SEO vs CRO! What’s the right choice?
I am sure most of you reading, will be familiar with the term ‘SEO’, it’s a phrase riddled all over Google as everyone tries to decipher its enigma code – however, another form of online marketing has now materialized, in the abbreviation of ‘CRO’.
Let’s take a look at both techniques and how they can both be applied, in order to make a profit from your website.
A quick look at SEO…
In case you are not aware, this stands for ‘Search Engine Optimization’.
Basically, it’s ensuring your website follows certain criteria for Search Engine Crawlers like Google, to give you a rank for your specific keywords.
Methods used for SEO application:
- Having 100% unique content (always run the text through a plagiarism checker, to ensure you don’t have duplications.
- Large and informative text; must be engaging, grammatically correct and informative.
- Provide good quality backlinks to external websites; your sources must be linked to other relevant material or content that expands on your own.
- Content that has strategic use of keywords, so the search terms are picked up by search platforms.
These are the main methods for basic SEO; however, techniques and keyword rules are always evolving very quickly – so it’s fully recommended to follow blogs on Google to keep updated.
What are the benefits of SEO?
Benefits of SEO include:
- Higher income of organic traffic.
- Very effective internet visibility.
- Spread your brand and business to a much larger target audience.
- Once you receive high traffic; you will be able to interact and learn more about your market – what do they want from the industry? Where are the trends going?
Review of SEO:
If your website doesn’t receive many visitors yet, then SEO is definitely a way to go to pick up a bigger quantity of web traffic – this is vital if you don’t want your business getting lost into the web.
However, once you are receiving traffic and they are all visiting your page; you may find you have a very low conversion rate for turning browsers into customers. Unfortunately, SEO does stop there, as it’s all very well having loads of hits, but if the majority click off or just not simply buying your products – then it’s time you looked into a different method.
This is where CRO comes in, so what is it?
CRO = Conversion Rate Optimization
This method focuses on the traffic you have already and maximizing all your potential sales from them. There are many techniques for using CRO, so let’s take a look.
The main CRO techniques are:
- Using analytical tools to get data from your visitors.
- Improving the performance of your business blog/website.
- KPI’s – looking at your online business requirements and objectives.
- Maximizing your total profits from current visitor levels.
Using Analytical Tools
Google analytics is excellent for measuring your website’s performance; see which pages your visitors are on if they are clicking off too quick or even engaging with your website.
If the majority of your traffic is leaving your site in seconds or even minutes, then there is a high chance that your landing page isn’t luring enough for your visitors.
Common Home Page problems include:
- It is unclear about the products.
- Takes too long to load (people are never patient waiting).
- Your home page has a lot of clutter and unrelated pictures.
- Your blog/business news is on the homepage (big mistake as complete newbies won’t be interested in engaging with your news, just with the product in question).
Your home page should be clear, with good stock photo’s, an enticing lead to your sales funnel and big bold fonts.
Ideas on what else to include:
- A professional picture of yourself or a colleague.
- Fast load times.
- Special promotions and offers should be at the forefront.
- A good color scheme which projects your brand feeling to the customer.
Your home page should be your advertisement/billboard, it should make visitors want to find out more and tell them instantly what products or services you offer.
What is KPI?
This stands for ‘Key Performance Indicator’, this will help you to measure your level of success.
- You need a clear business objective.
- The method of measuring progress towards your goal.
- The duration takes to get there.
It’s a method for applying lots of analysis onto your business; the result will be measuring your business growth rate and comparing it to your target.
The benefits of CRO
- Pinpoint what needs improving for better traffic performance.
- Your website, especially your home page, will be maximizing profits from all your current visitors.
- You will understand your customers in more detail and will have an ammunition of ideas to improve your business.
- Know exactly where you stand against your business goals.
- CRO isn’t just for online business making sales; it can be used in all other aspects e.g. performance of marketing, performance of customer service etc.
So, we’ve had a brief look at SEO and CRO, which one wins?
You have probably made a guess yourself… But we have a tie breaker! Seeing as the two methods have different goals from each other, then it’s safe to say that you should be using both.
Well… Implementing one of them requires a lot of time and work, so we recommend using the one that is required most to your circumstance.
If you have set up a website but are not yet receiving visitors, then only focus on SEO; if you haven’t got the traffic in the first place, then it’s pretty difficult to run an analysis of your audience.
However, once you achieve a steady flow of traffic, then you’ll want to improve your sales conversion – making deep analysis and taking apart data from each visitor, in order to find where you can improve performance.
When you have a good conversion rate between your visitor count to sales ratio – you may eventually find that your new organic visitors are starting to lag, so this means it’s time for switching back to SEO.
You should have a feel of what’s right, just by looking at your current web traffic situation. It’s highly advisable to switch between the two, but because both processes require an awful lot of attention, it is why you should only focus on one or the other.