Balancing SEO and CRO in Your Digital Marketing Campaigns

29. July 2016 Marketing 0
Balancing SEO and CRO in Your Digital Marketing Campaigns

It’s the information age, an age where there is a glut of content available for the average internet surfer to browse through. How do you get your website noticed amongst all the “noise”? How do you use SEO and CRO techniques to get visitors to your browse to your site? Hopefully this content will answer these questions, and more.

What is SEO?

Search Engine Optimization (SEO) is the “process of getting traffic from the “free,” “organic,” “editorial” or “natural” search results on search engines.” Just to confuse matters, there is both on-page and off-page SEO. On-page SEO is the process of optimizing the keywords and meta-data on a web page in order to improve the search engine ranking of the page; while, off-page SEO is the technique used to improve the rankings of the website on the search engine results page.

What is CRO?

According to Kate Morris, “Conversion Rate Optimization (CRO) is simply focusing on the conversion as the core metric when optimizing any particular page.” CRO is also “more than just leveraging content in different ways; optimization is really the process of finding out and testing how to convert people on your site pages, landing pages, blog posts, and marketing efforts.”

The balancing act

You not only need a popular website, but you need to convert visitors to your website into returning customers. One of the ways is to achieve this is to get the balance between CRO and SEO correct; they cannot operate in conflict with one another. The net result of balancing CRO and SEO is as follows:

  • You will increase exposure to your market so that more potential customers are aware of your business

  • You will increase your customer base by generating more leads from your website

  • And finally, you will increase company revenue by having your digital marketing help convert more leads into customers

Which SEO Techniques should I use?

As discussed above, on-page SEO’s aim is to increase your website’s position on the SERP (search engine results page). Some of the best SEO techniques include:

  • Create a responsive web design

  • Use SEO-friendly URLs

  • Use outbound web links

  • Add a couple of internal links to every post

  • Write long content in order to rank higher on the SERP

  • Wrap your web page’s title in an <h1> tag

  • Start the title tag with a keyword

  • Wrap your sites subheadings in <h2> tags

  • Use long-tail keywords in the meta description of your website

  • Use social media sharing buttons in your articles

What CRO Techniques should I use?

It is important to remember that CRO techniques are used for increasing conversion rates. However, “it is about so much more than just leveraging content in different ways; [CRO} is really the process of finding out and testing how to convert people on your site pages, landing pages, blog posts, and marketing efforts.” Some CRO techniques include:

  • Create content which targets a specific audience

  • Use relevant keywords and anchor texts in your content

  • Do not use a technique known as “keyword stuffing”; a search engine will pick it up and punish your website.

  • Add a “hook” to the end of your content – a call to action that draws the reader to your website.

  • Create a responsive website with relevant content and images.

Drawing the Line

After understanding the differences and similarities between the two, it’s time to put the theory into practice by creating a good digital marketing campaign which includes elements of SEO and CRO.

Finally – have fun keeping CRO and SEO in balance and harmony with each other.


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