Why Conversion Rate Optimization is Guaranteed to Improve SEO Results

What is CRO?

According to Wikipedia, Conversion optimization is the art of creating an experience for a website visitor with the goal of converting them into a customer.

CRO is normally implemented through conversion-focused design in combination with ongoing A/B and multivariate tests. With testing, marketers can prove that Version C of a website increased conversion and Version B decreased conversion over the original, Version A. After a series of tests, you can increase revenue and leads. CRO is used at companies such as Amazon, Zappos, and Intuit, to name a few.

How does CRO improve SEO results?

CRO does not directly improve search engine rankings. However, CRO indirectly impacts several metrics which do affect rankings and the successfulness of an SEO initiative.

Improved Website Usage

If you use CRO, you’ll increase pageviews and time-on-site. This is because visitors more effectively connect with their desired content. There is increasing evidence that website usage metrics are part of search engine algorithms.

Increased Social Activity

Similar to website usage metrics, social activity is a growing factor in search algorithms. Most social activity is related to a visitor’s experience, often a conversion or sale. Using CRO to better align a website with visitors’ needs will increase the frequency of positive website experiences. As a result, social activity will also increase. Additionally, you can directly apply CRO to social sharing buttons and links.

Better Performing Title Tags & Descriptions

Title tag and website description optimization is an under-utilized component of many SEO campaigns. This is because it is difficult to accurately test click-through rates. However, you can be utilize CRO to find the top-performing taglines and product descriptions that convert your website visitors. You can use this knowledge when writing title tags to attract more visitors. And more importantly, better-targeted visitors.

More Accurate Conversion Data

The conversion rate on websites are often improved 10-100% through CRO. This results in increased conversion rate information on search keywords. You can use this data to more accurately determine the correct distribution of budget to various target keywords.

Improved Revenue

Increased revenue is obviously the primary objective in any CRO campaign, but this revenue increase dramatically improves the return-on-investment on any SEO effort. Campaigns and content development initiatives that were not previously profitable are suddenly profitable. Selling budgets and proposals to managers are easier. Attribution issues are at ease because of increased data.

In short, in addition to simply making a company more profitable, conversion rate optimization provides concrete benefits to every enterprise SEO campaign.

What SEO benefits of CRO have I missed? What correlations have you experienced with your own CRO efforts?

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