Website Sales Optimization: Advanced SEO Tactics & Search Engine Marketing Masterclass with Favour Obasi-ike
We dive into website sales optimization, SEO tactics, and search engine marketing strategies that boost conversion rates and traffic. In this masterclass episode, Favour Obasi-ike, MBA, MS delivers an in-depth exploration of web sales optimization (CRO - conversation rate optimization) through strategic search engine marketing (SEM). The episode focuses on the critical relationship between website speed and conversion rates, revealing how technical optimization directly impacts sales performance. Favour emphasizes that web sales are fundamentally a result of web speed, explaining that websites loading slower than 3 seconds can decrease conversion rates by at least 7%, with compounding effects reaching 20% for sites taking 10 seconds to load.
The discussion covers comprehensive website optimization strategies, including image optimization (recommending WebP format over JPEG/PNG), structured data implementation with schema markup, and the importance of optimizing every website element from headers and footers to file names and internal linking structures. Favour introduces the concept of treating URLs like seeds that need time to grow, recommending a 2-3 month planning horizon for content strategy.
The masterclass also explores collection pages, category optimization, and the strategic use of content hubs to create pathways for user navigation. Favour shares practical tools and resources for keyword research and competitive analysis, while emphasizing the importance of submitting websites to Google Search Console and Bing Webmaster Tools for maximum visibility. The episode concludes with actionable advice on implementing these strategies either independently or through professional SEO consultation.
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🎯 Key TakeawaysWebsite Speed is Sales Speed: Web sales optimization begins with website speed. Sites loading over 3 seconds (ideal is 2.5 seconds) can lose 7-20% conversion rates, directly impacting revenue.Image Optimization Matters: Use WebP format instead of JPEG or PNG to reduce file sizes from megabytes to kilobytes, improving load times and scannability for search engines.Comprehensive Optimization Required: Web sales optimization isn't about fixing one thing—it requires optimizing headers, footers, pages, links, file names, categories, and structured data simultaneously.URLs Are Seeds: Treat web links like seeds planted in the ground. Content typically takes 2-3 months to gain traction, so plan quarterly with a foundation-building approach.Collection Pages Drive Sales: Create category and collection pages for products/services (e.g., jackets, shoes, belts) that can be interconnected through blog content and email campaigns.Footer Optimization is Critical: Website footers are like the soles of your feet—they provide direction and navigation to essential pages (about, careers, locations, partnerships).Algorithms Love Speed: AI, search engines, LLMs, bots, and APIs all prioritize fast-loading websites with properly optimized images and structured data.Answer Questions to Get Questions: The more questions you answer through content, the more questions you'll receive—creating a virtuous cycle of engagement and visibility.Submit to Multiple Search Engines: Don't just focus on Google—submit to Bing Webmaster Tools (which now has AI citations) and Microsoft Clarity for broader reach.Strategic Tool Usage: Knowledge of SEO tools (Answer The Public, Answer Socrates, SparkToro, Glimpse) is valuable, but implementation and application are what drive results.
💬 Memorable Quotes
"Web sales is as a result of web speed. Now I'm talking about your download speed, your upload speed when you're surfing the web as a consumer."
"If your website is loading more than three seconds... that's going to decrease your conversion rate by at the very least at seven percent, which is really high."
"Think about URLs like seeds. You plant seeds in the ground and they grow. So if you plant a web link, that web link may not get traffic maybe till three months from now."
"Your website footers are like the sole of our foot or our feet. If you're walking, you need your feet to walk. So just like with your website, the footer of your website is going to give people direction."
"The more questions you answer, the more questions you get. So the more answers you give, the more questions you get."
"When you start receiving signals like queries and you start turning them into pages, just like I turn questions into podcast episodes, you'll always be winning."
"Web sales optimization is not just about having pages on your website, it's about creating direction, creating a flow, a pathway."
"If you have a website that has speed, meaning that your images are properly loaded, uploaded... algorithms love to recommend your website."
"You can know someone, but do you really know them, know them? So that's really what I really want to challenge you with here—to either do it on your own or hire experts."
❓ Frequently Asked Questions (FAQs)
What is web sales optimization?
Web sales optimization is the process of improving your website's performance to increase conversion rates and sales. It focuses primarily on website speed, user experience, technical optimization, and strategic content placement to guide visitors toward purchasing decisions.
Why is website speed so important for sales?
