07 Apr A website that works
Gone are the days when Google equated keyword stuffing with quality content.
Search engines ultimately want to service the users, offering relevant and quality information — in other words a valuable and positive experience. That’s why the foundation of your online success depends on your website.
You need a website that works. A website that’s optimised for page speed.
Did you know that when you website loads one second slower, you get 11% fewer page views, 16% decrease in customer satisfaction and 7% loss in conversions?
There’s a high price attached to slow speed. That’s why optimising for speed is essential.
This includes reducing any redirects, enabling compression, investing in a CDN and reviewing your hosting.
Page speed has factored in Google’s algorithm for desktop searches for years. From July 2018 onwards, page speed for mobile sites will also count as a ranking signal for Google.
You want to make it as easy as possible for someone to find the information they need. Confusion is the enemy of conversion.
Simplicity begins with your website hierarchy, which is reflected in your navigation. Focus on prioritising your most profitable pages and put them in your navigation.
Breadcrumbs are a visual indication of where a user is in the website hierarchy, making it easy for anyone to find their way back.
Furthermore, a key way to facilitate conversion is by keeping it simple. Every page should only have one conversion point — all over on page content must guide users to this conversion.