A Guide to Optimizing Your Website Content
A real promotional tool for your business, the website conveys the image that you want to convey to your customers, partners and suppliers. It is the showcase that demonstrates the credibility of your business at all times. Your website is also a valuable analysis tool, since it allows you to better understand your customers. Different statistical tools are at your disposal to study user behavior in a very precise manner. This gives you the opportunity to improve your services based on the interest of your visitors.
In most cases, the success of a website largely depends on “optimizing its online content”. This expression is often linked to the referencing of the site on search engines and to SEO (Search Engine Optimization). However, it is important to note that optimizing website content does not only apply to search engines. To find out more, follow our online content optimization guide!
Search engine referencing
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It's a fact, the content of your website has a lot to do with the success of its referencing, so don't neglect SEO. Always keep in mind that you are not only writing for readers, but also for robots. Most of the sites appearing in Featured snippet (“zero” position on Google) have achieved this through hard work in optimization and proper use of keywords.
Optimization work also concerns backlinking (inbound links); know that if your website is already popular, then it is very likely that these links will come spontaneously. Otherwise, you will need establish a backlinking strategy in order to generate more traffic to your website. This practice has its share of importance in SEO on search engines, because it demonstrates the credibility and quality of your content.
As you know, search engines use robots in their SEO work and although they are more and more efficient, they do not perceive things the way we humans do. The robots need keywords and descriptions to understand the content. If your descriptions are not precise enough, then be sure that the competitors who have put more effort into optimizing their online content will be ranked higher when the results are displayed.
For each web page, add a title as well as a meta description and don't forget the titles in H2, H3, H4 to prioritize your content in the eyes of search engines, because it helps them know which content to prioritize based on user queries. This also applies to images which must contain a description. Don't hesitate to use tools like KWFinder which allow you to know which keywords to prioritize as part of your website's content optimization strategy.
Optimizing web content for the user
Image: Pixabay
Statistics have shown that you only have 15 seconds to convince a user to stay. If at first glance, the content of your site is not interesting enough in the eyes of the Internet user, they will leave the platform in the same way as they would skip a TV program. The content of your site may be relevant, but if the visitor doesn't stay engaged during these 15 seconds, they will leave. This once again shows us the importance of user experience in optimizing the content of a website.
To give a good impression during a first visit, the secret lies in a simple and uncluttered home page. The message must be clear and concise and the images pleasant to contemplate, so ban flashy colors and aggressive commercial messages. If the user decides to browse the site, then make it easy for them; navigation must be pleasant and intuitive. Finally, take the time to optimize your content, it must perfectly correspond to user expectations.
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Optimization for social media
When we talk about content optimization for social media, we will also talk about SMO strategy (Social Media Optimization). Needless to say, your presence on social media greatly increases the visibility of your business and generates traffic to your website. Especially since these sharing platforms are undoubtedly the best way to reach new targets at low cost.
Thus, the content of your website must be created with the aim of being shared via social media. The “sharing” action must be facilitated by the presence of share buttons on all the pages of your site.
Optimizing your content for social media also means developing it in several forms to share it on different social media. That is to say, the same subject can just as easily take the form of a text shared on Facebook, an infographic on Pinterest, or a video to share on YouTube. The goal is to diversify to reach as many Internet users as possible on multiple sharing platforms.
Image: Pixabay
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Increase website speed
Optimization is also a story of efficiency, which is why your site must be fast. To gain speed, it is advisable to budget for web hosting.
Hosting costs vary and we are often tempted by low-cost or even free hosts. However, if you want your users to benefit from all the necessary comfort in terms of speed, opt for a dedicated server instead of a shared server.
The reason is simple: shared hosting will store several websites on the same server, which will have a direct impact on its performance. For this reason, it is recommended to choose a dedicated server for hosting, as this will reduce page loading time and it will only cost you a few dozen dollars more.
It is also advisable to use GZIP software to compress your site's data on the server side, before sending it to the user, where the browser decompresses the data locally before rendering it for display. GZIP compression therefore reduces the download time of HTML, CSS and JavaScript code.
Photo: Pixabay
Other recommendations
Optimize media files by reducing the weight of images, videos and audio files;
Authorize the caching of resources to reduce the number of elements to load for the Internet user on their next visit to the site;
Prioritize the loading of the tops of the page so that the Internet user can have access above the fold while waiting for the page to finish loading.
Finally know that to successfully optimize your web content, it is necessary to monitor trends and stay up to date with changes in search engines and social media.
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