Search engine optimization (SEO) and conversion rate optimization (CRO) are both important strategies in digital marketing, but they have different focuses and objectives. Many marketers today focus so much on SEO that they forget to spend time trying to get customers to convert.
Here’s a breakdown of the key differences between SEO and CRO:
Focus
SEO is focused on driving traffic to a website by improving its visibility and ranking in search engine results pages (SERPs). The main objective of SEO is to increase the quantity and quality of traffic to a website by optimizing its content and structure for search engines.
CRO, on the other hand, is focused on converting website visitors into customers by improving the website’s user experience and design. The main objective of CRO is to improve the percentage of website visitors who take a desired action, such as making a purchase, filling out a form, or subscribing to a newsletter.
“SEO only gets people to your content,” said Paul Dughi, CEO at StrongerContent.com. “You’ve then got to convert them. If you’re only worrying about SEO, you’re only fighting half the battle. You need a strong SEO and CRO strategy for success.”
Metrics
SEO typically focuses on metrics such as website traffic, keyword rankings, and backlinks. These metrics help to track the success of the SEO campaign and identify opportunities for improvement.
CRO, on the other hand, focuses on metrics such as conversion rate, bounce rate, and time on page. These metrics help to track the effectiveness of the website in converting visitors into customers and identify areas for improvement.
Strategies
SEO strategies typically involve keyword research, on-page optimization, link building, and technical optimization. These strategies are aimed at improving the website’s visibility and ranking in search engines.
CRO strategies, on the other hand, involve analyzing user behavior, testing different design elements, and improving the overall user experience. These strategies are aimed at improving the website’s ability to convert visitors into customers.
Goals
The ultimate goal of SEO is to increase website traffic and visibility to attract more potential customers to the website. The ultimate goal of CRO is to improve the website’s ability to convert visitors into customers, in order to increase the website’s revenue and profitability.
Final Thoughts
SEO and CRO are two distinct strategies that have different focuses, metrics, strategies, and goals. While SEO is focused on driving traffic to a website, CRO is focused on improving the website’s ability to convert visitors into customers.
Both strategies are important in digital marketing and can work together to improve a website’s performance and profitability.