Imagine your prospect’s frustration when they’re online searching for something only to see irrelevant sites. Don’t be one of those sites where SEO (Search Engine Optimization) and CRO (Conversion Rate Optimization) clash. As a business, here are some ways you can make SEO & CRO work together and improve your customer’s experience, as well as capture their interest.
In Hubspot’s most recent survey, 61 percent of marketers state that improving SEO and growing their organic presence is their top inbound marketing priority. Only 22 percent of businesses surveyed said they were satisfied with their conversion rates, quite low.
Create Relevant Content
This should be a no-brainer, and 72 percent of marketers agree that content creation in the most effective SEO tactic. So, what’s the key? Keywords–relevant keywords. When people search for something in particular, they usually use several words to convey what they mean. Using relevant keywords mean getting inside their head or maybe your own to see what buzzwords to use. After all, you don’t just want to show up first but be the perfect match. Utilize keyword tools such as SEMrush’s Keyword Magic (Winner of US Search Awards 2018, Interactive Marketing Awards, 2019), Wordtracker, or SeoStack.
These tools can be your marketing best friend. And, if you’re a smaller player, they can be especially valuable in finding long-tail keywords, enabling you to encounter less competition usually. Long-tail keywords are search phrases with longer word counts. For example, “Best Soft Noise-cancelling headphones” instead of just “Noise-cancelling headphones.” More than three or four words are considered long-tail keywords. Using this length makes them more specific, meaning that although search engines may yield fewer results, they will be more tailored to your search.
Boost Page Loading Time
This is the toughest yet most important thing you can do for your SEO and CRO. Even the most established companies face this challenge. You see, once a potential customer discovers your page, you want your page to load fast. We have become an impatient society, and according to Akamai Technologies, a 100-millisecond delay results in a 7 percent conversion drop, which is only one-tenth of a second delay. Astonglishly, 53 percent of mobile site visitors leave a site after three seconds of loading the page. If it takes more than 10 seconds, they mostly go.
Amazon did a study that reflected if their pages loaded one second too long, the cost could be an incredible $1.6 billion in yearly sales. Also, because slow sites have less engagement, search engines will punish those sites, dropping you in their ranks. On the flip side, if your website is fast, such as with Walmart, you enjoy a 2 percent increase conversion rate for every one second of loading time improvement. So, you must check how your speed performs with a tool such as Google’s PageSpeed Insights.
Looks do Matter
When it comes to your site, people do judge it by its cover, meaning your home or landing page. Having a clean, engaging, and attractive page keeps visitors on your website. Pleasing colors, large enough font size, and comfortable layout and navigation make the most impact on whether someone will stay there or move on.
Video content is an excellent way for people to engage your website; plus, it drives organic search results more significantly than text. Many people are visual; they like to see graphs, people talking, showing information, whether than just reading it. When someone watches a video, depending on how long it is, they will stay on your site, which means the higher the search engine ranking, the higher the conversion rate.
When Verizon Wireless included the virtual showing off their phones in action, they saw a 16 percent conversion boost.
Implementing these three elements means you have mastered the basics. There are more advanced methods, such as dynamic vs. static content that helps weave together SEO/CRO, which we’ll discuss in an upcoming blog. Just remember, in concert with these factors, branding, content creation, and promotion drive work synergistically to create a good experience for your visitors and an excellent outcome for your company.