Introduction: Why Website Optimization Matters
If you’ve ever wondered how to get your website to show up on Google or why some competitors outrank you, you’re not alone.
It's a practice you might have heard called "SEO" which is an acronym for search engine optimization. Website optimization is the key to increasing your visibility, attracting the right audience, and ultimately growing your business.
But here’s the problem: SEO and website optimization can feel overwhelming—especially if you’re a creative business owner or corporate side hustler juggling multiple responsibilities.
That’s where I come in. I’m Crystal Waddell, an SEO coach dedicated to simplifying website optimization for business owners like you.
I help entrepreneurs cut through the confusion and implement strategies that actually work, and faster than you might expect.
And in this guide, I’m going to show you how to optimize your existing website correctly—without wasting time on outdated advice.
📌 By the end of this post, you’ll know:
✅ The core elements of website optimization (and why they matter)
✅ How to improve your site’s speed, content, and structure for better rankings
✅ The Google Search Console trick that helped me identify a surprising SEO win
✅ The biggest mistakes website owners make—and how to avoid them
✅ How to get in front of the right people online (so they actually find you!)
Let’s dive in!
1. What is Website Optimization? (And Why It’s More Than Just SEO)
Many people think website optimization = SEO—but that’s only part of the story.
A well-optimized website is one that is:
✅ Easy to find (through search engines like Google)
✅ Fast & user-friendly (so visitors don’t leave immediately)
✅ Clear & conversion-focused (so it turns visitors into paying customers)
When you optimize your website, you’re not just improving SEO—you’re building trust, authority, and a better user experience.
Particularly when you are a small business, you must take every opportunity online to provide reassurance about the qualities and capabilities of your brand.
Especially on your website.
2. Google Search Console: Your Secret Weapon for Website Optimization
One of the most underrated free SEO tools is Google Search Console (GSC). It shows:
How people find your website (search queries & clicks)
Your average ranking position (so you know where you stand)
Which pages are performing well—and which need work
It's free, and you can install GSC today.
💡 Pro Tip: Install the Google Search Console Enhanced Analytics Chrome Extension to get deeper insights into your rankings & traffic trends.
🔍 My Google Search Console Surprise: An SEO Win I Didn’t Expect!
I recently noticed a big drop in clicks on one of my blogs. My first instinct? "I probably need to update the content."
But after checking Google Search Console, I discovered something unexpected:
One of my other blogs actually ranked higher for my main keyword ("senior night")
Instead of disappearing, a DIFFERENT blog took a People Also Ask (PAA) spot in Google
My clicks dropped for the original blog post, but skyrocketed for the other.
✨ Lesson: SEO is about strategy—not just constant updates. Sometimes, ranking changes can be a sign of search intent shifts and progress, not failure.
3. How to Show Up on Google (And Get in Front of the Right People)
The #1 question I get is: "How can I show up on Google?"
Here’s what really matters:
✅ Your website must be indexed. Check Google Search Console to ensure Google is crawling your site.
✅ Your content must match what people are searching for. (Use keywords in a natural way.)
✅ Your site must be fast & mobile-friendly. Slow, clunky websites don’t rank well.
📌 Quick Fixes to Improve Your Rankings Today:
🛠 Optimize page titles & descriptions. Make them clear, compelling, and keyword-rich.
📱 Make sure your site is mobile-friendly. (Use Google’s Mobile-Friendly Test.)🔗 Fix broken links. (These hurt SEO & user experience.)
🚀 Improve site speed. Most of the time it's your images that are slowing your site down. Check out tinypng's new conversion tool that compresses your images to webp format!
Small, high quality and fast loading images!
4. The Ongoing Process of Website Optimization
SEO isn’t a one-time fix—it’s an ongoing process.
💡 Instead of feeling overwhelmed, focus on small, steady improvements.
✅ Track user behavior → Use Google Analytics to see what’s working.
✅ Regularly update & refine content → Keep your blog posts & pages relevant.
✅ Monitor search performance → Check Google Search Console monthly.
✨ Pro Tip: Just pick one strategy from this guide and apply it this week. Progress happens step by step!
Bonus: Website Optimization Checklist
Here's a simple checklist table that shows key optimization tasks:
Optimization Task | Why It Matters | Recommended Tool |
✅ Improve Page Speed | Faster sites rank higher & retain users | Visit Your Site on Your computer and your phone. How long does it take to load? |
✅ Optimize for Mobile | 60%+ of searches happen on mobile | Look at your website on your phone. Make sure nothing looks wonky with weird formatting. |
✅ Fix Broken Links | Improves user experience & SEO | Check under Page Indexing in GSC; look for 404s, soft 404s AND make sure your pages are indexed!! |
✅ Use Internal Links | Helps Google understand your content | Naturally use links between your pages. |
✅ Optimize Images | Reduces load time | TinyPNG .- check out the new webp function! |
5. Want More Personalized Help? Book a Power Hour!
If you’re ready to take the guesswork out of website optimization, I’d love to help.
