Why Your Marketing Team Should Focus on Web Optimization over SEO

Posted By Beth Crawford & Scott Mikus

Many organizations put significant time and money into their search optimization and neglect web optimization.

Big mistake. Big mistake. While SEO can help improve search rankings and increase inbound traffic, it’s just as important to spend time optimizing the site’s content, user experience and design.

If you don’t, your website could be a dead-end for would-be prospects. Your SEO initiative could drive more traffic to your site. But once visitors get there, they won’t be able to find the information they’re looking for. After a few seconds, they may leave your site and go hunting for what they need on your competitor’s website.

In working with our clients here at Crawford/Mikus Creative Marketing & Design, we have found that the best websites have a lot in common with large-scale retail or wholesale distribution centers.

Step inside a distribution center. You’ll find a sophisticated inbound and outbound hub for procuring, managing, distributing and tracking products across the entire supply chain—from the point of production to the point of sale. Unfortunately, too many websites resemble outdated warehouses – with aging content and idle inventories.

Does your website provide an effective distribution hub for inbound and outbound marketing, brand-based messages and valuable interactions with prospects and customers? To determine if your website is optimized, ask yourself these 5 questions:

  1. Is your website looking tired, with outdated design and content?
  2. Is it difficult for visitors to find the latest branding and messaging on your website?
  3. Does your website provide a less-than-optimal user experience for the growing number of visitors who will access your site through their smartphones or tablet PCs?
  4. Is your website relatively static, lacking a constant stream of fresh content in the formats that your prospects prefer, including text, video, podcasts, blog posts, white papers and eBooks?
  5. Is it hard for your prospects to navigate your website and access the information they’re looking for?

If you answered “Yes” to more than one of the above questions, your website could be a good candidate for optimization.

With the right content, the right navigation, the right site structure and the right design, your optimized website can become a high-functioning distribution center for driving your integrated marketing and sales initiatives.

Do you think marketers focus too much time and resources on SEO rather than website optimization? Please share your ideas in the comments or tweet us at @crawfordmikus and let us know what you think.

Our Free Website Optimization Assessment can show you how to transform your site and deliver better results from your integrated marketing and sales campaigns. Learn how by calling us today at 404.875.7753 or emailing Scott Mikus at scottmikus@crawfordmikus.com.

by Scott Mikus | Comments Off