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Website performance and why it matters to SEO

Website performance and SEO

Website performance is integral to your customer acquisition and retention strategy. A fast loading well-designed website will get you higher search rankings. A well-designed website will also improve user experience and drive more clicks, enquiries, bookings and buys.  That means more revenue for you.

Paying for SEO and not getting the results you expected?   

Things like page load speed and cumulative layout shift matter to your search rankings. However, many companies still treat these as separate from SEO. As do some SEO providers. 

We take a holistic approach to SEO.  We understand the relationship between all of your online communications efforts.  With experts in both SEO and website development, we can ensure you get the results you need.  

Why website performance matters;

 1. Website performance impacts conversion rates

You may have the best products at the best price or offer the best service there is. But if your website takes too long to load your customer’s won’t wait to find out about them. Even worse is if your customers can’t find you online in the first place.

A study by Aberdeen looked at behaviour online and the impact of slow page loads. It found that conversion rates drop 7% and page views 11% for every second over two seconds a page took to load.  According to Google Small Business Blog, for each additional second, it takes a mobile page to load, conversions can drop by up to 20%.

For a business that generates $10,000 a day, that results in around $2.5 million to $4.5 million in revenue annually. 

2. Website performance impacts SEO 

Core web vitals – Load speed and layout shift – are now key measures used by Google to determine site rankings on search engine page results (SERPS).  That means, if your site performance is suffering, so will your SEO, making it harder for your customers to find you online. 

This was a relatively recent algorithm change by Google.  However, prior to that and still, just as important, website performance impacts user experience and therefore user engagement with your site and conversion rates. 

When a customer engages with your content, staying on your site, Google determines this is because you have relevant content based on their search.  Where content isn’t relevant, Google will drop rankings.  So with that in mind, we need to consider what happens when your website performance isn’t up to scratch

The Aberdeen study demonstrates that improved load speed results in better conversions – for every second beyond the two-second mark that a site took to load, conversion rates drop 7% and page views drop by 11%.  Similarly, bounce rates increase as users can’t be bothered sticking around to wait for the page to load. 

With high rates of users bouncing out of your site, Google would attribute those high bounce rates and low engagement with poor keyword relevance.  As a result, Google would drop your search ranking accordingly. 

3. Brand Image and Reputation

Imagine if a tech giant had a poor-performing website.  Would you feel confident in their capability?  

Your website is the face of your business online.  It is often the first and last experience a user or customer will have with you.   Therefore the experience they have with your website will influence the way they view your products and your services.  

Poor design and user experience, long load times and frustrating navigation where you can’t find what you need, are all going to impact users’ impressions of your business.  On the flip side, a well-designed website that delivers the right message and brand image will impact the value users attribute to your products and/or services.

Better Performance Means Higher Conversions – More clicks, more sign-ups, enquiries, bookings, and buys.  

If you want to win in highly competitive spaces online and in local markets, a business needs to start looking beyond the classic SEO principles.   A holistic approach to digital, including website performance, user experience, and SEO, delivers better search rankings, more traffic, higher conversion rates, and more revenue.

Many businesses lack the internal resources necessary to properly optimise their website for search engines let alone the technical ability to improve their website performance for optimal results. That’s why so many oot to work with experienced agencies.

How Found Online SEO and website professionals can help you.

Found Online SEO agency Sydney can help improve your website performance. We take a holistic approach to your digital marketing.  From SEO to website design and conversion rate optimisation to everything in between and beyond, our goal is to do the things online that you need to do to get more revenue. 

We get businesses in highly competitive and local markets to the top of page one search results and then we help convert traffic to sales.   

We’re so confident in our ability to help drive your business goals online, that, unlike other SEO providers, we have no lock-in contracts.  We believe great service and great results will keep our clients coming back. 

