The online market is very likely the most important business marketplace on the planet. Just about every company has an online presence with many based solely on doing business on the internet. Making sure that your business is performing at a high enough standard online is fast becoming a central focus for many business owners.

The internet is a fast-paced and competitive environment. The last thing you want is to fall behind. Companies that aren’t able to keep up with the demands of working online tend to see that bleeding into every aspect of their business. With that in mind, here are some things you need to focus on so that your business can perform online to the highest possible standard.

Weak SEO

Most business owners have at least a decent idea of SEO right? Keywords and phrases, making your business searchable, pretty simple right? Well, that might have been true once upon a time, but things change fast in the digital landscape. Nowadays SEO is far more complicated than that.

Google and other search engines now have algorithms that are more advanced than you would believe. Google blacklists sites that simply fill their pages with keywords and phrases. The key to strong SEO is integrating your keywords seamlessly into your site’s content. Providing high quality, readable material for customers online actually affects your site’s optimization.

Wrong marketing avenues

You don’t need to do a bit of everything to succeed online. To do better, you need a long term approach. A strategy that shouldn’t be used for all platforms. What works for email marketing may not necessarily work for your content marketing campaign. This is even more important for your social media campaign. Don’t use the same media content for both Twitter and Facebook. Your content should be targeted for specific audience.

And keep tweaking and monitoring your strategies to get the best results. If something is not working, try a different approach. For some, it might be that Adwords generates more conversions than anything else, which means that whilst you should still make some kind of an effort elsewhere, it also makes sense to keep focusing your resources on Adwords. You simply do not have to do everything, but you do have to work with the online marketing outlets that get you the most conversions.

Time to first byte

Not only is your business’s online presence affected by the content your customer’s experience. But the actual performance of your site can affect it too. Websites that perform poorly don’t offer a strong user experience and customers aren’t going to put up with that.

Customers immediately leaving your site because of its performance will have a knock on effect. Your search rankings will fall, and it will become harder for customers even to find you. That’s where time to first byte comes in.

Ttfb is the time it takes for a server to receive the first byte of response from a website. Put simply, a long ttfb, a less responsive site. A less responsive site, lower customer satisfaction, and less overall online traffic. Make sure that your website is designed and optimised properly to reduce ttfb as much as possible.

Poor website design

As well as the performance of your website, the quality of the site itself is a huge factor. Customers are no longer interested in flashy graphics or overly complicated design. Take Apple for instance. They’ve built their entire brand on simplicity and elegance. Customers want simple.

They want to be able to find the information they need quickly and easily. Look at your website and ask yourself: “Does this represent my business? Is this easy and enjoyable to use? Can my customers find what they’re looking for without having any problems?”

If the answer to any of these questions is no, then it’s time to make some changes. Look at the sites of your competitors and of better-performing businesses. Try to see what they have in common and what elements you can adopt for your own business’s online presence.