We’re wrapping up this series on the components and tasks involved in website optimization with a look at performance monitoring and website maintenance. In previous articles, we’ve discussed six components or types of optimization:
- Technical Optimization
- On-Page SEO
- Content Optimization
- User Experience Optimization
- Conversion Rate Optimization
- Off-Page SEO
Performance monitoring tells us which tactics are working best and if there are any that could be improved with some adjustments. Google does most of the data collection and leaves it to us to interpret that information. We look at things like changes in overall number of visitors, where those visitors came from (Google results, landing pages, or other links), their geographical location, the pages they visited, how long they stayed on each page, the sequence of page visits leading up to a conversion, and the overall change in the number of conversions. (A conversion being a sale, submitted form, or other call to action being completed.) Understanding and utilizing that data is part art and part science, and dependent on the type of business and content of the pages. Our SEO team’s experience is why we get such great results.
Regular maintenance is also important. Websites are made up of a variety of templates, functional plug-ins, e-commerce platforms, etc. Each of those changes over time, may or may not be automatically updated on your site, and may or may not be compatible with other components. When we’re made aware of updates, we check all of the sites we maintain, but otherwise, we’ll only know about a problem if it’s reported to us. Sites that we host are also monitored for security issues and action taken as needed to protect the site.
Lastly, you also want to keep your site interesting and appealing, so a make-over is recommended every two years or so.
If you’d like to discuss what we can do to optimize your website and bring more customers to your business, just give us a call at 604-556-0211.
