Website optimization is a blanket term used to cover a variety of issues related to improving the functionality, business benefits and value offered by your primary marketing vehicle, your website.
One branch of website optimization is focused on Google and other search engines. Search engine optimization or SEO, is a process for achieving better position in the search engine rankings (SERPs). Fixing page elements and technical details, allows search engines like Google and Bing to more effectively crawl your site and index your content.
Optimization to increase the effectiveness and usability for your customers is often called usability analysis. Streamlining your site’s information architecture, layout and navigation allows users to search for and find the relevant information they are looking for quickly and easily. This is evaluated by measuring bounce rates, time spent on site, page views, returning visitors and generally gauging the “stickiness” of your website.