High-Quality Conversions: How To Optimize Your Website & Boost Growth
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Ready to turn your site into a powerful growth engine in 2025? Join us as we unpack the strategies top brands use to optimize their sites for better search performance and more conversions in our exclusive webinar. You’ll learn: -A comprehensive look at the five core focus areas of website optimization, and why they matter. -Practical tactics for improving keyword targeting, site structure, page speed, CTAs, and more. -The best tools and resources to track performance, identify opportunities, and refine your optimization strategy. With Zack Kadish, Sr. SEO Strategy Director at Conductor, we’ll provide actionable optimization strategies you can start implementing on your website immediately. Whether you're new to website optimization or looking to fine-tune your approach, this webinar will equip you with the knowledge and tools to maximize your website's potential.
High-Quality Conversions: How To Optimize Your Website & Boost Growth
- 2. 5 Essential Areas to Optimize Your Website for More Traffic & Conversions
- 3. Speakers Zack Kadish Sr. SEO Strategy Director
- 4. ● What is Website Optimization ● The 5 Core Areas of Focus ○ On Page SEO & Content Optimization ○ Technical SEO ○ UX Optimization ○ Website Performance ○ Conversion Rate ● Ready, Set, Optimize! 4 Agenda Speakers: Presentation duration ● Zack Kadish 30 minutes
- 5. What is Website Optimization?
- 6. What is Website Optimization? Website optimization is the process of improving website performance across core areas—including speed, usability, conversion rates, SEO, and content—to increase traffic, engagement, conversions, and revenue. The best way to think about it is as a continuous process rather than a one-and-done effort.
- 7. 5 Core Focus Areas Website Performance Optimization Conversion Rate Optimization Technical SEO UX Optimization On-Page SEO and Content Optimization
- 8. On-Page SEO and Content Optimization Content optimization speaks to the process of planning, producing, and distributing value driven, SEO-friendly content that educates users about your products while conveying your expertise and building trust. On-page SEO is the practice of optimizing everything on the site for search engines and users.
- 9. Quality beats quantity every time when it comes to content creation. The rise of AI-generated content over the last 12-18 months has increased user demand for content created for humans by humans who have proven experience in solving their specific problems. Quality, value driven content This is all the technical aspect needed within content to increase likelihood of ranking. ● URL structure ● Headings, title tags, meta desc. ● Visual elements ● Image alt text ● External links Optimize on-page content for search A content audit offers a holistic view of your content’s performance, providing key insights to inform and adjust your overall content strategy. Run content audits at least twice a year Run regular content audits Know your audience's needs, pain points, day-to-day challenges, and goals. Take the time to build detailed personas for each member of your target audience so you can map them to the corresponding funnel and customer journey stages they fall into. Audience Research In-depth keyword research is the best way to identify topics for your business that will resonate with your audience and provide the best opportunity to rank well on SERPs Keyword Research Best Practices to Follow
- 10. Technical SEO Technical SEO encompasses any technical website optimizations that make it easier for search engines to discover, crawl, index, and render pages on your website more effectively. The goal of these optimizations is to improve your organic search rankings and increase organic traffic. While on-page SEO and content optimization focus on the front-end, technical SEO is all about the behind-the-scenes work on the back-end that determines website health and performance.
- 11. Best Practices to Follow Optimize XML sitemap and site structure ● Google still needs an XML sitemap to find your site’s URLs. Create a clean and optimized sitemap and implement regular audits to ensure new pages are getting indexed. ● Your site structure, or your website’s information architecture, helps search engine bots understand the most essential content on your site. Related pages should be grouped together via subfolders to help bots understand the relationship between your pages Optimize your structured data ● Effective implementation of structured data leads to higher CTRs by winning SERP features, more SERP visibility, better indexing, and more by helping search engine crawlers and AI crawlers better understand the information on your website. ● Making sure you’re correctly implementing schema is essential to boosting your organic results and, in turn, your organic traffic. Maximize your crawl budget ● Implement a solid internal link structure. Make sure that your most important pages have plenty of internal links, but don’t overlook this for top-performing historical pages and new pages. ● Prevent duplicate content. You can use canonical tags to avoid duplicate content issues or prevent search engines from indexing pages with very similar content to other pages, Implement 24/7 auditing + monitor in real-time ● One of the biggest challenges for SEOs is how long it can take to become aware of an SEO issue on your site. ● The negative impact this can have not only on your rankings but also on your bottom line can be disastrous. This is why implementing 24/7 auditing to monitor your site in real-time should be a top priority so you can take action before traffic is impacted.
- 12. How many resources do you have dedicated to SEO? 1. It’s only me! 2. We have a dedicated team around SEO 3. We have people from different departments all focused on these items 4. We’re building a team 12 POLL
- 13. UX Optimization UX research and optimization is the continuous process of analyzing user behavior on your website and implementing changes to create a more intuitive, accessible, and visually appealing experience that increases conversions and customer loyalty. Providing a smoother UX can make all the difference in keeping users on the page, getting them to convert, and increasing the likelihood that customers will be more likely to return and make additional purchases.
