Combining your SEO and CRO strategy: The key to an enhanced experience

Written by Alexandre Hoffman

Search Engine Optimisation (SEO) and Conversion Rate Optimisation (CRO) are frequently viewed as distinct strategies. SEO aims to increase the traffic to your website, whereas CRO is concerned with transforming that traffic into conversions. However, should these activities be integrated and how do SEO and CRO compelement each other?

The answer is a resounding yes, as combining the two can enhance User Experience (UX), optimise returns and support business objectives. Before we offer some advice on how to achieve this, let’s begin by discussing how CRO and SEO are intrinsically connected to UX. 

What role does SEO play in user experience? 

SEO has evolved far beyond mere keyword stuffing or building backlinks. 

As Google’s algorithms have become more sophisticated, they now extensively evaluate user experience as a ranking factor. The relatively recent E-E-A-T framework highlights the significance of user experience in your SEO efforts. 

• Page load speed: Google has stated that site speed, including page speed, is one of the signals used by its algorithm to rank pages. A slow-loading page can increase the bounce rate, a metric that can negatively impact search rankings
• Mobile friendliness: With mobile-first indexing, Google predominantly uses the mobile version of content for indexing and ranking. Ensuring your site is responsive and provides a good mobile experience is crucial 
• Content quality and readability: Google favours content that is easy to read and understand. Clear headings, bullet points and content that provides substantial value to its audience can improve dwell time, another metric indicative of a good user experience 

Key CRO factors influenced by UX

• Navigation and layout: A well-organised site structure enables users to easily find what they’re searching for, thereby increasing the likelihood of conversions
• Readable and engaging content: Similar to SEO, CRO places a high value on quality content
• Compelling Call To Actions (CTAs), engaging visuals and easy-to-read text can greatly influence conversion rates
• Form and checkout optimisation: Simplifying signup forms and minimising checkout steps can reduce drop-off rates and boost conversions

At this stage, it’s evident that the similarities between the two strategies make their integration a clear and logical choice. 

How to integrate an SEO and CRO strategy 

Let’s delve into the step-by-step process for successfully integrating these two strategies. 

Begin with user research 

Understanding your audience is fundamental. 

Both SEO and CRO strive to cater to the user, so begin by exploring their behaviours, preferences and challenges. 

• Conduct surveys and interviews: Directly ask your audience what they are seeking and what difficulties they face on your site
• Analyse current data: Examine Google Analytics, heatmaps and user recordings to understand where users spend their time, where they click and where they drop off 

Keyword research aligned with user intent

SEO focusses on keywords, but not all are equally effective for conversions. 

• Identify high-intent keywords: Rather than merely seeking high-volume keywords, look for those that indicate action. Phrases such as “buy,” “best,” “reviews” and “deal” often demonstrate purchasing intent
• Competitor analysis: Investigate the keywords your competitors rank for and how they align these with the user journey 

Optimise for search engines with a conversion-focussed approach 

Ensuring your SEO efforts also cater to the likelihood of conversion is crucial. 

Compelling, conversion-focussed content 

• Address user intent: Create content that answers your audience’s questions and needs. For example, if your keyword is “best running shoes for flat feet,” make sure your content thoroughly covers this topic
• Engaging CTAs: Embed clear, persuasive CTAs within the content. Ensure they are relevant and stand out visually. For instance, a “Shop now” CTA should be prominently placed after a guide on choosing running shoes
• Visual content: Use high-quality images, infographics and videos where they add value. Visuals can make content more engaging and help retain the user’s attention, which benefits both SEO and CRO 

Enhance on-page elements for user experience 

• Clear, logical structure: Organise your content with headers (H2, H3), bullet points and short paragraphs to make it easily digestible. This improves readability and helps search engines better understand your content
• Internal linking: Strategically place internal links to guide users to other relevant parts of your site. This increases engagement time and improves SEO by aiding search engines in effectively crawling your site 
• Craft compelling meta titles and descriptions: Use engaging meta titles and descriptions to drive clicks from SERPs (Search Engine Results Pages) and ensure these align with your page’s content and objectives
• SEO-friendly URLs: Use clear, concise and keyword-rich URLs that are search engine-friendly, readable and understandable by users

Enhance on-page elements for user experience 

Both SEO and CRO thrive on a site that is easy to navigate and engaging. 

• Clear, logical structure: Make content skimmable by using headers (H2, H3), bullet points and short paragraphs
• Internal linking: Guide visitors through your site with internal links to relevant content. This keeps users engaged and enhances SEO 

Speed and mobile friendliness 

Google has made it clear that site speed and mobile usability have a direct impact on rankings. These factors also significantly affect user satisfaction and conversion rates. 

• Optimise images and videos: Compress images, use next-gen formats and lazy-load videos to improve page speed
• Responsive design: Ensure your site displays seamlessly on all mobile devices, as this will influence both SEO and CRO 

Craft high-quality, relevant content

Content is central to both strategies. High-quality content attracts traffic, nurtures leads and drives conversions. 

• Content that answers questions: Address pain points, provide solutions and ensure the content is comprehensive and valuable 
• Engaging CTAs: Embed clear CTAs within the content to guide visitors to the next step, whether it’s downloading a resource, signing up for a newsletter or making a purchase 

A/B testing and continuous improvement

A/B testing is a cornerstone of CRO and offers valuable insights for SEO as well. 

• Test headlines and CTAs: Determine which versions of headlines and CTAs achieve better engagement and conversions
• Refine based on data: Utilise tools like Optimizely to conduct experiements and optimise pages based on the results 

Utilising analytics for comprehensive insights 

A robust analytics practice is crucial for tracking the effectiveness of both SEO and CRO. 

• Track SEO metrics: Monitor metrics such as organic traffic, bounce rate and average session duration 
• Track CRO metrics: Focus on conversion rate, funnel drop-off points and user flow 

By integrating SEO and CRO and unifying the components of your digital strategy, you can ensure that the traffic drawn to your website converts into business opportunities. Want to learn more or get started with combining SEO and CRO? Get in touch with us today to discuss your goals and develop a conversion-focussed digital strategy.