An effective digital marketing strategy often uses different practices. While not all websites use the same solutions, some of these practices are effective techniques. For instance, search engine optimization (SEO) is a popular digital marketing strategy for those who want their website to be seen in search engine results for relevant keywords. There’s also conversion rate optimization (CRO) for local businesses interested in increasing their quality leads, conversions and sales.
Because the goals of these practices often overlap, it can be assumed that SEO and CRO services can be used together to achieve better results. However, when misused, they can cause a conflict of strategies that prevent your website from getting the best results.
SEO and CRO services for local business entities and large enterprises can be used simultaneously without one strategy hurting the other’s results.
Here’s what you should know about the two and the right way to see results that benefit your digital marketing strategy:
What Is CRO vs SEO?
SEO and CRO services may overlap in some ways, but they are two different strategies that can provide different results.
SEO services optimize your website so that search engines like Google recognize it as a website people are looking for when searching for specific keywords. SEO consultants can perform a thorough audit and recommend strategies to boost your search engine rankings, such as SEO content writing services, technical SEO and on- and off-page SEO strategies.
The goal for SEO rankings can vary, depending on the results you want that can help your business. Some examples include brand awareness, increased traffic, quality leads and higher sales. Depending on your goals for your website, SEO consultants can create a strategy to help you achieve your goals.
CRO services for local business, on the other hand, can increase the number of website visitors who perform the desired action on your website. This can be submitting an inquiry on the contact form, purchasing a product on your online store, or subscribing to your newsletter.
The end goal of a CRO strategy is to turn visits into sales. CRO specialists understand that, for some businesses, clicks and traffic aren’t the end goals for a digital marketing strategy. The challenge isn’t necessarily turning these clicks into sales but turning your traffic into sales, form submissions, app installations and any other user action you want that traffic to do.
CRO and SEO Combined
SEO and CRO services for local business overlap in some instances because they share the same goal. For a CRO marketing strategy to convert website visitors, that website will need to be visible in the first place – and that’s by getting the best ranking on relevant keywords.
On the other hand, SEO focuses more on-site rankings, but the goal of any business is rarely ever simply to rank on search engine results. A website should be built to deliver what the user wants and get them to perform your desired conversion action.
“CRO, in a way, assists any digital marketing campaign whether that traffic comes from SEO or paid traffic,” said Amber Warner, a conversion rate optimization strategist at Thrive.
“All those traffic sources will eventually land on the site, and the client will expect leads or sales from the site.”
SEO and CRO services can generate as many conversions as possible from a page. Optimizing the two allows your website to succeed in your organic channels. That is, getting relevant users redirected from search engine rankings and then being driven to convert.
“CRO and SEO go together like peas and carrots,” said Tristan Harris, a Senior Manager for Demand Generation at Thrive.
“What’s the point of generating a lot more traffic with successful SEO if you’re not going to make sure that you’re converting as many of them as possible? Conversely, why invest resources optimizing the conversion rate on a page that doesn’t rank well or receive any traffic?”
Tips for Using CRO and SEO Services Together
When used correctly, your SEO strategy and CRO marketing strategy can boost your numbers. Here are some ways that these two can be used at the same time.
Use SEO Content Writing Services That Understand Search Intent
The difference between users who search “where to buy brand x smartphone” and users who search “best smartphones of 2022” is intent. This difference means that the conversions for each are different.
Creating a listicle of the best smartphones won’t interest those searching for the first keyword, but an optimized product page could give users what they need to convert. SEO content writing services can find that perfect balance between intent and conversions.
Optimize Your Content for Conversions
With on-page content, there’s always the question of “What now?” once they’ve viewed your information. This is where your call-to-action (CTA) links come in.
This can come in the form of a button that redirects your users to your contact page, a link to your product, or even a contact form built into the page. Combined with conversion rate optimization services, these practices allow a CRO agency to create content that both gains traffic and converts.
As Harris put it, “It’s important before making any change to site content to know what you’re ranking for and why. Keeping your focus keywords and best SEO practices in mind is vital when implementing CRO testing, though it is a balancing act.”
Optimize Your Content for Mobile
With more users now browsing the internet on mobile devices, your website needs to be responsive and provide everything you need at a glance. This is particularly true for product and service pages.
One way to blend your SEO and CRO strategy is to create keyword-optimized content while also providing everything the user needs to know. This includes bullet points and succinct texts that highlight the price, features, shipping costs and more – everything a user needs to convert.
A/B Test Elements on Your Website
Harris recommended testing as a way to find what works best.
“When in doubt, test the changes and track your results and rankings. If you see a drop in rankings for a specific keyword, look at the changes you’ve made and adjust accordingly, or roll the change back completely if the drop in rankings is significant.”
Combining SEO and conversion rate optimization services is often said to cause conflict, but it really depends on how well you perform A/B testing. However, when performed correctly by CRO experts, it’s possible to minimize the effect of CRO testing while gathering valuable data to see what works and what doesn’t.
CRO Strategy: The Thrive Way
At Thrive, we are both an SEO consulting company and a CRO expert company. Our SEO consultants and CRO specialists know how to work together to provide the best results for our clients. In fact, we see the potential of combining the two to provide results.
“I was a former SEO strategist at Thrive, so always conscious of the suggestions being made,” Harris said.
“In fact, I’m always a little surprised when someone thinks SEO would be damaged. Because if anything, it complements it and helps it.”
Warner also shared her insights into CRO vs SEO, as well as Thrive’s process for clients.
“We’ve run into situations where the client did not want to continue to invest in SEO unless they were able to get more leads, and they wanted to document that those leads were coming from SEO-generated traffic,” Warner said.
“That’s where a CRO comes in and provides real assistance. It helps make the most of your digital marketing campaigns.”
It’s not enough for an SEO consulting company to drive traffic alone and say its job is done. Realistically, high traffic doesn’t benefit business owners unless they can convert it into conversions. Combined with an effective CRO marketing strategy, your digital marketing strategy can see higher conversion rates that make your digital marketing strategy work.
“That’s where Thrive really specializes in,” Warner added. “Results.”
Gain the Right Leads and Conversions with Thrive’s CRO and SEO Specialists
SEO and CRO services for local business owners can work together to produce better results compared to using these services on their own. When done correctly, it’s not a matter of CRO vs SEO but using the features and benefits of each strategy to get the results your website needs. And when you work with a team that’s both an SEO consulting company and a CRO expert company, you can expect to work with professionals who can get you the results you want.
At Thrive, we are a full-service digital marketing company that understands the end goals you want your website to achieve. You can’t justify a digital marketing strategy that drives traffic to your website if you don’t see improvement in your conversions, leads and sales. Our dedicated SEO and CRO experts can get you the conversions to move your business forward.
Contact us today to get in touch with our SEO and CRO agency to learn more about our services.
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