Web Optimization Blog

I have noticed that variations on the term “web optimization” are increasingly bringing traffic to the blog - “what is web optimization’, “how to do web optimization”, for example.  In checking my stats, these variations were by far the top terms in the past 90 days.  This just tells me it’s time to describe this in fuller detail.

Web optimization is much bigger than increasing your Google page rank, increasing your page views, having a sexier design, identifying web analytics KPIs or any of the other facets of the prism you can name.   While each of those activities is important, and we are happy that there are people who focus on them intently enough to become subject matter experts, none of them can stand alone.  None has the magic pixie dust that will, if sprinkled correctly, yield the optimal web experience for users and beaucoup dollars for the site owners.

The evolution of these different disciplines, while important and necessary, has had some unfortunate side effects.  The surveys I conducted in Dec/January reflect an example of these side effects.  Web analytics practitioners are often isolated in their organizations. They have significant challenges in getting people to listen and take action.  The person they report to is frequently not at a high enough level to effect changes across the site.

Web optimization is the “big tent” that not only welcomes, but actually needs all disciplines.  To optimize, site owners must utilize complementary solutions that enable them to bring together data from different sources so they can make informed decisions.

We are out in the market every day, talking to companies about their web properties.  What we know is that companies are tired of being confused, and are looking for a way forward. And that way combines these elements:

1. Strategic alignment - ensure that the site strategy is aligned with business goals
2. Structural integrity - ensure the site is structurally sound and is delivering a good visitor experience and that the key areas are being continually optimized.
3. Governance - implementation of solutions, methods and practices that facilitate continuous improvement and monitoring of digital assets all across the organization, for quality and compliance metrics, search optimization, web analytics measurements, survey results, advertising campaign effectiveness.

You can not optimize in a sub-optimal environment.   The fragmentation has to stop.  It is costly and inefficient.  Companies are spending huge amounts of money, hiring agencies, buying solutions, and training employees to create, manage, market and monitor web sites, and this fragmentation muddies the waters and keeps companies from truly understanding whether their activities yield - or are even capable of  yielding - the results they want for themselves and their visitors.

This message is resonating loud and clear with the people we talk to.  It clears away the “magic pixie dust” cacaphony that surrounds and bombards their senses every day.   It’s water in the desert, light in the dark, it’s……well, i’ve run out of pithy metaphors, but you get the picture

Do you agree or disagree?  What are your observations?