The Ton has long observed the battle between SEO and CRO, two bitter competitors. Deliberately competing for dominance in the crowded ballrooms of the Internet, there was friction.
One side was SEO, who was an expert at attracting attention and attracting a large number of visitors.
CRO stood on the opposite side. He had a delicate way of turning even the briefest glances into fidelity. CRO was aimed at fine-tuning and optimizing the user journey, ensuring that every step was geared towards the desired conversion outcome.
Until the day came when we asked, “Why do we have to put up with this senseless discord? Together, SEO and CRO will form such a formidable alliance that no one will rival their combined strength.”
This writer may have spent too much time watching “Bridgerton” lately. And yet, the truth remains:
The power of SEO and CRO together is a harmonious union. If you’re having trouble converting traffic, follow these helpful tools and tips.
Why contactless traffic is a problem
High traffic, low customers
Many websites struggle with non-converting visitors.
High traffic does not always translate into high conversions.
Lots of traffic with low conversion rates probably indicates an underlying problem.
Disconnected SEO and CRO
The problem often lies in a mismatch between CRO and SEO.
SEO attracts visitors, while CRO turns them into paying customers by optimizing your website journey.
When these areas are unbalanced, you get a lot of low-quality traffic that is difficult to convert into sales.
Here are some typical problems when driving high quality traffic:
Targeting keywords that are too broad
Using high-volume keywords can increase visibility, but if they’re too broad, visitors may not be interested in your content, leading to high bounce rates and low conversions.
Review pages with high traffic but high bounce rates. Check your keywords and consider revising your content to target more relevant terms.
Focusing too much on driving traffic to low-converting pages
Driving traffic to upper funnel content isn’t bad, but focusing too much on it can hurt CRO.
Analyzing the traffic and conversion rates of each page can help solve this problem.
Missing CTA
Blog pages can generate good traffic, but most visitors read and leave.
Optimize your content with targeted CTAs, offer deeper content or a free trial, and use CTAs to help convert traffic more effectively.
Believe in anyone
There is no choice between SEO or CRO.
SEO and CRO should work together to increase visibility, conversions and sales.
Any business that wants to grow needs an audience to sell to.
Succeed with SEO and CRO
Identify and target the right audience
Understand the specific needs and behaviors of your target audience, including demographics, motivations and barriers customers face. By defining what drives people to your website and what might prevent them from converting, you can tailor your SEO strategies to attract the right traffic that is most likely to convert. Use tools like surveys and interviews to help gather critical information. Use personas to create content that resonates with your specific audience, significantly increasing the likelihood of conversion.
Optimize pages for conversions
Make sure your landing pages are not only aesthetically pleasing, but also easy to use and navigate by optimizing them. Be sure to focus on capturing the user’s attention, a clear headline, an eye-catching value proposition and a prominent call to action (CTA). Reduce the number of form fields to dramatically increase conversion rates. Make sure your call to action (CTA) is clear and concise, such as “Download the guide.”
Generate trust and credibility
Build trust and increase authority by including ratings and reviews, testimonials or case studies. Online reviews improve business ranking and visibility in search results, and also increase credibility among website visitors.
Focus on mobile users
A poor mobile user experience can lead to increased cart abandonment and reduced sales, as mobile users expect fast, easy-to-navigate and hassle-free shopping experiences. Implement responsive layouts, improve page load speed, and ensure easy navigation on mobile devices to improve search rankings and increase conversion rates.
Improve page speed
Page speed is a key factor for both search rankings and conversion rates.
Fast loading pages correlate with higher conversion rates.
Even a one-second delay can cause a significant reduction in conversions.
How to optimize page speed
Optimize media and code Use Content Delivery Networks (CDN) Responsive design implementation
Continued synergies between SEO and CRO
The power of websites is based on the integration of SEO and CRO.
Aligning SEO’s ability to attract audiences with CRO’s ability to convert them creates a powerful synergy, driving both traffic and conversions.
Instead of conflict, both strategies are important to get results.
Targeting the right keywords, optimizing user experience, and ensuring fast-loading, mobile-friendly sites are crucial steps in this process.
Mutually beneficial SEO and CRO efforts can improve visibility and significantly increase conversion rates for sustained growth and success.
The opinions expressed in this article are those of the guest author and not necessarily Search Engine Land. Staff authors are listed here.
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