How can you identify which website pages need optimization?

I recall this instance when three of my blogs ranked #1 on SERP (ahead of our competitors). We could see amazing conversions for months. After quite some time (in the 3rd quarter) I could see the traffic dropping from the blog. The Google Analytics results represented the same. I then ran the link through SemRush and optimized it thoroughly. Now at times like when you see your important links (landing pages, webinar lead pages, home page, success story page) non-performing you must check their Analytics report, monitor the Hotjar heatmaps and optimize.

Some pages attract bots. Some attract bots and humans. If a page attracts neither, it probably needs some optimization. And if a conversion page isn't converting, it definitely needs optimization.

Internal linking can be very powerful. Once you identify your high- performing pages, not only you can optimize those for conversions, you can also link other pages there to increase their authority.

An alternative perspective could be to start by understanding the user's journey and experience on your website. Rather than solely relying on analytics data, consider gathering direct feedback from users through surveys or user testing. This qualitative information can provide valuable insights into user frustrations, preferences, and areas of improvement that might not be captured by quantitative metrics alone. By combining quantitative data with qualitative understanding, you can create a more comprehensive strategy for optimizing user satisfaction and achieving your website goals.

To identify website pages that require optimization, following steps must be considered: 1. Check page loading speed with tools like PageSpeed Insights. 2. Ensure mobile-friendliness using Google's Mobile-Friendly Test. 3. Analyze bounce rates and address high-bounce pages. 4. Evaluate conversion rates to identify optimization opportunities. 5. Review SEO performance in Google Search Console. 6. Ensure content relevance and update as needed. 7. Fix technical issues such as broken links or missing meta tags. By closely examining these factors, one can pinpoint specific pages that require optimization for better performance, user experience, and SEO ranking.

Examine website analytics for high bounce rates, low engagement, or pages with a drop in traffic. Focus on improving these areas.

When evaluating content quality you need an objective way of measuring quality. One aspect of quality is how well a page covers a subject. For that you'll need topic modeling software that scores topical coverage against the model. Forget keyword tools. Keywords are specific phrases that people use to search for information online, while topics are broader concepts related to a particular subject. A single piece of content can rank for many different keywords, as long as it covers a comprehensive range of topics related to the subject. By writing content that is comprehensive and covers a wide range of topics related to a subject, you can optimize for many different keywords and improve your chances of ranking high in search engines.

Often when SEO is optimized for, the writers forget that people are actually reading the content. People respond to stories, so it’s important to not only provide quality information and answers but to lay them out in a compelling narrative that keeps the viewer engaged and reading. Design can help immensely. Consider using visuals to enhance and explain your topic, versus only using words.

There's no rocket science for this. Just use these tools: 1) Google PageSpeed Insights 2) Google Analytics 3) Google Search Console

To analyze the content quality and relevance of your pages, look for well-structured, informative content, like detailed guides. Check keyword integration, ensuring it aligns with user intent, e.g., "Best Budget Smartphones 2023." Evaluate multimedia usage; visuals enhance engagement. Assess internal linking, connecting related content. Avoid keyword stuffing, prioritize user experience. Example: For "Healthy Breakfast Recipes," a quality page offers diverse recipes, well-explained methods, and appealing visuals, enhancing user satisfaction and search engine visibility.

Making your website shine comes down to two stars: usability and conversion. Usability is the smooth ride – speed, layout, and design. Conversion is the charm – persuasive copy, catchy headlines, and trust signals. Tools like Hotjar or Crazy Egg are backstage passes for testing. Find the underperformers, tweak their game, align with your audience, and watch the applause roll in. Time to make your site a chart-topper!

1. Check for bounce rates, short time spent on pages, and low conversion rates to identify underperforming pages. Identify pages with low CTR and, thus, missed opportunities. Use third-party tools for insights such as the website's performance, user behavior, and areas for improvement. (2) Place keywords relevant to your content strategically. (3) Focus on high-value pages. (4) Encourage user feedback to identify potential issues and areas for improvement. Conduct user testing to find any usability problems. (5) Assess page speed and performance for various devices. Identify technical SEO issues and content optimization opportunities. Focus on keyword research, backlink analysis, and competitor analysis. (6) Optimize social meta tags.

be sure that your webpages are clear, and easy to surf, so people can understand the idea and be able to see more on the site

Check dwell time, scroll depth, bounces, sessions, page speed(it depends) Funnel: CTA clicks, form completion time, abandonment rate, funnel completion time, form checking errors Ecomerce: Cart abandonment, product page views, image product views, AOV, add to Cart Value Vs Actual Purchase. These metrics would help eliminate A/B testing hypothesis and improve UX

Do this right away - Install Microsoft Clarity - link it with GA See how users use your site (usability) How far they read your content (scroll depth) Based on this do the changes and you have a foolproof high converting page guaranteed.

Consider intertwining environmental sustainability with your optimization efforts. Evaluate the ecological impact of your website by minimizing carbon emissions associated with its performance. Optimize for energy efficiency, reduce server load, and explore green hosting options. Simultaneously, enhance accessibility not only for different abilities but also for users in diverse global locations with varying internet speeds and connectivity challenges. Prioritizing environmental and global accessibility considerations aligns your optimization goals with a broader commitment to sustainability and inclusivity, contributing to a positive brand image and a more responsible online presence.

