The purpose of this article is to clarify that “CRO (conversion rate optimization) and SEO (search engine optimization) can coexist and prosper and achieve high profits.”
To achieve that goal, we have a three-stage framework. It’s about deciding when to get more backlinks or create more landing pages, to help you optimize your conversion rate and optimize your website.
Stage 1: Conduct well-developed content marketing and link building campaigns.
Many of the pages on your web site exist to add value to customers’ lives, gain trust, and establish authority within the industry.
Imagine a high-quality buzz blog at the top of the funnel.
Do these sites show users (including free trials) and paid course introductions in every article?
Doing so would make users uncomfortable.
It will reduce website engagement and ultimately reduce sales.
Making money should not be the only purpose of doing business. The goal should be to provide value to the life of the target audience.
That’s why Ramit Cesi offers 98% free content on the I Will Teach You To Be Rich site .
- Technical: Technical
SEO. SEO in this area is primarily about helping search engines crawl and index your content.
- Off-Page: External measures
SEO outside the site. The main focus of SEO in this area is to acquire links from external websites to your site. Natural links from relevant, authoritative websites result in “voting for that website”, which leads to search engine credibility.
- On-Page: Internal measures
SEO on the site. SEO in this area focuses on creating content on websites and aims to optimize related keywords. Enhancing the “user experience” for visitors is key.
Note: For websites that do business with impression-based models,
you probably don’t want to go beyond this stage. Because more time users spend on your website, lower bounce rates, and generate more traffic are conversions.
Stage 2: There is no SEO without CRO. The reverse is also true. Can they go hand in hand?
t is at the stage where authoritative building and link acquisition from related content has been completed, and content creation for the brand building has been completed. Hopefully, you have a sufficient amount of email lists and that traffic to your website is growing steadily.
This is exactly the approach to building reputation among the target audience before starting a business.
But why use website optimization and SEO strategies to capture traffic?
It ’s all about getting conversions from natural search. More precisely, it is to make money from the inflow of natural search.
You don’t want your web site to just be a cost drainer.
CRO should not be considered an SEO enemy. Both are teams that can coexist.
Ninety percent of online experiences start with search, but not all of the marketing costs can be spent solely on topping search results.
The ranking for a particular keyword is ultimately a false index. You already know that you should focus on providing smooth navigation and the best experience for natural searches. That way, you can understand what your customers are visiting your website for.
- KW (Keyword & On-Page) ･ ･ ･ Keyword and On-Page
- CQ (Content Quality) ··· Content quality
- DA (Domain Authority) ･ ･ ･ Authority of domain
- PA (Page Authority) ･ ･ ･ Authority of the page
- UD (User & Usage Data) ･ ･ ･ User data
- SP (Spam Analysis) ･ ･ ･ Spam analysis
CRO is only a change in three of the above SEO-related factors. Unless you do something suspicious, your domain and pages won’t lose authority.
You don’t have to think that changing keywords for the CRO will have a negative impact on SEO.
In addition, I would like to share two ideas for implementing an overall marketing strategy that the SEO and CRO teams can discuss together.
1. Leverage actual user-landed data in search result ads
Strict testing has shown that your current content does not meet your intent.
What should SEOs do in response to these findings?
Optimize your content, including the terminology your audience actually uses, to meet user expectations through search engines. Make your website a cozy place and use conversion optimization to make it clear.
Kate Maurice provides a very good example. The CRO from the PPC campaign will provide improvements in on-page SEO.
2. This is a classic technique by Brian Dean. Take a look at his list of copywriting to capture traffic ( see ).
Let’s start with a simple question. Want to get more clicks in search results?
Of course, yes.
A higher CTR generates more traffic and ultimately affects ranking.
Stage 3: End the fight between CRO and SEO. Focus on providing a unique user experience to your visitors.
If you look back at your website, you’ll notice that both CROs and SEOs need to focus on their users. It is not something to offer to search engine bots. Deceptive search engine algorithms are neither stable nor effective.
Until five years ago, there were different factors affecting CRO and SEO, and the user experience was not embedded. But Google’s algorithms are constantly evolving.
As a result of the multiple updates, both SEO and CRO focus on delivering the best usability to their customers.
Page speed is an important factor in ranking decisions, and slower pages can also affect conversions (a one-second delay is worth 7% of sales).
Content that is relevant to the value-added content is an important factor for displaying at the top. Similarly, getting more conversions requires strong value propositions, which are made by persuasive and relevant copies. Only then can they lead the prospect to the next step in the conversion funnel.
Artificial link construction no longer makes sense. It is important to get links from authoritative pages. Acquiring links that lead to conversions is a powerful boost to rankings.