4 Ways to Optimize Content for Clicks (SEO) and Conversions (CRO)
- Implement site-wide CRO-focused UI/UX that passes Google SEO testing
- Create intent-based content designed for clicks and conversions (search engines and user experience)
- Utilize SEO-focused page titles and headings to increase organic search visibility
- Utilize CRO-focused copy and CTAs to improve conversion rates
Although both operate cross-department, search engine optimization (SEO) and conversion rate optimization (CRO) maintain different agendas and outcomes. One focuses on driving visitors to websites from organic search results (SEO) while another specializes in converting site visitors from multiple channels into customers and clients (CRO).
SEO’s mission is to reach audiences in search engines like Google. Whereas CRO is tasked with converting website visitors from organic search, paid search, social media marketing, referral and email marketing channels into customers and clients.
The steps below enable the creation of intent-based content designed to rank well in search results and convert visitors by introducing key elements of SEO and CRO into existing and new content development strategies.
CRO-Focused UI/UX That Passes Google Testing
Get ready to buy your web developer a few rounds of their favorite beverage because the baseline content development strategy needed to take advantage of both SEO and CRO starts with developing a uniform UI/UX that passes Google page experience testing.
To prepare for this step you’ll need to make the following considerations.
- Approach UI/UX CRO optimization on a section by section basis, i.e. start with site navigation then move on to headers and footers and so on
- Developing a CRO-focused website UI/UX will require a cross-departmental effort, where the final product will ultimately be a compromise of every department’s key goals
- Once your team is ready to move forward, design a mock-up to help convey your concept to web development
- Ensure every page of the website passes Google page experience testing for both mobile and desktop
- Create an analytics benchmark to measure key metrics like time on page, number of pages visited, conversions and bounces
- Ensure website accessibility compliance
Intent-Based Content Designed for Clicks and Conversions
The next step in implementing a content development strategy that leverages both SEO and CRO is to create intent-based content, where intent drives both clicks on search results and on-site conversions. For SEO to be effective, website content needs to be optimized for search engines. And, for CRO to be effective, website content needs to be optimized for (converting) visitors.
SEO and CRO Focus Areas
On-page SEO deals with page titles, meta descriptions and visible content above the fold (ATF) like headings, copy, images and internal linking. Whereas CRO targets headings, copy, calls to action (CTAs) and UI/UX. To maximize the relationship between SEO and CRO all content development strategies should include the creation of SEO-focused page titles and headings and CRO-focused copy and CTAs.
Where to distribute SEO and CRO content development efforts:
SEO-Focused Content Development
- Page title
- H1 heading
- Image ALT text
- Internal linking
CRO-Focused Content Development
- User interface (UI)
- User experience (UX)
- Meta description
The above steps assist with creating intent-based content designed to improve the clickability of search results and on-site conversion rates. Keep in mind that utilizing SEO and CRO with content development is a process that will need to be continuously refined over time based on analytic testing, monitoring and reporting.
Like this post? Link here using the graphic below.