An often overlooked, yet vital step of on-site optimisation is the experience your visitor has when they are on your site. It's important that your visitors find what they are looking for quickly and easily. When they do, they are likely to stay on your site longer (Google loves this as it shows them they are referring their user to a good source), potentially link to your site, share with others, and ultimately purchase your goods or services.
If your visitor can’t easily find what they are looking for, they are likely to quickly click away from your website, which can have a huge impact on your websites search engine rankings.
Your mobile needs to be mobile friendly (Google started penalising sites that were not mobile friendly in 2015 - I’m sure you’ve heard of Google Panda).
You might think that mobile friendly is standard (which it should be) but you’d be surprised at how many sites aren’t even still in 2020 (just a quick Google will show you this but don’t expect to find any on page #1).
How frustrated are you when a web page takes ages to load? You’re not alone. Websites are potentially losing over 50% of sales if their website takes longer than 2-3 seconds to load with over 80% of users not hanging around to even see what you have to offer if they have to wait longer than 4 seconds. This isn’t a statistic you want to be part of.
Google knows this. That’s why how fast your website loads is a vital and critical factor in ranking your website on page #1. Google don’t want to display websites that take ages to to load as this doesn't result in a good user experience.
Page titles are what users searching for your products or services are likely to see first. Along with your site title, this appears in the tab of all browsers when that web page is open.
Your page title should be short (maximum 60 characters), include your pages target keyword, and most of all be relevant to the content on the web page. If it’s not, and users click it believing it is, they will likely hit that back tab (bounce off your website) letting Google know your content isn’t relevant to their search term, thus having an impact on your rankings.
Your meta description is the text snippet that is displayed under your title tag. Unsurprisingly, these words not only have an impact on your SERP rankings, but also on whether or not users are likely to click on your website. Not only does this need to be optimised for your target keywords, it also needs to grab attention to stand out from the sites around yours. It’s far too easy, and sadly common, to see meta descriptions stuffed with keywords. Not only will Google recognise this and penalise you, it won’t attract users to click on it anyway. Be sure to avoid this ever common ‘black hat’ technique.
You’ve probably heard of backlinks and why they are so important to your websites rankings. Outbound links are just as important. These are links to external sites that should help explain the topic / point you are talking about. Not only does this help your user, it helps Google determine the topic of your web page helping increase your rankings.
Ultimately, when it comes to on-site optimisation content is king. It’s all too common for website owners to write content with the sole intention of selling their products or services, after all that's why you’re in business.
However, you should try to focus on having content that is valuable to the reader, is unique, well researched and is engaging. You want content that users want to share with others (social sharing)
High quality content along with perfect on-site optimisation will go along way to getting your businesses website to where you want it to be.