SEO Step2:

Solution Delivery

Identifying Site Bottlenecks and conducting deep internal research on pain points is the first step to ensuring a time efficient and optimal website development and SEO. Once a list of points are made, follow the steps outlined below to roll out your implementations.


Research Solution Channels

There are a number of methods that can be used to solve your website’s identified SEO bottlenecks, and the first step is to conduct deep research to determine the most effective method to utilize.

3rd party software/consultations and/or plugins

There is a limitless pool of resources online that suggest they can automate the optimization process. For WordPress websites, there are plugins that are capable of website optimizations. For example, if a website has quite a few large-sized image, and manual means of compressing each file isn’t feasible, Smush Image Compression & Optimization is an exceptional plugin that can compress images automatically.

Another plugin for WordPress websites that has a lot of versatility is Autoptimize. Users can have the plugin optimize JavaScript, HMTL, CSS, and some image compression functionality. When used on the SOMAmetrics website, Autoptimize was able to increase the Performance and Accessibility scores by over 40%.  Consequently, we would highly recommend Autoptimize to any WordPress website owners.

Alternative Website Elements/Designs

Although plugins may be an effective alternative given the current status of your website, sometimes the only way to move to a more optimized website is to change certain elements of the website design.

For example, Google’s Accessibility tab is very critical of graphical elements, such as elements that have barely distinguishable colors or unorganized layering of pictures. Thus, it is necessary to have a graphic designer on hand to support the rolling out of graphic changes. Another reason website designs may have to change is due to a lack of mobile readiness.

Manual Code Reconfiguration

The last resort for managing a website that is not optimizable via plugins or alternative website design changes may require a manual code reconfiguration. For example, a specialized website developer might have to go into the HTML/JavaScript/CSS code and write/edit code to find a more optimized solution. We suggest this as a last resort, as this is a very technical task, and requires someone very accustomed to working in website development to create the elements and features you would want from an interactive, yet lean, website.

Categorize and Prioritize Bottlenecks

Once the research solution(s) are identified for each problem identified, it is necessary to prioritize which bottlenecks are of critical utmost, versus bottlenecks that are non-critical and can be implemented at later times. The best way to categorize the bottlenecks is by identifying which pages the bottlenecks exist on and sorting them by which pages have the highest traffic. This strategy is based in the philosophy that higher traffic pages should be the first to be fixed earlier. A different strategy can focus on fixing foundational problems first, and then fixing aesthetic issues later. Regardless of the strategy, I highly suggest that after creating these categories, you develop a timeline that these “waves” of changes can be rolled out so ensure consistent positive edits to the website.

Communicating with Other Business Units

It is key that throughout the website editing timeline, there are not other compounding variables that will hinder the measurement of the effectiveness of website changes. For example, if a wave of changes are made, but then the marketing team rolls out a “buy one get one free” discount on a webpage, then the data will highlight a significant skew for that one page. Consequently, during the analysis phase, it will be very difficult to understand what positive results were driven by the discount versus the website changes. Thus, it is critical that the website development team work with other internal business units to ensure no significant actions are taking place over the same time of the changes of the website. At larger companies, this will be significantly hard to avoid, so I suggest that even being aware of the marketing/auxiliary events and their impact is important so to understand the possible skews in data.

Rollout the First Wave of Website Solutions

Once the following steps have been concluded, your website is ready to see the first set of changes. It is important that all members of the website team are aware of what changes need to be made, and for what reasons. Once these changes have been implemented, check out our next article: SEO – Analyzing Next Steps!