For Starters, Think Of Your Website As A Luxury Condo

Why would you want to optimize your website? The answer is that you want to attract the right kind of visitors. Optimizing a website requires thought and planning. It starts with understanding what kind of people you want to find your website. Once you know who they are, the next step is to determine what you want them to do when they get there. Optimization is about creating a world-class website experience through clear content, user-friendly design and keyword optimization.

The website you build will determine the kinds of people you will attract. Think of your website as a luxury condo that you want to sell. The views are spectacular, but you also need to have the high-end furniture and ambiance that your target market is seeking. It's the same with your website. You need to create the experience that your website visitors want.

Optimization Must-Knows

Setting your website up for success means more than just having a website. It's knowing why you have a website, who you're trying to reach, and what you want your visitors to do once they arrive there. 

Optimizing For Visitors

Even if you have search engine optimization (SEO) in mind, you need to think about optimizing for your website visitors first. In the changing world of SEO and its substantially decreasing impact due to Google's new customization algorithms, keyword stuffing your website is now vastly less efficient and can even result in penalties that drop you down in Google rankings. Getting ranked high in Google search results is much more about blogging and getting recent links back to that blog, or linking to it yourself by posting it on social media.

Optimizing For Search Engines

Yes, of course you also want to optimize for search engines, but again, much of that is now based on the strength of your inbound links and either forging link-based relationships with other websites or improving your own profiles. When it comes to optimizing your website, think blogging and social profile websites that will help grow the interconnectedness of your web assets. Think personal branding strategies that will draw increased inbound links from other sites. Important keywords always need to be used for page headlines or blog post titles, but always try to keep the human visitor to your website in mind, rather than the search engine one.

How To Optimize Your Website

The first thing you need to do when optimizing your website is understand the needs of your buyers and prioritize them. Then, you have to build a website and user experience that speaks to them (and search engines). Optimizing is all about harnessing the power of your website, and focusing on the pillars of inbound marketing. That means ensuring that your website is prepared and set up properly, so you can dive into creating fabulous blog posts for your buyer personas, compelling landing pages with calls-to-action, and delighting your customers with your content.

Strangers 

The inbound methodology starts with strangers. There are a lot of strangers out there - people that don't know that your company exists, even people that don't know your industry exists. In the inbound world, it's all about attracting these strangers to your website to become visitors through fabulous content, like your blog.

Visitors

Visitors are people who land on your website and are looking at your home page, your product page, your pricing page, your blog posts. The goal of your website is to convert those visitors into leads. Again, this is done through offering them the great content they're looking for, such as a download that answers their questions.

Leads

Visitors become leads when they fill in a form on your website to sign up for your newsletter, download valuable information that you're providing, or to request a consultation. Ultimately, you want to close those leads into paying customers.

Customers

You need to do everything possible to delight your customers into promoters, advocates and raving fans. With the emergence of social media, it's very important to use these avenues to connect with your customers on a regular basis, so you can delight them into promoters.

Promoters

The inbound methodology comes full circle when your promoters start talking to their friends and influencing these strangers to support you.

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