Website optimisation is the art of making your website findable. That's not just generally findable (it's there if you Google it by name), but findable by people who are looking to buy what you are selling but don't know you yet.
Optimisation includes the way the content is written, and whether it is easy to read, useful, and contains the keywords are using. The links that are pointing in at your web pages are also important. Good ones boost your SEO, while bad backlinks can get you penalised. It even incorporates the micro detail of the way pictures are labelled and the metadata at the back end.
You would be forgiven for thinking that because website optimisation is so important, that every website would be optimised to the hilt. Sadly this just isn't the case. Most websites are just digital brochures hanging in space looking pretty (if you are lucky) and not actually doing anything to help clients find you, engage with you or make the decision to buy from you.
Which is a shame.
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