Website Optimizer Guide from A-Z

In this article, I will cover all you should know about optimizing content including writing and publishing content to attract a group. your object. Please consider before reading this article since it is nearly 5000 words, which is not suitable for those who intend to ride a horse. But believe me, you will definitely learn a lot of useful knowledge from article for that view.

What is content optimization?

Optimizing content is the continuous process of creating content, tracking, analyzing performance, returning and repeating all steps to maintain benefits. ] Your business .

In web settings can not view content (such as Text) as a separate section. So when discussing content optimization, I’m referring to optimizing your entire site, including elements such as design, site structure, navigation, CTA, SEO media text, … The optimization of each element is very important. Imagine your website is designed glitzy or poor user navigability then surely it happens that your website will lose some people visit great on the web, even if you provide high quality information to them.

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Content Strategy

Before you start working on creating or optimizing content, you must have a strategy for your website. The reason for starting a website so that it operates under a specific strategy means that you are likely to achieve a certain result. Goals can be branding, product or service promotion, promotion or non-profit activity, encouraging specific actions such as buying, calling, visiting the site, registering for membership / volunteers, …

No matter what your goals are, your website must be designed to support your goals and encourage conversion.

What is a conversion?

Conversions are desired actions performed by a site user, such as subscriptions, purchases, downloads, shares, etc. In fact, any action that supports your final goal can be seen as a conversion.

However, non-random conversions are selected specifically. For example, if your goal is to have more people subscribe to your newsletter, then a subscription is considered a conversion. Your conversions are based on your goals.

The goal of a conversion is to help the website measure its goals. For example, it’s difficult to measure user interactions on a content-based site. By specifying your target for user interactions, say, more than 5 minutes or more than 2 pages per person, you can set it as a conversion and easily track the number and percentage of users. to convert.

Conversion tracking is a very important part of optimizing your content, because they give you real evidence that you can use to adjust your strategy. You must use an analytics tool, such as Google Analytics (free), to set up and track conversions. If you use Google Analytics you can set new goals by clicking Admin-> Goals-> + New Goal . You can then view the conversions in the report section.

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Conversion allows you to evaluate the overall performance of your site or a specific page and determine what to optimize. What it can not do is find out what your current content is or what changes will drive the most conversions.

To find answers to these questions, you must perform Testing. Actually, you should perform it several times a month to ensure performance. The most common is the A / B split test, which lets you find the best X version of a page.

To perform a split test, you need to create a different version of a page. Then you have to set up the test in the software you use. Once you start the experiment, the site visitors will be separated according to your settings. None of the visitors to this site recognize them as part of the test, which is an important factor in measuring the effectiveness of each version.

You can check the results continuously and stop testing soon if these numbers are persuasive. Warpage will be selected as part of your website. And conversion is the tool that helps you measure results.

The choice of software depends on you, but here I have two solutions to recommend because I find them quite good. The first is the Visual Website Optimizer. One of the great things about it is that it allows you to tweak your pages from within the software, not necessarily creating too many versions for a website. Furthermore, it is a powerful and reliable testing tool A / B, giving you total control. Its price is quite high but the good news is that you get a free 30 day trial, which is enough to do all the testing required for a small blog / website.


More tools are hidden in Google Analytics . You can find it by entering the Reports section and clicking on Behavior-> Experiments . You can set up experiments using one of the standard objectives (bounces, session duration, and page views) or use custom objectives defined by the goals you set (such as page access, registration). buy or register). The downside of this tool is that you need to correctly set up goals in Analytics and you have to manually create all the versions of the pages you want to compare. Plus it’s a free trial and it’s free.

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Practice on Content Optimization

Before going into details with different content optimization options, I must warn you that there is no setting that fits all. When working with website design, text, media and all the other elements on your page, there are many factors that help you determine the path to success. It is your goal, brand, expectations, personal considerations, … that you can not ignore.