🚀 Book a Power Hour with me, and I’ll personally:
✅ Analyze your website & SEO strategy
✅ Give you a clear action plan for optimization
✅ Answer any questions you have about rankings & visibility
🔹 Prefer ongoing support in a small group setting? Join my SEO Squad for expert guidance & a supportive community.
🎧 Want to hear more about Google Search Console insights & real SEO strategies?
Listen to my podcast episode with Katie Stone about local SEO and GSC Enhanced Analytics!
Final Thoughts
Optimizing your website doesn’t have to be overwhelming. By making small, strategic improvements, you’ll start seeing better rankings, more traffic, and higher conversions.
✨ Which optimization tip are you going to try first?
Let me know in the comments!
🚀 And if you’re serious about getting found online, let’s work together!
🎙️ Listen to the Full Podcast Episode 👇🏽
📜 Full Transcript Below
Introduction
Crystal Waddell: Hey there and welcome back to the Simple and Smart SEO show podcast. This is follow through, not on a Friday with me, your host, crystal Waddell. If you missed the episode with Katie Stone, who is an SEO lead at Lead Hub, we were talking all things local SEO, Google Search Console Insights and optimizing keyword strategies.
I'll make sure to link to that episode in the show notes.
Turning Insights into Practice
Crystal Waddell: But today we're taking those insights and turning them into action. Because knowing is great, but doing is what drives results.
So if you're ready to implement some simple and smart SEO strategies let's dive in
Google Search Console Overview
Crystal Waddell: So first we're gonna talk about Google Search Console.
And Google Search Console, also referred to by the acronym of GSC, is a gold mine of data that shows you exactly how people are finding your website.
But did you know? And thank you, Katie, for helping us out with this.
Did you know that you can unlock even deeper insights.
Enhanced Analytics Chrome Extension
Crystal Waddell: With the enhanced [00:01:00] analytics Chrome extension for Google Search Console?
I'm gonna actually show you on my computer, so if you're watching the YouTube video, you'll be able to check this out.
Okay, so first things first, you wanna just search for search console, enhanced analytics.
And you have to be using the Chrome browser for this to be able to work. Okay?
But if you go to the Chrome Web Store and you click on Google Search Console, enhanced analytics. It's gonna pull up this Chrome extension.
Now, I've already got it installed, so it for me, it says Remove from Chrome. But you can just click right here to install it. All right?
Then the next thing we'll need to do is go to our Google search console so we can see this magic happen.
Installing the ExtensionUsing Enhanced Analytics
Crystal Waddell: If you're anything like me, you typically look at Google Search Console and it looks something like this. Okay? You've got your total clicks, your total impressions, your average click through rate, and your average position. And just a little side note, if you click that box when you scroll down, you'll actually be able to see.
The position of [00:02:00] the keywords, so you'll be able to see where you're ranking.
I didn't know that when I first started using Google Search Console. So just in case you never knew that, make sure you tick that box of average position so you can actually see where you're ranking.
But anyway, what we're here to talk about is this super cool, enhanced analytics Chrome extension that Katie told us about.
So you'll have a little G up here, or you can click on the puzzle and you'll see all of your. Chrome extensions and the dropdown.
And I like to pin things that I use a lot to my Chrome browser.
Analyzing Year-Over-Year Data
Crystal Waddell: So I've got this G right here, and what you can do is you can choose the period and apply the date range and maybe even set a comparison period to see, what was happening this year versus last year.
For me, year over year is more relevant than, let's say, comparing February to January.
They're similar, in who's buying.
But what's more applicable to me in terms of data that I feel like I can use is February of 2025 versus February of 2024.
So what I'm gonna do is I'm gonna go over here and choose [00:03:00] February of 2025.
Then select the comparison period of the previous year.
And I want to click this box, generate percentage changes.
And when I click that, then I can click compare date range.
Visualizing Performance Metrics
Crystal Waddell: So now you can see I actually have a comparison graph, year over year.
My total clicks, you can see that they have gone down significantly.
And I will say that my revenue has dropped a little bit, but what I think is I was ranking for a lot of informational queries, and that's totally fine. Part of it is Google updates. The other part of it is just better SEO on my part where I'm getting better queries and, ranking for better stuff and not getting so many clicks for things that don't actually make me money.
So this is, just the comparison year over year, which is really cool. The other thing I love is that you can see the clicks data and the impressions.
And one thing that Katie pointed out is you could see the clicks difference and the impression.
