When you've worked in the marketing industry as long as I have, you'll notice that the number of acronyms is steadily on the rise.
We have SEO, CRO, UX, UI, PPC, PPV, CPC, AIDA, AOV, GOO, WOW... alright, I might have made up the last two but you get the idea. Today, I'd like to talk about two acronyms that I think are crucial to any successful online marketing campaign:
SEO & CRO
By now, you'll realise that every man and his horse recognises the importance of SEO (search engine optimisation) but not necessarily what this entails. In plain English, SEO is what you do to increase your site rankings in Google search results. It usually involves a range of "techy" activities that involve keywords, metadata, link earning and more - all with the aim of having you appear first when a user searches for a certain phrase or word.
CRO (conversion rate optimisation) on the other hand, is what you do after the user has seen you on Google and clicked through to your website. The tasks involved with CRO will usually include things like A/B testing, competitor analysis, and UX (user experience) analysis. What does this mean? Basically, if SEO is getting users to your site, CRO is making them convert or take a specific action.
Now that we've established what SEO and CRO are, it's time to figure out how they work together. In my experience, many companies are often so focussed on driving traffic to their website, that they forget about what to do once the customer lands on their site.
Unfortunately, I've also seen instances where designers and developers conveniently "forget" to include each other in the process. For some reason, there seems to be this myth that the two can't work hand in hand - that SEO recommendations are often bad for the aesthetic of a website and vice versa. Well, I can tell you right now that this is completely untrue.
The simple fact is that SEO and CRO need to work together if you want a successful business. What's the point in driving customers to your site if you're not going to put in the effort to convert them? By not doing so, you're just wasting your time, money and efforts. It's like spending millions on advertising for a new restaurant, only to forget to hire a chef or any waiters. You've given customers a reason to visit you, but no reason to stay.
What many people don't realise is that CRO can positively impact your SEO and vice versa. How? Well, Google keeps changing and improving their search algorithms, they are placing more emphasis on the "usefulness" of a website. These days, you won't get far by stuffing your website with keywords (and in fact, you can get penalised for this). Instead, Google takes into account things like:
So naturally, if Google sees that a high number of people are reaching your website and converting, they will consider your site to be high-value and useful to users. This, in turn, will boost your SEO rankings.
I know it's easy for me to say that SEO and CRO need to work together - implementing this process in your business is another beast altogether. However, this is something you need to do if you want to stay competitive.
Want to find out more about how you can achieve this beautiful harmony? Get in touch with the team today.
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