Conversion rate optimization (CRO) and SEO may seem to be two different parts of eCommerce SEO, but they are actually one combined profound solution in order to address a common motive.
When it comes to obtaining proven results, the approach of these two distinct strategies is all the same and follows a concurrence approach for bringing in results.
The concurrent and similar results-driving approach of both CRO and SEO creates another dimension to eCommerce SEO and by targeting the incorporation of both these optimization elements, the success, and conversion probability are doubled.
The search engine optimization process is a completely unique set of tools that helps to represent your business to the outside world. The approach is like wearing a set of clothes and then presenting yourself in a unique approach to others.
CRO or conversion rate optimization basically indicates how the health of a body you have and helps in demonstrating your body from the inside out. This example can help you understand how important eCommerce conversion rate optimization services are and hence, you have to be very careful when you select them.
Although, the gamut world of CRO and SEO may not look that interesting to you, however, the smallest of changes in your conversion rates and search optimization rate can bring a substantial impact on the overall productivity of your business.
The process of SEO begins with the creation and posting of original content on the product pages that have relevance and carry information on the products listed on the page.
Well-planned keyword research assists in carrying out the most proficient conversion content strategies by aiming for the right keywords related to the products, thereby developing a connection with the customers.
However, in the case of SEO, driving traffic to your site does not really matter unless you can convert them into potential sales. When you incorporate the approach of SEO and CRO, you are not only bringing visitors to the site and increasing its search engine visibility but eventually turning them into a potential customer base.
Since both these strategies follow a single common metric, you can improvise this single metric to measure and sync both these CRO and SEO elements. This metric does not represent ‘ranks’ or ‘voice sharing’ but instead works on driving results.
The metric for any eCommerce SEO should be targeted towards hiking revenues and work on considering what it takes to make the customer purchase.
After coming up with a single metric unit, you need to now go for some useful strategies to measure them properly and conduct a test.
eCommerce conversion rate optimization or search conversion involves informing the customers of what exactly you are offering, developing mutual trust, and making everything simpler for customers while purchasing. You must develop your strategies centering around these aspects for better eCommerce SEO results.
When you plan your keywords well, it helps you to identify the keywords that can bring traffic to the site and eventually, transform into potential sales. It is proved that when you infuse both the search volumes and search conversions together, it can help you get more sales rather than targeting just one.
While eCommerce SEO is all about bringing in more traffic to the site, conversion rate optimization helps in converting them to sales by making the customers fill up the newsletter signup form or contact forms. Hence, CRO assists in generating sales from the traffic that SEO brings to your site.
Benefits of Conversion Rate Optimization on Search Conversion
The concurrent approach of both CRO and SEO has always been the main focus among eCommerce experts for bringing site traffic, strengthening their search conversion, and most importantly, boosting their business revenues.
If by any chance your SEO is not the proper way, you would not be able to notice significant benefits of CRO as they are directly proportional to each other. Hence, you need to take care of them both and make a strong plan for their implementation.
There are several more significant reasons why you should improvise in your eCommerce SEO strategy, which are as follows:
- SEO helps in leading more traffic to the site and increasing the rankings in search engines for better visibility. On the other hand, CRO assists concurrently in transforming that site traffic to potential customers, thereby driving sales. It helps to align your services to the exact need of the customers.
- No matter how good your SEO is if you are not addressing customer requirements when increasing search conversions, the entire SEO effort might be a complete failure.
- A powerful CRO approach is only possible when your SEO brings sufficient traffic to the site. Regardless of how proficient your SEO is, it is not able to power up your landing pages all by itself, and this is where CRO helps in driving more traffic to the key pages of your site, thus leading to accelerated conversions and significant sales revenues.
- You need to be good at understanding how SEO works and ways to make it promising if you plan on carrying out a powerful conversion rate optimization and addressing high bounce rate pages. Most times, bounce rates are high not because of the page design or usability but due to the bad selection of keywords.
Now that you are aware of all these, it makes sense why experts focus on both the approach of CRO and SEO simultaneously for the best eCommerce conversion optimization.
Focusing on the combined approach helps in counting profits in the long run and boosts sales substantially.
How CRO Works in Pace With SEO?
When you are conducting CRO, you need to focus on some important considerations that can substantially strike your SEO and shatter your hard work.
If your site is not loading faster and has poor, irrelevant content, the conversion rates would go down and it will start showing lower in search engine rankings compared to sites loading faster and having better content.
If you perform dumb SEO and keep on driving irrelevant traffic to your site, then the search conversions can go down substantially and hamper your business revenues.
You can also take advantage of web analytics to fetch all the site monitoring data and strengthen CRO and SEO because both these strategies make use of similar metrics. The bounce rate is also an important factor to consider here.
If you can equip your pages with better CRO strategies such as web analytics, good conversion content, etc, your site will be able to get better inbound links, and search engine rankings will be enhanced.
Why CRO is important to SEO?
Any business would want to maximize its earnings and enhance its search engine rankings, which is impossible without your site having strong online visibility and better search engine rankings.
This is why it is so important to focus on the combined CRO and SEO approach in order to take advantage of them and boost sales.
Here is how CRO can be so important to SEO:
1. Right Keyword Choices
Only ranking higher on search engines for some time is not going to do wonders for you. If you are not able to target the right keywords set, you will end up driving irrelevant and poor traffic to the site.
Therefore, you need to understand your customer base and then select the right keyword sets to drive traffic. The role of CRO is to focus on the long-tail keywords set addressing the customer requirements and simultaneously enhancing search engine rankings.
2. Optimize the Right Set of Pages
You may find some pages on your site that need to be taken special care of with optimization, but do not forget all other pages too so that you can optimize the overall site and enhance rankings. You should first analyze the distinct site pages according to their importance and then start implementing SEO and CRO based on them.
Thus, it is clear that just going with SEO may not help and you will need CRO to target all the elemental site pages for better conversion and optimization.
3. Make it User Friendly
If your site is user-friendly, it will always appear on the top search engine results.
A well-working and user-friendly UX always tends to attract potential customers and thereby helps in increasing sales. It shows how some CRO factors such as page loading speed, user-friendliness, and mobile page optimization can impact the overall performance of your site on search engines.
A brilliant way to do this is by adding engaging video content, graphical presentations, and other forms of effective promotional content.
4. Conversion Contents Top it All
Putting up high-quality content having relevance is very important where the starting part focuses on customer requirements, is precise, and gives a clear message to customers while the ending part focuses on the keyword.
In the case of both CRO and SEO, it is always important to post quality and impressive contents that are precise, targeted, and relevant in all forms. It helps in targeting the customers and enhances search conversions a lot better.
5. Page Analyzation
You should always analyze the pages while doing CRO such as which pages are bringing in more traffic and leads to sales.
You can drive more traffic from search engines to your site by analyzing this data accordingly. This is also a great strategy to reduce the bounce rates of your pages and rank higher in search engines significantly.
Why Conversion Rate Optimization Is Important
Though it is true that CRO and SEO are two different optimization strategies, they assist each other in several ways and sync well with your overall strategy. CRO is a very crucial part that relates to the success of your SEO strategy.
Therefore, you need to ensure focus on their combined optimization approach to attain the best results in conversion rate optimization and take your business to a whole new level.
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Dharmendra Tripathi – A eCommerce SEO Specialist in the eZdia marketing team. eZdia offers both a site-level eCommerce SEO Services and a Conversion Rate Optimization for free to qualified eCommerce sites.