Search Engine Optimization (SEO) and Conversion Rate Optimization (CRO) are two strategies that are highly relevant in digital marketing. Digital marketers may think that SEO and CRO should be used separately, but this shouldn’t be the case. When used together, both strategies actually make a deadly pair.
You might be surprised at how effective SEO and CRO can be in digital marketing and boosting your website ranking on search engine results pages.
SEO vs. CRO
These two strategies actually overlap with each other, making it ideal to combine them.
- Search Engine Optimization
SEO is a marketing strategy used to boost a website’s rankings in search engine results pages (SERPs), such as Google. When your SEO campaign is effective, your site could rank at the top of the search results.
As a result, more people will know and find your business, ultimately increasing user engagement and sales.
- Conversion Rate Optimization
CRO is a process where you constantly test website elements to gain more conversions, leads, and sales for your business. As SEO boosts traffic to your site, CRO aims to convert that traffic by urging more users to take action.
That action may be in the form of signing up for a newsletter, purchasing a product, or filling out a contact form. In simple words, CRO continues the job SEO has down for your site by turning traffic into conversions.
How SEO and CRO Complement Each Other
Both strategies work to drive rankings and conversions. You can even say that CRO works after SEO to ensure that your marketing campaign converts traffic into conversions then into revenue.
So, how can you create compelling content that ranks (SEO) and converts users (CRO)?
- SEO Content That Matches With Search Intent
SEO informs digital marketers about the importance of creating quality website content that Google can rank and attract visitors. Whether it’s quality content for your blog or sales-related product pages, relevancy is vital. Ranking to boost your business is dependent on the value of your content.
Google has different tools to determine which pages to rank in various search results. In addition, Google’s primary goal is to display results that match search intent and answer user queries for an excellent user experience (UX).
So, the most effective way to rank high in search results pages is by matching user search intent. In simple words, your website must have quality content that supplies user needs.
- Optimized Content for Conversions
Turning visitors into conversions or customers entails a few factors, including an excellent call to action (CTA) that links to conversion-focused content. Strategic CTAs funnel traffic from blog posts and websites to product pages and contact forms.
For instance, top-ranking pages provide informational content that matches user queries before introducing products. However, those pages also have strategic CTAs that urge people to take action and view product offerings.
To optimize this feature, create content that matches user needs and improves their experience on your website, so they’ll be more likely to convert. The primary keys to higher website conversion rates are clear CTAs and matching search intent.
As demonstrated above, SEO and CRO do work hand-in-hand in boosting websites and converting traffic into customers. With that said, optimizing content requires skills, insight, and expertise in both SEO and CRO.
The NESMA Group is a marketing and design agency servicing online advertising to all businesses across the globe. Our media specialists help clients establish business objectives, zero in on your target audience, create engaging and share-worthy content, and integrate your social media with all aspects of your online presence.
If you want to grow your business and acquire more customers with online advertising, get in touch with NESMA Group today! Let us know how we can help.