Having a website is not enough for business growth. To grow your business, you need to attract your audience to visit your site and convert them into buyers.
So, you need to combine Search Engine Optimization (SEO) and Conversion Rate Optimization (CRO). SEO brings people to your website, while CRO helps push audiences to buy something.
Both approaches can make your business grow. Find out SEO and CRO integration for website growth in this article.
Also Read: Organic Search Results: A Deep Dive into SEO Fundamentals
SEO Basics
Search Engine Optimization (SEO) is the process of making your website more visible on search engines like Google. When someone searches for the products or services, you want your website to appear at the top of the search results.
SEO involves various techniques, from using the right keywords to building a technically sound website, all aimed at attracting more qualified visitors who are actively looking for what you provide. The goal of SEO is to increase the quantity and quality of traffic to your website through organic (unpaid) search results.
CRO Basics
Conversion Rate Optimization (CRO), on the other hand, focuses on turning your website visitors into customers or leads. A “conversion” can be anything from making a purchase, filling out a contact form, signing up for a newsletter, or downloading a resource.
CRO involves how users behave on your site and then making improvements to encourage them to complete these desired actions. It’s about making your website as effective and user-friendly as possible, so more of your visitors become valuable clients.
Steps to Combine SEO and CRO for Website Growth
While SEO brings traffic and CRO converts it, they work best when used together. Here’s how to integrate them for great impact.
1. Align Your SEO and CRO Goals
Before you start, make sure your SEO and CRO teams are working towards the same business goals. If your SEO goal is to show up for “best electric bikes,” your CRO goal should be to get those visitors to buy an electric bike, not just look around. When everyone knows what they want to achieve, both strategies will work toward the same goal.
2. Optimize for Keyword Search Intent
CRO helps you figure out why people search for keywords, while SEO helps you find them. Are they trying to buy something, learn something, or compare?
Make sure your website and content match that intent. Give people clear product pages and a simple checkout process if they’re ready to buy. If they’re doing research, give them helpful guides.
3. Create Quality SEO-friendly Content
Your content needs to be both search engine-friendly and user-friendly. This means using relevant keywords naturally. The content should also be valuable, easy to read, and answer visitors’ questions. Great content attracts traffic (SEO) and keeps visitors engaged (CRO).
4. Focus on Title Tag and Meta Description
The Title Tag and Meta Description appear in search results. Your title tag (the blue link) and meta description (the summary) should attract users to click. They must also give an accurate picture of what users will find on your page.
5. Use Clear Calls to Action
Once visitors are on your page, guide them. Use clear Call to Action (CTA) buttons or links, such as “Buy Now,” “Get a Quote,” or “Download Your Guide.” This aims to make the user add to the cart or pay.
6. Maximize Social Proof and Testimonials
People trust what others say. Showcase customer reviews, testimonials, case studies, and social media mentions. Social proof will make new visitors have a positive experience.
7. A/B Testing
You need to test what works rather than speculate. So, show two versions of a webpage element (such as a headline, button color, or image) to different groups of visitors. The goal is to determine which A/B testing works. This strategy helps optimize your website for conversions.
8. Improve Site Speed for Better User Experience
Make sure your site loads quickly. A website that loads faster keeps visitors on your page longer, which lowers bounce rates and raises the chances of conversion (CRO). It also helps more users find your site through search engines (SEO).
9. Leverage Analytics
Both SEO and CRO rely on data. Use tools like Google Analytics to track how users find your site (SEO insights) and how they behave once they’re there (CRO insights). Analyze which pages perform well, where users drop off, and what improvements you can make.
Also Read: A How-To Guide on Building Effective SEO Content Pillars
Align SEO and CRO for Sustainable Website Growth
SEO and CRO can build a stronger online presence. SEO brings the right people to your site, and CRO leads to desired actions.
Utilizing SEO and CRO simultaneously creates continuous improvement, driving more traffic, conversion rates, and sustainable growth for your business.