How To Combine SEO And CRO To Maximize Your Bottom Line

It has been months, maybe even years. Yet finally, all of your hard work is producing results. Your SEO campaign is seeing your web pages land at the top of search results for all of those high-value keywords you’ve been targeting.

The problem is that being seen is only half the battle. If you’re not generating conversions from your organic trafficOrganic search traffic (sometimes called natural or unpaid search) is the traffic that's driven to a website because of unpaid placement on a search engine results page., you’re not doing it right.

Simply put, traffic and conversionA conversion is a desirable result on a website that leads to an action such as completing an order, filling out a form, or simply clicking on a link. rates need to go hand in hand. This is where conversion rateA conversion rate is the percentage of visitors that take a desired action on your site. optimization (CRO) comes in. This guide will teach you our CRO know-how, including what it is, how it can be combined with SEO, and how to maximize your bottom line.

How Does CRO Differ From SEO?

It’s surprising how many marketers view CRO and SEO as not co-existing entities. They see it as either going with one or the other when plotting their marketing strategy. However, in an ideal scenario, both CRO and SEO must be integrated for the best results.

So, what’s the difference between the two?

SEO, search engine optimization, is all about catering to the search engines. You appease their algorithms to ensure your content is given the spotlight for relevant search inquiries. CRO, on the other hand, is all about appealing to users with your content, convincing them to either buy a product or become an active lead.

Read more: How To Increase Conversion Rates

In simple terms, SEO brings in the traffic. CRO turns that traffic into conversions.

SEO Conversion: How To Effectively Add CRO To The Mix

If your SEO conversion rate isn’t producing the results you seek, it is important you look at ways to incorporate CRO into your content strategy.

An SEO CRO combination, when done correctly, can see both your traffic and conversions increase. One of the most important points in that regard is not to treat both aspects separately. You shouldn’t spend one day completing CRO, SEO the next, and back to CRO another day. They should be blended together as part of your marketing plan.

Here’s how to get started with adding CRO content into the mix.

Analyze Your Current SEO Strategy

The first step is to analyze how your current SEO strategy is performing. This is a look at current SEO conversion rates, traffic numbers, what keywords are doing well, and so on. One way to get the full picture with ease is through our SEO Audit service. This will show you what’s working, what isn’t, and how to refine your current efforts.

Ultimately, you want your SEO plan firing on all cylinders. That’s obvious. The more organic traffic you are bringing in, the more potential customers you can attract through your CRO strategy.

If you’re wondering how to bump up visitor numbers, make sure to read our guide on How to Increase Your Website Traffic.

Match User Intent With Your Content

SEO conversion rates can be lacking as a company can prioritize appealing to search engines rather than their audience. They implement the right keywords, produce high-quality content, and put in the work to get those backlinks – and land #1 in relevant search results. The problem is their SEO conversions are minimal because they’re not matching user intent.

One of the most common CRO case studies revolves around a user seeking a specific product. They turn to a search engine, look for a product to buy, and hope to find a website where they can achieve that goal. This is known as transactional intent. They’re ready right now to make a purchase.

So if you’re the first search result for that product, but you haven’t refined your CRO on-page strategy, guess what – you will get visitors, but you’ll struggle to get customers.

As this CRO case example hopefully demonstrates, it’s key that you match user intent with your content. If someone is searching to buy a product, for example, make sure your ranked page provides them with a clear pathway to make it happen.

Of course, user intent can differ significantly. It can be everything from informational to commercial. CRO for local search, for instance, could be all about convincing a user your local business offers the best level of service around.

Use CTAs

Once you have matched up CRO keywords with the right user intent, the next step is incorporating calls to action (CTA). CTAs are essential for any CRO on-page optimization strategy. Simply put, the right use of a CTA can be the difference between a conversion happening or not.

This is why it’s a primary focus in our guide on How to Increase Conversion Rates.

In the same way as CRO keywords, you have to make sure CTAs match up with your content. For example, a page could include a quote from a blog post, and this can be followed with a “read more” button. Lead generation CTAs are more likely to appear at the bottom of a page to convince people to sign up for, say, a newsletter or service.

Measure The Results

Whether it’s conversions, SEO results, or any other aspect of your digital marketing strategy, it is imperative you continually measure results. This is necessary to gain the full picture of your work, see if your CRO SEO strategy is bearing fruit, and to test tweaks to optimize performance.

This is a lot of work, admittedly. It’s also not just about continually refining your strategy. You have to keep up-to-date with SEO and CRO blog updates to react to any algorithm changes made by Google. This is why a lot of companies opt to outsource and benefit from a Fully Managed SEO strategy – one that also incorporates CRO.

Adding CRO To Improve Results

When it comes to a healthy conversion rate, SEO is not enough. It may get customers through the door, but CRO is what seals the deal.

Are you struggling to increase those conversions and sales figures? Not sure how to best implement CRO? Get in touch today. At Click Intelligence, we offer professional Conversion Rate Optimisation services that will turn your traffic into customers.