Your website optimization has a drastic impact on the amount of traffic that you receive. This is especially true when it comes to organic traffic from search engines.
Think about how a search engine works.
- Search. A person types their question into Google.
- Retrieve. Then Google's software scours the internet looking for the best possible result for their question.
- Click. Someone sees your website and they click.
After they click, if the person comes back to the search results quickly, Google interprets that as your site being a bad result for that query. After enough people “bounce” away from your site for that query, Google stops showing your site in the search results.
The reason this is important is because load time directly impacts whether or not someone bounces back to the search engine quickly. Numerous studies have shown over and over again that there is a direct link between your page load time and conversion rates.
You only have a few seconds to grab someone's attention before they leave and Google totals up another bounced visit. Let me show you a few tools that you can use to optimize your site and improve your traffic.
5 Website Optimization Tools
There are a variety of different tools that can help you optimize your site. I’ve compiled this list based on my top five favorites.
So let’s jump in and get started.
GTMetrix is a fantastic tool to help you determine how fast your page loads and what you can do to fix it.
You simply put your website’s URL in the search bar and then click “analyze.” After a few seconds, it will show you the results. Even with just the free analysis, you receive a ton of information.
You’ll be able to see your PageSpeed score, YSlow score, and the amount of time that it takes for your page to fully load. It will also let you know how heavy your website is in the total number of average requests.
It also takes things a step further. Instead of just telling you what improvements you can make, it also tells you the priority that you should give each fix. This allows you or your developer to use the information to reduce your page load and bounce rate.
Google’s free search console tool gives you comprehensive information about your site's performance. It analyzes your website and helps you improve it in order to improve your rank and boost conversions. You start by adding your website to Google’s search console and verifying. This is a really simple process that can be completed within just a few minutes.
After it’s installed, it begins collecting information. It tracks things like the amount of traffic that you’re getting and where that traffic is coming from. It will also show you your bounce rate, sites that are referring traffic to you, and more.
Neil Patel has a great video that gives you more information about how to use it — check it out below:
Yoast SEO (for WordPress)
I install Yoast SEO on all of my WordPress websites. It is a fantastic tool to help you optimize each of your pages and blog posts for search engine traffic.
When people think about search engine optimization they often think about things like metadata and behind-the-scenes info. This can make you think that you need a developer to help you.
With this simple plug-in, you are able to take control of your SEO. It will even provide you with simple red, yellow, and green indicators across a variety of different metrics to let you know how well optimized your on page and meta-information is.
It will list any potential problems, warnings, and let you know what you did correctly. This allows you to make sure that a search engine correctly understands your page and connects it to the keyword.
Ubersuggest is a fantastic tool that provides a lot of free data to help you rank better and target the right keywords.
You simply enter your keyword idea into the search box and click lookup.
You will immediately be able to see information such as:
- Search volume for that keyword.
- How difficult it will be for you to rank in the top 20.
- What your competition would look like if you ran an ad for that keyword.
- What the cost per click would be for an ad.
You can also use Ubersuggest to research keyword ideas. This will show you suggested and related keywords similar to the one that you put in. You can see other sites that are ranking at the top for that keyword as well as their estimated number of visits, social shares, and domain score.
This helps you identify what keywords — otherwise known as search phrases — your potential visitors could be using to find your site.
Being armed with this information helps you ensure that your content is very closely aligned with the words and phrases that they are typing into a search. If you’re providing answers that they’re searching for, they are less likely to bounce away.
Ahrefs is a tool that helps you analyze your backlinks. A backlink is a link from another website over to your website. When you have more backlinks, Google decides that your site has more value. It infers that you are providing value to your readers because other writers are sharing your content with their readers.
I’m going to add a quick note of caution here. Your backlinks have to be high-quality links. You don’t want to get links from low-quality, spam sites. You also don’t want links from sites that are totally relevant to your audience, your industry, or your content. It’s important for you to curate original content that is worthy of being linked to instead of going after black hat link generation techniques.
Ahrefs helps you analyze your backlinks and your competitor’s backlinks. This can be a useful strategy if you want to steal links to a competitor’s site and have them link to you instead.
You simply use Ahrefs to search for broken or relevant links that are going to your competitor’s site. If you identify those links, you can ask the site owners to link to information on your site instead of your competitor's site.
Having the right tools can help you get an understanding of what you need to do to attract and convert more traffic on your website. However, it’s also important that you understand the value and strategy of your traffic.
When someone hits your website you need to have a clear path for them to follow. Subscribe to our newsletter and stay up-to-date with the latest tips to help you improve your website traffic and turn your website into a lead generating machine instead of a pretty brochure.