CRO vs. SEO – Brothers in Arms or Rivals?
You feel elated when you see your website traffic going up, don’t you? But if the increasing page views don’t contribute to conversions or your bottom line, well…..
Simply getting organic traffic with keywords doesn’t get you more sales or revenue.
This is why you need CRO or Conversion Rate Optimization, apart from SEO.
Simply put, CRO is targeting very specific industry keywords to get more qualified visitors who are highly likely to buy. But this does not mean that you skip SEO! After all, you need visitors to convert, right? In fact, CRO and SEO should work together by filtering through the conversion funnel and driving profitability.
What should I do?
If this feels like a Catch-22, you are not alone.
At OgreLogic, we understand your problem. That’s why we bring you a step-by-step guide for a handshake between conversion rate optimization and search engine optimization.
Step 1 – Content Marketing and Link Building
Your website and its content should add value to your target audience or customer’s life. If you can do this, you would be able to build trust and gain authority.
Wouldn’t it be annoying if every blog post you read was meant to goad you to buy a product or service?
It would, in fact, reduce sales.
So how can you drive sales, without shoving your product in the face of anyone who reads your content or visits your site?
Two words – EDUCATE and HELP.
Educate your target audience about what is happening in the industry or how the products can help them. And, help them overcome a problem they may be facing.
Some visitors will read your blog posts and articles. Some may comment on your post or share it on social media or look up what you are offering. Most would just read passively and leave.
All you should do at this stage is to offer, first time visitors on your site, a content upgrade or a lead magnet in exchange for emails. This will help you build a community that will also become a source of repeat traffic.
But you might still be wondering…
So how does my business benefit by offering free content? It’s not even telling people to try a free sample?
Giving value for FREE to your target audience is the beginning of a great relationship. Your prospects may be moved deeper inside your funnel and become activated.
Without trust, no one would buy your offering, online. And when you offer something valuable for free, that’s a deal clincher!
When you publish high-quality content, build backlinks, consider conversion optimization and perform SEO of your website, it rapidly builds your website’s credibility in the eyes of your target audience as well as Google.
At the same time, you should also carry out SEO of your website at this stage to help search engines easily index your website.
As you perform SEO and market content, the traffic through website optimization will increase. In other words, you save money, otherwise spent, on paid online and offline advertising budget.
Step 2 – SEO and CRO
Once you have created brand-building content and built relevant, authoritative backlinks, you would see a traffic surge on your website.
This traffic will help you get conversions.
Website traffic alone is not the last word for your success. There is no point in getting traffic if most of your visitors bounce off within the first few seconds of their arrival at your site.
SEO will get you ranking for keywords. But once you have traffic, you need to focus on smooth navigation and great user experience so that your potential customer can find what s/he came to find on your website.
If you are worried whether CRO will interfere with your SEO efforts and you may lose search engine based organic traffic to your website, READ ON.
If you look at the factors influencing a webpage’s ranking ability, that would include –
- Keyword and On-Page
- Content Quality
- Domain Authority
- Page Authority
- User and Usage Data
- Spam Analysis
Now, changes made to pages for CRO usually only affect number 1, 2 and 5.
But these changes would improve user engagement, time spent on-page and conversions because the search engine user is now more interested in your page.
Step 3 – Think Long Term
Don’t just focus on increasing your conversions. You need to think long-term.
Offering value and a good experience to your customers will also lead to an increase in customer loyalty and conversion optimization. That’s why user experience optimization should be as important as conversion rate optimization.
If your website doesn’t have as much traffic as you want it to have, start by creating superb content and SEO. Start a dialogue with your potential customers. When your target audience reaches you, they should be able to follow the conversion path for them. Combined together, this gives you conversion optimization.
So instead of worrying about CRO vs. SEO rivalry, find out how you can marry them together to give your business a boost. To know more about CRO and SEO, talk to Team OgreLogic, one of the best digital marketing companies in Fayetteville, Arkansas; Memphis TN; Kansas City, MO; Dallas, TX and Tulsa OK. OgreLogic is your natural strategic partner providing content focused digital marketing services, game changing mobile apps, responsive web design and virtual resourcing.