Optimizing a website for a B2B or eCommerce business is essential. If you want to rank well, you have to adjust your website to meet search engine and user requirements.
But what’s the best way to optimize a website? Let’s take a look.
Create A Mobile-Friendly Site
Google and other search engines now adopt a “mobile-first” policy. It means that websites should primarily address mobile audiences, with desktop being secondary.
Firms, therefore, need to make their sites mobile-friendly. They can do this by:
- Changing the type of content they offer, making it more amenable to people reading it on mobile
- Reducing or eliminating screen-covering pop-ups
- Using shorter meta titles that are more readable on user devices
- Building a responsive design
- Making the site suitable for any device accessing it – mobile, tablet or other
Create A Sales Funnel
Users want company websites to guide them to the products and services that they need. Because of this, your site should be less of an index and more of a funnel. What’s more, the funnel should start on your homepage, not just your landing or product pages.
Imagine you are a customer accessing your site for the first time. What type of guidance would you need to find products or services best for you? Create clear CTAs (calls to action) that hand-hold your customers so that they can quickly find resources relevant to them.
Research Keywords And Deploy Them
Do you know what phrases your audience is typing into Google search when looking for products like yours?
Discovering these terms is critical because it helps search engines determine the relevance of your site. If you use the precise phrases users search for in your page copy and product descriptions, then Google can more easily recommend your site to users.
Don’t assume that you know the phrases users use. Do your research and find out what’s popular. Then include these keywords in your body copy, titles, meta tags and image tags.
Create SEO-Optimized Content
Content is still king. That’s because search engines rely on it to determine the relevancy of your pages and domain. Furthermore, it is also a tool that you can use to attract audiences interested in your products and services.
For instance, suppose that you are a B2B company supplying parts to other firms. Your content in digital marketing (website, blogs, and such) could discuss things that might interest your audiences, such as how to order parts or the types of parts that are available. Addressing user concerns boosts dwell time and, therefore, improves SEO.
Keep Track Of Site Data
Unless you know how your site is performing, you don’t know how to improve it. That’s why keeping track of site data is vital.
To analyse your site, you’ll need to use tracking widgets. These website add-ons let you discover things, such as:
- Average time spent on page
- Number of button clicks
- Bounce rates
- Number of sessions
- Unique sessions
- And many others
You can then use this information to make changes to your site. For instance, if a CTA button isn’t generating conversions, you might replace it with a new one with different text to see if that makes a difference.