As we enter into the last few months of the year, a top priority regarding your online presence needs to be optimizing your website's performance. No matter how much you invest in digital advertising or creative social campaigns, your digital marketing strategy is not going to produce results if your website does not function for your business.
The Correlation Between Website Performance and SEO
If you want to use your website to create awareness for your business and drive conversions, you need to ensure that your website meets Google's standards. However, with the constant algorithm updates, it can be difficult to know the current criteria that Google is using to rank content.
On a positive note, there are several tools (both free and paid) that your business can be using to view your website in the way that Google sees it. Taking advantage of these tools is crucial to the success of your organic search strategy as they will highlight the areas on your website that Google places the most emphasis on and help you to identify the aspects that need improvement.
Free SEO Tools to Enhance Website Performance
Here are the top tools that you need to be using to evaluate the performance of your website like a smart marketer:
1. Google's Webmaster Tools
If you want to know what Google thinks of your website, why not go straight to the source? Google offers an array of free Webmaster Tools that will help you to see your website in the way that Google sees it.
A must-use Webmaster Tool is Fetch, which will show you how a particular URL appears to Google. When troubleshooting poor SEO performance, evaluating a URL should be one of the first steps that you take. By using Fetch, you can update your URL to be Google-friendly and even isolate problematic code in the event that your website has been hacked.
Another Webmaster Tool that can greatly benefit your SEO strategy is PageSpeed Insights. We've talked about how page load speed has a significant impact on your bounce rate. If a page takes longer than 3 seconds to load, more than half of mobile visitors will abandon your website. Website speed will be especially important as we enter into the 2018 holiday marketing season, and this tool will make you aware of how you can improve page load speed and provide a better user experience.
2. HubSpot's Website Grader
If you could give your website a grade, what would it be? HubSpot's Website Grader tool will fill you in! When evaluating your website, this tool takes into account performance, mobile-friendliness, SEO, and security.
To be able to use this tool, all you need to do is provide your URL and email address. The Website Grader will then provide you with a website score between 1 and 100 with the higher score being ideal. In addition, the tool will populate a list of suggestions for ways to improve your website to better appeal to both users and search engines.
3. Check My Links
It should go without being said that including broken links in website content will negatively impact SEO. Even the most diligent marketers run the risk of including links that don't work or are no longer active.
The Check My Links tool will scan content within a matter of seconds and will highlight all of the good links in green and bad links in red. This makes it easy to update the bad links to give SEO a boost.
You can't excel with your SEO strategy if you don't have a clear understanding of the top keywords and phrases that your website is ranking for. SEMrush is a powerful (and free) keyword research tool that will make you aware of the top keywords and phrases that a webpage is ranking for as well as the monthly search volume of each keyword.
Other ways that you can use SEMrush include comparing how your website is performing to the competition, researching other relevant keywords and phrases, and maximizing on-page SEO opportunities.
Leveraging these free SEO tools will help you to improve website performance and make it easier for your customers to find your business online. However, anyone that has tried to wrap their hands around SEO and the constant search engine algorithm updates realizes that mastering a search strategy is no easy task and one that is best left to the professionals.
Improve Website Performance With a Results-Driven SEO Strategy
While paid search needs to be part of the equation to create brand awareness, our creative team at New York Ave can help your business get to the first page of Google with organic search engine optimization. We will create a custom search strategy for your business that is delicately constructed, keyword optimized, and designed to increase your online visibility. By utilizing the wealth insight available from data analytics, we will develop a comprehensive, results-driven SEO strategy for your business.
Contact us at New York Ave to learn more about our SEO services and how we can help you to improve website performance.