There are some rules – see below – that have been proven to help increase conversions for your website. Do not always use it all at the same time but you will surely achieve great results by applying things that fit your current needs for optimization of content ].

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There are many design choices. It sounds good because it gives you the freedom to choose, but it does not work well, because you stand alone with a very important decision and are not able to test or test it all. One of all designs for your website.

Design is very important to the success of your website because it covers all the elements on all your pages, this is a very complex job.

The process of designing a standard Web site

[194590019] To help you reach success, here are the absolute things to follow in design :

  1. Design should be consistent throughout the site. This means that pages with similar content should be the same, while pages from other parts of the site may be – if needed – designed slightly differently to highlight the differences between part. However, it is important to understand the meaning of consistency and how you can create variations without violating consistency.
  2. If your site has elements like ads, they should be placed with the overall design. Commercialness can be very distracting and annoying to the reader. So do not overdo ads and do not place them in places that prevent them from digging into your content.
  3. Popups, such as newsletter signups or advertisements, are very annoying to site users, especially on mobile devices. This has led Google to warn of penalties for sites that have ads or forms or ads on the screen. However, popups are extremely effective. A pop-up registration form may result in a 50% increase in subscribers. Therefore, consider both the benefits and the disadvantages before making a decision, should follow the principles of Google.
  4. The page elements should be mobile-friendly, sized and spaced enough (not too far) to make the content of the page as easy to receive as possible. While these are Google’s guidelines for mobile SEO, it’s hard to think that they only affect mobile web rankings because now Google has warned about the era. “Mobile index first”.
  5. Images and media need to be carefully selected to support the entire content or to match the design of the page as they are main content. As the studies show, adding an extra quality image in the text enhances the user’s ability to store information more than six times more than text-only pages.
  6. Your company logo or brand is an important part of your website design. Logo and overall design should complement each other in color and shape. This means that you should only use the colors, shapes, fonts, etc. of your website as part of your brand.

Website Structure and Navigation

Your site may have great content, but a convoluted, hard-to-follow structure may prompt site users to skip it immediately. In fact, site structure and navigation are the two most important factors that affect the bounce rate.

The reason is that site users like simple. They want to find what they are looking for easily and quickly. If you can not show them then they will quickly find another website to find the answer they are looking for.

When you optimize your site structure and navigation, you need to list some important issues: driving conversion, decreasing bounce rate, and improving user experience.

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Here are the best practices related to site structure and navigation:

    • Sets the menu where the site’s users expect to find them: in the title, in the sidebar, and in the bottom bar. Changing navigation position is only a good idea as you monitor continuous results for your experiment.
    • Menu should be in the easiest place to find. Proper structure and hierarchy will help you.
    • The search box should highlight to make it easier for site visitors to find.
    • Use highly relevant internal links in the text to help site visitors dig deeper into topics of interest or find relevant content.
    • Introduce the Related Post section under the blog post.
    • Allow site users to discover your content by topic by adding a Tag or Category List in the sidebar.

Use Breadcrumbs to help users easily follow the steps.

Website Structure

  • Organize sites that are connected using the Parent attribute and create a logical walk to track.
  • Organize content by grouping related topics.
  • To enhance the authority of the topic of the site, avoid mixing unrelated topics.
  • Your site structure should encourage conversions by supporting the user’s journey. This means that you should provide all the possible offers (such as reviews, product information, guarantees, partnerships, bonuses, easy payments, etc.) and make it easy for them. Find and reach by placing them right in menus and on-site highlights.
  • The standard pages and links that you should recommend on your site to increase user trust are: about us, contacts, social media, comments (if available). ), partners, legal information.
  • Use Categories to easily find the content of posts.

Mobile first index

As mentioned above, Google is testing a move to mobile pre-migration. This means that page rank will be calculated based on the versions on the mobile site, not the desktop version. Needless to say, this would have tremendous implications for webmasters who have been working to optimize their main sites for years and new support for single-level mobile versions. Simple and incomplete.

