Outranking your competition and improving user experience make SEO an essential element to increase your profits. However, online competition is fierce, employing effective SEO tactics can be challenging.
Search engine optimization is an ever-changing discipline that needs to incorporate Google guidelines and a quality user experience. The latest mobile-first index is an excellent example of the perpetually changing search engine optimization environment.
Many sites are playing catch-up on the mobile front, and it’s a costly lag. According to Google, “40% of consumers will leave a page that takes longer than three seconds to load. And 79% of shoppers who are dissatisfied with site performance say they’re less likely to purchase from the same site again.”
Mobile-first index is only one SEO necessity among many. So, what elements should be integrated into your next optimization strategy?
The following 4 SEO tactics are your roadmap to optimizing profits.
Decrease Website Load Time
Load time is an important metric to measure when optimizing your website. The sweet spot for load time is under three seconds. But Cami Bird of SEMrush explained, “If your site loads in 2.9 seconds, it is faster than approximately 50% of the web.”
To check your website’s desktop and mobile load time, you can call on Google’s PageSpeed Insights tool. If it is more than three seconds, it’s time get some SEO assistance. The PageSpeed Insights tool offers up speed improvement suggestions as well.
Be a Mobile-Friendly Company
We touched on the need for a mobile-friendly site above, so let’s talk about how to identify if your website is indeed mobile-friendly or not. Google again comes to the rescue with its online Mobile-Friendly Test.
If your mobile-friendly score was less than desirable, you could employ a few of the following SEO tactics:
- Make your font size larger (16-point font works well)
- Compress all your site’s images to optimize them for mobile (also helps with page speed)
- Don’t load your videos, but instead embed them from YouTube.
- Lastly, utilize Accelerated Mobile Pages (AMP)
- Increase User Time On Site
Time on site has become a significant ranking factor in combination with pages per session and bounce rate percentage. The reason time on site is a valuable metric to optimize is because it defines the value your serving up to users.
The longer a user spends interacting and engaging with your site, the stronger signal of value Google algorithms interpret. How long should your time on site be? The average is around three minutes.
If your website time on site metric is 3 minutes or more, you may get a big boost in SERP rankings. If time on site is falling short of the average, it’s time to employ some optimization tactics.
This is when SEO, web development, and content marketing come together in profit harmony.
“You can’t just ‘SEO’ your website and be done. It’s a forever moving target. The magic of SEO is that instead of pushing a marketing message onto people who don’t want to hear it, you can reverse-engineer what people are searching for most, create content for it, and appear before them at exactly the moment they are looking for it” Jason Valasek, CEO of CloudLGS explained.
You can increase time on site in the following ways:
- Wrap sections in H2 and H3 tags to break up content
- Craft compelling introductions that keep users reading
- Offer value with actionable content
- Do not use newsletter email collection pop-ups
- Have a fast loading site that is mobile-friendly
- Employ embedded videos to keep user attention
- Find out questions your audience is asking, and answer them on page
Decrease Your Site’s Bounce Rate Percentage
By increasing your time on site, you are also improving your website’s bounce rate percentage. Bounce rate percentage takes into account the number of single page visits, telling Google if users are engaging with your site.
The goal is to get the lowest bounce rate percentage possible. The average across most industries ranges between 30 to 60 percent. New sites can be as high as 65 percent.
Anything less than 30 percent and you are going to see more conversions, and thus more profits. Increasing time on site can help with this, but it is not the only tweak that will decrease bounce rate.
A few SEO tactics for decreasing your site’s bounce rate percentage include:
- Identify and optimize pages on your website with a high bounce rate (decreasing the total average)
- Set up a deep linking user journey that will increase user engagement, like related blog links for example
- Use widgets to showcase pillar pages, trending blogs, products, services, etc.
- Make your site more visually appealing to increase engagement (videos, assessment tools, quizzes, polls, etc.)
Is Your Website Optimized for More Profits?
The above SEO tactics will bring your website up to speed with an improved user experience that keeps your audience engaged. The first step is to examine those critical metrics via Google Analytics and then deploy SEO assets to increase profits. What optimization tactics have improved your bottom line?
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