How to acquire customers through website optimization?
Attracting customers – this is your primary business goal. And rightly so, because the more of them you have, the more profit you generate. The problem is that the modern customer loves to shop, but doesn't like being sold to. Change your approach even further – stop trying to acquire them and start making them find you. Harness the potential of website optimization – this is the first step towards attracting more customers.
Searching online for companies selling products and services has been the norm for years. The web is therefore a place where you'll encounter hundreds of potential customers – provided you have your own website. But not just any website, but one that meets certain standards. It's not just about an interesting layout, captivating content, or a user experience that meets certain requirements . While these are key elements, ensuring your website meets Google's standards plays a crucial role.
Website optimization – why is it important?
Having a website isn't enough to increase your chances of reaching a wide audience. It's of no use to you if, from the very beginning, you're outpaced by competitors who outrank you in search engine visibility. The biggest battle rages on for top positions in Google. Everyone wants to achieve the highest possible ranking, but not everyone has the opportunity to reach the very top.
How to get there? No one has yet fully understood the principles behind Google's algorithm. We can only speculate why some websites reach high positions while others vanish into the depths of search results. This is precisely the foundation of website optimization, which serves as the starting point for subsequent SEO activities.
(The rest of the article can be found below the form)
If you follow these expert tips, your website has a chance to appear high in search results. This is one step closer to being found by your customers. Chances are, these will be people initially interested in working with you. After all, they're the ones who went out of their way to find you, i.e., entered a specific keyword into a search engine (more on that later).
Start by optimizing your website…
A good website must adhere to specific rules – important from a search engine perspective. The problem is that Google doesn't disclose the specific algorithms that allow it to rank some pages high while suppressing others, ultimately resulting in them disappearing into the depths of search results. Therefore, it's worth relying on the experience of SEO specialists who can perform an SEO audit for a specific website and then optimize it.
Much is said about the importance of website optimization. This begs the question: what exactly is meant by this term? In simple terms, it involves activities aimed at adapting a website to the requirements of the Google search engine (or other search engine robots, although Google is the leader in this regard). Optimization activities can include, among others, the following:
Customizing meta tags
While meta tags no longer directly impact search engine rankings, their importance shouldn't be underestimated. It's important to include your home page and subpages in the menu that are thematically relevant to your keywords.
Selection and use of appropriate keywords
Keyword analysis is an important element of optimization. Choosing the right keywords determines which phrases a website will appear for in search results. Therefore, a number of factors should be considered, including the number of monthly searches (though this isn't an absolute criterion), seasonality, competitiveness, and relevance to the specific industry. It's important not to rely solely on generic keywords (more on this below).
URL optimization
URLs are important because they facilitate navigation and impact a website's usability. Optimizing them for SEO takes into account many factors, including using the right keywords in the structure, avoiding special characters, creating duplicate URL redirects, and removing (or redirecting) invalid or inactive URLs.
It's important to remember to always create URLs using the same keywords. Therefore, it's important to develop and then adhere to established rules.
Removing duplicate content
Posting duplicate content—content that already appears on another site—is not only unethical but also detrimental to SEO. Optimization must therefore include removing duplicates. Leaving them in place can result in a filter being applied, which can result in a drop in visibility.
Filling the website with unique texts containing specific phrases
When preparing unique texts for a website , it's important to include pre-selected keywords. The content itself should be properly formatted, for example, with H1 and lower-level headings, internal linking (more on this in the next section), and bullet points.
It's important to remember to exercise moderation when saturating your content with keywords. Using them excessively and in a completely natural way (so-called keyword stuffing) may be misinterpreted by Google's search engine crawlers as an attempt to manipulate search results.
Carrying out internal linking
Properly implemented internal linking is considered one of the most important elements of website optimization. It involves adding a link from one subpage to another within the same website.
Why is it important? Internal linking helps with website indexing by search engine robots and also makes navigation easier for users. An additional benefit is a reduced bounce rate – the number of times a user enters a page and quickly leaves without making any other action. It's also important to note that it increases time spent on the page – a user clicking between tabs will stay engaged with the site longer.
Checking if your website is indexed by Google
Even the most complex website can be invisible to search engine robots. Therefore, optimization also involves checking whether the website is indexed by Google. How can this be achieved?
The simplest method is to enter the domain name into the Google search box. If the URL appears in the search results, the page is visible. Another option is to use specialized SEO tools , such as Google Search Console.
Improving page loading speed
The fact that page loading speed affects search engine rankings has been known since 2010. Therefore, this element of optimization is crucial—not only for Google but also for the user. If a website takes too long to load, there's a high probability that the user will quickly abandon it.
How to check your website's loading speed? Several tools can help, such as Pingdom Tools: Website Speed Test and Mobile-Friendly Test. If you find that your website's loading speed is significantly slower than expected, it's worth making some changes, such as reducing server usage, choosing a proven content management system, optimizing graphics, etc.
