Five Tips For Improving Your Website’s Performance

Getting your website to rank well requires work and dedication. However, there are a few key strategies you can easily implement which will bring great results.

Andrew McDonald

6/17/20224 min read

1. Make Your Website Quick.

I’m not suggesting you prepare your homepage for the Olympic 100 metre sprint here! All it means is making sure your website loads quickly. When you visit any site, your computer has to download the information. Search engine algorithms know you aren’t going to wait more than a few seconds for that to happen and that nobody else will either. Subsequently, they push slow pages further and further down their rankings.

There are websites which will help you test the speed of your page. Also, things which have a lot of data like large images or videos typically make your site slower to load. There are simple things you can do to make your site run faster such as optimising images and any visual or audio clips you have on there.

Calling a spade a spade, to get your website going with a real zoom, a web designer is your best bet. It’s literally their job to get your site running as optimally as possible. Yes, there are certain things people like me, i.e. copywriters, can do to help but someone with real site creation expertise will get you better results.

2. Optimise Your Website For Mobile Browsing.

This second tip is almost an exact replica of the first. The one difference is, you absolutely must make sure all of the above works not only for desktop browsing, but also via mobile/cellphone. A handy site to check whether your page is mobile friendly is Google’s Mobile-Friendly Test Tool. It’s not enough these days to just work well with traditional PC and laptop browsers. By 2025, approximately 73% of internet usage will be through mobile devices. You need to make absolutely sure your usability is high for this type of user. Again, a web designer is best placed to help you with this.

3. Meta Tags Are ‘Beta’ Flags.

In case you’re wondering, that ‘beta’ should sound like ‘better’. Even writing it, I’m not sure if people reading it will get that. I’m trying to be clever, but it was also too good an opportunity to miss to remind you of other topics I covered recently: ‘Clarity Is Crucial To Good Marketing’ and 'Ways To Pitch Marketing Appropriately'. Meta tags aren’t seen by website visitors (unless they choose to view your page source – really don’t worry about what that means if you don’t know already). Meta tags communicate to search engines what your site is about, hence the ‘flags’ bit. You, or the person you’re working with to develop your site, really should be using them as they are massive in terms of search ranking, though there is debate as to why.

Basically, meta tags were once thought of as keyword Heaven. Stuff your most relevant words and phrases into them and watch your site climb the rankings was a common belief. This is probably less true than previously. However, meta tags include your website’s title and description which are important for communicating to search engines what your site is about. Perhaps even more importantly, they are what catches searchers’ eyes and gets them to click to visit your page and that has a huge impact on SEO. When search engines see your site is popular, they rank it higher. So no, maybe meta tags don’t work for SEO in the way they used to, but they very definitely do still have an important impact. This is something copywriters can greatly help with.

4. Page Descriptions Are Not Essays.

One area where businesses regularly fall down is in their page descriptions. You have 160 characters to communicate what your website is all about. Why? Simply because that’s the maximum space search engines will give to the lines of text under your page name telling potential visitors what your site is all about. Try fitting a snappy blurb about your business into this handful of characters, and you’ll see the results. You can, if you want, include more letters than this, but your site description will finish with ‘...’ which is an instant signal you didn’t do your homework properly.

Yes, it’s hard to get a great description to fit within 160 characters or less. That’s why this is something you might very well want a copywriter, who will be an expert in doing tasks like this, to help with.

One key caveat: sometimes it takes search engines a little time to index your page and meta tags together. If you run up against this problem, don’t panic. Be patient and see does the problem resolve itself before rushing to change anything.

5. Using Related Keywords.

OK, there are only so many times you can include specific keywords in your text without boring your website visitors to death. However, there are ways to up the frequency of their appearance without ending up with information that is painful to read.

Let’s imagine you are building a website to promote your sportswear shop. Stuffing the phrase ‘sportswear shop’ into your website everywhere that it possibly could go is going to be a better advertisement for natural sleep than your business. However, ‘sports clothing’, ‘sports footwear’, ‘sports teams’, ‘sports clubs’, ‘sports gear’, etc. are all hitting your vital keyword, ‘sport’, whilst also reading naturally. Of course, you don’t want to overdo that either but you can be inventive and still get good mileage for your main message. For example, ‘basketball clothing’, ‘football boots’, ‘hurling teams’, ‘tennis clubs’ and ‘rugby gear’ are all backing up your main keywords whilst giving variety to the text.

By following that advice, you will catch more attention. There are too many sports for one person to be interested in all of them. Take someone who is passionate about (association) football, rugby (league), basketball and hurling. Guess what? They’ll search almost exclusively for those sports, not sport in general when they’re online. If your site mentions any of the four sports which attract their attention, there’s a good chance they’ll end up visiting your page. If you just refer generically to sports, they’ll probably miss it. After all, sports could mean American football, rugby (union), badminton and horse racing. Nothing wrong with them, but they aren’t going to get that person’s attention and that means a lost potential customer. Does that mean you should avoid those latter four? No. Include them too. That way you’re going to end up with a keyword rich text that captures a greater number of potential customers.

Incidentally, this tip is literally right in the domain of copywriters. This is where our expertise flourishes. It might be wise then to engage with one to help here.