Semalt Expert Specifies Connection Between Conversions, Traffic, And Website Performance

When dealing with on-site factors for content marketing, SEO, and other inbound strategies, we fail to realize how site performance affect traffic and conversions. In most cases, people focus on the structural and the aesthetic elements only. Structural elements of a website include items such as title tags and meta tags in the HTML code of your site. On the other hand, aesthetic elements refer to factors like the web design elements, keyword selection, and content choices. As much as these factors have a crucial role in optimization of your website, there is more to this equation. Other factors play a critical role in this process might include the operation of the site. In the functioning of a website, website performance is a factor you may need to consider.

Website performance is the feel and response of a browsing experience of a website by the user. It can be affected by issues like server speed, traffic, bandwidth allocation and the code itself. When optimizing websites for speed, the use of smaller size resources and mobile page integration are some of the crucial factors you may need to factor in for your site.

Ross Barber, the Customer Success Manager of Semalt Digital Services, defines some factors of website performance that can affect the traffic and conversions:

1. Site Uptime

This is the time your site is live. For you to get and impress your customers, your website should be up. People hate facing an error 404 message upon visiting a web page. As much as the error won't affect your rank, it affects customer experience and feedback. Websites which go off at certain times need a fix on this. A 301 redirect can be a quick fix solution.

2. Mobile Performance

The performance of your website in mobile devices affects ranking after Google's "Mobilegeddon" update 2017. Many internet users rely on cell phones to access most sites. Your web design criteria should include a mobile friendly site for users on phones. Google can penalize sites without a mobile page view through ranking.

3. Site Speed

The time it takes for pages to load on your website is a ranking factor. Search engines rely on the "page load time" as a method of ranking websites with similar keywords. You can increase your "site speed" by making adjustments such as increasing bandwidth allocation or using images and other files which are smaller in size.

4. Content Availability

It is essential to counter check the supply of every information on every page of your website. Broken content such as missing images can affect your ranking. Fixing any missing content is important. For the case of media files, a simple 301 redirect can fix things up temporarily, but you may need a permanent solution.


Any online effort to gain a rank in search engines or increase traffic must involve optimizing the website and content. In any internet marketing strategy, the impression of the end consumer is usually the primary goal. The way the site feels and the browsing experience a person enjoys while surfing is in the web design, development, and hosting. When these aspects of website performance are optimized, the search rankings are likely to improve, the traffic will increase, and finally, customer response in reviews will be positive which will ultimately increase the conversions on your website. The results do not turn on immediately these changes are applied. Instead, they improve as you make necessary adjustments to your site.

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