Website optimization crucial for ranking

Website optimization is one of the main factors determining Google ranking.

In our work as a web agency in Milan, we very often deal with optimization, and we realize that most of the time our clients are not fully aware of what it is and how important it is.

Let's talk about content quality and backlinks, but not only.

The website optimization it also concerns their performance and user experience, elements that are still too underestimated today but matter a lot.

The crucial factors that determine ranking on Google

The goal of any digital marketing strategy is to achieve a great ranking on Google.

Those who turn to us ask for this, even if they do not yet have an online platform and therefore 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 practically the same for everyone. Website optimization is a path that includes several aspects to work on with the utmost attention.

Let's see what they are specifically.

Content quality and careful choice of keywords to improve Google ranking

Google's algorithms change, but the need for quality content is an always-valid rule.

Anyone who deals with website optimization knows this very well: having informative and reliable texts, written in a smooth way, is a must.

We at SHM Studio always recommend creating content capable of answering users' questions. Providing useful information, such as solutions to solve a problem, is a fundamental 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's ranking improve as a result, but your Domain Authority will also increase.

Of course, any self-respecting content will need to include the most relevant keywords for your niche. Search for them carefully, also making use of tools like the Google Keyword Planner , SEMrush or Ubersuggest. These will help you identify those keywords that have a lower level of competitiveness but still present a good search volume.

Let's take an example.

One of our clients, who sells trekking gear, asked us to find keywords that effectively represented their brand.

The keyword “hiking gear” has a high search volume but also high competitiveness.

Keywords like "nordic walking shoes" and "best nordic walking poles" have good search volumes and fewer competitors. Therefore, we have included them in the list of those to work on to rank the site with excellent results.

Website optimization goes through authoritative backlinks

We have already talked about the importance of Backlinks , justified by the fact that they determine a platform's authority.

We have also said that not all backlinks are equal, quite the opposite. Poor quality backlinks can cause damage to your online reputation or even incur penalties.

In past years, link exchange was trendy, even among poor quality sites: a practice that is now widely discouraged, so beware of anyone proposing such a thing to you!

Try to get quality backlinks from sources that are relevant to your niche and have a Domain Authority greater than 50.

By doing this, you will give a big hand to your ranking.

Multimedia elements and site structure as ranking factors

Ensuring a positive user experience is essential to improve your website's ranking on Google.

Insert only quality images connected to your content, optimizing them for mobile display as well as desktop.

Remember to provide relevant descriptions for each piece of media content, also providing the alternative text (Alt Tag).

Make sure your platform is easily navigable. This means having links between pages that are consistent with the information hierarchy.

Opt for URLs that are not too long (with a maximum length of 65 characters), and that always reflect the content through the selected keyword.

The importance of making regular updates and keeping the site secure

Google favors those websites that are rich in updated information.

The advice that SHM Studio offers its clients is to implement an editorial plan that provides for periodic publications, to add authority and trust towards the brand on the part of users.

At the same time, keep in mind that you must keep updated not only the contents, but also all those elements that contribute to bringing your site online.

We are referring to the CMS and plugins, considering that a large part of current websites use Content Management Systems like WordPress.

While it is true that an update can cause conflicts with other tools, one must consider that an update can provide greater security and stability to the site. Therefore, always performing a preventive backup, it is best to keep a site updated and if necessary change tools if they start giving problems or are not compatible with the latest core updates.

Website optimization: the importance of loading speed and user experience

Let us now come to a crucial factor that is too often underestimated: the loading speed of a website.

Wondering why you can't increase your ranking on Google? Well, go check its performance with tools like GTMetrix or PageSpeedInsights.

If they are poor, fix it immediately!

A slow platform can have high bounce rates (basically, your visitors tend to leave the site pages quickly) and this worsens the ranking.

What to do if your site has poor performance?

Generally, the areas where most intervention takes place are:

• image optimization
• use reliable servers
• compressing or removing code, minimizing javascript and css

You will need to check the speed on mobile devices as well, because responsive design has now become a crucial factor for ranking.

We have highlighted the key elements that decisively impact a platform's ranking.

If you want to climb positions on Google it is essential to consider them all, especially keeping in mind that digital visibility is gaining more and more importance.

Do you need support in the field of website optimization ? Do not hesitate to contact us. We will be happy to give you information about everything we can do to ensure the online success of your brand.