Website Optimization Tips

7 out of 10 of my projects start with fixing what most people ignore. This includes: - making copy easier to read - making images informational - making product name impactful Simple, but yet forgotten. In this post, using URturms example, I'll be sharing 11 underestimated changes that can increase your website sales. 1. Adding breadcrumbs. Important if you drive ad traffic to the PDP directly. They take shopper to the parent category page. Reducing bounce rate. 2. Adding a badge. Like "Bestseller", "Most Loved", "Few Left". This reassures the shopper that they're making the right decision. 3. Making images easier to swipe. Add a sneak peek of the next image along with navigation dots that show the count. Cap them at 8. 4. Making the product name impactful. Add key USPs. Show your current product name to 10 people. Do they understand what it is? 5. Add a short description below product name. Keep it in 1 line. Highlight it's most important feature here. 6. Consider adding an offer close to price. This motivates the shopper as they see some potential savings or benefit. 7. Highlight key product strengths in bullets or with icons. Avoid sentences. Keep this before the add to cart CTA. 8. Keep your add to cart CTA full width. Don't combine it with quantity or another CTA next to it. Make sure it's readable and prominent. 9. Highlighting shipping time or return policy below the CTA. This solves for common questions - when will I get it? can I return it? 10. Cross-selling complementary products. Like bottoms with tops. Earrings with necklace. Do this close to the add to cart CTA. 11. Adding 'Benefits' to your accordion. This gets a higher click through rate, while helping shoppers understand why they should buy this. Other UX/UI changes I did: - Removed quantity button - Made the information bar non-moving - Removed log-in, moving search next to cart - Changed the font for product name and CTA - Increased font size in places for better readability Found this useful? Let me know in the comments! P.S. If you want to maximize your PDP’s potential, start by understanding your visitor's behavior and the gaps. Get heat maps for your site (Microsoft Clarity is free). Observe what they like to (and don't like to) interact with.

Sound familiar? "We invested in SEO before… but the results faded." The “Set & Forget” SEO mindset: - Publish once and hope it ranks forever - Never refresh old content - Treat SEO as a project, not a process The “Continuous SEO” approach: - Refreshes content regularly - Updates keywords for AI-driven queries - Treats SEO as a system, not a task Because here’s the truth: AI-driven search accelerates content decay. If you don’t keep updating, your competitors (who are feeding AI fresh signals) will push you out. 📝 Quick Checklist to Stay Visible in 2025: - Refresh your top pages every quarter - Add conversational FAQs for AI/voice search - Update stats, examples, and case studies regularly - Repurpose content into multiple formats (blog → LinkedIn → video) If you treat SEO like a one-time project, your leads will dry up. If you treat SEO like a continuous system, your pipeline will thrive. When’s the last time you refreshed your best-performing content? __________ 👩💻 I'm Fonthip Ward Please feel free to reach out for a friendly SEO chat.

Here’s the exact AI content strategy I use to take sites from page 5 to page 1 in 2025: 1) Topical Mapping • Start with a root topic. Think “Digital Marketing,” not “How to run Facebook Ads.” • Use ChatGPT to break it into subtopics + FAQs. This is your first-pass topical map. • Validate each subtopic by checking traffic potential via tools like Ahrefs/SEMRush. • Organize content into silos (pillar + clusters). Every piece should fit somewhere. 2) AI Content Workflow (the right way) • Don’t write and publish raw AI. You’ll get nuked. • Use AI for draft generation and outline speed. • Human editor polishes for tone, accuracy, and nuance. (Or use a tool like SurferAI) • Inject real experience, stats, or original examples. That’s how you stand out. • Cap output to ~3–5 articles per day/site. Don’t trip Google’s velocity radar. 3) Entity Optimization (critical in 2025) • Think beyond keywords - identify key entities for your niche. • Use tools like SurferSEO to extract relevant entities from top pages. • Weave entities naturally into headings, body copy, image alt text, etc. • Use internal links to connect related entities and pages. • Use schema markup to help Google understand entity relationships on your site. 4) On-Page Setup for AI Content • Match search intent by checking SERPs and aligning format with top-ranking pages. • Main query in H1. Subtopics covered in H2-H3. • Answer user query as fast as possible. • Add internal links to parent and sibling pages. • Include media (images, video embeds, infographics) to lower bounce rate. • Write naturally. Google's NLP understands natural speech patterns. Explain topics as if you're talking to someone in conversation. 5) Topical Authority Building • Cover each topic fully to position your site as the best resource in that niche. • Avoid shallow posts. Go deep. Expand on how-tos, FAQs, comparisons, pros/cons. • Build out each silo based on topic size and search demand. • Revisit old posts monthly. Merge duplicates. Expand thin content. • Use internal links to connect related articles within the same silo. 6) Link Building That Complements • Don’t build links to garbage AI content. Clean it up first. • Focus on niche-relevant guest posts, citations, and digital PR. • Use branded anchors primarily. Sprinkle in partial matches where it makes sense. • Internal links do 80% of the work early on. Don’t ignore them. 7) Content Maintenance Between Core Updates • Track rankings in GSC or Ahrefs weekly. Flag drops and check affected pages. • Add new internal links when publishing fresh content. • Update old pages with new data, media, and search queries from GSC. • Remove deadweight content that doesn’t rank or convert.

