Website Optimisation Tips to Boost Your SEO

13.02.24

Search engine optimisation (SEO) involves optimising your website and content to rank higher in the search results. An essential tool in any digital marketing strategy, SEO is vital to attract targeted organic traffic to your website.

Unfortunately, there is no one set way to improve your SEO. Search results are ranked based on many factors, each needing careful attention to optimise your web design and content. There are several ways you can boost your SEO. Combined, these will give you the best chance of achieving good rankings in the search results.

Keywords

keywords

Researching and identifying the keywords that you want to rank for in search engines is essential. Otherwise, you don’t know what you’re optimising for. While the weighting of keywords has decreased within the search engine algorithms, a solid SEO strategy still relies on keywords as its foundation.

Researching the keywords you want to rank for should be one of the first steps in an SEO campaign. Conducting keyword research allows you to identify the queries searchers seek and evaluate their potential effectiveness. 

Once you have identified the keywords you want to rank for, you can begin optimising your website and content by implementing them naturally on your website. The keywords you rank for should be placed strategically throughout your website and content.

It’s also worth noting that you should optimise each page with a different keyword or keyphrase. Otherwise, you’ll compete with your pages for that all-important ranking spot!

Content

Once you have your keywords, you can create relevant and valuable content using your identified keywords. Continuing to create content that meets the needs of your audience and addresses their problems is another website optimisation tip to boost your SEO.

The content you create is one of (if not the) the most critical factors in improving your SEO. Yet, the Content Marketing Institute has found that most marketers find creating unique and engaging content challenging.

Knowing your existing customers is an excellent way to understand better what content will appeal to your potential customers. Your keyword strategy will give you an idea of what content you should create, but it tells you very little about the why and how.

Developing buyer personas is the best way to get to know your potential customers better and identify what content they want to see. Once you understand how to create better content tailored to your potential customers’ needs, you can develop content that alleviates any pain points they may have.

By creating your buyer personas (semi-fictional representations of your ideal customer), you’ll discover demographic, behavioural, and psychographic details alongside your customers’ online habits.

High-quality content providing value to users is a top Google ranking factor. You need to create content for humans first, but if you want to succeed at SEO, you’ll need to optimise your content for the search engines.

That’s where the real boost comes from. To ensure your content will rank as high as possible, you should address the three pillars of SEO – ART. These are:

  • Authority – authority is based on your page authority and domain authority. Page authority indicates how well a page ranks in the results pages, while domain authority is based on your domain’s popularity, size, and age.
  • Relevance – determined by how relevant your content is regarding a specific keyword. The better content matches a search query, the higher the likelihood of a good ranking.
  • Trust – content will be ranked higher from a trusted site. Domains such as .gov, .gov.uk, .ac.uk and .edu will automatically have a high level of trust due to their natural authority. Creating good-quality content and high-quality links helps to develop trust. Gaining links to your website from other high-quality sites is a great way to boost your trust.

Links

Gaining inbound links is an excellent way to boost your SEO. However, providing internal links can also be a good website optimisation tip to boost your SEO. It’s good practice to include internal links to other relevant and meaningful content within your website, and it is a great navigational tool for your users.

Developing a link-building strategy, including incorporating internal links, can help boost your rankings by showing the search engines you are creating relevant and meaningful content. While you should take the time to build high-quality backlinks, that’s only half the job.

As search engine crawlers discover content by following links, adding internal links on your website will enable search engine crawlers to find other pages on your site. Then, once they find a page, they crawl it to determine how relevant it is to a search query.

However, do not go overboard. When you include internal links, you tell Google and other search engines which of your pages are important. Excessive internal links can weaken your page value, as PageRank is passed from one page to another.

You also benefit from improving your site’s navigation and user experience and giving your readers more options and reasons to stay there.

User experience

user experience

Speaking of user experience, that brings us another website optimisation tip for boosting your SEO. User experience (UX) is a ranking factor that Google has only recently introduced in 2020. You won’t stand much chance of achieving a high ranking if you have a poor UX.

Several factors can determine UX, including page load time, bounce rate, and mobile-friendliness. When a user has a bad experience on a site, they are likely to leave. You’ll see a higher bounce rate if many users leave your site. That’s not good.

The number of one-time visitors determines the bounce rate to a site that leaves without visiting another page or making any engagement. Search engines don’t like high bounce rates, so you’ll get penalised too.

The quality of the UX can make or break your users’ engagement. Factors hindering a user from using a site effectively or gaining access to the content they seek can lead to negative engagement.

Users who cannot engage with your content cannot establish a relationship with your brand. You could be losing potential high-quality leads. Getting your UX right will allow you to develop loyalty, returning visits, and trust.

