Content WritingCombining Conversion Rate Optimisation and SEO: The Why & the How.

September 8, 2015

Many online marketing companies get into the debate about which strategy is better to improve online conversion rates: old school search engine optimisation (SEO) or highly adaptable conversion rate optimisation (CRO)?

The fact is both strategies are essentially the same in they increase conversions, albeit in different ways. The aim of CRO is to increase the number of online visitors into becoming paying customers. SEO is used to achieve high rankings in search engines through keywords that match a user’s search.

As you notice, both in essence, are made to convert online traffic. But why would marketing companies use one, when combining the two, would lead to a higher and more successful conversion rate for websites?

That is why it is important to bring the two strategies together. SEO brings people to your website; CRO ensures that those visitors have the best online marketing experience, and entices them to become paying customers. Combining the two will not only increase online traffic, but also establish a loyal customer base. To ignore such a combination would be considered a failure.

But how do you successfully combine the two? Effectively integrating SEO with CRO is quite simple.

  • Speed Counts:

    In this fast paced age, people just don’t have patience. It is essential that your website loads quickly and effectively. Be careful not to overload it, as search engines will not load up slow pages. It is a fine balance, but it is important.

  • Understand your keywords:

    You must understand the “why” of your online traffic. Why are they coming to your site? Keywords are the factor here in determining that understanding. An effective landing page, which serves as the entry point for your website or for a particular section of a website, can determine the potential of a client’s intentions.

  • Use keywords wisely:

    The aim to bringing in online traffic is to make sure those users are part of the “right traffic” – users searching for your products or services. It is imperative to dissect and decide which keywords are going to be the most effective in bringing in active customers. Learn and test which words will work to complete a conversion.

  • Focus on products or services:

    Focusing on a particular product or service will not only improve site rankings on searches, but also increases the conversion rate. This strategy works well when you promote more than one product, and if those products are not competing against each other. Focus each page for one specific product and that way your visitors will get what they want, and you will get that conversion.

  • Make that conversion simple:

    Make sure your website is easy visibly for your customer to make a call to action. It should be clear and simple, so that it leads your visitors to the next step of the buying process. Streamlining your website’s navigation too will help with increasing your conversions targets.

  • Don’t ignore being social:

    It is at your own peril to discount the influence of social media. Make sure you put more effort into your social media engagements. It brings in more traffic and more conversions.

  • Test the success rate and analyse where to go to next:

    Your aim should be to assess what SEO techniques are working alongside certain CRO proficiencies to see what is working and what isn’t. It is a matter of trial and error to find out which combined technique will ensure you maintain a high amount of traffic, while seeing those numbers being converted.

There is no perfect formula when combining the two. The online marketing industry is always changing and it is important to always keep up with the latest trends. The strategies should be both sustainable and flexible.

SEO and CRO strategies are only as good as you craft them, so combining both technical elements with interactions will get you happier clients. SEO gets users to your website; CRO makes them stay, convert and come back. Don’t miss out on using both.


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