Optimizing a website takes more or less time
When it comes to making money from your website, the best way to do that is to rank well on Google. The effort required may be greater or lesser, depending on certain factors:
- The competence : are you the best person to improve your website? If so, great! It will go much faster. Otherwise, be prepared to work with SEO agencies. This saves you precious time;
- Your resources : Depending on your resources, your approach can be either aggressive or strategic. In the first case, you position yourself faster on the search engine. In the second case, you will have to be a little more patient;
- The state of your site : It’s mathematical! The more sites there are in a niche, the more content there is and the harder it will be to position yourself and gain good traffic. In addition, by improving the experience of your Internet users, you are more likely to climb the stairs to the first page of search (SERP). Your niche is a notable element in the time that your ascent takes. The catering niche is much more provided in terms of websites than the meteorological niche for example.
If you are an SME or a business in general, consider your website as a sustainable investment. By taking steps that we’ll be talking about throughout this article, you’ll be pleasantly surprised at the result.
Lever 1: Perform an Audit of your website
Improving your website starts with knowing what is going on there.
Like a doctor who examines before acting, you should audit before looking for any solutions. Determine the strengths and weaknesses of your site in order to have greater flexibility in your optimization strategy.
From then on, you will have to focus on his strengths and find a way to overcome your weaknesses. For this, your audit must be done on 3 points:
- The current structure of your site (hierarchy and accessibility to pages);
- The information architecture of your site (which should be as spread out as possible);
- The existing content (semantics, keywords used, etc.).
By basing your audit on these elements, you know directly where to focus your attention.
In addition to an internal audit, you can also do an external audit. Discover for example: The keywords used by the competition, the content published by them and even the linking strategy (Linking or NetLinking) used.
Carrying out your audit can be done with several tools. They can offer you specific data according to your expectations. Here are just a few:
- Ranxplorer (good for a complete audit of your site);
- SEMRush (for a complete audit, both internal and external);
- Ubersuggest (for auditing your competitor’s content and keywords);
- Google Analytics (for auditing your keywords and those of your competitors);
Once this audit step has been done, focus on the areas that need to be improved. We will see how to do it in the other steps.
Lever 2: Improve navigation for the user
User experience (UX) has been trending recently, and with good reason. Google is always striving to improve the online experience of Internet users. As a result, the clearest and best ranked sites are highlighted.
Your goal is to align your website with this dynamic. It must be “navigable”, which implies that the user can access any information with a maximum of 3 clicks.
Poor navigation can frustrate your visitors. From then on, he will see the competitor to find a more intuitive navigation. Such an action has a double effect:
- You lose a client who could potentially have brought you hundreds of euros;
- You increase your bounce rate, which causes you to lose positioning.
To climb to the top, develop an architecture that is easy to operate.
Lever 3: Optimize your site for smartphones
In England, 37.4 million mobile users connect EVERY DAY ! Their goal is to access information as quickly as possible, from their mobile. Your website must therefore be “Mobile Friendly”. And it is NOT OPTIONAL!
Since 2015, Google has sanctioned websites that do not comply with telephone requirements. Your mission is to make sure that your site is spared.
The website must be fluid, usable and searchable from any mobile device.
In addition, it is not just ordinary consumers who are “online” from their mobile. Even business leaders are doing it. According to a Search Engine Watch study, 77 % of business leaders search on their small screen to choose a product or service for their business.
Yes, in the digital age, having an unresponsive site is not going to help you. It’s a crime for your business. Do not hesitate to make any necessary changes or contact a specialist for it.
The sacrifice in time or money will be well worth it.
Lever 4: Improve the loading speed of your website
This point is certainly the most essential. Why ?
Because Internet users are in a hurry. If you don’t give them EXACTLY the information they want, AS QUICKLY AS POSSIBLE, it is safe for them to look elsewhere.
Sadly for some (and I hope not for you), if a website takes forever to display the home page … ” NEXT! ”
The consequences of this escapade are disastrous.
The user leaves. The bounce rate is climbing. Google guesses that you are not delivering relevant content … and downgrades you.
You want to be in the top results of the SERP. Your reputation depends on your performance as well as the quality of your website. To improve it, a faster site is ideal.
According to an Akamaï study, if your site takes more than 3 seconds to display, you lose more than 50% of your traffic. More exactly 57% on average. So you have 3 seconds to dazzle … Or bother. Make sure your website doesn’t have 30. The good news?
It’s pretty easy to speed up your site, even for a beginner – up to a point anyway.
To boost the loading speed, you can:
- Reduce the size of your images (using free sites like compressjpeg.com);
- Allow resources to be cached: this will reduce the amount of data that the user has to download to view the page;
Improve the speed of your site greatly improves your SEO, the quality of your traffic, reduces your bounce rate and increases your conversion rate. Many things for such a light action.
We must always improve this parameter, continuously.