An ecommerce company recently approached my team to do an email audit as they were facing challenges with low open and click-through rates. After analyzing their email account, here are our main recommendations to revive their email marketing channel: 1. Strategic Email Segmentation: Currently, your emails lack personal relevance due to a one-size-fits-all approach. This is a crucial area to address. Action Plan: Implement segmentation based on purchase history, engagement levels, browsing behavior, and demographic information. 2. Personalized Content Creation: Generic content won't cut it. Your audience needs to feel that each email is crafted for them. Action Plan: Develop emails specifically tailored to the different segments. This includes curated product recommendations, personalized offers, and content that aligns with their interests. 3. Subject Line A/B Testing: Your current subject lines aren't doing their job. You need to be implementing ongoing A/B subject line tests, as this is low-hanging fruit to improve your open rates. Action Plan: Regularly test different subject line styles and formats to identify what resonates best with each segment. Keep track of the metrics to inform future campaigns. 4. Mobile Optimization: A significant portion of your audience reads emails on mobile devices. Neglecting this is causing a decrease in your email engagement rates. Action Plan: Ensure all emails are responsive and visually appealing on various screen sizes. Test your emails on multiple devices before sending them out. Additional Campaign Strategies We Recommend: - Launch a Monthly Newsletter: This should include new arrivals, style guides, and user-generated content. It’s an excellent way to keep your brand in the minds of your customers. - Seasonal Campaign Integration: Tailor your campaigns to align with holidays and seasons. This approach can significantly boost engagement and sales during key periods. - Re-Engagement Campaigns: Specifically target subscribers who haven't interacted with your brand recently. Offer them unique incentives to rekindle their interest. Next steps: 1. If you found this helpful, please leave a comment and let me know. 2. If you own/run/work at an Ecommerce company doing at least $1 million in annual revenue, message me so my team can audit your email channel to see if there's a good fit for working together.

“We need to create more content.” That’s the first thing many founders say when their blog growth stalls. But what if I told you the real secret to driving more organic traffic... Isn’t about creating more? It’s about updating what you already have. When I worked with a women-led wellness brand last year, we didn’t pump out 20 new blogs a month. Instead, we: ✅ Audited old posts ✅ Refreshed stats, examples, and SEO ✅ Improved formatting for easier reading ✅ Updated CTAs to match new offers The result? 🚀 40% increase in organic traffic—just by updating old content. Here’s why this strategy works so well: 🔹 It boosts your brand’s credibility (up-to-date = trustworthy) 🔹 It drives consistent traffic from Google SERP 🔹 It provides a better user experience for your readers 🔹 It saves you from the constant "new content hamster wheel" 🔹 It opens more SEO opportunities to maintain and grow your rankings In the health and wellness space, where information evolves fast, updating your content is a sign of leadership and care. ➡️ More isn’t always better. ➡️ Better is better. What do you think?