And the position [00:04:00] difference, and you can start to compare do I have content that's really performing negatively?
And so I, I also wanted to go over here to my pages and, if I look at these pages.
One of my number one blogs is, experiencing a really a big drop in clicks. And so for the first time I'm like, you know what, maybe I should actually update that blog besides just updating the year.
And so I did go back and do that based on what I learned from Katie.
Crystal Waddell: I just love the visual of this though, where you can see the comparison.
And so if your business is behaving a little differently this year online. This kind of gives you some really great insights into why.
So one of my new favorite tools, the Google Enhanced Analytics.
Why am I having such a hard time saying this? The Google Search console, enhanced analytics Chrome extension.
Wow. It is a mouthful. But yeah, super fun tool to compare your [00:05:00] site's performance over time. So many thanks to you, Katie, for sharing that with us.
Follow Through Action Steps
Crystal Waddell: So here's the follow through action: you wanna open up your queries report and look at the specific search terms that people are using to find your site.
And then you wanna identify patterns and see what topics you already have topical authority in, and then take that data and create content that directly answers those queries.
Google will love you for it and so will your audience and the people you're trying to attract.
So that was number one.
The enhanced analytics Chrome extension for Google Search Console. All right.
Simplifying Keyword Research
Crystal Waddell: Number two, simplifying keyword research. Katie talked about this and she explained that keyword research is all about understanding search intent, like what people actually want when they type in a query.
So instead of going after generic terms like water heater, she suggested that we focus on action-based keywords like water heater installation.
And this reminded me of another really great tip that I got from Zoe Ashbridge last year on the podcast.
And she said to [00:06:00] filter with words like "buy" and "where to buy" and that type of thing in Google Search Console.
So if you use those filters, that will indicate the people who are ready to take action and the type of content that they're looking for.
All right.
Competitor Research and Keyword Gap Analysis
Crystal Waddell: Number three, competitor research with keyword gap analysis. This one was super fun. I did this for one of my clients. And if you're not sure what content opportunities you're missing.
A keyword gap analysis can help and it can help quickly when you use an SEO tool.
So I love Dragon Metrics.
And that keyword gap analysis shows you keywords that your competitors rank for, but you don't.
So then you can close the gap and gain more visibility. So the follow through action for this is to run a keyword gap in your favorite SEO tool.
It could be SemRush. Ahrefs or Dragon Metrics, then take a look at those words and try to group them into like easy win topics.
Where maybe your competitors outrank you, but you have content or you have content ideas that you can do better than they did on their site.
And then you can create [00:07:00] new content or optimize existing pages to fill those content gaps and outperform the competition.
All right, so here's your challenge for this week. Pick just one of these actions and implement it, and don't try to do everything at once.
Just start with one small, meaningful step.
And if you're working through these strategies and you have questions, I'd love to hear from you.
You could always book a Power Hour with me on my website at Simple and smart seo.com.
Or if you want weekly ongoing support in a small group, you can join my SEO squad.
We meet weekly to troubleshoot and grow our websites together. So if you found this episode helpful, please share it with a fellow entrepreneur who's trying to get smarter with their SEO. And don't forget to subscribe so that you never miss an episode. I'll see you next time for more simple and smart SEO strategies.
And remember, keep moving forward.
FAQ: Website Optimization for Creative Entrepreneurs & Corporate Side Hustlers
1. How do we optimize a website?
Optimizing a website involves improving its performance, user experience, and search visibility so it attracts the right audience and converts visitors into customers.
For creative entrepreneurs and side hustlers, here’s a simple framework:
✅ Ensure fast load times → Optimize images, and remove unnecessary apps.
✅ Make it mobile-friendly → A responsive design is critical, as many shoppers browse on mobile.
✅ Use clear SEO strategies → Add relevant keywords (like “custom gifts for moms” instead of just “gifts”) to your page titles, product descriptions, and blog content so people can find you on Google.
✅ Set up Google Search Console → Track how people find your site and what’s ranking.
✅ Use Pinterest and SEO together → Pinterest can be a powerful search engine for creatives, sending long-term traffic to your site.
✅ Leverage customer reviews & testimonials → These help build trust and improve conversion rates.
✨ Crystal’s Pro Tip:
“SEO is an ongoing process. Start with small steps—optimize one product page, update one blog post, or check your website speed. Progress over perfection!”
2. What are the 7 steps to building a good website?
If you’re a creative entrepreneur or side hustler, your website should not just look good—it should work for you. Here’s a seven-step roadmap to get it right:
🔹 1. Define Your Purpose & Audience
Who are you serving?
What problem does your business solve?
How do you want visitors to feel when they land on your site?
