8 Website Optimization Tactics Your Company Should Consider

Your website is up and running… now what? As your business grows and you work to develop your online presence, it’s time to put your search engine optimization strategy (SEO) into action to better optimize your website. 

With so many tools and constant changes to search engine ranking factors, a quality SEO agency can help you conduct on-page as well as off-page website audits and updates. With an optimized website, you’ll attract high-quality customers, see more success in backlink campaigns with industry bloggers and companies, and improve your company’s reputation on social media platforms. 

Here are 8 website optimization techniques and areas of focus that should be included in search engine optimization services. 

On-Page Website Optimization Tactics

On-Page Tip #1: Write and Refresh Metadata 

Meta tags are not only a powerful tool for search engine optimization, but also for connecting with potential customers. Effective use and maintenance of metadata will improve the description that users see and also improve search engine result placement when users search for keywords. 

A description that clearly explains what they might find on your site results in higher quality click-throughs and a reduction in bounce rates. The most effective tags to add and refine on your pages include: 

Meta title - This describes the title of the webpage and appears on search engine results as the clickable title. Titles should be concise but accurately descriptive of the page. 

Meta description - The description, like the title, appears in search engine results. It should be no longer than 160 characters and accurately describe the page. 

Meta content type - The content type helps to determine how a page renders in the browser.

Meta viewport - Similar to content type, meta viewport determines how a page loads on mobile devices. Leaving it out or setting it incorrectly could result in a poor mobile experience. 

On-Page Tip #2: Add Alternative Image Text

Images can make content easier and even more enjoyable to read. Adding alternative image text, or “alt text,” to your page will help make your page more friendly to search engine crawlers and more accessible to all users, including the visually impaired. 

Here’s how you can improve your alternative image text: 

  • Keep your description at or under 125 characters.
  • Make the image text sufficiently descriptive. 
  • Keep it clear and simple. 
  • Don’t overload the text with keywords; this can negatively affect your SEO ranking. 

On-Page Tip #3: Use Headings Strategically

Headings are like “sign posts” that tell readers what your page is about and how subsequent text may be related to the primary topic. It helps them skim the page to find the information they are seeking. For visually-impaired readers, headings are particularly helpful. Headings also help search engine crawlers more easily read and understand the text. 

In general, headings should be: 

  • Relevant
  • Consistent with the page topic
  • Include keywords
  • Be used to enrich the user experience

On-Page Tip #4: Incorporate Internal Linking

Including links in your website pages and posts will boost your SEO rankings. Links help users navigate the website by directing them to relevant information, they also help search engine crawlers determine the value of your website as well as the connection to related industry content. 

To continue improving your internal linking focus on: 

  • Fixing broken internal links
  • Removing internal links to irrelevant or unimportant pages
  • Adding links to key pages
  • Fixing internal link redirects

Off-Page Website Optimization Tactics

Off-Page Tip #1:  Ensure Consistency of NAP (Local listing) 

NAP— Name, Address, Phone— should be listed accurately across your entire website. Any variations will affect your customers finding you and the overall validity of your site. In addition to ensuring that mentions are accurate on your own site, you should also check external sites and directories. 

Common external directories to check include: 

  • Facebook page
  • Social media profiles
  • Google business listing
  • Yelp listing
  • Better Business Bureau

Off-Page Tip #2: Establish Backlink Authority

Links back to your site from high-ranking external websites significantly bumps your visibility, credibility, relevancy, and SEO ranking. You can encourage this by creating relevant engaging content, writing data-driven content, and mentioning high-authority blogs or sites. 

Keep in mind that long-form content tends to rank higher and gain more click-throughs than short-form content. Once you have your content together, promote it. Don’t forget to share it with anyone you mentioned directly in your post. 

Off-Page Tip #3: Build a Good Reputation on Social Media

While search engine ranking is a valuable way to drive potential customers to your site, social media is a great way to keep your customers engaged with your brand. Social media sharing not only helps with the promotion of your content, but also carries with it a personal recommendation that speaks louder than any ad or industry review. 

On social media, you can encourage and improve your reputation by: 

  • Engaging current or potential customer through profile posts.
  • Asking past customers to follow you via your social media platforms - Facebook, Twitter, Instagram, or Yelp for example.
  • Asking past customers to leave a review on your profile.
  • Creating blog posts or pages that are easily shareable.

Off-Page Tip #4: Focus on Overall Domain Authority

Domain authority, developed by SEO software company Moz, is a search engine ranking score that focuses on your website’s reputation as a leader in your industry. In other words, it determines how your site will rank on search engines. Specifically, domain authority, is a score from 1 to 100. A higher score meaning your site will rank better than others. 

Use tools like MozBar, Link Explorer, or Keyword Explorer to determine your site’s domain authority. Not where you want to be? Focus on: 

  • Removing poor-performing links from your site.
  • Creating quality, shareable content.
  • Having quality backlinks to your site. 

Focus on the 8 essential optimization techniques

Don’t get lost in all of the digital marketing trends, terminology, and constantly updating search engine optimization practices. Stick to these eight essential search engine optimization tactics and over time, with dedicated practice, you’ll see your traffic jump, your online reputation increase and an uptick in sales. 

With more than 20 years of experience, Bayshore Solutions helps you grow your business by understanding your goals, defining customer audiences, creating stories, implementing technology, and learning from outcomes.

Contact Bayshore Solutions today to discuss how we can help grow your business through expert SEO.


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