SEOs-and-CROs-working-togetherLet’s be honest, SEOs and CROs haven’t always played nicely together. The performance of their programs are inversely related, and they’re often on separate marketing teams with goals that appear to be opposite—SEOs are focused on offsite actions, getting the right page to show up for the right search and encourage a click on the organic result, while the CRO is laser focused on converting onsite consumers.

The reality is, these two marketing resources go better hand-in-hand. Success for the SEO is delivering more consumers that are very qualified to the most relevant pages. In turn, the conversion optimizer has an easier job in capturing the conversion.

Your website isn’t a place where visitors are just expected to show up. It’s the place where your business happens in the form of conversions.

The organic traffic the SEO delivers converts into paying consumers. It’s a match made in heaven! They just need to start working together.

Five projects to get the CRO and SEO working together:

1) Out of stock/Out of season product pages:

A common thorn in the sides of eCommerce marketers, when a product goes out of stock temporarily or for the rest of year it instantly becomes a non-converting page. If you leave it up with unavailable messaging, you risk frustrating your customers. If you remove product pages every time your inventory changes, you lose the ability for that page to maintain its organic search rank. With just a little bit of strategy and planning, these product pages can become an important feeder channel to your near future conversions.

2) Optimize product images

The benefits of optimizing product images manyfold! You’ll need well-written product names, readable alt tags and reduce file size.

SEO benefits: Optimized product images attracts shoppers on search engines, increase visibility of product images in image and shopping searches

CRO benefits: Reduces site load time, adds accessibility to non-sighted readers

3) Avoid customer confusion, eliminate duplicate content

Duplicate content comes in many forms. It could be multiple pages with the same name, a single product duplicated across multiple categories, repetitive content for similar products, or blog content that is duplicated into category page content.

4) Add a CTA and treat organic search landing pages like a converting PPC landing page.

5) Target long tail keywords


Every searcher has an intent. Many SEOs divide intents into 3 buckets—navigational, informational and transactional. As search engines become more complex and searchers gain savviness, there is a ton of value in understanding the searchers intent.

By targeting long tail keywords, you have a better chance of getting the most relevant and highest converting pages to the top of the SERPs. 

For example, you are an eCommerce site that sells running shoes and struggles to get indexed for broad terms like “women’s nike shoes”. Targeting the long tail term can gain visibility into each of the three customer intention buckets.

  1. Navigational query: “women’s running shoe store in Cupertino”

localized search

2) Informational query: “Nike lightweight running shoes for women”

detailed product search

3) Transactional query: “buy Nike Free 5.0 Women’s Running Shoe free shipping”

 

In a perfect world, each of these search terms would deliver the consumer to a page that is most relevant to their intention. Landing a consumer with information or transactional intentions on a page that is optimized for conversion, including best price, product value, shipping options and customer reviews can increase the conversion rate by as much as 35%. With simple optimizations, you can improve the bounce rate of your product pages by 30% or more!

 

Still wondering why SEOs & CROs should collaborate to achieve their goals and initiatives?

  1. SEO influences the entire sales funnel, while CRO carefully leads the consumer through the funnel to conversion.

  2. SEO improves the visibility and findability of the site, sending more visitors to the site.

  3. SEO matches intention and site relevance, boosting conversion and revenue.

  4. SEO monitors site content, usability and function, supporting customer experience and conversion rate.

The organic traffic the SEO delivers converts into paying consumers. It’s a match made in heaven! They just need to start working together.

 

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