Optimise pages with one goal in mind - keeping it user friendly. This can be done with making sure it loads quickly on mobile devices and computers, so speed test it. keep images which are optimised - their names and alt text are relevant as well as high-res with low size i.e. make sure they are kb not mb, tools are there to do reduce size and not resolution or detail. The third is SEO optimize your content which is simple to understand, answers questions, has keywords, concise. results will not be immediate but in the long run these best practices will reflect in performance.

Las core web vitals son el gran semáforo del rendimiento y un termómetro de la tolerancia de los usuarios ante la lentitud o inestabilidad de carga de tu página. Optimiza pensando primero en móvil, pero sin olvidar la versión web.

In addition to the above mentioned tools it’s possible to use Screaming Frog, SEMRush to measure page speed at scale across several hundred pages at a time. There are also useful providers like GT Metrix which have been providing detailed page load analysis for several years.

Boost your content strategy by focusing on page optimization for performance and accessibility. Speed matters! Use tools like Google PageSpeed Insights, Lighthouse, or WebAIM to gauge speed, responsiveness, mobile-friendliness, SEO, and accessibility standards. Prioritize tweaking pages with low scores to enhance user experience, build a stellar reputation, and climb the ranking ladder.

Consider adopting a continuous improvement mindset by integrating user-centered design principles. Instead of viewing optimization as a linear process, engage your users throughout, seeking their input and preferences. Implement iterative design cycles, gather user feedback early and often, and incorporate user suggestions into ongoing improvements. This approach ensures that your website evolves in tandem with user expectations, fostering a dynamic and user-centric digital experience. Embrace a user-driven optimization strategy, acknowledging that user needs and technologies are constantly evolving, making continuous refinement essential for sustained success.

Os dados de monitoramento devem ser avaliados por toda a equipe, BI e produção de conteúdo, para a adoção de estratégias de otimização mais eficazes.

Close the loop on your content strategy by emphasizing the importance of monitoring and measuring optimization results. Track changes in metrics like traffic, engagement, conversions, ranking, and revenue. Collect user feedback through comments, reviews, ratings, or testimonials to evaluate the effectiveness of your strategies. This ongoing process of testing, analysis, and refinement ensures your website consistently delivers value to both your business and your audience.

One thing to always remember is that a website is the front office of your business. Being warm, welcoming, cordial, and helpful must be a given. Forget heat maps and analytics, and SEO for a minute, try to understand what the results of those exercises are telling you. Are you benefiting your community in some way? Are you a point of reference one cannot ignore? Do you feature the voices of authority that the audience wants to hear? Are you channeling value through interactive content that informs, inspires, educates, and helps your community transform their lives? New offers, solutions with community discounts & new listings that make your content unbeatable, new metrics, industry know-how, and of course, empathetic content are winners!

To really grasp the success of your optimizations, continuous monitoring is vital. Use analytics tools to track metrics like user engagement, bounce rate, average time on page, conversion rates, and SEO rankings. These indicators will show you not just the immediate effects but also longer-term trends in your website's performance. Regularly analyzing this data allows you to see how effective your changes have been and guides you in making necessary adjustments. This approach ensures that your optimization efforts are always evolving and improving your site's overall performance.

All of the tools mentioned in this article are useful and should be leveraged but don't forget the eye test. As a content marketing professional, your opinion is valuable and you should assess the content yourself. Is it up to your quality standards? Is it still relevant to your audience? Tools are meant to augment your abilities, not replace them. Don't skip a personal assessment.

Look more in technicalities: Conduct a technical SEO audit to identify issues like duplicate content, broken links, or missing meta tags. Implement structured data markup using schema.org to provide search engines with additional context about your content, potentially enhancing rich snippets in search results. Implement A/B testing for elements like headlines, CTAs, or page layouts to scientifically identify variations that lead to better user engagement and conversions. Heatmaps and session recordings can reveal how users interact with different elements, helping in optimization decisions. Assess pages for accessibility standards (WCAG). Ensure content is perceivable, operable, and understandable for users with disabilities.

All of the points are great, but for me the biggest winner on any website that we make, is the ‘wow’ factor. Does it make you stop and have a look? This is my 30 sec rule. If you cant hold the viewers attention for 30sec, its not doing the job. The second 30 sec rule applies to see if the home page tells the story of your brand? Does it say clearly what this website is for and what to expect ? Simple but very effective strategy.

The majority of the pages we review and optimize, have one issue in common -- there isn't a clear conversion path. The content is there, there are product features, and testimonials, and all other "best practice" elements. But an overall conversion strategy and understanding of how the users will behave on the page, is missing. My advice is, before you start any optimization and A/B tests, to gather a team of product, sales, marketing and tech people and come up with a strategy about what you want people to accomplish on your website.

Mi padre realizaba paginas web para varios clientes. Más allá de optimizarlas con las herramientas digitales disponibles en la época, necesitaba un feedback absolutamente imprescindible: el mío. Después de tanto rato trabajando en un mismo layout, su vista no podía ser tan fresca y por ello necesitaba que alguien más probara la navegación para individuar posibles fallos y avances. Si quieres mejorar realmente tus landings, escucha: 1. a tus colaboradores, para que le den una mirada distinta. 2. a tus clientes. Recolecta sus opiniones, categorízalas y empieza a implementar las mejoras que ellos consideren necesarias. 3. a la competencia: siempre puedes aprender o inspirarte del resto.