SEO (search engine optimisation) is a process whereby your website rankings are improved to increase the amount of unpaid traffic to your website. This is done by ensuring that your site ranks highly when searched for organically. CRO (conversion rate optimisation), is the continuous testing of your website in an effort to obtain leads or conversions for your business. With CRO you’re trying to improve the chances of website visitors performing a desired action.
SEO to CRO
The first thing you need to understand is that in order to attract new visitors to your website, you need to provide answers to what they’re searching for on these search engines. If your content is relevant, you’ll rank at the top which will result in your website attracting more traffic.
Search engines such as Google, don’t only look at how relevant your content is, they also look at whether your site provides a good user experience. By providing solutions to search queries, you’re moving from SEO to CRO as your content matches search intent.
Another way of moving from SEO to CRO is by adding call-to-actions to your content, making it easier for your target audience to perform your action. This is because, by adhering to your call-to-action (which would be a link or button) your visitors are linked to conversion focused content. For example, initially your content would address or solve a problem, i.e., provide a solution to your target audience’s search query as part of SEO. To get to CRO, you would make use of strategic call-to-actions where you are able to elaborate on your service and product offering. Having clear call-to-actions is a great way to increase your conversion rate.
In conclusion, SEO and CRO work well together to achieve your business goals. For example, when using SEO to attract your target audience organically you can use CRO to convert them into purchasing customers. We, at YDMA specialise in ensuring that the right people are targeted for your business and further ensuring that they are converted into loyal paying customers. You can get in touch with our consultants, and we can put together a full-proof digital marketing strategy that includes the use of SEO and CRO techniques, tailored to meet your business goals.