Definition
Optimisation is the process of improving a webpage’s elements—such as content, metadata, and structure—to align more closely with search engine expectations. By refining these factors, websites can boost their visibility, attract more targeted traffic, and provide a better user experience overall.
What is it?
At its core, optimisation involves tailoring various on-page components to match what search engines look for when ranking results. This often includes adding relevant keywords in strategic places (like headings and meta descriptions), ensuring content is clear and engaging, and maintaining a logical internal link structure. Site owners may also pay attention to page load speed, mobile responsiveness, and usability, as modern algorithms increasingly prioritize user-friendly design. While the primary goal is to rank higher in organic search, successful optimisation also makes the site more appealing and informative to actual visitors.
How is it used?
Website owners typically conduct an audit to pinpoint weak areas—such as under-optimized titles, slow-loading pages, or outdated information. They then implement improvements based on best practices: rewriting content to address user intent, reorganizing navigation for clarity, and streamlining code to enhance performance. Tracking tools like Google Analytics help measure the impact of these changes on key performance indicators (KPIs), enabling continuous refinement. Ultimately, effective optimisation is an iterative process: by regularly monitoring results and making data-driven tweaks, site owners can sustain strong search visibility and user engagement over time.
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