🔹 2. Choose the Right Website Platform
E-commerce: Shopify (ideal for Etsy sellers moving to their own site)
Portfolio-Based: Squarespace or WordPress (great for photographers & artists)
Content-Heavy: WordPress with an SEO-friendly theme
🔹 3. Optimize for Search Engines (SEO Basics)
Use Google Search Console to track rankings.
Research keywords your customers are searching for (e.g., “best handmade wedding gifts”).
Write clear, engaging product descriptions with keywords included naturally.
🔹 4. Prioritize Mobile-Friendliness & Speed
50%+ of website visitors are on mobile—your site needs to work well on phones!
Run a speed test on Google PageSpeed Insights and optimize images if needed.
🔹 5. Create Engaging, Searchable Content
A blog is a great way to answer customer questions and build trust.
Content ideas: “How to Care for Handmade Jewelry” or “Best Personalized Gifts for Dog Lovers.”
🔹 6. Add Trust Signals & Social Proof
Customer testimonials, press features, and an FAQ section help visitors feel confident in buying from you.
Have an easy-to-find contact page with FAQs to reduce customer hesitation.
🔹 7. Build an Email List for Long-Term Success
Offer a freebie (discount, guide, or exclusive offer) to encourage sign-ups.
Your email list is a direct connection to your customers—unlike social media, you own it!
✨ Crystal’s Pro Tip:
“Your website should be your most valuable business asset. Think of it as your online storefront that never closes—make sure it’s working for you 24/7.”
3. How to optimize the potential of a site?
Website potential is not just about traffic—it’s about conversions, retention, and brand growth. Here’s how to fully maximize your site’s impact:
✅ Make Your Homepage Clear & Conversion-Focused
What do you want visitors to DO? Buy a product? Book a service?
Have a clear Call-to-Action (CTA) like "Shop Now" or "Book a Power Hour."
✅ Leverage Google Search Console & Analytics
Identify what keywords people are already finding you for.
Spot opportunities to improve underperforming pages.
✅ Use a Content Strategy That Aligns With Your Audience
Etsy sellers moving to Shopify? Blog about why owning your customer list matters.
Photographers? Create content about choosing the right photoshoot package.
Side Hustlers? Help them find time to market their business with SEO.
✅ Build Strong Internal Links
Link related pages together (e.g., "Best Holiday Gifts" blog post → "Shop Holiday Collection").
This helps Google understand your site’s structure and improves user experience.
✅ Repurpose Your Content for Multiple Platforms
Turn blog posts into Pinterest pins (Pinterest is a search engine, not just social media!).
Use podcast episodes to inspire new blog content.
Share testimonials or product reviews on Instagram and email newsletters.
✨ Crystal’s Pro Tip:
“SEO and content marketing aren’t separate—they work together. Use search-friendly content to bring people to your site, and strong CTAs to convert them into customers.”
4. How to check website optimization?
Here’s a quick website optimization checklist for creative entrepreneurs and side hustlers:
🔍 Step 1: Check Google Search Console
Are there any indexing issues or errors?
Which keywords are bringing in traffic?
How are your top pages performing?
⚡ Step 2: Test Your Website Speed
Use Google PageSpeed Insights or GTmetrix to check load times.
If your site is slow: Compress images, remove unused plugins, and enable caching.
📱 Step 3: Check Mobile-Friendliness
Use Google’s Mobile-Friendly Test to ensure your site looks great on phones.
If text is too small or buttons are too close, adjust your design.
🔗 Step 4: Fix Any Broken Links
Use Broken Link Checker to find any dead links.
Fix or redirect old pages to improve SEO & user experience.
🎯 Step 5: Review SEO Basics
Do your page titles & meta descriptions include relevant keywords?
Are your URLs clean and descriptive (e.g., “/best-holiday-gifts” instead of “/page123”)?
Do your images have alt text for accessibility & SEO?
📊 Step 6: Analyze Visitor Behavior
Use Google Analytics to track how visitors interact with your site.
High bounce rate? Improve navigation & content readability.
📩 Step 7: Test Your Call-to-Action (CTA)
Are your CTAs clear and compelling? (e.g., “Shop the Collection” instead of “Click Here”)
Is it easy for visitors to book, buy, or sign up for your email list?
✨ Crystal’s Pro Tip:
“Think of website optimization as ongoing maintenance. Just like a car needs tune-ups, your website needs regular checkups to keep performing at its best!”
Final Thoughts
Optimizing your website isn’t just about ranking on Google—it’s about making sure the right people find you, trust you, and buy from you!
🎯 Want personalized help optimizing your website?
📅 Book a Power Hour with Crystal Waddell to get expert guidance tailored to your creative business.
🚀 Let’s make your website work smarter—so you can focus on what you love!
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