Get Better Results from Your SEO Campaigns Through Conversion Rate Optimization! Read This to Find out How
Not too long ago it was all so important to be ranked number one in search results pages. Top ranking for selected keywords was the measure of the success of a search engine optimization (SEO) campaign. The focus then shifted to the volumes of traffic obtained by a website. Successful SEO meant increasing the number of visitors to a website.
Today, the success of an SEO campaign is measured by its impact on your bottom line. The value of your SEO campaign is determined by its impact on revenue. The focus is shifting to conversion optimization.
Both SEO and conversion rate optimization (CRO) focus on the visitors to your website. SEO focuses on finding prospects from search engines based on what they are searching for. SEO focuses on providing prospective visitors with a reason to click on your links and visit your website.
CRO on the other hand focuses on creating a better user experience. It focuses on what the visitors find when they land on your website. Conversion rate experts focus on helping the visitors make a decision to take a favorable action.
In order to be truly successful with any online marketing strategy, it is important to combine both CRO and SEO. SEO will help you drive quality traffic to your website while CRO will help you get more favorable results from the visitors.
Integrating CRO and SEO
1. Content and usability
Time and again, you have heard that content is key to successful optimization. This is true especially with the recent changes made to search engine algorithms. However, a tradeoff has to be made between the usability (design) of the website and the content on the website. Some website owners focus on one aspect and forget the other completely.
While you can draw a greater volume of organic traffic to a website with great content, you can lower the conversion rates from the same landing page if the design or layout of the page is poor. It is therefore important to carefully consider the layout of the pages and find a balance between the content provided and the page design to increase conversion rates.
2. Target the intent of the users
This is especially important for those with ecommerce websites. It is important to remember that buyers go through a process before they finally make a purchase. This is especially true when they intend to buy items of high value.
Buyers go through three main stages i.e. interest, research and purchase stages. Conversion rate experts advise that it is best to get a customer when they are at the purchase stage. They are then ready to make the purchase.
You can do this by using long tail keywords. SEO experts encourage the use of long tail keywords for driving targeted traffic to websites. The same is true for conversion optimization.
3. Optimize your landing pages
Many people think of optimizing their landing pages only when running Pay per Click campaigns. However, conversion rate optimization is also important for organic SEO if you want to increase your return on investment.
Optimizing your landing pages will result in better conversion of your incoming traffic to actual customers. For example, if you are optimizing a website to rank on the first page of Google for the keyword ‘mini black dresses’ it doesn’t make sense to include other dresses on the landing page for the keyword ‘mini black dresses’. If you succeed in ranking at the top of SERPs for the keyword, you can be sure to have a high bounce rate if visitors find information on different dresses on the landing page.
For more information on how to get more from your SEO campaigns through CRO contact us!