If you’ve spent time in the marketing industry, you’re probably familiar with SEO and CRO. But if you need a quick refresher, here’s a brief description of both terms:
- SEO: Search engine optimization is the process of creating content that attracts “organic” traffic to your website. Its focus is earning high visibility in search engine results. Organic search makes up 51% of all website traffic and is a powerful tool to utilize.
- CRO: This is one of the most important acronyms in the pay-per-click world. It stands for conversion rate optimization. This is the process of converting website visitors to customers.
Search engine optimization and conversion rate optimization are two different beasts. The goal of one is to improve your website and search rankings so you get more traffic. The goal of the other is to turn that traffic into a paying customer base.
Even though the two methods have different short-term goals, they share the same long-term goal of profiting your business. They also yield the most desirable results when used together. Learn how to combine the two effectively in your marketing strategy and prepare for an impressive outcome.
How To Combine SEO and CRO for Best Results
There are several things you can do to improve your website and increase your search engine rankings and conversions. Here are a few strategies you can implement today:
- Create relevant content for your sales funnel
- Improve page loading time
- Fix site navigation issues
- Engage customers on social media
These suggestions include some of the most effective SEO and CRO tactics. When used together, they can boost your success online. Here’s a quick overview of each strategy.
Create Relevant Content for Your Sales Funnel
Traffic at all costs isn’t the best mantra for your business to have. You want to attract traffic that will convert to sales. This is where search engine optimization and conversion rate optimization should go hand in hand. Using a funnel-based approach can help you create content that will attract qualified traffic to your site. To do this, imagine a funnel divided into four sections.
The top, largest section of the funnel indicates broad search engine queries. They’re questions generally asked by potential website visitors who don’t know exactly what they want yet. For example, if you sell guitars, your top funnel category might be people who want to purchase a musical instrument. They may not know what type of instrument they want to play yet. Your goal is to answer their questions and raise awareness of your products.
People who are looking for more insight about instruments make up the next section of the funnel. They are getting a little more serious about making a purchase. Your SEO content should answer their more detailed questions and guide them toward making a purchase. For example, you may want to create blogs or other posts about the different guitar types or the best ways to find the right guitar for your genre.
At the bottom of the funnel, you have your “prospects” and “customers” sections. Content for these audiences should focus on convincing potential buyers to make a purchase. It’s the most critical step in your CRO efforts. You should plan on resolving any concerns your customers may have at this stage, including the following:
- Customer services
- Delivery and shipping costs
- Custom order queries
You may also want to incorporate video testimonials and customer reviews into your website. Both are effective ways to encourage your visitors to make a purchase.
Improve Page Loading Times
Slow-loading pages spell death for conversions. In fact, over 50% of mobile users leave sites that take longer than three seconds to load. Improving your page loading time is key to converting traffic to sales. Faster pages also tend to rank higher in search engines than slow sites with low engagement.
Fix Site Navigation Issues
If your site is full of broken links, visitors will see that there’s clearly something wrong. You can use an SEO crawler tool to identify and fix broken URLS that are causing issues for your website visitors.
Engage Customers on Social Media
Social media marketing should be an integral part of any online marketing strategy. Engaging your audience with quality social media content will help increase your website traffic. It will also help you obtain a higher conversion rate.
Contact Boostability at 877-672-9676 to learn more about SEO and CRO—and how they should work together. You can also claim your free website analysis online at your leisure.