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Website optimisation involves increasing the volume and quality of visitor traffic and engaging visitors more effectively so as to increase online enquiries or sales. Fen Digital has a successful track record of optimisation through applying and refining best-practice techniques that John Waddington developed as early as 1999.
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“Optimisation is the process of getting something to perform better the function it was intended to do within set constraints.”
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What does website optimisation involve?
There are four main strands to Fen Digital’s optimisation process:
- Search engine optimisation (SEO) involves improving organic search engine ranking for the optimum terms used by the target visitors
- Content optimisation involves refining the information on the website so that visitors find what they are looking for and engage with it
- Usability optimisation involves refining the layout, structure and navigation so that visitors find information easily with as few clicks as possible
- Tracking involves use of website analytics to monitor visitor behaviour on a site to identify requirements for further optimisation
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