Website speed directly impacts conversion rates. If a website takes longer than 3 seconds to load (ideal is 2.5 seconds), conversion rates can drop by 7-20%. Slow speeds frustrate users and cause them to abandon purchases, while fast-loading sites are favored by search engine algorithms.
What image format should I use for my website?
Use WebP format instead of traditional JPEG or PNG. WebP files are significantly smaller (kilobytes vs. megabytes), load faster, and provide better scannability for search engines while maintaining visual quality.
How long does it take for new content to rank in search engines?
Typically, new content takes 2-3 months to gain traction and start receiving traffic. This is why Favour recommends planning content strategy quarterly—use the first month to build foundation, and the remaining months to scale.
What are collection pages and why do they matter?
Collection pages are category pages that group related products or services (e.g., a "Jackets" page, "Shoes" page, "Belts" page). They help organize your website, improve navigation, create internal linking opportunities, and can be strategically linked from blog content and email campaigns to drive sales.
Should I only focus on Google for SEO?
No. While Google is important, you should also submit your website to Bing Webmaster Tools (which now includes AI citations) and Microsoft Clarity. Diversifying across search engines increases your overall visibility and reach.
What tools does Favour recommend for SEO research?
Favour mentions several tools: Answer The Public, Answer Socrates, SparkToro, Glimpse, and references a previous episode on SwordFeed. However, he emphasizes that knowing tools isn't enough—you must actually implement and apply them.
What is schema markup and why is it important?
Schema markup is structured data that helps search engines understand your content better. It improves how your pages appear in search results and increases the likelihood of being featured in rich snippets, AI citations, and voice search results.
How should I optimize my website footer?
Your footer should provide clear navigation to essential pages like About, Careers, Locations, Partnerships, and other key sections. Think of it as the foundation that guides users to where they need to go—just like feet guide your walking.
Can I do SEO myself or should I hire an expert?
Favour presents both options: you can learn and implement SEO strategies yourself, or hire an SEO agency/expert for consultation and implementation. The key is taking action—whether independently or with professional help—rather than just accumulating knowledge without application.
⏱️ Episode Timestamps & Titles
[00:00 - 01:35] Introduction: Web Sales Optimization Fundamentals
Episode introduction and topic overview
Call to subscribe to We Don't Play Podcast
Greeting to live listeners on Clubhouse
[01:35 - 04:05] The Speed-Sales Connection
Web sales as a result of web speed
Download and upload speed impact on consumer behavior
The 3-second rule: conversion rate drops of 7-20%
Compounding effects of slow website performance
[04:05 - 06:02] Image Optimization Strategy
Importance of file size optimization
WebP format vs. JPEG/PNG
Cumulative effects across multiple pages and images
How algorithms favor fast-loading sites
[06:02 - 08:11] Comprehensive Website Optimization
Building systems for user behavior tracking
Schema markup and structured data
Footer optimization as website foundation
Internal and external linking strategies
[08:11 - 10:06] Collection Pages & Category Strategy
Creating collection pages for products/services
Category and subcategory organization
Building pathways from blogs to product pages
Email marketing integration with category pages
[10:06 - 12:32] Website Structure & Navigation
Creating direction and flow on websites
Multi-level heading and navigational menus
Optimizing headers, footers, pages, links, and file names
Pillar content and content clustering
[12:32 - 14:14] Search Engine Marketing Masterclass
High-quality content creation
Real-world example: YouTube fireplace channel success
Bottom-of-funnel sales through video content
Integrating YouTube, podcasts, and audio blogs
[14:14 - 15:40] Multi-Platform Distribution Strategy
Global reach examples (Nigeria, Netherlands, Pakistan)
Importance of file names, meta titles, and context
Canonicalization and proper tagging
Platform interconnectedness (Apple, Spotify, YouTube, Amazon Music)
[15:40 - 16:27] Essential SEO Tools & Resources
Google Search Console submission
Bing Webmaster Tools and AI citations
Microsoft Clarity integration
Research tools: Answer The Public, Answer Socrates, SparkToro, Glimpse
[16:27 - 17:43] Implementation & Taking Action
DIY vs. hiring SEO experts
Consultation and implementation process
Turning queries into pages (questions into content)
The virtuous cycle: more answers = more questions
[17:43 - 19:16] Closing & Call to Action
Connect on LinkedIn for project examples
Contact information: [email protected]
Invitation for consultation calls
Podcast value proposition: education, entertainment, empowerment
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