing we must do is identify and analyze all the data that we have at our disposal on the website that we have.

For this, Google Analytics  is ideal, because it provides crucial insights such as the type of user (age, location, gender, etc.); bounce rate, conversion rate and abandonment rate. Other advanced analytics tools like AB Tasty can also be used to assess user behavior.

Relevant conclusion 

When it comes to optimizing a website, many companies make the mistake of focusing only on perfecting a single aspect, such as SEO or usability; without even suspecting that it is essential to touch and improve all aspects to achieve the perfect balance and make the website efficient.

There are 3 types of optimization: SEO, technical aspects and user experience. In digital marketing, we must understand that they work hand in hand and therefore each one must be in tune.

Achieving an optimized website takes time and effort; But all that time invested is sure to be worth it.

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