Website optimization

Suppose you have invested a lot of time, money and effort in having a beautiful website designed and developed, but you later discover that the website yields little.Or you had a website created a while ago that has generated quite a few leads over the years, but you have the feeling that there is more to be gained from it.It may also be that you have a website that works well and is full of interesting content, but that is gathering dust on the second page of Google and therefore receives little traffic.In all these cases there is a lot to be gained from website optimization.Curious about what website optimization is and why it is important for your company?Read it below!

The benefits are clear: it increases your conversion, improves the visibility of your website and company, attracts more visitors, boosts your online reputation, increases your brand awareness and generates more turnover.Are there any disadvantages?Not really.Be careful not to over-optimize and focus too much on small details that have little effect in the big picture.It has to yield something in the end.

Websites can be improved in various areas.We list them here.SEO and findabilitySEO is

certainly not a term that came out of the blue.The abbreviation stands for Search

Engine Optimization, or in good Dutch: Search Engine Optimization.With search engine optimization/SEO you improve the findability of your website and ensure more organic traffic to your website via search engines such as Google (and a few others such as Bing and DuckDuckGo).And this is what you want.Why?Search engines are the main source of traffic for most websites.An increasing share of consumers (and B2B decision makers) first look for information online before making a purchase decision or contacting them.Fewer and fewer people bother to scroll through and click through to the second and further pages of Google.There is more and more competition.So your website is not among the top search results: Missed opportunity.The search engine algorithm decides how high your website will ultimately rank based on various ranking factors.Although only Google knows exactly which these are, and the list changes quite often due to an algorithm update, (there seem to be more than 200 different ranking factors) the criteria can be divided into 3 categories.200different rankingfactorsTechnologySearch engines find it important that the technology of your website is in order.If the basics are good, Google

will

know what your site is about and can index it and include it in search results.Consider: – Fast loading time – Accessibility on mobile devices – Structure of the website – The presence of sitemaps – The use of SSL certificatesContentPeople use Google to search for something.Information about a product, answer to a question, contact

details, you name it.In order to help these people as best as possible, Google

mainly wants to show sites with relevant content.By posting relevant content, Google knows what your website is about and you also help your customers with clear content that is useful to them.This means that you should: Conduct target group research and keyword research, looking at what content your target group is looking for and which keywords they use.Because it is becoming increasingly common for people to search via voice search and use longer keywords, it is important to also include those longer keywords in your research.This also applies to search behavior on mobile devices, where people often search for information in a specific way and location is particularly important.This research should yield a list of keywords.You must then process these into relevant articles and informative web texts where you include the keywords in a natural and informative way.Something you shouldn’t forget are the meta titles and descriptions of your web pages.Even though these are not direct ranking factors, they are an essential part of optimizing your content.The meta titles and descriptions determine how your site appears in the search results.If the meta’s are vague or do not match the content and page title, users will drop out and be less likely to click on your website.This can lead to a lower position in the search results.Could you use some help with this?ROXTAR’s specialists know exactly what to do to achieve top results for your website!LeftThen you’re not there yet.In addition to a technically well-functioning website with high-quality content, authority is the third important pillar of SEO.This means a website that is reliable and has a good

reputation.Since these are difficult things to estimate for an algorithm, Google

does this based on incoming links.The number of links and the quality of the referring site are particularly important.So you have to ensure that other sites link to you, preferably influential sites that have a good reputation.You do this through content marketing, link building, or, for example, by writing guest articles.Need help?At ROXTAR we have everything we need to help you with this!

The last part of website optimization, conversion optimization, is by far the most important part.Sometimes it is also called CRO, which stands for Conversion Rate Optimization, or increasing the conversion rate: the ratio between visitors and customers.Example.If your conversion rate is around 2% and you have 10,000 visitors per month, that gives you 200 customers per month.By optimizing your website you may be able to increase this to 3% or even 4% and your number of customers will therefore grow to 300 or 400. So it is worth it.And that starts with a goal.If all goes well, you have a specific goal with your website.Selling something through your webshop, having people subscribe to your newsletter or requesting a quote, this could be anything.Converting visitors to your website into paying customers (or customers requesting a quote) (as much as possible) is ultimately the most important goal of any website.But your customers also have their own goals.Depending on where they are in their customer journey, they have different information needs.In most cases, website visitors are looking for information or visiting your website because they have a problem and think you are selling the solution.If your goals and those of your customers are aligned, you will have a direct hit and this often leads to conversion.Conversion optimization actually includes everything you do to get your visitors to that goal as best and quickly as possible.And it sounds strange, but something that we still see (far) too often is websites that are created without logical thought.A design is made based on feeling, without looking at data and customer insights.The result?Web pages without focus, clear purpose and lost visitors.Suppose you visit a website in response to a search query and you watch a video about the product, you get all excited, but there is a call to action or reference to a product page missing.Or you land on a 404 page (can happen to the best!) but you can’t click on anything else and you drift away.Shame.This is where conversion