CRO and SEO:

How They Can And Should Work Together

Alex Lloro - CRO Expert


Managing Director

For the best results, your CRO and SEO should work together, not against each other. Learn how to accomplish that here.

Digital marketing is a language in itself. It's a near-perfect combination of human psychology, science, and innovation.

In fact, most marketers believe it's changed more in the last 2 years than in the last 50 combined.

With new acronyms and strategies popping up every day, it's hard to keep up. 

But, CRO and SEO aren't new to the game. When done correctly, they play well together. They're a golden duo that helps attract more of the right people. 

And then, they help turn those people into happy customers. 

Keep reading to learn how to optimize your business, today. 

What is SEO?

Search engine optimization (SEO) helps your website rank well on search engines. You want your website to appear within the first page of results for relevant searches. 

Pretend your vacuum just broke. You might want to fix it but you may also want to buy a new one. You aren't sure where to start, so you turn to Google. 

You search for something like "how to fix a broken vacuum" or "the best vacuums". Odds are, most of the websites you see on the first page are optimizing their pages to appear. 

Now, turn that example around. 

You sell vacuums and you know your customers may want to know how to fix theirs. So, you write a series of articles on fixing common problems. You optimize those pages to appear for relevant searches. 

You sit back and relax while a steady stream of targeted traffic rolls in. 

What is CRO?

SEO is what gets visitors to your site. Conversion rate optimization (CRO) is how you turn them into paying customers. 

Performing CRO looks different depending on who you are and who you're trying to convert. But, the goal is always the same - to increase your conversion rate. 

Optimizing your conversion rate may mean:

  • Developing accurate buyer personas
  • Tweaking your sales pages and emails
  • Hiring someone to create marketing campaigns
  • Improving product descriptions
  • Altering the way you run your business

CRO and SEO Aren't Competitors - Wait, What?

In fact, the most successful businesses use both. But, having more visitors doesn't necessarily lead to more customers. This causes many marketers to believe the two aren't connected. 

The best digital businesses attract consumers at every level of the buyer's cycle. Proper SEO and understanding buyer intent allows you to create content that caters to them. And then help them find it. 

It doesn't matter if they're ready to buy something or not. Efficient CRO can help turn anyone in your target market into a customer at some point in the future. 


Understanding the SEO Funnel

Consumers go through a "funnel" before buying something from you. That funnel looks like this:

  • Awareness: Sarah knows she has a problem but doesn't know how to fix it
  • Evaluation: Eric knows how to fix his problem but wants to know the best solutions and where to get them
  • Conversion: Megan is really interested in buying from you but she wants to make sure it's the right choice
  • Retention: Kyle has already bought something from you and is considering buying from you again

Tailor your messaging to meet people where they are. Someone in the awareness stage doesn't want to be bombarded with sales pitches. And, someone in the conversion stage doesn't need to know how your product works. 

How to use SEO to Optimize Conversion Rates

The best way to optimize your conversion rates using SEO is to attract more of the right people. And, less of the wrong people. 

1. Keywords, Keywords, Keywords

Ranking well on search engines doesn't matter if you're ranking for the wrong things. If someone wants to learn how to train their cat, they're not going to click on your dog training article. 

Think about how your audience uses search engines to find what they need. 


2. User Experience is King

When someone visits your site for the first time, what kind of experience do you want them to have? A great one, right? No matter how or where they enter your site, give them a seamless experience. 

Too many ads? A popup you can't figure out how close? Text that's impossible to read on your phone?

They're all annoying. 

A negative user experience translates to high bounce rates and low time on page. Search engines know that and will move you down the rankings. So, if you've put in the time to rank well, you owe it to yourself to exceed expectations. 

3. Content is Queen

If a visitor has been kind enough to click on your site, be kind of enough to help them solve their problems. Long-form, high-quality content will beat out short, crappy articles. Every time. 

The average number one article on Google is 2,400 words. But, length alone doesn't guarantee anything. It has to be well written and valuable to your audience. 

4. Ask Your Audience to do Something

What you ask them to do depends on where they're at in the funnel. If they're looking for information, get them on your email list. If they're ready to buy something, ask them to visit one of your products. 

You might ask them to read another article or leave a comment. 

What's obvious to you isn't obvious to them. And, 90% of people who actually read your headline will read your CTA as well. So, make it count. 

Professional CRO and SEO Services are a Few Clicks Away

You want more visitors, right?

And you also want more customers? 

All Marketing is here to help. A team of experts will work with you to develop a clear and concise keyword strategy (SEO) to attract more of the right people. Then, they'll help you optimize your website to turn more of those visitors into happy customers (CRO). 

Get your Free CRO Consultation to get started, now!