Let’s look at five specific reasons to optimize your site immediately and to continually optimize your site over time.

1. Make your website useful for your specific audience

Marketers sometimes feel as though they’re at odds with Google. The search engine fails to rank their best content

In reality, though, your goals and Google’s are the same:

  • Serve up the best possible content for your audience
  • Create a positive website user experience
  • Prioritize content that offers significant value

2. Grow your organic traffic

The average business spends about 1 percent of its total revenue on advertising. If your business revenue is $1 million per year, you might spend $10,000 on advertising.

3. Capitalize on existing traffic

When people visit your website, you don’t want them to poke around and leave. Instead, you want to make a lasting impression and encourage them to return.

4. Force your website to work harder

Anyone can build a website — even a beautiful website — but far fewer can create a website that reliably produces conversions. After all, the average conversion rate across all industries is less than 2.5 percent.

5. Give your audience what they want and expect

You have an ecommerce site that sells shoes. A customer needs a new pair of running shoes and conducts a Google search for the best shoes for runners. You’ve written a long, in-depth blog post about choosing running shoes, including brand recommendations and information for different types of runners.

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