What do you think of when I say “optimization?” I’m willing to bet most of you think in terms of search engine optimization, the art of getting your website and web content into the highest placement on related search engine searches. That tricky thing called SEO is as much of an art as it is a science. Try to cheat, and you risk making your website completely invisible on search.

[quote]Optimization isn’t limited to SEO.[/quote] In marketing, there are a variety of ways you can optimize your homepage, email marketing and app experience, under a cluster of what some people call conversion optimization. If you’re aren’t taking care to make sure you’ve implemented optimal design, then you might be making it more difficult than necessary for people to find your site, navigate your homepage and email marketing, and ultimately, convert. Below is an overview of each from the team at our Florida marketing agency, as well as some information as to what steps you can take to optimize your content.

Search Engine Optimization

I opted to start with content optimization or SEO when it comes to “optimization” because it tends to be the most familiar, and because it can be so helpful in driving customers to your site. Essentially, search engine indexing systems rely on a series of algorithms in order to make sure the most relevant content appears first when a person keys in a search term. Content creators can capitalize on this by figuring out a few relevant keywords and posting content that relates to those subjects. Unfortunately, the average blogger can’t possibly understand all the factors at play in good SEO. However, website tools such as those offered by Moz can help ensure the blog experience is optimized for search, even giving content creators an optimization score per post. These types of tools can be highly valuable in making your site searchable within the clutter.

Additionally, other areas for search engine optimization include site static content (such as the “about” page or the introductory copy on the homepage of the site) and page headlines. Look carefully at what search terms are most valuable to your brand. A shoe retailer may not be able to optimize on the word “shoes” against corporate giants like Nike and Adidas, but may have more success with something more specific, like “beach shoes” or “summer sandals.” The Google Keyword AdWords Tool is a great way to figure out search viability for specific keywords, and then structure your content as to feature those words.

Conversion Optimization

This type of optimization strives to improve the visitor’s experience, with the goal of ultimately leading to the most conversions.

Optimizing a website means making sure it’s designed responsively. It means making sure that people can understand the content whether viewing it on mobile, tablet or desktop.

It also means making sure that you page loads very quickly, that information on the page is easy to navigate, and that the code used to make the page is strong. It means making sure links work and that there are no broken links. People interested in knowing how their site adds up for website optimization purposes can use check use optimize.ly to run tests.

It also means running tests to make sure the calls to action are clear, and for ecommerce sites, it means checking to make sure the checkout process is as seamless as possible.

Conversion optimization also applies to email marketing. Experimenting with email length, subject lines and email template design is a great way to improve the effectiveness of the email marketing, resulting in more conversions.

If you’re not optimizing, you’re missing out on serious opportunities to increase your conversion metrics. For more information on how to keep people coming back to your site again and again, contact the team at our BIGEYE ad agency for a free consultation.