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Website Optimization

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Digital Marketing - Study Notes:

What is website optimization?

It's the art of creating and continuously improving websites to improve the visitor experience, which is going to help result in higher visitor satisfaction, a better user experience, and high repeat visit and conversion rates.

What does it involve?

UX involves three aspects:

  • UX: UX is short for user experience. That's how a user is actually using your website. It needs to be as easy to use as possible.
  • Design: This involves how your website is laid out, such as the visual components of your website. Is a sidebar on one side? Where's the navigation?
  • Display: This involves how a website displays information, so the graphics and the text of a website.

All of these things work together to create a better more optimized website experience. It's going to also help users find the information that they're looking for and lead them to make a purchase, sign up for your email list, or whatever else you want them to do.

What is SEO?

SEO is basically making sure that a website's information is organized correctly, so that's going to make sure that your website is optimized correctly for SEO, and that's going to make sure that your website can be found on search engines by users.

There are a few terms that you need to know for SEO best practices:

  • Metadata: This is the meta title tags.
  • Description: This is the information that users see when they're looking at search results.
  • Site map: This is a list of all the pages on your site including blog posts and search engine crawlers use these to index your website.

The difference between website optimization and SEO

What’s the difference between web site optimization and SEO?


Website optimization deals more with the actual experience of the user, so making the website easy to use. This includes the formatting of the content, the buttons they click on, the interactive elements, the branding, the color, images, and things like that.


SEO is making it as easy as possible for search engines to find and index your website content. Search engines also want your content and your website to be user friendly so it works really well together. This includes keyword usage, what content or text is in the headers and titles.

SEO is basically, what is in place to help your website viewers get to your website and then website optimization is their experience once they get there.

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Please note that the module slides are designed to work in collaboration with the module transcript document. It is recommended that you use both resources simultaneously.

Digital Marketing Resources:

Kelsey Jones

Digital Marketing Consultant and Writer

  • 9 years’ experience in SEO and writing for the web
  • 17 years’ experience in HTML
  • Experience writing content for small and large brands
  • US Search Awards Judge 2014, 2015, 2016
  • The Drum US Search Awards Judge 2017
  • Former Executive Editor, Search Engine Journal, 2014-2017

The following pieces of content from the Digital Marketing Institute's Membership Library have been chosen to offer additional material that you might find interesting or insightful. While relevant to this module, you will not be assessed on this content.

You can find more information and content like this on the Digital Marketing Institute's Membership Library


    Website Optimization
    Kelsey Jones
    Skills Expert

    This module introduces key concepts underpinning effective website design and the purpose of website optimization. It will enable you to build and publish a simple, well-designed, and optimized website using WordPress that is aligned to specified business goals. The module also covers how to use metrics to capture, track, and measure website activity to develop deeper insights.