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Although simplicity is good for mobile because of the fast loading time, but now it becomes bad for SEO. Google has warned that offering fewer or fewer content on mobile webpages can negatively affect site ranking.

Also, moving to the pre-mobile index means that mobile SEO rules, such as no ads, do not have the form above, the page element is flexible. become a law

So one of the optimization moves that you have to make is to optimize your mobile site to become better or better on your desktop. Here is a checklist for optimizing mobile content:

  1. Make full SEO optimization on mobile pages. This means working with content aggregation, keywords, media, backlinks, …
  2. Check to see if your mobile website complies with Google’s rules for mobile-friendliness. You can check your pages with Google’s new testing engine.
  3. If you have not used it, consider implementing a responsive page design for your site.
  4. Remove popups and full screen ads.
  5. Make sure your mobile website has a suitable sitemap and submit it to Google. If your mobile site does not have a sitemap, there is a risk that some of your pages will not be detected by Google bots and therefore will not appear in the index.
  6. Focus on delivering slideshow speeds. Note that 40% of mobile users abandon a download site in more than 3 seconds. Conversions also significantly decrease, if your pages take longer to load (1 second = -7%). Fortunately, there are things you can do to speed up your pages. You have to optimize CSS and JavaScript enable gzip, cache, and optimize images. Also, you might consider using CDN to speed up the page. While this is not always the case, it’s a good idea to ensure a worldwide site’s performance if you target users around the world.
  7. Consider whether you should use AMP . Although it does not affect SEO, it promises more visibility for your posts. Although it has some disadvantages to note, for example it slows down the page load time to one second.

See also: What is AMP HTML?

Optimizing content to increase conversions

Although content optimization is a big target for the effectiveness of your site, there are a few important optimization techniques that have a huge impact on conversions. They are based on psychology and have also been proven.

The things you choose also depend on your overall strategy. It is important to remember that doing anything new is always checked before being deployed on a large scale. Testing A / B is great for this purpose.

See also:

Visual hierarchy

Visual hierarchy is the theory, explaining how people scan content, what attracts their attention, and most importantly, how you can direct visitors to attention and content. you want to make a transition.

The basics of visual hierarchy that you must consider when optimizing your content are:

    1. If your site is heavy on content, like blog posts, people are more likely to scan your headlines and then jump down to your sub headlines and start the first line. yours. This is called Form F. In order to appeal to everyone in the F model, you have to focus on providing attractive titles and subheadings. In addition, you should ensure that your important keywords, topics are placed at the beginning of the paragraph in a strategic manner. If your page has only a few elements, people tend to scan the Z pattern. This makes focusing on site elements like menus, images / offer / CTA in the middle of the screen and text. or menu in the bottom area becomes more important.
    2. The size can be used to emphasize the importance or direction of web users to create a conversion. When one element on the page is larger than the other, it is seen as important and attracts the attention of the user. You can use this feature to highlight the conversion creation (CTA) section.

Taking advantage of space, texture is a great way to highlight the importance of CTA and make it stand out. When a CTA is clear enough, its performance will increase significantly.

  • Using dimensions, colors, and whitespace when working with fonts is essential to direct attention to the CTAs or keywords selected.



Color is a powerful tool that affects the user to create awareness and trigger actions. Although marketers and web designers often warn against color abuse, however, proper use of colors can help you raise your brand awareness and drive conversions.

When used in the company logo and in your website design, colors help to create the right perception of the brand, such as price, quality, reliability, For example, red and yellow are known to be easy to generate impulses in action. They are often used to signal opportunities, discount purchases, or limited items. On the other hand, cold or dark colors are used to signal reliability, stability, or elegance (mostly blue, violet and black).

When used in creating CTAs, colors act as triggers for actions. The rule here is quite simple: the buttons that you want your site visitors to click on, so red. The text messages of the CTA were never to red, as this was a warning instead of an attractive offer.

