Law Firm Web Marketing


3 Critical Tips for (Backend) Website Optimization

 Website OptimizationWebsite optimization (also known as "on-site SEO" or "on-page optimization") is the process of fine-tuning a website for better performance. When website optimization is done correctly, improvements in performance can influence search engine rankings (SEO) as well as conversion potential, or "CRO" (conversion rate optimization.)

The processes of website optimization typically focuses on the "backend" of a website, or the content and elements that are not visible by users. This can require the need for a technical website expert, or proficient website optimization company.

If you do have a technical SEO expert on staff and do not need to consult a website optimization company or optimization specialist, below are some tips to get you started. These website optimization tips can help your company's web presence and usability in more ways than one.

Backend Website Optimization Tips

Optimize the Page URLs

There are a few rules of thumb for URLs when optimizing a website's backend. They ought to be less than 155 and contain read-able words that reflect your SEO targets (not auto-generated jumble like ""

The ideal thing when conducting website optimization is change URL structures so that your site uses "keyword optimized" URLs. This will significantly help your company's SEO efforts.

Lastly, this scenario can happen if a site issues session IDs (which is common when using CMS platforms to run a website). Session IDs are issued any visitor visiting the page. Hopefully your technical expert, or website optimization company, can figure out a way to change unwanted CMS-generated URLs to more SEO friendly URLs.

Duplicate Meta Descriptions and Title Tags Pinpointing

Another common aspect of website optimization are page titles and Meta descriptions. Page title tags and Meta descriptions need to be distinct for each page. In case of duplication, you can use Google Webmaster Tools to detect them.

Other than being distinct, meta descriptions and title tags should :

  • be relevant, incentivizing and compelling (to lure in search engine users who see your website's listing)
  • include a primary keyword targets (to establish keyword relevancy for SEO)
  • have a maximum character length of 70 for titles and 155 for meta descriptions. This is to ensure that both are displayed in search results without minor omission

Pinpoint and Fix Mishandled Redirects

Ensuring proper redirects is critical for both SEO and CRO, and should be done for any website. They may happen to use 302 redirects (that are not permanent) instead of 301 redirects (which is permanent.) 302 redirects never pass any link value (for SEO), so this pinpointing process should be executed during your company's website optimization efforts.

Sometimes Google Webmaster Tools is an effect resource for this task, but other website auditing and optimization tools can be more efficient. The SEO Powersuite is a great investment for company's with an in-house SEO team.


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