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Conversion Optimization and SEO
Conversion Optimization and SEO

Conversion Optimization and SEO

While conversion lies at the end of the user journey on your website and isn’t considered SEO, it can be significantly improved with SEO efforts. By providing the right site structure, targeting the right keywords and enhancing the customer’s experience on your site, you’re also ensuring that the user will convert. Conversion is usually associated with a sale; however, in online marketing, it can be anything!

What is a conversion?

A customer taking an action you want him to consider when visiting your website is a conversion. This action could be any goal you set, from clicking through to another page, subscribing to a newsletter or buying a product or a service that you are offering.

So, conversions happen when a visitor makes a move that you anticipated and wanted during his visit. Different types of conversion include requesting a quote, creating an account, adding a product to the cart, purchasing a product, subscribing to a monthly service or signing up for an emailers’ list. Let’s dig deep into conversion optimization and how SEO can help you achieve your conversion goals!

   

What is CRO, and how is it related to SEO?

 

 

CRO is short for conversion rate optimization, the conversion rate being the number you use to monitor conversion on a particular web page based on the action you set for it. If 80 people visit your page and 8 of them end up completing an action like subscribing to your newsletter, the conversion rate will be 8%. Monitoring conversion rates include performing A/B tests on your website to understand which variant or strategy has the best conversion rate.

While CRO and SEO may sometimes clash, in cases where SEO recommends optimizing for brand loyalty, Google recognition and quality traffic while CRO-based advice may stress on converting the visitor at any rate. The clash is avoidable if you want to successfully optimize your conversion while keeping in my mind the user’s experience and satisfaction. There is a balanced approach that can address both sides of the equation. Some of the best conversion optimization techniques will also increase your organic traffic performance, like developing new content, improving existing pages’ quality and improving overall user experience.

How to start optimizing for conversions

 

 

To successfully optimize for conversion rates, you need to know where what and whom you optimize for. Having this knowledge is at the centre of successful CRO strategies. You can’t be making changes to your strategy based only on your gut feelings instead of data-driven analysis and decisions.

One known method for CRO is quantitative data analysis, an analytical approach. It is based on the numbers and data behind users’ behaviour on a website. You can track conversion through the analysis provided by Google Analytics or any analytics platform. This method helps you answer important questions like the following:

  • Where do people enter your site, as in what is the first page they landed on?
  • Which features are more engaging to them on your website?
  • Where did they visit your site from and where did they click to visit your website?
  • Who are your customers?
  • What devices or browsers do they use?

 

The answer to these questions will help you understand where to focus your efforts to help people engage with your website and eventually convert. Another method for successful optimization is based on quantitative analysis, which is a people-focused method and is more subjective than the first one. It helps you gain a better understanding of your users’ behaviour to optimize for them. You can collect this sort of data through on-site surveys, satisfaction surveys, user testing and customer service communications. Combining analytics data with user-based information about your brand or service can help you successfully optimize your conversions and enhance your customer’s experience.

Ways SEO helps your conversion optimization

 

Conversions and SEO may exist in separate parts of the marketing industry, but they’re intrinsically linked. Good SEO attracts traffic, which means more potential customers and conversion opportunities. While also a website that is optimized for conversions will more likely have a high performance from an SEO perspective. So here’s how to optimize your website for both SEO and conversions!

 

 

 

Mobile Friendliness

Mobile-friendliness is an essential SEO ranking factor, meaning you have to audit your mobile-friendliness to ensure that your mobile visitors are not bouncing off due to poor UX (User Experience). While mobile conversion rates are usually less than desktop conversion rates, it is still an excellent opportunity for valuable conversions. To ensure user retention, build your website to benefit users and enhance their experience on both desktop and mobile. Make sure your site has a responsive and intuitive design and avoid intrusive ads or spammy pop-ups. You can improve your website’s mobile-friendliness using Google’s Mobile-Friendly Test.  

 

 

Create content for conversions

Content is one of the most important factors that influence conversion rates significantly, while also impacting your organic performance. Developing thoughtful marketing content can magnify conversion opportunities and enhance your overall SEO performance. Design content for humans and not only search engines to ensure excellent user experience and drive sales and traffic. Think of the user’s intent when optimizing your content for specific keywords, our keyword research guide can help you understand user intent to craft great SEO content. Most importantly, make sure you include call-to-actions and write clear content with a sense of urgency. Clean and concise content makes it easy for your users to understand the value of your offering and make the next move accordingly. Making sure you have the right content based on intent catered to various stages of the user journey can increase your chances of conversions significantly.

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Use visuals to break up your content

Visually-intriguing elements make your content more digestible and easy to go through. It also keeps your site’s visitors more engaged, increasing their chances of staying on your page and ultimately converting! Relevant images can improve readability, decrease your site’s bounce rate and enhance your organic performance. Make sure you use engaging visuals and optimize the images’ file names, captions and alt text.

You can also use explainer videos to increase conversion rates since they allow you to state your value proposition clearly to guarantee better conversions. Videos can also help increase user engagement and the time he spends on your site. Make sure your hosting is fast and can support the video and enable you to upload the video to your own domain.

Maintain credibility and relevance

A relevant connection between the source of the visit, be it an organic search result or a paid ad, is an essential factor when it comes to conversions. A landing page that is not connected to the source from which the user clicked the link can cause distrust and confusion. That kind of connection ensures that your visitor stays on the page as long as it takes to make a purchase or achieve any conversion goal, instead of leaving as soon as he arrives.

Some of the elements that help you maintain this connection is designing a clear site structure, matching the title tag with your H1 heading, setting clear ways of communication and making sure you prevent your out-of-stock products from appearing in search results if you’re an e-commerce website.

Improve page speed and load time

Users can simply abandon a page altogether if it takes forever to load. A 10-second delay in loading time can prompt users to leave your site immediately, and if they stay, chances are they will not convert. Test your website’s speed on different devices using Google PageSpeed Insights tool and install Google PageSpeed on your server to audit your site’s speed. The tool analyzes the content of a web page and generates suggestions to help you enhance your page speed.

 

How can CRO benefit SEO?

 

Now that we established the connection between SEO and CRO and how they are both linked, it’s time to explore how CRO can also benefit your organic website traffic and ranking! Some of the benefits of conversion rate optimization for SEO are improved customer insight. Through understanding your audience and finding what works best for them through a/b testing and other CRO methods, you can understand where to gear your SEO efforts. It can also help you grow as a business, giving you more time and resources to enhance your website, brand image and products. 

And most of all, CRO increases your site’s authority and trust. When a user shares their payment details, email or any personal information with you, it means they trust you, and this reinforces your site’s security and trustworthiness in Google’s eyes. So, CRO and SEO can be utilized together to move your website’s performance and sales up!


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