Steps to create the transition

There are two things to note: there should be enough steps to support the user on the road to conversion. All unnecessary addition steps can lead to a significant reduction in conversions.


Call to action (CTA) is your most important weapon to maximize your conversions and this is why you should pay more attention to them when working with content optimization. There are some basic rules you should follow to increase conversions:

    1. Use natural language. Natural language makes it easy for website users to accept a call-to-action and track it. Unnatural language creates a psychological barrier to transitions.
    2. Your CTA must stand out from the rest of the site. You can use white space, color, texture to highlight them.
    3. Use the arrows to point to your CTA. We are programmed by arrows.
    4. Make your CTA button red. This color is known to increase the transition.
    5. Change the content of “Buy Now” or “Sign Up Now” with more engaging content such as “Get the SEO guide now,” “Join the music community right now.” .
    6. . If your CTA includes a form, make it as short as possible. Long forms are known for lower conversion rates.

Do not use CAPTCHA in the form of CTAs.

Optimizing text and multimedia content

When it comes to optimizing text and media content, such as post or page on blog there are quite a few rules and trends to follow. The reason is content can be optimized for search engine, user experience, conversion and accessibility. There are some important optimization points you should consider when planning your content strategy:

  1. Lưu lượng video sẽ chiếm 80% lưu lượng truy cập web vào năm 2019. Đây là một điều quan trọng. Có thể mục tiêu của bạn không quan tâm đến video ngay bây giờ và do đó không phải vấn đề cấp bách để sử dụng video. Tuy nhiên, thực tế là video đã quá lớn và chỉ đợi để phát triển, có nghĩa là bạn phải tìm ra một cách để tích hợp nó vào chiến lược nội dung của bạn. Không phải là bỏ văn bản hoàn toàn mà sẽ rất tốt nếu kết hợp video và văn bản. Bằng cách này, bạn sẽ phục vụ cho đối tượng mục tiêu của mình tốt hơn và trang web của bạn sẽ được đánh giá cao trong tương lai.
  2. Chất lượng hơn số lượng. Bạn phải hiểu rằng những người theo dõi website của bạn sẽ bỏ qua cho bạn nếu bạn không đăng bài viết nào vào Thứ Tư. Tuy nhiên, hầu hết trong số họ sẽ không tha thứ cho bạn vì đã lãng phí thời gian của họ bằng một bài nội dung hời hợt hoặc vô nghĩa. Điều này áp dụng cho tất cả các trang, bài đăng, bản tin và các hoạt động truyền thông xã hội.
  3. Nội dung trên trang của bạn phải phù hợp với mong đợi của khách truy cập trang web, được viết (hoặc trình bày) đúng, không có sai sót và đáng tin cậy.
  4. Tiêu đề và siêu dữ liệu. Tiêu đề và siêu dữ liệu của bạn rất quan trọng không chỉ về mặt SEOmà còn là dấu ấn đầu tiên đối với khách hàng tiềm năng khi truy cập trang web. Ở đây bạn có cơ hội để nói với họ, tại sao họ nên chọn trang của bạn, thay vì các đối thủ cạnh tranh.
  5. SEO là một phần lớn của tối ưu hóa nội dung. Dù bạn làm gì, bạn cũng nên xem xét những thứ bạn làm sẽ ảnh hưởng đến SEO như thế nào. Lý do là công cụ tìm kiếm là phím tắt giúp bạn tiếp cận đối tượng khách hàng tiềm năng khổng lồ.

Tổng kết

Nói tóm lại, không có kết luận nào về tối ưu hóa nội dung, vì nó là một quá trình. Tôi hy vọng, bài viết này sẽ giúp bạn tiến gần hơn với mục tiêu tối ưu nội dung cho trang web/blog của bạn. Hãy chia sẻ bài viết nếu bạn cảm thấy hữu ích nhé.

Website Optimizer Guide from A-Z
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