Why Website Optimisation is Critical to the Success of Your SEO

Posted by Deb Croucher | September 2, 2020

Key learnings

  • What website optimisation is and why it’s important
  • The elements of your website to assess through an SEO audit
  • Why you should use an SEO audit tool to guide your website optimisation


Your website is an investment. And like any other investment in your business, a set and forget approach won’t get you the results you are looking for.

In order to get your website working hard for you, you need to consistently add new, high-quality content… you need to use relevant keywords to boost your SEO… and you need to stay across a number of website optimisation tasks.

A good SEO company will include website optimisation in their SEO services. But it’s important you know what to look for so you have confidence that your website is in the best of hands.

What is website optimisation?

What is website optimisation?

Website optimisation is actually quite a broad term. It is basically improving the aspects of your website that contribute to traffic and conversions.

It might help to think of a website like a car. The design of the website is like the body of the car.

A good website design – much like a sleek car design – will turn heads and leave a good first impression.

But without an engine, the body of a car is useless. It might look good but it can’t actually go anywhere. The engine of your website is everything that sits behind the design – predominantly the content and coding.

And in the same way you service your car to keep the engine running smoothly, there are certain website optimisation tasks that will keep your website working as it should.

Why is it so important to optimise your website?

Why is it so important to optimise your website?

Let’s say you’ve written a detailed article on a topic that’s important to your target audience. You know that the information in the article is relevant, and it is packed with examples and actionable advice.

You publish it. And then you wait for the traffic to pour in.

Only it doesn’t.

Why? Because you haven’t optimised it for SEO. People can’t find your masterpiece because you haven’t focused on a strategic keyword, you don’t have meta tags filled out, you’re not using a keyword tier structure, and there are no incoming links.

Or worse, there could be other elements at play that will limit the performance of your website, no matter how well you optimise each individual piece of content.

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What is an SEO audit?

A blanket approach to website optimisation will not work. In order to optimise your website effectively, you first need to understand how your website is performing. This is where an SEO audit comes in.

Through an SEO audit, you will be able to identify any red flags that could prevent your site from ranking on Google… and from there, implement a website optimisation plan.

As part of an SEO audit you will need to assess:

  • HTTPS and SSL status
  • Responsiveness
  • Page speed
  • Sitemaps
  • Duplicate content
  • Not found (404) errors
  • Canonical link issues
  • Internal linking
  • Title tags, meta descriptions, and H1 tags
  • Image tags
  • Image file sizes
  • Relevant and unique content.

How do you do an SEO audit?

In the early days of SEO, you could quite easily do a manual SEO audit and website optimisation. Not any more. SEO is a highly sophisticated and complex beast.

So rather than trawling each individual page of your website looking for meta tags and relevant keywords, you can use an SEO audit tool.

At Brilliant Digital, we use a tool called Sitebulb. Sitebulb – and other tools like it – helps you to quickly identify priorities and highlight opportunities in your overall SEO.

Doing the SEO audit is one thing… taking action from it is another. The key is to take the results from your SEO audit and turn it into a website optimisation action plan.

That plan will be different for every website, but it may include tasks like:

  • Adjusting the length of your H1/H2 and meta tags
  • Adding internal links between pages on your website
  • Tweaking content to add keywords
  • Renaming images and alt tags
  • Updating plugins and website code
  • Redirecting broken links.

Leave your website optimisation to the experts

For every client we work with, website optimisation is all part of the package. We don’t leave anything to chance. We are continually tweaking and adjusting to deliver sustained brand growth.

Contact us to book a free digital strategy consultation with one of our team of experts. We can discuss your SEO and website optimisation concerns and set you on the road to success.

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