Improving the page structure to make the site readable to the search engine robot
The website's structure must be designed to be clear and user-friendly, both for search engine robots and for the user. It's important to separate individual tabs, ensuring they address a specific topic. This is important because the more subpages, the more likely the site is to rank for a greater number of keywords. Furthermore, a larger number of tabs significantly increases the potential for internal linking.
Optimization isn't a one-time activity. Activities are carried out regularly, all to achieve the established goals.
…to reap the benefits of it
Wondering how optimization will impact new customer acquisition? It seems irrelevant to you, because how can adjusting meta tags or adding new subpages convince customers to use your services or purchase your products?
Website optimization plays a significant role, even though it doesn't directly impact attracting more people potentially interested in your offer. Well-executed efforts will ensure that customers will find you . This is for two main reasons.
Better visibility in search results
Competitive companies fight fiercely to achieve the highest possible rankings in Google. The game is worth the effort, as as many as 9 out of 10 people stop their search on the first page of search results . Why is this so? There's a belief that all links on the first few pages are the most reliable. Furthermore, few people have the time or inclination to browse hundreds of search results – for convenience, they limit themselves to just a dozen or so addresses. For you, this means only one thing: if your website is in the depths of the internet, there's a very small chance a customer will contact you. They'll choose a competitor whose offer is handed to them on a plate – they'll appear in the top 10.
While many optimization elements combine to improve a website's visibility in search results, internal linking plays a significant role. Why? When done correctly, it helps build thematic relevance. This allows search engine crawlers to properly connect your site to the multitude of thematic phrases users type.
If your website is properly optimized, it will better align with Google's expectations. This creates a chance for your website to rise to higher positions—perhaps even reaching the top 10. The result? Customers will approach you without being pressured to take advantage of your offer.
Of course, you should be aware that results don't appear overnight. Website optimization is just the first step, as other SEO activities are also important. These activities not only give you the chance to achieve a higher ranking in search results but also maintain it.
More traffic to the website
You'll quickly notice growing interest in your offerings through increased website traffic . While increased visits don't necessarily translate into effective customer acquisition, they significantly increase the chance of converting a potential customer into a real one.
Saturating your website with relevant keywords plays a crucial role in increasing website traffic . These keywords can't be random phrases, because while they may actually increase visits, they won't translate into customer acquisition. And you're primarily concerned with reaching specific people with your offer who will decide to use your services or make a purchase, right?
A common optimization mistake is to overload content with generic keywords. Such phrases actually generate a significant number of monthly searches, so they can drive more traffic to your site. However, consider whether you're solely focused on traffic, or whether your goal is high conversions.
What can you do?
Rather avoid general phrases
These keywords are much more difficult to rank for and reach the TOP 10. Furthermore, they are targeted at people at a different stage of the sales funnel.
Instead, focus on converting phrases:
- local – e.g. "roofer Wrocław", "cataract surgery Lublin",
- long tail – e.g. “cheap sheet metal roofs”, “where can I get cataract surgery as quickly as possible on the National Health Fund”.
While they may have fewer monthly searches, they are more likely to meet the needs and expectations of potential customers. Why? People who enter phrases like these into search engines :
- they know what they are looking for,
- are determined to buy,
- receive an answer to a specific problem.
This means there is a high probability that more traffic will result in higher conversions.
What are the consequences of poor optimization?
Not all optimizations are created equal. For the desired results to be achieved, the activities must be carried out correctly. Poorly chosen meta tags, duplicate content, unsuitable phrases, faulty linking, plugins that limit website loading speed – this is how cheap SEO can be detrimental . Such a negligent approach can have disastrous consequences – it will ruin a website, causing it to lose its position in Google's eyes.
Poor optimization is often the domain of companies that offer low prices. How much time do you think an SEO specialist will devote to a website for, say, 300 PLN? In this case, price often reflects the quality of the optimization.
Theoretically, you could decide to carry out optimization activities yourself. This will be much easier if you conduct an SEO audit beforehand . However, this comes with a number of drawbacks. First and foremost, you might not have sufficient knowledge of selecting the right keywords, maintaining internal linking, or improving the website's structure to meet search engine expectations. The second issue is time – optimization is a time-consuming task, so you won't complete it in a few hours. Therefore, you need to answer the question: are you willing to sacrifice the time you've already allocated to business development?
In website optimization efforts, there's no room for superficiality or inaccuracy. Only a carefully crafted strategy, preceded by a thorough SEO audit, will help you achieve better search results and increase website traffic . The result? Customers will come to you. That's much better than trying to convince them to take advantage of your offer, right?
Remember! Properly conducted optimization is just the beginning. The key to success is implementing SEO activities. Only daily work, including systematic monitoring of results and implementing modifications to the created plan, will allow you to achieve higher search engine rankings. Therefore, it's worth entrusting all SEO activities to experts in this field.
Summary
The above article covers the following topics:
- ways to attract customers by optimizing the website, which allows users to independently find the company's offer,
- the impact of website optimization on its position in Google,
- the scope of optimization activities aimed at adapting the website to the requirements of search engines,
- long-term optimization benefits, including increased visibility, improved traffic quality and increased conversion rates,
- the effects of incorrect website optimization.
