Why You Should Optimise Your Website: Techie Guide
Rebecca McIntyre
Head of Operations
26 Jan 21

Optimising your website is important to business success. It is the backbone of your online presence. It’s where customers go to check on your products and services. It gives them an idea of who you are and what you can offer them. If your website isn’t optimised, you can most definitely lose sales. People would abandon their carts rather than waste their precious time waiting for your site to load. Considering how important your website is, you should really give it some extra TLC it deserves. 

Why You Should Optimise Your Website

  1. Optimising your website makes it easier for search engines to understand your pages.

Unlike humans, search engines can’t process visual information and context to determine what your page is about. They rely on text and HTML elements to determine what you’re talking about. Using this information, search engines index the information. So, when users search specific words or phrases, they provide the most relevant pages in their database. In other words, the more you optimise, the better your ranking will be. However, each search engine has its own algorithm for ranking pages. Even if you rank number 1 on Bing or Yahoo, you won’t necessarily rank number 1 on Google as well. It all depends on a variety of factors. 

The bottom line is if your page doesn’t provide all the necessary information, a search engine won’t understand it and you’ll forever be left in the outskirts of search engines. 

  1. Optimising your website can improve click-through rates.

Two of the easiest ways to optimise your website is by using unique title tags and meta descriptions. They’re short (55 and 155 characters, respectively) and tell search engines and visitors what the page is about. Using keywords in your title tags can help your page rank higher and improve the click-through rate (CTR) since you have what they’re looking for. Moreover, a high CTR is a positive signal for search engine algorithms to keep ranking your website higher, so it’s worth the effort to optimise your website to be more informative and interesting. 

  1. Better brand engagement

Of course, people will like your brand more if you have an easy-to-understand and efficient website. As such, you need to optimise your website to make sure that pages are loading properly without any hassle. If your website is too difficult to navigate, users won’t hesitate to jump to your competitor’s website. You don’t like that, right? Optimising your website for functionality and consistency fosters trust and affinity with users. Don’t risk losing a customer to a competitor because of a laggy and outdated website.

Today, people have access to more information than ever, and they want results fast. You want your site to be at the top of the list because this is where users usually get their answers. Optimising your website can get you there. However, this is going to be a process. As with other things in digital marketing, success isn’t overnight. You’ll need patience and the commitment to do regular maintenance and changes. SEO rapidly evolves, so you need to keep up to stay ahead of competitors.