When I was head of growth, our team reached 40% activation rates, and onboarded hundreds of thousands of new users. Without knowing it, we discovered a framework. Here are the 6 steps we followed. 1. Define value: Successful onboarding is typically judged by new user activation rates. But what is activation? The moment users receive value. Reaching it should lead to higher retention & conversion to paid plans. First define it. Then get new users there. 2. Deliver value, quickly Revisit your flow and make sure it gets users to the activation moment fast. Remove unnecessary steps, complexity, and distractions along the way. Not sure how to start? Try reducing time (or steps) to activate by 50%. 3. Motivate users to action: Don't settle for simple. Look for sticking points in the user experience you can solve with microcopy, empty states, tours, email flows, etc. Then remind users what to do next with on-demand checklists, progress bars, & milestone celebrations. 4. Customize the experience: Ditch the one-size fits all approach. Learn about your different use cases. Then, create different product "recipes" to help users achieve their specific goals. 5. Start in the middle: Solve for the biggest user pain points stopping users from starting. Lean on customizable templates and pre-made playbooks to help people go 0-1 faster. 6. Build momentum pre-signup: Create ways for website visitors to start interacting with the product - and building momentum, before they fill out any forms. This means that you'll deliver value sooner, and to more people. Keep it simple. Learn what's valuable to users. Then deliver value on their terms.

There’s been growing debate in SEO circles recently about whether freshness matters as much in AI search as it does in traditional SEO. Ahrefs just gave us the most concrete answer to date. They analyzed 17 million citations across AI platforms like ChatGPT, Copilot, Perplexity, Gemini, and Google’s AI Overviews, and put some light to it: ‼️ AI assistants prefer fresher content. On average, 25.7% newer than what ranks in traditional organic results. This trend is strongest on ChatGPT, Perplexity, and Copilot. Interestingly, Google’s AI Overviews buck the trend, showing a preference for older content similar to classic search. So freshness isn’t equally weighted everywhere, but if you're trying to earn citations in non-Google AI environments, fresh updates can give you an edge. What does this mean if you’re a brand transitioning from traditional SEO to AI search? 1. You need a dual-content strategy. Google still dominates traffic, but AI assistants are gaining influence. That means balancing long-form, evergreen content (for authority) with fresher, updateable assets (for AI visibility).     2. Structure matters more than ever. AI assistants cite clear, concise, well-formatted content like definitions, bulleted lists, answers above the fold. Think less bloggy, and more referencable.     3. Don’t update just to update. Publishing a low-value post every week won’t move the needle. But refreshing a cornerstone guide with real improvements might get it cited in a Gemini or ChatGPT result tomorrow.     4. Brand authority is the long game. AI assistants don’t just cite the freshest, they cite the most trustworthy. Building topical depth, earning mentions, and showing up consistently across platforms still matter more than any single update.     5. You need to track AI search exposure. Traditional rank tracking won’t tell you if you're cited in an AI output. Tools like BrandRadar and RankScale are emerging to fill that gap.     Freshness is a lever not a strategy, but a lever you can’t ignore. Image credit: ahrefs .com

Don’t write more. Fix what’s already working halfway. Every brand has a goldmine of underperforming content sitting in their archives. The kind that used to rank, used to convert, and now quietly collects dust. But here’s the secret, you don’t always need new content to get new results. You just need a smarter audit. Here’s how I make old blogs rank again: → Check performance trends ↳ Use Google Search Console to spot pages losing clicks or impressions over time. ↳ Decline = update opportunity. → Analyze search intent shifts ↳ Maybe the topic evolved, or Google’s priorities changed. ↳ Rewrite to match what users now search for, not what they did two years ago. → Refresh and restructure ↳ Update outdated examples, add visuals, improve headings, and optimize readability. ↳ Modern formatting = stronger dwell time. → Rebuild internal links ↳ Point new articles to your refreshed post and vice versa. ↳ Every link sends fresh trust signals back to Google. → Republish strategically ↳ Update the publish date, submit to GSC, and reshare it across your channels. ↳ Make it feel new again to both search engines and readers. - Old content doesn’t fail, it fades. - A good SEO knows how to revive it. Want me to audit your old content and make it rank again? Let’s do a content refresh that actually delivers results.

