Expanding one’s web presence requires a careful blend of on-site and off-site optimization. Those that fail to properly optimize their website are missing out on the 75 percent of adults that shop online or research goods and services online before making a purchase. Here is a closer look at some of the most effective methods of on-site optimization that you can use to improve your traffic and conversion rates.
Remove Duplicate Information
All content on your website should be completely original and not found on any other pages or sites. When larger search engines detect duplicate content they may start considering the website spam and lower its rankings. Older pages should be removed from your index entirely and separate pages with similar information should be merged or rewritten.
Keep URLs Straightforward
Quite a few changes have been made to the algorithms that are used to rank a website, but good URLs remain extremely important. On each of your pages, a visitor should be able to glance at the URL and get a good idea of the information that can be found there. Efficient URLs are appealing to visitors and search engines alike.
Improve Loading Speeds
Studies have shown that every second of loading time drastically increases bounce rates. There are a few simple steps to improve loading times including switching to new servers, simplifying page design, and enabling browser caching. Website managers should also take some time to correctly scale media so that the page is not forced to continuously alter images.
Optimize for Mobile Use
Over 40 percent of all organic traffic is now coming from mobile searches, and your site must be optimized for mobile use in order to make the most out of this new trend. While some companies do have the option of creating a mobile app or secondary site for smartphones, others will simply want to make some minor changes. If your current layout does not support mobile visitors, then you should take some time to reduce excess media and ensure that the pages scale properly to smaller screens.
Fill a Demand With Your Content
When major search engines direct traffic to a specific site, they are hoping to fill those visitors’ demands for certain information. Companies with websites that contain only generic information are not as helpful to visitors and the search engines will lower their rankings accordingly. No matter what industry you are in, you can always find some useful information to offer the public. Even content as simple as upcoming events in the industry or links to news articles will still provide your traffic with useful and pertinent information.
Focus On Specific Keywords
Two of the most common SEO mistakes are keyword stuffing and attempting to capitalize on too many keywords at once. Each of these tactics will lower your site’s rankings and reduce the amount of traffic that finds your site. While keywords can change between pages, you may want to take a new approach such as focusing on geo-specific keywords. Narrowing down keywords to a city or state will reduce your online competition.
Limit Your Bounce Rates
A search engine’s algorithms do have limitations when interpreting the value of a website, and they often rely on the amount of time that a visitor spends on a website to partially determine its rankings. Sites that have a high bounce rate are inherently ranked lower than those that have visitors moving through multiple pages. A great way to reduce bounce rates is to keep your load times as short as possible, ensure that your inbound links are directing visitors to where they would like to go, and avoid using “linkbait” to pull in more visitors.