How to Combine CRO and SEO

Algorithms and the search market in general are continuously evolving. As such, marketers need to regularly update and modify their strategies, mastering and implementing new practices and techniques as they come along. One thing that doesn’t change, however, is the critical nature of the relationship between CRO (Conversion Rate Optimisation) and SEO (Search Engine Optimisation). While the two are mutually exclusive, they are also compatible and should be used in tandem. After all, the most effective SEO efforts in the world are worthless unless they lead to conversions.

Text and Headline Clarity

Many aspects of SEO and CRO tactics do evolve separately, but they also share a few principles that have stood the test of time and remain unchanged, despite what other changes they might undergo. It is in these similarities that SEO and CRO work best together. The most basic example of this is in the analysis of your webpage layouts. The clearer the headline and text language is on each webpage, the better your search engine rankings will be and the more success you’ll have with conversions. Also, don’t forget to include H1 tags, as they can help in rankings, too.

Avoid Messy Aesthetics

Along the same line of thought, only highlight a single product or idea on each web page and avoid aesthetically burdensome, overly flashy visuals. In short, search engines and searchers alike prefer simplicity and clarity over confusion and overwhelming visuals. If a potential lead has to mine through confusing graphics and myriad topics on the same page, chances are you’ll turn them off before they’ve even clicked through to your website.

Speed Matters

There is another, equally important reason not to overwhelm your internal and external pages with heavy video and graphic content. They can cause web pages to load slowly, which leads to higher bounce rates. You can’t get people to your website, and you won’t increase your conversion rates if people are turning away before you’ve had the opportunity to present your product or service to them. Google’s PageSpeed Insights is an excellent tool to use to evaluate the loading speed of a given webpage.

Value Added Content

Never before has content been more important. As mentioned at the beginning of this article, algorithms are continuously changing, and Google algorithms in particular place a high priority on quality web content. Spam and filler content gets penalised, while high quality, useful content gets rewarded. Also, flimsy content is a sure-fire way to keep people from visiting your site.

When done right, SEO and CRO work in tandem, much like a relay race or a tag team wrestling match. Effective SEO gets the client to your site, and the CRO takes it from there. In order to achieve higher search results and conversion rates, However, it is important to understand what tactics work best for each separately. Fortunately, the two share many of the same best practices, which in turn, strengthens and maximises the relationship between SEO and CRO.