Our Web Performance Services

  • Complete site audit with recommendations to improve website performance
  • Mobile responsive website monitoring, development, and optimisation
  • Media compression and optimisation 
  • Hosting with lightning-fast delivery and CDN management
  • Seamless website migrations to new domains and/or hosting providers
  • WordPress and Shopify Installation and plugin upgrades
  • WordPress and Shopify customisations
  • Programing logic review 
  • Website design and development

Found Online delivers superior website performance

Found Online has a team of website designers and developers that can help you build a beautiful website with superior performance. From website design to website development and hosting, we deliver websites that load fast and convert more visitors to sales.

We are an SEO agency in Sydney that delivers Holistic SEO services.

Get in touch with us today on 02 7906 8405 or send us a website enquiry.

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What to expect from SEO agencies

What to expect from SEO agencies

podium representing what to expect from your seo

What to expect from your SEO is not so simple. That’s because no two SEO providers are the same and neither are the services they offer.  However, there are a number of things that most will include or offer as part of the services they provide.  Understanding these can help you decide which SEO provider you want to work with as well as to hold your SEO provider accountable.

The SEO industry has a bad reputation of agencies taking clients money each month, even locking them into lengthy contracts, and failing to deliver any real results.  Often clients are left confused as to what they are paying for.

Understanding what results you should expect, what you should see your SEO provider doing and understanding the different types of packages they offer will help you determine if you’re getting what you need and what you pay for.  

What is SEO?

SEO or Search Engine Optimisation is about increasing your visibility online via search engine results pages.  It is the process where the SEO provider makes necessary changes to your site in order for search engines to find your site easily and index it for specific keywords and search terms.  This will then mean you rank higher in search results for those keywords, and so will drive traffic to your website.

Reviewing SEO services on offer is a good way to determine what to expect from SEO agencies and your SEO agency in particular.

What to expect from SEO agencies

SEO Packages and what to expect from SEO agencies if you buy one.

Packages are often sold at a monthly cost per keyword.   However, while you might be paying for keywords, there is no place where keywords are bought except for PPC or Google ads.   Search engine optimisation is about generating organic search results and organic traffic.  Therefore, those costs are actually calculated based on the estimated time it will take the SEO to optimise a page or website for a given amount of keywords. 

What you are paying for essentially is the work that the SEO provider does for you.  Generally, that is calculated on man-hours (at their end) but you are charged on a number of words.   

The work they do will depend on what you pay and the agreed-upon package.  However, you should always know exactly what you are paying for upfront. 

What services to expect from SEO agencies

Generally, their work will include the following; 

On-Page SEO Services

  • Ensure the right content and structure of written content on your web pages. This includes search terms optimised copy, H2 and H3 headings, the right percentage of keywords used (no keyword stuffing), length of text, readability etc.   These are just a few.  
  • They may add text, update titles, add titles, recommend blog content or topics for you to post or provide content writing services to do this for you. 
  • Ensure that you have the best optimised media on every page and that it is titled and tagged correctly, including your search terms and keywords.
  • Updating seo titles and meta descriptions because this is how search engines know what a page is about.
  • Building internal links from pages and blog posts on your site to other, relevant pages and posts, because this increases crawlability and navigation.

Technical SEO Services

  • Monitor page experience or core web vitals and provide recommendations for fixes and improvements to ensure your site is functioning correctly.
  • This includes LCP or load speed, CLS or content layout shift (how much page moves on loading), mobile responsiveness, robot txt use, all site maps submitted correctly, and others.
  • Give accces to your Google Search Console account because this is where page experience is tracked.

Off-Page SEO Services

  • Build backlinks to your website through backlink outreach campaigns, guest blogging, and social media shares.
  • Manage backlinks including having those from “toxic” websites (websites with low domain authority that are irrelevant or spamy in nature removed.
  • Manage your Google my business page, reply to reviews, add posts and update links to your site
  • Local SEO services should include local directory listings.
  • Ensure consistency of NAP – Name, Address, Phone – in your footer, Google business page and directories online. 

Other things to expect from SEO providers

  • Provide regular performance and tracking reports with recommendations.
  • Manage your PPC / Google ads account
  • Access to Google analytics set up for you 
  • Access to search console set up for you

Tracking Reporting on SEO Peformance to expect from your SEO

Tracking and reporting is something to include in your list of what to expect from SEO agencies.  Every SEO agency should hold themselves accountable for their performance.  Ongoing monthly reports is a great way to ensure your agency does this.