50% of Google searches now result in AI summaries. Businesses must optimise content accordingly.  Ranking first in Google is no longer the only goal. AI engines are quickly gaining in popularity for discovery.  (ChatGPT, Claude, Perplexity, Gemini) If you want your brand to be visible across the board,  You need to put energy into optimising for AI-driven search (AEO/GEO). Google rankings can still bring traffic.  But AI-driven rankings are shaping recommendations and buyer intent. This is what businesses need to dominate search in 2025 👇 ➡️ Step 1: Be Found (SEO)  ↳ Search engines still matter, but they’ve changed. You need to: ✅ Nail the fundamentals: fast site, schema, structured data. ✅ Build clusters around full topics, not just keywords. ✅ Own authority with consistent on-page optimisation and backlinks. This is a prerequisite to entering the conversation. ➡️ Step 2: Be Chosen (AEO)  ↳ AI Overviews are now the front door of discovery. To win, you must: ✅ Optimise for voice queries, FAQs, and instant answers. ✅ Structure content so LLMs can “lift” your answers directly. ✅ Prioritise clarity, short snippets, and schema-rich responses. If you aren’t AI’s first choice, you will be invisible. ➡️ Step 3: Be Cited (GEO)  ↳ Generative engines reward those they can reference. To earn citations: ✅ Create high-trust, insight-led content. ✅ Publish data, original thinking, and frameworks AI can reference. ✅ Use prompt-led publishing to match how people query LLMs. If the machines don’t cite you, humans won’t find you. ➡️ Step 4: Be Scaled (AIO) ↳ AI has changed the economics of content. Scale comes from: ✅ Automating content production without losing voice. ✅ Repurposing into multiple formats (text, video, carousel). ✅ Using AI for editorial planning, clustering, and coverage. This is how you compete on volume without burning resources. ➡️ Step 5: Be Dominant (SXO) ↳ Winning in 2025 isn’t about ranking. It’s about owning the ecosystem: ✅ Stack SEO + AEO + GEO + AIO into one system. ✅ Dominate a niche with topic-layering across search, AI, and platforms. ✅ Push traffic off platforms into owned channels (newsletter, community). Search in 2025 is no longer a single-channel game. SEO is the foundation. But... → AEO earns you visibility in AI overviews.  → GEO secures citations inside generative engines.  → AIO and SXO let you scale and own the ecosystem. The businesses that start adapting now will catch this rising tide.   The ones that don't risk losing traffic and customers. That's exactly why I'm building Searchable.  It's an Autonomous SEO & AEO Growth Engineer. Join the waitlist here 👇  https://lnkd.in/epgXyFmi Have you started optimising for AI search?  Share your experience in the comments. - - - - 📌 If you want a high-res PDF of this sheet: 1. Follow Chris Donnelly. 2. Like the post. 3. Repost to your network. 4. Subscribe to: https://lnkd.in/eUTCQTWb

Content Refresh Strategy: How to Regain Rankings Without Publishing More Most brands respond to traffic drops by publishing more content. The data shows that’s often the wrong move. Studies across large content sites indicate that updating existing high-potential pages can generate faster ranking recovery than net-new publishing, especially after core algorithm updates. In many cases, underperforming pages are not weak — they’re outdated. ⸻ Why Content Decays Search intent evolves. Competitors improve. SERPs change. Common causes of decline: • Outdated statistics • Thin or surface-level explanations • Weak internal linking • Missing structured formatting • Competitors adding depth and clarity Google rewards freshness and completeness, not just age. ⸻ The Refresh Framework We Use at Preo Communications 1. Identify High-Impression, Low-CTR Pages Search Console reveals where visibility exists but engagement underperforms. 2. Expand Topical Depth Add updated data, clearer explanations, and layered intent coverage. 3. Improve Structure Stronger headings, concise summaries, and scannable formatting improve extractability. 4. Strengthen Internal Links Connect related pages to reinforce authority signals. 5. Upgrade Title & SERP Messaging Refining positioning alone can lift CTR without changing rankings. ⸻ Why This Works Refreshing content: • Preserves existing authority • Improves crawl efficiency • Signals ongoing relevance • Requires less resource investment than net-new production In many cases, the fastest growth comes from optimizing what already ranks. ⸻ Bottom Line Publishing more is not always the answer. At Preo Communications, we focus on strategic refresh cycles that protect and compound organic visibility — instead of chasing volume.