The short answer is yes but that would be a boring blog. We need to clarify what is meant by optimisation, how that affects Google and what optimisation does for your business and your rankings.
The Google library
Imagine your website is a collection of essays and Google is the library that’s holding them. “Hello Google, can you do me a favour? Can you hold all this information in your library and if anybody asks for it can you give them the right information please?”. The more products and services you include on a single page, the harder it is for Google to understand what that page or essay is about. Imagine it’s trying to file it in a specific pigeonhole, if there are multiple topics it will hesitate about which is the correct pigeonhole to file the essay under. It will end up operating like a confused human and stuff it in anywhere; nobody wants that for their website so you want to be in the right place.
What optimising does for businesses
If you have just thrown up a website because you think they need to have one, you are doing yourself a disservice; the shutters on your shop are firmly locked and closed. Your website will operate as nothing more than a brochure that contains all your services chucked onto the one page. Not only will clients stop reading after a short time, more importantly they won’t find it to begin with because Google can’t interpret it. When you optimise a website you are basically telling search engines that you are now open for business.
How do you optimise your site
When you optimise a website you are essentially opening the shutters and saying here we are! A site that is optimised effectively will bring in the right kind of customers. Google wants to deliver the best results it can in any given search so the more you focus on your website, the more Google understands it.
All of the following must say exactly what you do:
Give Google bit size chunks
What you need to do is think about separating out your products and services into bite-size chunks so that Google can manage that information and index individual pages. If you don’t optimise your site then you’re giving your customers extra steps to go through and reasons therefore not to buy. The customer journey hasn’t been thought through and hasn’t been simplified. When that process has been considered onsite then customers are primed and ready to buy.
Key elements to focus on:
Heading on page
Target specific customers or business
A lot of effort goes into a businesses homepage which is understandable. It’s where potential clients usually go first. But if a specific part of your service is really important then the page that talks about this needs to be elevated. You need to tell Google “this one is really important, please show my potentials.” That’s a business decision, who is your ideal client? What is important to them? How do you attract them? We talk about the reasons you add content to your website in next week’s blog and video.