Turning Traffic into Revenue With SEO and CRO 

There’s a common misconception about search engine optimization (SEO) that needs debunking:

While SEO is crucial for increasing a website’s online visibility and attracting traffic, it isn’t necessarily responsible for generating conversions.

I like to revise this by saying “….it isn’t necessarily responsible for generating conversions alone.

That’s where SEO and CRO can work together to make a bottom-line impact..

The difference between SEO and CRO

Search Engine Optimization (SEO) is focused on improving a website’s visibility in search engine results to drive more organic traffic.

But, driving traffic through SEO is only half the battle. To truly impact your bottom line, it’s essential to implement Conversion Rate Optimization (CRO) on your site to turn that traffic driven by SEO into qualified leads.

CRO is the process of improving a website to increase the percentage of visitors who take a desired action such as filling out a form or requesting a product demo.

In essence, while SEO brings potential leads to your doorstep, CRO invites them in and convinces them to stay.

The Synergy Between SEO and CRO

SEO and CRO may focus on different elements of a website but both are important for driving long-term business value.

SEO is focused on increasing a website’s visibility and driving organic traffic to a site and CRO focuses on enhancing the user experience to convert that traffic into leads.

When SEO and conversion optimization work hand-in-hand, they create a powerful synergy: SEO attracts high-quality traffic to the site, and then CRO works its magic to ensure that the traffic takes the desired call to action(s).

Together they form a cohesive approach that effectively reaches and converts leads, driving long-term business value.

Driving Quality Traffic with SEO

To drive quality traffic to your site, follow the best practices of the various components of SEO. Those components include On-Page SEO, Off-Page SEO, and Technical SEO.

Each plays a crucial role in ensuring your website ranks well in search engine results and attracts the right audience who will be the most likely to convert.

On-Page SEO

On-Page SEO involves optimizing the on-page elements of the pages on your website to rank higher and earn more qualified traffic. This includes:

• Landing Page Copy: Craft compelling, strategically keyword-rich content that resonates with your target audience. Ensure that your organic landing pages provide valuable information that meets the intent behind the queries of your visitors. 

• Meta Tags: Meta tags, including title tags and meta descriptions, are crucial for improving your site’s visibility in search engine results. Title tags should be concise and include primary keywords, while meta descriptions should provide a brief, compelling summary of the page content to entice users to click through.

• Internal Linking: Internal links help search engines understand the structure of your website and establish a hierarchy of importance. They also keep visitors engaged by guiding them to related content. Use descriptive anchor text and link to relevant pages within your site to improve navigation and SEO performance.

Off-Page SEO

Off-page SEO focuses on building your website’s authority and reputation through external means not on your website. This includes:

• Backlinks: High-quality backlinks from reputable and topically relevant websites signal to search engines that your site is trustworthy and authoritative. Aim to acquire backlinks from industry-relevant sites, blogs, and online publications

• Brand Mentions: Increasing brand mentions across the web can enhance your site’s credibility and visibility, especially now amid the era of AI-generated results in search results. Engage in PR activities, guest blogging, and influencer partnerships to get your brand mentioned where it makes the most sense.

Technical SEO

Technical SEO involves optimizing the backend of your website to improve its performance and ensure it meets search engine requirements. Technical SEO includes:

• Page Speed: Fast-loading pages provide a better user experience and are favored by search engines (and users!). Optimize images, leverage browser caching, and minimize JavaScript to improve page load times.
• Load Times: Ensure that all elements on your page load quickly and efficiently. Use tools like Google PageSpeed Insights to identify and fix issues that may be slowing down your site.
• Overall Website Performance: Regularly audit your site to address broken links, improve mobile responsiveness, and ensure secure connections (HTTPS).

Optimize for Conversions with CRO

Conversion Rate Optimization is all about maximizing the percentage of visitors who take a desired action.

Understanding Conversion Rate

Conversion rate can be easily calculated by dividing the number of conversions by the number of visitors and then multiplying by 100. For example, if your website has 1,000 visitors and 50 of them fill out a form, your conversion rate is 5%.

Understanding this metric is important because it helps you gauge the effectiveness of your CRO efforts and identify areas to improve.

Common Types of Conversion Actions

Different pages on your website may have different conversion goals. Here are some common types of conversion actions we typically see:

• Subscribing to a Newsletter/Blog: Building an email list through newsletter/blog subscriptions can be a powerful way to nurture leads and conversions further down the road.

