Search engine optimization (SEO) and conversion rate optimization (CRO) are both essential to the success of any website.
As you put your business online and make it visible to potential customers, your site will need to be search engine-friendly with accessible URLs and metadata that helps crawlers index your site.
In this guide, you'll discover how you can optimize your website for users and search engines using CRO and SEO services.
These tips will help you leverage the power of Google for increased visibility and boost visitor engagement with your company's website.
Table of Contents
What are CRO and SEO?
Conversion rate optimization (CRO) is the process of improving the rate at which a marketing campaign or website generates sales.
With CRO, the main objective is increasing the number of people who take the action you want them to take. According to Serpwatch, the average conversion rate is between 1.84% and 5.01%.
SEO, on the other hand, refers to optimizing your website to be as visible as possible in search engine results by gaining high-quality backlinks and creating content that’s both useful and keyword-rich.
The main goal of SEO is to get people to find your website through organic, non-paid search results through Google, Bing, and other search engines. With SEO, you can also show up in other places, like social media and news websites.
Why are CRO and SEO Important?
You could have the best advertising campaign in the world, but if no one sees it or notices it, then all of your efforts will be wasted.
So how do you get people's attention? How do you make sure they see what you have to offer?
Enter CRO and SEO services.
When visitors convert into customers, they're more likely to keep coming back and buying more products or services from you.
Tips to Maximize CRO and SEO for Your Business
Whether optimizing for SEO or CRO, you must start by building a site people want to visit.
Here are some of the best CRO and SEO practices to get you started:
- Define your audience: The first step to successful SEO and CRO implementation is understanding your target audience and creating content accordingly. This means researching who your customers are and what they are looking for online. It’s also important to know who your competitors are and what they’re offering. For example, if you sell baby products, you’ll likely want to rank high in searches related to pregnancy and infant care. This will help you attract new customers and increase sales.
- Create a content strategy: Once you’ve figured out your target audience, you can create a content strategy for your site. A content strategy is a road map for what types of content you want to publish and when. A content calendar is an excellent tool for this. It should include topics related to your company and industry and what type of content you publish each day. The goal is to publish new content frequently, engage with readers, and drive them back to your site.
- Optimize your on-page SEO: Choose a keyword relevant to your business and its audience. Your website should focus on this keyword throughout the content and title. Next, you should create a Google My Business listing so you can show up in local search results. Once your website is live, create an XML sitemap and submit it to Google to easily crawl it.
- Create an effective landing page: Ensure your visitors buy something or sign up for your email list.
- Implement off-page SEO: Once you’ve implemented on-page SEO, it’s time to focus on off-page SEO. To do so, you must create quality content that engages readers and drives them to your website. This can be in the form of blog posts, eBooks, videos, interviews, etc. Furthermore, you’ll want to build high-quality backlinks to your site to help it rank higher in search engine results. This can be done through guest blogging, social media, and influencer marketing.
- Use high-quality images on your website and social media platforms: If you want people to click on links and read what's written in those links, they need to see high-quality images on their screens.
- Make sure your website is mobile-friendly: Google has been putting more emphasis on mobile-friendly sites. If your site isn't optimized for mobile devices, you could miss out on potential customers looking for your services on their phones.
- Monitor your progress: Once you’ve implemented all the above SEO and CRO strategies, it’s best to keep an eye on their progress to ensure ROI. You can track your website’s analytics, including page views, bounce rates, conversion rates, and other metrics. This will allow you to identify areas where you can make improvements.
Which CRO Metrics Should You Track?
- Bounce Rate: The bounce rate is the percentage of visitors who leave your site after viewing only one page. If you want to increase your conversion rate, you need to decrease your bounce rate.
- Pages Per Visit: A high number of pages per visit indicates that people spend a lot of time on your site, while a low number means they're not staying very long. Pages per visit can tell how user-friendly your website is and how well it conveys information to users.
- Time on Site: You should also track time on site as it shows how long people spend exploring your website— or whether they just quickly glance at it before moving to other sites. If that’s the case, it would indicate a poor user experience. But if people spend more time on your website than others in its category or industry, that’s a good sign.
- New vs. Returning Visitors: This is one of the most important metrics you can track regarding CRO. It will give you a clear picture of who is coming to your website and how long they stay before leaving or coming back. It also helps you determine if there are any patterns in visitor behavior that indicate where your site could use some improvement.
- In-Page Analytics: This metric tells you what content on your page people are spending time reading and engaging with and which parts of the page they're ignoring entirely. This will allow you to make changes within your content so that visitors can easily find the information they're looking for on the page they visit first.
Which SEO Metrics Should You Track?
- New Referring Domains: This metric measures the number of websites linking to yours. It shows that other sites think highly enough of yours to include a link in their content. The more sites that link back to yours, the more likely Google will see you as an authoritative source for information about your topic or industry.
- Domain Rating: Domain rating refers to a site's influence on others in its niche. The higher the number of links from other sites pointing at yours, the higher your domain rating will be.
- On-Page Optimization Score: This one requires a little more effort than simply looking at the numbers— you need to check out the content on your site and how it's structured and organized.
- Keyword Ranking: This is how high up in the search results your site appears when people search for your keywords and the percentage of times your site appears in the top results. According to Backlink, the top result gets around 32% of all clicks.
- Impressions: This means how often your ad has been shown to people through Google Ad Words or Facebook Ads.
Mistakes to Avoid with CRO and SEO
- Don’t overuse keywords. Use them sparingly. You risk being penalized by search engines if your content is too keyword-heavy. Instead, use keywords appropriately and naturally while sticking to your chosen topic.
- Avoid thin content. While it’s important to publish new, frequent content, it’s also essential to create high-quality content. This means your posts should be at least 300 words long and contain useful, actionable information for your readers. Publishing thin content is another way to get penalized by search engines.
- Be aware of Google’s algorithm. Google considers 200 factors when changing its algorithm, which means SEO and CRO strategies need to be updated accordingly. Google updates occur every few months and typically focus on rewarding high-quality content. To avoid being penalized, stay up to date on Google’s updates to ensure your SEO and CRO efforts are always up to par.
- Avoid using generic terms on your landing pages. When writing descriptions, there should be a balance between keywords and descriptions because they must be optimized for both Google Search Engine Results Pages and customers.
How to Make CRO and SEO Work for Your Business: Takeaway
Search engine optimization and conversion rate optimization are both essential to the success of any website.
While there are numerous ways to optimize a site for SEO, the primary aim is to create quality content that will be useful to users and search engines alike.
Once you've completed your CRO and SEO goals and have a high-quality site, stay on top of the developments and keep an eye on the changing algorithms.