Website optimization is one of the main factors that determine ranking on Google.
In our work as a web agency in Milan we deal with optimization very often, and we realize that our clients most of the time are not fully aware of what it is and how important it is.
We talk about content quality and backlinks, but not only that.
L'website optimization is also about their performance and user experience, elements that are still too underestimated today but that matter a great deal.
The crucial factors that determine ranking on Google
The goal of any digital marketing strategy is to rank highly on Google.
Those who come to us ask for this, even if they do not yet have an online platform and thus need it to be created from scratch.
How to get maximum visibility on search engines, without necessarily waiting a long time and having to undertake ads campaigns?
The key to achieving this result is almost the same for everyone. Website optimization is a path that includes several aspects to be worked on with the utmost care.
Let's see what they are specifically.
Quality content and judicious choice of keywords to improve Google ranking
Google's algorithms change, but the need for quality content is an ever-present rule.
Anyone involved in website optimization knows this very well: having informative and reliable texts that are written in a fluent manner is a must.
We at SHM Studio always recommend making of content that can answer users' questions. Providing useful information, such as solutions to solve a problem, is a key piece of digital communication.
In fact, it allows you to generate interaction with your audience and get to know them better.
Not only will your website ranking improve as a result, but your Domain Authority will also increase.
Of course, any self-respecting content should include the most relevant keywords for your niche. Search for them carefully, even making use of tools such as the Google Keyword Planner, SEMrush or Ubersuggest. These will help you identify those kewyords that have a lower level of competitiveness but still have a good search volume.
Let's take an example.
One of our clients, who sells hiking equipment, asked to find keywords that would effectively represent his brand.
The keyword "trekking equipment" has a high search volume but also has high competitiveness.
Keywords such as "nordic walking shoes" and "best nordic walking poles" have good volumes and fewer competitors. Therefore, we included them in the list of those to work on to position the site with excellent results.
Website optimization goes through authoritative backlinks
We have already talked about the importance of the backlink, justified by the fact that they determine the authority of a platform.
We also mentioned that not all backlinks are the same; on the contrary. Poor backlinks can result in damage to your online reputation or even cause you to incur penalties.
In years past it was all the rage to exchange links, even between bad sites-a practice that is now widely disavowed, so be wary of anyone who offers you such a thing!
Try to get quality backlinks from sources that are relevant to your niche, and that have a Domain Authority greater than 50.
By doing so, you will give a big hand to your positioning.
Multimedia elements and site structure as ranking factors
Ensuring a positive user experience is critical to improving your website's ranking on Google.
Insert only quality images that are connected with your content, optimizing them for viewing on mobile as well as desktop.
Remember to provide relevant descriptions for each piece of media content, including providing alternate text (Alt tag).
Make your platform easily navigable. This means having links between pages consistent with the hierarchy of information.
Opt for urls that are not too long (with a maximum length of 65 characters), and always reflect the content through the selected keyword.
The importance of making regular updates and keeping the site secure
Google prefers those websites that are rich in up-to-date information.
The advice that SHM Studio addresses to its clients is to implement an editorial plan that includes periodic publications to add authority and trust toward the brand from users.
At the same time, keep in mind that you need to keep up-to-date not only the content, but also all those elements that contribute to putting your site online.
We are referring to CMS and plugins, if we consider that a large proportion of current websites use Content Management Systems such as WordPress.
While it is true that an update can cause conflicts with other tools, it should be considered that an update can give more security and stability to the site. Therefore, always backing up beforehand, it is best to keep a site up-to-date and in case change tools if they start to give problems or are not compatible with the latest core updates.
Web site optimization: the importance of loading speed and user experience
Now we come to a crucial factor that is too often underestimated: the loading speed of a website.
Wondering why you can't increase your Google ranking? Well, go check its performance with tools like GTMetrix or PageSpeedInsights.
If they are scarce, take immediate action!
A slow platform can have high bounce rates (basically, your visitors tend to leave the site's pages quickly) and this worsens your ranking.
What to do if your site performs poorly?
Generally, the areas in which most action is taken are:
- image optimization
- use reliable servers
- Compress or remove code, minimizing javascript and css
You will need to check the speed on mobile devices as well, because responsive mode has now become a crucial factor for ranking.
We have highlighted what are the key elements that definitely impact a platform's ranking.
If you want to climb positions in Google, it is essential to consider them all, especially keeping in mind that visibility in digital format is becoming increasingly important.
Do you need support in the area of website optimization? Don't hesitate to contact us. We will be happy to give you information regarding anything we can do to ensure the online success of your brand.