Lever 5: Harness the power of links
Links are a great way to boost your SEO and authority. Through this channel, you link your site directly to those who are in your theme.
Sadly, it is all the more effective as it is complex to set up. This is explained by the fact that a Netlinking campaign requires taking into account a number of parameters. Usually, to be successful, you need special expertise. However, you can also do it in spite of this. How? ‘Or’ What ?
By producing great content that brings VALUE to your readers. This is the surest way to get links to your article. Your content should be so good, that everyone wants to talk about it.
The more value you add to your content, the more websites will want to link their content to yours.
To make sure you have a strategy that meets your key needs, don’t hesitate to study the offerings of consultants and experts in the field. If you have good clarity in your ideas, a site like netlinking.fr is a pretty transparent way to get quality links.
Lever 6: Produce content with very high added value
We’ve been talking about it for a while, but the content of very good quality is capital.
Very high quality content, produced over a long period of time is the keystone of your internet success. This is the ONLY AND ONLY factor that will ensure your positioning, NO MATTER future updates from Google.
In addition to producing structured, airy and enjoyable content to consume, your content (video, written, audio) must be UNDERSTANDING and USEFUL. You have to solve real problems and bring significant added value to the daily life of your audience.
If your website doesn’t have it yet, you should have a blog section on your site. It is by posting articles there regularly that your traffic will ultimately increase gradually and sustainably. The secret lies in the value and quality of the information.
You have to sit down and ask yourself questions. Brainstorm all of the ideas that may go along with your performance. Make sure the content is interesting and useful to your reader. Once all the ideas are clearly written, start writing and posting.
But beware of duplicate content! This is what you should especially avoid.
Lever 7: Abolish duplicate content
Google is like a professor giving you essays. At the end of the day, if he notices that Boris has echoed Jean-Louis’ same words perfectly, in the same order … You don’t have to be in the exam room to know there was a cheating. And as a good teacher, Google will strike based on the reputation of the students.
The authenticity of information is an element on which Google relies to evaluate a site. Thus, the most authentic sites are rewarded. Quite the opposite of sites which are much less so.
You therefore need to make sure that duplicate content is not on your website, which requires regular inspections.
Beyond the simple content of the pages, even URLs can be considered duplicate. Here is an example: “https://www.example.com” and “https://example.com” are considered pages with the same content by Google. We must therefore redouble our vigilance.
There are many tools that will allow you to study your site’s duplicate content and improve it. But one of the most effective is Screaming Frog. It is a crawler that determines in a few clicks all the metadata, URLs, page titles, headers and other duplicate data. With all this, you can authenticate your content permanently.
Beyond that you also have the tools like Kill Duplicate, Copywfile, Copyscape, Duplicheker, etc. all based on the same functionality: authenticate your content and improve your SEO.
Lever 8: Update content on the website
Static content is never more than it appears to be: static content.
It depreciates over time, which advances. And the whole website suffers. Google bots regularly crawl websites. Even those who have been crawled in the past. Why ?
Because Google prioritizes updated information. A professional website which regularly publishes relevant content, which updates its content and design to deliver as much value as possible … is a treasure in the eyes of Google. Its positioning is improving at all costs.
What you need to do is publish and update the content on your website including old articles. Give them back to today’s tastes. Your site should be an inexhaustible source of useful information for your customers.
In addition to increasing your authority in your field, you will also rank higher on search engines and even on social media. And without needing any external consultant this time around.
Lever 9: Watch over metadata
To climb the stopovers of search results, you have to make yourself understandable by said search engine. To facilitate this, it is essential to fill in and optimize your meta data.
In no time, Google understands what it is about your pages and the theme to which it is supposed to relate to you. For a correct control of your metadata, here is what should interest you at all times:
- The title of the page : This is the item that appears first on the search results page or at least at the top of the browser tab. The title should be consistent with the content of the page and have the main keyword as early as possible;
- Description or meta description : this is a summary of your page that lets you know exactly what is there in a few words. Again, the main keyword should be placed as early as possible;
- The “Alt” : These tag attributes are descriptive elements of any non-text content (video, photo, sound, etc.). It allows you to tell Google what you have put on your page.
By paying careful attention to each of these elements on all of your pages, you will have a better chance of being well referenced.
Above all, do not neglect meta data. This time around, you’re speaking for Google.
Depending on your skill, your budget and your niche, it can be more or less complex to position your website on the first Google page.
However, by taking action on your site, you have the possibility of significantly improving your SEO and boosting your positioning on Google. You now have the 9 levers that allow you to improve your SEO, even if you don’t know anything about it.
At your level, certain actions can be implemented (such as updating content, producing high value-added content yourself, etc.). However, where your competence ends, this is where the digital competence of the experts begins. The best strategy is the perfect combination of your personal efforts and the support of the experts. You will reduce your expenses and secure your positioning much more easily.
Please also refer to many excellent articles that will help you improve your ranking on Google.