• Submitting a Form: Whether it’s a contact form, a quote request, or a survey, getting visitors to submit a form is often a valuable conversion action.

• Purchasing a Product: Mostly applicable for e-commerce sites, the ultimate goal is to get visitors to complete a purchase.

• Booking a Meeting: Service-based businesses may aim to have visitors book consultations or appointments.

Tips to Optimize for Conversions

To effectively optimize for conversions, consider the following strategies:

Use CTAs

Calls-to-action (CTAs) are essential for guiding visitors toward conversion-focused content.

Effective CTAs should be clear, compelling, and strategically placed on your page to catch the reader’s attention.

Use action-oriented language like “Sign Up Today,” “Get a Free Consultation,” or “Request Your Custom Demo” to encourage immediate action.

Funnel Traffic 

Funneling traffic from blog posts and other top-of-funnel (TOFU) pages to bottom-of-funnel (BOFU) product pages or contact/quote forms is crucial for moving visitors down the marketing funnel.

For example, a blog post about industry tips can include CTAs that direct readers to related products or services. This helps in nurturing leads and increasing the likelihood of conversion.

Enhance the User Experience

Addressing users’ needs with relevant content significantly improves user experience and increases the likelihood of conversion. Ensure your website is easy to navigate, visually appealing, and responsive on all devices.

High-quality content that addresses the visitor’s pain points and provides solutions will keep them engaged and more likely to convert.

By focusing on these elements of CRO, you can optimize your website to convert more of the traffic driven by your SEO efforts, ultimately leading to increased leads and revenue.

How to Use SEO and CRO Together 

Integrating SEO and CRO strategies creates a powerful synergy that can drive traffic and conversions. To effectively combine SEO and CRO, consider asking several key questions to guide your approach.

Key Questions to Consider

Where in the Marketing Funnel is the User?

Understanding where your visitors are in the marketing funnel is crucial for tailoring your content and conversion strategies. Are they at the top of the funnel (awareness stage), the middle (consideration stage), or the bottom (decision stage)?

For example, visitors arriving via informational blog posts are likely at the top of the funnel in the awareness stage, while those landing on product pages may be closer to taking a conversion action.

This distinction is vital because the effectiveness of your CTA depends on meeting the user where they are in their journey.

If you don’t align your CTA with their stage in the funnel, you risk missing the opportunity to engage them effectively.

What Conversion Action Are They Most Likely to Take?

Identify the most likely conversion action for visitors at each stage of the funnel. For top-of-funnel visitors, the goal might be to get them to subscribe to a newsletter or download a free resource.

For middle-of-funnel visitors, it could be filling out a contact form or downloading a gated asset.

For bottom-of-funnel visitors, the aim might be to complete a purchase, book a meeting, or schedule a demo of your product.

Does the Page Content Encourage Them to Take That Specific Action?

Make sure that your content aligns with the visitor’s intent and encourages the desired conversion action. For example, a blog post targeting informational search intent should provide valuable insights and include CTAs that guide readers to related products or services.

Product pages should highlight key features, benefits, and customer reviews to persuade visitors to make a purchase or request a demo.

Can I Add Design Elements to Encourage That Action?

Design elements play a significant role in guiding visitors towards conversion actions. Consider adding elements like CTA buttons, banners, and pop-ups that are visually appealing and strategically placed.

Ensure that these elements stand out but do not disrupt the user experience. For instance, a well-placed CTA button with contrasting colors can draw attention and encourage clicks.

Play with our PPC Metrics Calculator, which our own marketers use every day to calculate cost per click and to optimize ad management strategy.

Will Changing or Adding Those Design Elements Impact the SEO Performance of the Page?

While optimizing for conversions, it’s crucial to ensure that any changes or additions do not negatively impact your SEO performance. For example, adding too many pop-ups can disrupt the user experience and increase bounce rates, which may negatively impact your page rankings.

Always balance CRO efforts with SEO best practices to maintain an effective strategy.

This integrated strategy will help you reach your business goals more effectively, ensuring that the traffic you attract is not only high in quantity but also high in quality.

The Dynamic Duo: SEO and CRO

SEO and CRO are two distinct marketing strategies that serve different purposes—SEO drives traffic, while CRO converts that traffic into leads. However, when used together effectively, they form a powerful duo that can significantly enhance qualified leads.

By integrating SEO to attract visitors and CRO to convert them, you can achieve sustainable growth and maximize their revenue-generating potential.

Embrace the synergy between SEO and CRO to turn your website into a dynamic engine for traffic and conversions.