People frequently consider SEO and CRO to be two distinct tactics.
But, do they?
You might be shocked at how much SEO and CRO overlap – and how well they complement one other to produce results.
SEO and CRO should work together in 2020 and beyond.
Want to know more about SEO vs. CRO and why they both have a place in your marketing strategy?
Continue reading — or get in touch with us — to find out more!
Let’s start with the fundamentals.
What is the difference between SEO and CRO?
SEO, or search engine optimization, is the practice of improving your website’s ranking in organic search engine results.
When your website ranks towards the top of search results, more people will be able to find your company, visit your website, and finally make a purchase.
Conversion rate optimization, or CRO, is the practice of regularly evaluating website features to increase conversions, leads, and revenue for your company.
While SEO focuses on increasing traffic to your site, CRO focuses on converting that traffic by encouraging more visitors to take action,
Such as signing up for your newsletter, filling out a contact form, or making a purchase.
In other words, CRO assists you in converting more of the visitors you generate through SEO
How SEO and CRO collaborate to increase rankings and conversions
As previously said, SEO helps your website rank higher in search results, allowing you to get more visitors.
Sites that do not rank will not generate conversions or money.
However, if your primary purpose is to rank, you’re doing SEO incorrectly.
Every aspect of your website should assist searchers in answering their questions and moving them closer to becoming consumers.
So, how can you develop content that not only ranks high in search results but also converts visitors?
1. Create SEO content that corresponds to search intent.
If you’re familiar with SEO best practices, you’re probably aware of the importance of developing website content.
Google would have nothing to rank, and your site would not attract new visitors if it lacked content.
Relevant material, whether for your blog or sales-oriented product sites, is the best approach to rank for phrases that bring you new customers.
Google utilizes a variety of variables to decide which pages rank for various search results — and Google aims to provide results that answer users’ queries while also providing an excellent user experience (UX).
Google performs a better job than ever in 2020 of pairing individuals with the content they’ll find most useful.
To rank in search results and convert visitors, you must match search intent.
In other words, you must design content that best answers searchers’ inquiries and provides them with the information they require.
Let’s look at a few instances to better understand how to match search intent for different sorts of inquiries, rank, and drive conversions.
Exemplification 1: A transactional search
Assume I search for a term having transactional or purchase purpose, such as “buy oil filter 2017 Colorado.”
The first two organic results are product pages for 2017 Colorado oil filter purchases.
These pages include the following content:
Product descriptions that highlight crucial selling aspects
Each option’s cost
Where can I buy it in my area?
Options for shipping
It’s reasonable to assume that if I needed an oil filter, I’d go to Auto Zone or Advance Auto Parts.
Example 2: A search for information
Let’s assume I’m looking for information on how to change the oil on my truck.
Google provides the video below as the top organic result when I search “How to change the oil on my 2017 Colorado.”
Following the video, the search results contain a “People also ask” box, followed by several more YouTube videos.
Assume I’m dealing with an oil filter manufacturer and we want to rank for the informational inquiry.
To match search intent, our website should offer the following information based on what is presently ranking for that search:
An instructional video on how to change your oil.
What oil should I use?
How much oil will you require?
A title tag that provides the year, make/model, and engine type of the car.
Attempting to rank a product page for the above query would be futile since it does not address the goal of the search – it does not explain how to change the oil.
Matching search intent helps websites rank higher and gain more traffic, but how do we convert that traffic?
2. Conversion-optimized content
Add call to action (CTA) text or buttons that lead to conversion-focused material to help convert visits into conversions.
Incorporating smart CTAs directs visitors away from blog articles and TOFU pages and toward product pages or contact/quote forms.
In the second example above, top-ranking sites provide useful material that answers the searcher’s question first and foremost – before promoting items.
However, those sites also incorporate targeted CTAs to entice visitors to learn more about the product offered.
Writing content that matches searchers’ requirements enhances their experience on your site — and it stands to reason that they’ll be more inclined to convert as well.
Higher website conversion rates will result from creating content that matches search intent and includes clear CTAs that take visitors along the marketing funnel.
A case study in SEO and CRO: Why does Amazon rank and convert so well?
Consider another example.
For my e-commerce customers, I usually use Amazon as an SEO and CRO example.
Amazon’s content is interesting and delivers value to searchers, among other factors, and as a result, Amazon sites frequently score quite well in Google searches.
Tips for SEO and CRO
Let’s have a look at some more SEO and CRO recommendations now that you know how to develop content that ranks and converts.
1. Improve title tags and meta descriptions.
To rank and convert site visitors, build precise title tags and meta descriptions that reflect exactly what searchers might expect to discover on your pages.
If your title tags and meta descriptions effectively represent the content, you will bring more relevant visitors to your site, and engagement metrics will climb while bounce rates will fall.
2. Mobile-optimized content
Mobile devices now account for more than half of all search traffic.
If your content isn’t mobile-friendly, you’ll be losing out on potential leads and conversions.
Tools like Google Optimize make it simple to A/B test components on your website to increase conversions.
CRO tools allow you to collect and analyze data on how people engage with various versions of your pages.
Then, you may improve your content by introducing aspects that encourage more users to convert.
Let’s get to work optimizing!
If you want to reach and convert leads, SEO and CRO should work together.
However, optimizing a website to rank in Google results and convert site visitors takes effort and specialist knowledge.
Nummero understands what it takes to improve rankings and conversions.
Contact Nummero immediately if you want to increase the number of sales generated by your SEO efforts.