- 14. Start with a UX audit The first step is to conduct a UX audit to gather quantitative data that provides clear insights you can take action on. A UX audit is a deeper dive that helps you learn what is happening with users on your site and why. UX audits often include more advanced analyses, like session recordings, heatmaps, user surveys, and more. Optimize menus Users want a website that makes it easy to get where they want to go. Reassess the menus on your website to ensure they are straightforward and intuitive, and make sure you’re also providing a complete menu on the footer for direct access to harder-to-access pages, like return policies, FAQs, and more. Implement multivariate and A/B testing If you’re considering making complex changes to your website, like changing the top navigation menu and editing your homepage or other key pages, multivariate testing is the best way to test how those edits fit together and what combination works best for users. A/B testing is a better option when launching a new landing page or if you have a large audience Best Practices to Follow
- 15. Website Performance Optimization When we talk about website performance optimization, we’re really talking about increasing your site’s speed. The primary goals are ensuring the website is as fast as possible, maintainable, and user-friendly. Page speed is a direct ranking factor for desktop and mobile search results, meaning faster-loading sites are more likely to rank higher in SERPs. Not only is speed key for search engine rankings, but it also has a significant impact on revenue generation.
- 16. Best Practices to Follow
- 17. Use CDNs to distribute website content across multiple servers worldwide, reducing latency and improving page load times for users in different geographical locations. Most websites are delivered from a single server that’s located in a single location. The problem arises when your website visitors are located in a different state, country, or region from your origin server. The farther away they are from that server, the slower the website loads.
- 19. Conversion Rate Optimization Conversion rate optimization (CRO) is hyperfocused on—you guessed it—increasing the percentage of conversions on a website. On-page SEO, content optimization, technical SEO, and performance optimization all lead to an increase in conversions because you’re getting more traffic to your site. Conversely, CRO will lead to more conversions even if your website traffic remains the same. This is why it’s a crucial optimization strategy for all websites focused on driving conversions, including eCommerce sites.
- 20. Best Practices to Follow Optimize and rearrange CTA Elements ● Optimizing and rearranging CTA elements is crucial for CRO. Here are a few elements to focus on or incorporate: ● Placement and visibility ● Clear and concise language ● Specificity and relevance ● Urgency ● Mobile Optimization Improve microcopy ● Microcopy refers to the short-form copy elements that help users understand what actions to take. Within CTAs, microcopy communicates what action they’ll take if they click the button. Think: “Download now,” “Start your free trial,” “Add to cart,” etc. ● It’s only a few words but can greatly impact whether users convert ● Experimentation is key Add social proof ● Users want a reliable source of information on why they should trust your product, services, or solution is the best option available ● Incorporating customer testimonials, quotes, reviews, ratings, and other trust signals within the CTA block or on the same page builds credibility. It increases confidence in your products or services, leading more users to convert.
- 21. AI Impact on Website Optimization Things are rapidly changing in the SEO industry and overall search landscape with the rise of generative AI. While change is nothing new in SEO, what’s happening with AI right now feels different from the normal rate of change digital marketers are accustomed to. After all, content creation and optimization are at the heart of SEO, which is the direct use case the latest generative AI technology supposedly enables. Many core foundational SEO elements remain the same - despite AI. The key is to make your content stand out, differentiate your content from your competition, and build trust and authority.
- 22. Authorship Will Continue To Increase In Importance E-E-A-T has become Google’s mantra and it is permeating into everything they do. Helping them understand who is writing a piece of content and why they are an authority has become a necessity vs. a nice to have. Think About Real Estate, Not Rankings Thinking about the SERP as a whole and how much real estate you take up vs. where your .com ranks is a necessary to stay ahead. ● Paid ● Organic ● Social ● Knowledge Graph ● Rich Snippets ● SGE Specificity Will Be Key Moving Forward Google is looking for the best possible answer to users queries, which may be in a comment on a forum, a snippet from an article, or a post on a site like Quora or Reddit. This Is The Next Evolution Of SEO
- 23. Author Help Google Understand Who Your Authors Are Link To LinkedIn Profile Link To / From Wikipedia Link To Other Articles & Publications Who Is This Person? Why Are They An Expert In This Industry? Why Are They An Expert On This Topic? Questions Google Is Trying To Answer The Person / Expert How You Can Help Answer Those Questions Create An Author Page Author Schema
- 24. Link To LinkedIn Profile Breadcrumb Establishing Position At Company Name & Title Clearly Stated Additional Articles From The Author Decent Headshot (right? right?)
- 25. Ready, Set, Optimize! Website optimization isn’t a one and done deal. It’s an ongoing process that requires collaboration across multiple teams. By breaking it down into these five core focus areas and following the expert tips and best practices provided, you’ll be well on your way to transforming your website into a lead generating, revenue-driving machine. Remember, small tweaks can make a big impact, so don’t be afraid to experiment, iterate, and continuously refine your approach.