Reporting to you should include; 

  • What keywords they have optimised your site for and what pages they have done that on.
  • How those keywords are performing for you – that is, what position you are ranking for those keywords and any change from the prior period (lost or gained).
  • Backlink audit report
  • Site audit – errors and warnings and recommendations to fix.
  • Traffic to your site and demographics – however this isn’t really necessary in a report as you should have access to this in both wordpress and Google analytics.  

Onboarding process to expect from SEOs

There is normally a set-up or onboarding fee charged.  This is normally where they will complete research to ensure you have the best search terms or keywords selected.   It may also include things like content plans, keyword mapping (what each page could win on and changes to make), competitor analysis etc.  

What to expect from your website developer

From your website developer (if separate from your SEO provider), you should expect the following.  That is in addition to web development and what you would normally expect.

Website Securtiy

  • WordPress do regular updates with security patches.  Your developer should update your site with the latest instalment of wordpress at a minimum. 
  • Updates and checks for conflicts between plugins and wordpress should be happening. 
  • A good security plugin is vital to monitor for and block security attacks.
  • Your theme and plugins should be up to date regularly to ensure hackers don’t take advantage of known weaknesses.
  • Confidence that, if they are managing your hosting, your site will not go offline.

Website Performance

  • Your website should be fast to load and coded correctly for this. This is because search engines now prioritise page experience and load speed is part of it.
  • Monitor core web vitals and fix problems to ensure your site is functioning correctly. This includes LCP or load speed, CLS or content layout shift (how much page moves on loading), mobile responsiveness, robot txt use, all site maps submitted correctly, and others.
  • Access to Google analytics and proper tracking set up for you.
  • Access to search console and proper tracking set up for you.
  • Add tracking code to track performance of campaigns (eg. traffic from social media or Google ads) and goal completions (what people do on your site so you can monitor conversions via analytics. This should drive improvements and strategy so you can increase conversions). 

You have every right to admin access to your site.  However, developers may be reluctant to provide this to avoid inexperienced website owners and editors making mistakes.   Respect that you can easily undo hours of hard work very easily.

What your SEO they should expect from you

There are a number of things you should do as a client to assist both your developer and your SEO provider.   That includes things like;

  • Providing complete and clear written as well as verbal briefs for any work whether it be project based or ongoing 
  • Compress images for them if you can.  Otherwise, ensure they understand you need their help with this.
  • Provide copy where you can or make it clear you need help. Your SEO can then quote accordingly upfront.
  • Don’t make an unreasonable amount of changes or alterations on the fly.  Know what you want and what you want to say first.  Many providers will try and be nice and do a lot of changes for you without charging you at first.  They may not want to sound petty or upset the relationship so wont mention to you that you are abusing their time. 

Not getting what you expected from your SEO?

If your SEO is failing to provide the results you expected, it’s time that you looked elsewhere.  However, be mindful that it does take some time to see results.  Don’t expect it to happen overnight but you should start to see ranking improvements in as little as a month or two. 

Your lack of overnight ranking success may not be the case of a lack of performance or work.  It’s best to raise your concerns with them.   

It’s also good to be mindful that search engines and the digital space are continuously evolving.  Google make changes to their algorithms daily.  A good SEO provider will plan and strategise for the best results but it could be possible that some things were out of their control.   

While you may agree on a package, your SEO provider may also need to make changes to their plans, ramping up one element and another down, as time goes on in order to deliver the best search results.   If this is the case, your provider should make you aware of changes and the reason why at the time.  

Working with Found Online

Found Online SEO agency Sydney takes a holistic approach to SEO.  That is we work across all digital platforms and manage all aspects of activity online in order to get better search results faster for businesses in competitive markets.  

Contact us to see what Found Online can do for your business on 02 7906 8405 or send us an email at info@foundonline.com.au.