SEO is an important element of digital marketing. No longer is an online presence enough for a business that is longing for higher profits. However, SEO is just one of the many elements that are needed for a sound marketing strategy.
On the other hand, we have Conversion Rate Optimization marketing. It is a systematic process that increases the percentage of visitors to the website who might take one of the several actions. These actions include subscribing to the mailing list, providing personal information and even clicking on the website’s link. In simpler terms, CRO is the practice of increasing the percentage of users that will perform a desired action on the website.
Conversion rate optimization (CRO) is the practice of increasing the percentage of users who perform a desired action on a website.
SEO has become more complex over the years. Like I said earlier, having an online presence is not enough. Businesses have also started to understand the importance of organic traffic, being features in organic search results, and its role in increasing brand awareness.
What does Traffic do for Your Website?
Having organic traffic flow to your website does not necessarily mean that your customers will increase manifolds. It helps to refine your website.
Here is how:
- Flow of traffic helps you determine the flaws in your website.
- It also highlights the most famous page, product or service among the audience.
- You can assess their browsing experience and update any glitches.
All these factors are measured empirically. It is the CRO that helps you ties these together.
SEO vs. CRO: Why you can’t have one without the other
Competition is continuously on the rise. The need to outshine others is more important than ever. If your prospective customer is unable to find your business online, chances are they will go to your competition.
SEO is what attracts people to your business site. CRO is what will convert them into your customer.
How to combine the two?
Start with a strong SEO foundation. There are several blogs I have written that focus on developing a robust SEO strategy.
Since our article is primarily concerned with combining SEO and CRO
I could write thousands of words on what it takes to build a strong SEO foundation for your website, but that’s not what this article is about. With that being said, a discussion about the relationship between SEO and CRO wouldn’t be complete without a mention of it.
You can’t SEO without CRO, and vice versa. It is obvious, you cannot have conversions if there is no one visiting your website. Also, you need to experiment and test that will help to make your CRO effective.
Start by developing a robust SEO strategy. It will help to fuel inbound marketing engine leading to increased customers to the site regularly.
Know Your Content Prudently
Content is the essence of SEO. Good content will yield better rankings. Marketers should focus on designing such content which is specific to the buyer’s needs and queries. You can do an extensive keyword to help establish the blueprint of the content. Assess the vocabulary, the fads and trends to make sure you land on the first page of the search engine results.
Strong content is a sound approach for generating organic traffic.
On the other hand we have CRO. CRO is not just about landing core solution pages. There are several elements that apply to your content. Hence, while you are coming up with a plan for your content, do it from the consumer’s perspective, and how you would want to react after they visit your website.
Be mindful of the visitor: whether your content is for beginners, or targeted at pros. Guide them every step of the way as per their expertise on the subject matter.
Test, and Optimize the Content
User experience is important for CRO and SEO. Slow website, with glitches and navigation flaws are going to drive traffic away from your site. It is going to take a toll on the conversions and traffic. Therefore, you should constantly keep an eye out for any glitches or navigation errors. You can assess your website through A/B testing. It is the process where you take into account several variants of the page and determine which one converts at a higher rate.
The A/B tests, also known as split tests can be a bit difficult for SEOs, because many believe it affects the organic rankings. However, Google encourages testing and offers tools for this purpose as well. Just abide by the guidelines provided by Google’s webmaster.
Integrate Social Media in to the SEO and CRO strategy
Social media easily fit into the SEO strategy. Twitter, Facebook and YouTube have become an essential part of our lives. If used wisely, social media can help you create sales figures and connect with your audience. Use keywords, hashtags and other elements that can drive people to your channel and ultimately to your website.
Final thoughts on SEO and CRO
SEO is what drive traffic to your website, and CRO is what converts that traffic into sales. It is an important element of digital marketing. Realistically, both go hand in hand.
A perfect mix of these two in your digital marketing strategy will help your website become a major driver of leads and sales for your business.
Just follow these steps and you are good to go:
- Know Your Content Prudently
- Test, and optimize your content
- Integrate Social Media in to the SEO and CRO strategy
