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Your Website Isn’t a Fish and More Truths You Should Know

Just like diving into the complex world of fish keeping, venturing into website optimization can be surprisingly intricate. I recently inherited an aquarium with fish already established and thought, “Hey, this will be fun!” As a first-time tank owner, I quickly learned that maintaining a healthy aquarium environment is no small feat.

This realization isn’t unique to me—many beginners assume it’s as simple as placing fish in a jar of water and occasionally feeding them. Now, I find myself constantly testing the water for harmful minerals and compounds, adjusting the tank setup, and performing frequent water changes, dedicating a significant amount of effort to care for creatures whose routines are limited to eating, sleeping, and swimming. This experience parallels the ongoing commitment required in website optimization, where continuous attention and adjustments are crucial for achieving a thriving online presence.

At Least Your Website Does More Than a Fish

Of course, I find this to be a wonderful euphemism for a lot of first-time website owners. A website does more than a fish, but new website owners are just like new fish owners.

“Sounds like fun!” they say, thinking of happily throwing up this product on their site, or that service. They see websites as static things, never changing, never really growing, just kind of… being there. Waiting for them to put up their products, yes, but otherwise just quietly doing the job of bringing buyers in.

It’s far from the truth.

In fact, as I tested my aquarium water for the umpteenth time, I couldn’t help but compare it to the client we have whose website has a reaction time of about 5 minutes. This means we make a change and it’s apparent in their listings almost immediately. Everything we do has to be carefully tested beforehand. Everything has to be tweaked in minuet increments or we lose visibility now.

Having said that, it doesn’t mean that we just let it be, either. The continued health of a website is dependent on that testing and tweaking. Rather than be static, a website is something fluid – living. Organic.

Here are three truths you have to keep in mind if your website optimization strategy is going to succeed.

1. Growth Is Imperative

Your website has to grow. In general, a static website with no growth shows search engines that the site is dead. Growth is anything that keeps the site fluid, either by creating content or recycling. In search, content is king: infographics, relevant images, white papers, blog posts. It’s all content.

Further Reading:

Why Unique Content Is So Important for SEO

A Short Guide to Repurposing Content

A Guide to Creating Organic SEO Content

How Does Blogging Help with SEO?

A Content Development How-To: Your Target Audience Needs Your Content

2. Testing Is Imperative

Change Is Imperative

Website optimization is crucial in adapting to change, which can be the deciding factor between ranking high or falling into obscurity. Remember, your website is a living entity, much like people, cultures, and languages evolve. The way we perceive things, the terminology we adopt, and our modes of interaction undergo shifts that your website should mirror to stay relevant and effective. To ensure your site remains optimized and in tune with current trends, several areas require periodic review and updates. This approach to website optimization not only enhances user experience but also aligns with the ever-changing landscape of digital engagement, keeping your online presence fresh and competitive. It provides insights into questions such as:

  • Does my audience prefer short or long content?
  • Should I remove or keep the sidebar on my main pages?
  • Would a different color/ layout on my CTAs help me convert better?

Further Reading:

Split Testing: Improve Results Without Spending More Money

Improving SEO: The Three Ts for Strong Optimization

Optimize and Organize: Do You Need A/B Testing?

3. Change Is Imperative

The essence of website optimization lies in its ability to adapt to change, a factor that can either elevate your site to prominence or cause it to fade into the digital abyss. Your website, akin to a living organism, must evolve alongside shifts in culture, language, and user behavior. As our world changes, so too must the content, design, and functionality of your site to remain engaging and relevant. Regularly revisiting and updating various aspects of your website ensures it stays aligned with the latest trends and user expectations. This proactive stance on website optimization not only bolsters the user experience but also secures your site’s position in the competitive digital landscape, ensuring it remains vibrant and visible to your audience.

Incorporating a strategy of continuous testing and adaptation within your website optimization efforts guarantees that your digital presence is not only maintained but thrives. Through diligent analysis and responsiveness to the ever-evolving digital environment, your website can achieve sustained growth and success.

  • Meta descriptions
  • Title tags
  • Metrics and KPIs
  • Competitors
  • Keywords
  • The way you do social media

Further Reading:

Measuring Metrics: Walkthroughs, KPIs and Benchmarks

Competitive Intelligence 101: Do You Know Who Your Online Competitors Are?

Powerful Ways to Build A Social Media Campaign That Will Drive Results

The Go-Getter’s Guide to Website Optimization: Our Massive SEO Checklist


Navigating the complexities of website optimization shares similarities with the nuanced art of aquarium maintenance—both require unwavering dedication and attention to detail. My journey into the world of aquatics has underscored a valuable lesson: vigilance is key.

Similarly, cultivating a thriving online presence demands ongoing effort and strategic finesse. While enlisting seasoned marketing and SEO experts can significantly streamline this process, your role remains pivotal. Your insights and vision are the heartbeat of your website, guiding its direction and ensuring its message resonates clearly.

Don’t let your digital presence wither like a neglected tank. Invest in the necessary care and watch as your website transforms into a vibrant, engaging ecosystem that captivates and retains your audience. With the right combination of expert support and personal involvement, your site is set not just to survive, but to thrive in the vast digital ocean.

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