Image - How to Combine SEO with CRO
06/08/2024

What Makes a Successful Website: SEO Alone or SEO with CRO?

I wanted to share why I always combine SEO (Search Engine Optimisation) with CRO (Conversion Rate Optimisation) when working on a website. It’s a bit of unique approach that sets me apart from most SEO specialists out there.

To be honest, I didn’t even know what CRO was until recently! I’m the kind of person who just does things intuitively—if it works, it works. I never really bothered with labels.

That’s why, when I met someone who claimed to have six years of SEO experience and bragged about a laser-focused niche SEO strategy that worked for someone he knew—not even for his own clients—I couldn’t help but raise an eyebrow. Yep, I’m that person who’s hard to impress.

I know that targeting a specific subset of customers can be effective, but I suspected there were other elements at play. So, I decided to check out the website he mentioned.

Expecting to see some mind-blowing SEO tricks, I was instead greeted by something quite ordinary in terms of SEO. But you know what stood out? The website’s structure. It was filled with clear calls to action (CTAs) and easy-to-navigate forms. The user experience was seamless and inviting.

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SEO Isn’t Everything

This experience got me thinking. Most SEO specialists focus on driving as much traffic to a website as possible. They’re obsessed with numbers, rankings, and getting visitors. But here’s the kicker: they often don’t pay much attention to the quality of that traffic or how the website looks and feels to users.

And yet, if something isn’t working, they point fingers at the SEO strategy. But when things go well, they take all the credit for the SEO. What they don’t get is that the real magic happens on the webpage itself. If the webpage isn’t optimised for engagement, no amount of laser-focused SEO strategy is going to save it.

So, for me, it wasn’t just the SEO that made the website successful, but the combination of good user experience. A well-optimised website that caters to user needs can significantly amplify the effects of a good SEO strategy. When visitors find a website easy to navigate, they are more likely to engage with the content, fill out forms, and make purchases. 

What Sets SEO and CRO Apart?

SEO (Search Engine Optimisation)

SEO is all about making your website more visible on search engines like Google. It involves optimising various elements such as keywords, meta tags, backlinks, and content to improve your search engine rankings. The primary goal of SEO is to drive organic traffic to your website.

  • Keywords: Selecting the right keywords that your target audience is searching for.
  • Content: Creating valuable and relevant content that answers your audience's questions.
  • On-Page SEO: Optimising individual pages to rank higher and earn more relevant traffic.
  • Off-Page SEO: Building backlinks from reputable sites to improve your site's authority.
  • Technical SEO: Ensuring your website meets the technical requirements of search engines.

CRO (Conversion Rate Optimisation)

CRO focuses on increasing the percentage of visitors who take a desired action on your website, such as filling out a form, signing up for a newsletter, or making a purchase. It's about enhancing the user experience to drive conversions.

  • User Experience (UX): Designing a website that is easy to navigate and visually appealing.
  • A/B Testing: Experimenting with different versions of a webpage to see which one performs better.
  • CTAs: Strategically placing calls-to-action to guide users towards conversion.
  • Landing Pages: Creating optimised landing pages tailored to specific campaigns or audiences.
  • Analytics: Using data to understand user behaviour and make informed decisions.

Why Combine SEO with CRO?

Combining SEO with CRO is a game-changer, and here’s why I always integrate them when optimising websites.

  • Quality Over Quantity: While SEO focuses on bringing in traffic, CRO ensures that this traffic is high-quality and ready to convert. This dual focus means you’re not just getting visitors but potential customers.
  • Improved User Experience: SEO brings users to your site, but a well-optimised user experience keeps them there. A seamless, intuitive site design boosts user satisfaction and conversion rates.
  • Higher Conversion Rates: CRO’s goal is to turn visitors into customers. When combined with SEO, which attracts targeted traffic, the result is a significant boost in conversion rates and overall business growth.
  • Holistic Approach: By integrating SEO and CRO, you’re not just focusing on search engine rankings or user experience in isolation. You’re addressing both aspects simultaneously, creating a cohesive strategy that maximises results.
  • Data-Driven Adjustments: Both SEO and CRO rely on analytics. SEO provides data on traffic sources and user behaviour, while CRO offers insights into conversion paths and obstacles. Combining these data streams allows for more informed and effective optimisation efforts.
  • Sustainable Growth: A combined SEO and CRO strategy leads to sustainable growth. Rather than chasing fleeting traffic spikes, you’re building a solid foundation of engaged, converting visitors who contribute to long-term success.