Site speed

We’ve already mentioned site speed, but its importance deserves to be covered in more detail. Google has indicated that site speed is a signal used in its algorithms to rank pages, highlighting the importance of this technical SEO tactic. 

You should consider improving your site speed to boost your SEO. Aside from the point that site speed is a ranking factor, faster sites are much easier for bots to crawl and increase your conversation rates. Improving your site speed is a win-win for everyone involved.

There are various methods you can use to improve your site speed:

  • Compress or reduce the number of images.
  • Reduce the number of plug-ins or widgets used.
  • Minifying your CSS and JavaScript or adopting a lazy-loading approach.
  • Use a Content Delivery Network (CDN).
  • Remove render-blocking JavaScript.
  • Use a cache to load your pages from.
  • Reduce the number of custom fonts used.
  • Use animations sparingly.
  • Cut down the amount of resource-intensive pop-ups and adverts.

Compare your site speed before and after making site speed changes, and I’m sure you’ll be amazed at the difference in your loading times.

When nearly 70% claim that page speed affects purchasing intentions on a website, it just goes to show why you should consider improving your site speed. Use tools like Google’s PageSpeed Insights and G-Metrix to determine your site speed.

Metadata optimisation

Our next tip to boost your SEO is optimising your metadata. You should take the time to bother with metadata for two reasons. Firstly, the metadata you set, such as your title and meta description, provides a window to users.

A window that gives them a glimpse into your content and whether it will likely address their search query. Secondly, it makes the job of crawlers easier. Providing metadata allows crawlers to understand your content’s relevance better, matching your page to a search query much faster.

A website’s metadata can encompass many elements, including title and descriptive metadata. While Content Management Systems, such as WordPress, do a lot of the hard work for you, it’s still a good idea to check and update it accordingly.

There are several different metadata optimisations you can make for your websites. These include title and heading tags, image ALT text, and meta descriptions.

Title and heading tags

Page Title tags are important as they appear wherever the webpage gets shared, including on social media. They are also used on search engine results and your browser tabs.

From an SEO perspective, they are the first element the crawlers see on your web page, so make sure they are descriptive and include your primary key phrase. Using heading tags on pages helps both humans and crawlers. It helps humans add hierarchy and break up your content to make it more readable.

It helps crawlers by adding structure to your pages, making reading and understanding your content easier. Typically, the main title on a page should be an H1 tag. Then all subsequent headings should be H2, H3, H4, etc. for subheadings.

Image ALT text

Believe it or not, search engine crawlers cannot see images. Instead, they use the ALT text provided to determine the relevancy. If you are not providing ALT text on your images, the crawlers cannot interpret them. Bad mistake!

Images are important to Google. There is a whole section on their search engine dedicated to image results. So, make sure you add relevant image ALT text that clearly describes the contents of the images. Don’t forget to give your image files meaningful names, too.

Meta descriptions

It’s also important to add a meta description to each of your pages. While meta descriptions do not directly impact your SEO, working on them is still a good idea, as they can indirectly benefit your SEO.

Meta descriptions are the little snippets of text that appear on search engine results underneath the page title. Creating a compelling meta description that answers a user’s search query can be the difference between whether they click through to your site.

With intense competition on search engine results pages, you want to ensure your listing gets more clicks than your competitors. Achieving more clicks can have a positive impact on your rankings. A few tips you should consider when creating your descriptions is to:

  • make sure they are original for each page (search engines hate duplicate content)
  • they focus on the problem or issue you are addressing in your content
  • you make use of your keyword once
  • the meta description does not extend past 160 characters; otherwise, it will get cut off

Unfortunately, search engines might not always use the meta description you picked and could instead choose a random snippet of your content. Search engines are just strange that way! The importance of you developing compelling meta descriptions still stands, though.

Optimise for mobile

Last but most definitely not least, our final website optimisation tip to boost your SEO is optimising your website for mobile. If you haven’t yet optimised your website for mobile, consider this… Mobile devices accounted for 54.8% of web traffic in the first quarter of 2021 alone.

With more and more people using their mobile devices to search online, it is no surprise that Google cares about mobile-friendliness. The launch of the ‘mobile-first’ indexing proves just that. Google will take the mobile version first when determining your ranking.

There are many ways you can optimise your website for mobile, including the UX design and ‘touch friendliness’. If you want to please Google, you could even try creating an AMP (Accelerated Mobile Page) version of your site.

This tends to work better for simple sites and won’t be the right option for everyone, but it is worth considering.

That covers our website optimisation tips to boost your SEO. Taking the time to implement the tips we’ve covered will help you stand a better chance of ranking higher in search engine results. But don’t forget SEO is not a one-off job. It should be continually worked on to ensure you keep up with algorithm changes and continue to optimise your website to boost those rankings.

Contact us at Grizzly to learn how we can help you with your website.

Got a project in mind?

Let’s talk