SEO Meets CRO: Optimizing Your Website for Search & Sales

Your website is the cornerstone of your online presence. It’s the digital storefront where potential customers discover your brand, explore your offerings, and hopefully, decide to become loyal patrons. But with the online marketplace overflowing with competition, how do you make sure your website stands out? Enter the power duo of search engine optimization (SEO) and conversion rate optimization (CRO).

Think of SEO as the magnet attracting visitors to your website, and CRO as the closer that convinces them to take action. Here’s the kicker: it was found that nearly two-thirds (over 63%) of website traffic in the US comes from people who searched for something on Google. That’s a massive pool of potential customers just waiting to be reached. By combining SEO and CRO strategies, you can turn those website visits into leads and sales.

Understanding SEO and CRO

Optimizing your website for success requires a two-pronged approach: SEO and CRO. Let’s explore these crucial aspects and how they work in tandem to achieve your website’s full potential.

Search Engine Optimization

SEO is a very important aspect of digital marketing with 50% of marketers worldwide vouching for its large positive impact as it ensures your website gets discovered by the right audience. To help you visualize, imagine you own a property management software company. Potential clients are constantly researching and comparing different software solutions.

When someone searches for “best property management software” on Google, you want your company’s website to appear at the top of the results, standing out from a long list of property management software options. Here’s how SEO achieves this:

• Keyword Research. Identifying the specific terms people use to search for products or services like yours.
• On-Page Optimization. Fine-tuning your website’s content and elements (title tags, meta descriptions) to be relevant to these keywords.
• Backlink Building. Earning links from reputable websites back to yours boosts your website’s authority in search engine rankings.

By implementing these strategies, you increase the chances of your website being seen by potential customers actively searching for what you offer. And attention is very valuable nowadays. In fact, 96.55% of web pages get zero traffic from Google. One big reason for that is poor SEO. 

Conversion Rate Optimization

Now, let’s say someone found your property management software company’s website through a Google search. CRO ensures they don’t just browse through features and leave empty-handed. It focuses on converting those website visitors into paying customers for your software. Here’s how CRO works:

• A/B Testing. Comparing different website elements (headlines, CTA buttons) to see which versions drive more conversions.
• User Experience (UX) Optimization. Make your website user-friendly, with clear navigation and easy access to information.
• Persuasive Copywriting. Crafting compelling content that engages visitors, highlights your offerings’ value proposition, and motivates them to take action (avail of coupons, purchase, sign-up, etc.).

Focusing on CRO creates a website that’s not just informative but also persuasive, guiding visitors towards desired actions and ultimately boosting your sales and conversions.

Why You Need Both SEO and CRO

High organic traffic won’t translate to sales if your website is difficult to navigate, lacks clear calls to action (CTAs), or fails to convince visitors why they should choose you. On the other hand, a website optimized solely for conversions might miss out on a large pool of potential customers. Even the most persuasive website won’t see significant conversions if it doesn’t rank well on search engines for relevant keywords.

Here’s why you need both SEO and CRO working together:

• Increased Website Traffic and Qualified Leads. SEO attracts a wider audience actively searching for your offerings, while CRO transforms those visitors into qualified leads by guiding them toward conversion actions.
• Improved Brand Awareness and Customer Journey. A well-optimized website, with both SEO and CRO elements, provides a seamless user experience. This fosters brand awareness and creates a positive customer journey, encouraging repeat visits and potential advocacy.
• Higher ROI for Marketing Efforts. By combining SEO and CRO efforts, you maximize the return on investment for your marketing activities including ads and loyalty cards. You attract more relevant traffic and convert a higher percentage of those visitors into paying customers.

Aligning SEO and CRO Strategies

Now that you understand the power of SEO and CRO working together, let’s explore how to strategically align these two aspects to optimize your website for both search engines and conversions.

Keyword Research with Conversion Intent

Traditionally, SEO focuses on high-volume keywords. However, to maximize conversions, consider incorporating keywords that indicate buying intent. These are terms people use when they’re closer to making a purchase decision.

For example, instead of targeting just “property management software,” you might target “property management software with free trial” or “compare top property management software solutions.” This ensures you’re attracting property managers who are actively researching and evaluating different software options, increasing the likelihood of converting them into paying customers for your software.

On-Page Optimization for Conversions

On-page optimization goes beyond just including relevant keywords in your content. Here’s how to optimize your website pages for both search engines and conversions:

• Craft Compelling Title Tags and Meta Descriptions. Include targeted keywords while also using clear and enticing language that grabs user attention in search results. Think of them as mini-advertisements for your website.
• Create High-Quality Content. Informative and engaging content that addresses user search intent throughout the buyer’s journey is crucial. This could include blog posts, product descriptions, or informative landing pages.
• Integrate Internal Linking. Strategically link to relevant internal pages throughout your content. This helps search engines understand your website structure and guides users toward valuable information that can further their buying journey.

By implementing these on-page optimization strategies, you create a website that’s not only discoverable by search engines but also informative and persuasive for your target audience.

Technical SEO for User Experience

Technical SEO focuses on the behind-the-scenes aspects that search engines consider when ranking websites. However, it also plays a crucial role in user experience (UX). Here’s how:

• Ensure Fast Loading Speed. A slow-loading website frustrates users and increases bounce rates. Prioritize website speed optimization for a smooth browsing experience.
• Mobile-friendliness is Essential. With the rise of mobile browsing, your website must be responsive and function seamlessly on all devices.
• Optimize Website Structure. A clear and logical website structure with intuitive navigation allows search engines to crawl your website efficiently and helps users find the information they need quickly.

By focusing on technical SEO elements that enhance UX, you create a website that’s not only search engine friendly but also user-friendly, leading to a higher chance of conversions.

Implementing Your SEO and CRO Strategy

Now you have a roadmap for aligning SEO and CRO. Here’s how to put it into action:

Conduct a Website Audit 

Start by taking stock of your website’s current performance. Analyze SEO factors like keyword rankings, backlinks, and website speed. Evaluate CRO aspects like user experience, conversion rates, and content effectiveness. This audit will identify areas needing improvement in both SEO and CRO.

Set Clear Goals and KPIs

Define specific and measurable goals for your SEO and CRO efforts. This might involve increasing organic traffic by a certain percentage, improving conversion rates for a particular product page, or reducing website bounce rates. Having clear Key Performance Indicators (KPIs) allows you to track progress and measure the success of your strategies.

Prioritize Tasks and Create a Timeline

Based on your website audit and goals, prioritize tasks for both SEO and CRO. Create a realistic timeline for implementation, considering resource availability and project complexity.

Embrace A/B Testing 

Don’t just guess what works best for your website visitors. Use A/B testing to compare different versions of website elements, like headlines, call-to-action buttons, or page layouts. This data-driven approach lets you identify the most effective aspects driving conversions.

Continuously Monitor and Analyze

SEO and CRO are ongoing processes. Regularly monitor website traffic, user behavior data (heatmaps, session recordings), and conversion rates. Analyze this data to identify areas for further optimization and refine your strategies for continuous improvement.

By following these steps and fostering a collaborative approach between SEO and CRO efforts, you can transform your website into a powerful traffic magnet and conversion machine, ultimately achieving your online business goals.