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How to Combine SEO and CRO Together

Integrating SEO and CRO might seem challenging, but with a strategic approach, it can be seamless and highly effective. Here’s how you can do it:

Step 1: Keyword Research with Intent

Start with keyword research, but go beyond search volume and competition. Focus on user intent. What are your potential customers looking for? What problems are they trying to solve? By understanding intent, you can create content that not only ranks well but also resonates with your audience.

  • Tools: Use tools like Google Keyword Planner, Ahrefs, and SEMrush to find keywords with high intent.
  • Content: Create content that addresses specific needs and pain points of your audience.

Step 2: Optimise for User Experience

SEO gets users to your site, but UX keeps them there. Ensure your website is visually appealing, easy to navigate, and mobile-friendly. A good user experience can significantly boost your conversion rates.

  • Design: Invest in a clean, professional design.
  • Navigation: Make sure your website is easy to navigate with clear menus and search functionality.
  • Speed: Optimise your site speed to reduce bounce rates.

Step 3: Create Compelling CTAs

Calls-to-action guide your visitors towards conversion. Use clear, compelling CTAs that stand out. Test different variations to see which ones perform best.

  • Placement: Strategically place CTAs where they are most likely to be noticed.
  • Copy: Use persuasive copy that encourages action.
  • Design: Make sure your CTAs are visually appealing and stand out from the rest of the content.

Step 4: Optimise Landing Pages

Your landing pages play a crucial role in conversion. Optimise them for both SEO and user experience. Ensure they are relevant to the keywords you're targeting and provide a seamless path to conversion.

  • Relevance: Ensure your landing pages are highly relevant to the search queries that brought users there.
  • Clarity: Be clear about what action you want users to take.
  • Trust Signals: Use testimonials, reviews, and trust badges to build credibility.

Step 5: A/B Testing

Continuous improvement is key. Conduct A/B tests to experiment with different elements of your website, such as headlines, CTAs, and page layouts. Use the results to make data-driven decisions.

  • Elements to Test: Headlines, images, CTAs, form fields, and layouts.
  • Tools: Use tools like Optimizely, or VWO to conduct A/B tests.
  • Analyse: Use the results to refine your strategy and improve conversion rates.

Step 6: Analyse and Adjust

Regularly analyse your data to understand what's working and what's not. Use tools like Google Analytics and heatmaps to gain insights into user behaviour. Adjust your strategy based on the data to continuously improve your SEO and CRO efforts.

  • Metrics to Track: Bounce rate, time on page, conversion rate, and user flow.
  • Heatmaps: Use tools like Hotjar or Crazy Egg to see where users are clicking and how they are interacting with your site.
  • Feedback: Collect user feedback to identify pain points and areas for improvement.

Turning Traffic into Conversions

Now, let me share a little story. I was working on a project where we were doing great with traffic. The SEO efforts were clearly paying off as we were getting a steady stream of visitors. But there was a problem: they weren’t converting. It was like having a store full of people who looked around but never bought anything.

So, I decided to roll up my sleeves and focus on how the website worked. I dug into the user experience, redesigned the landing pages, clarified the calls to action, and made the navigation more intuitive. The result was astonishing. Not only did we see a significant improvement in user engagement, but we also hit a major milestone recently – our conversions reached a worth of $1 million.

When optimising your website, it’s not about choosing SEO over CRO. It’s about creating a harmonious relationship where each supports and enhances the other. When you get this balance right, the results can be truly rewarding.

If you need help maximising your website’s potential with SEO and CRO, feel free to message me. I’d love to help you achieve the same kind of success.