SEO and Conversion Optimization

Search engine optimization (SEO) and conversion rate optimization (CRO) are the cornerstones of any solid marketing strategy, but many businesses fail to distinguish between them and, as a result, don’t use them effectively to increase their website performance and ultimately their revenue.

Here are a few guidelines that will show you how to distinguish between SEO and CRO and how to integrate them into your digital marketing strategy successfully.


SEO boosts website traffic, but conversion optimization gives the real measure of your site’s actual performance. Using the brick and mortar store metaphor, many people may visit your store, but only few of them will buy what you’re selling. Your goal is to convince as many of them as possible to make a buying decision. It’s the same with SEO and conversion optimization. You may have used SEO wisely, which made your website more visible and brought more visitors to it, but how many of them are have actually turned into customers or qualified leads?

Conversion optimization, focuses on turning website visitors into customers. Search Engine Optimization is meant to increase your ranking in search engines and as a result drive traffic to your website. Conversion optimization, on the other hand, ensures that your SEO efforts bear fruit.

Two Sides of the Same Coin

Search engine optimization and conversion rate optimization should be fine tuned into your overall online marketing strategy by using them to support each other in increasing your website’s performance. How do you do that? There are several fundamental principles that are valid for both.

What Does Conversion Rate Optimization Involve?

There are several stages that can be summed up as: observe, test, and change.

Observe Your Visitors’ Behavior

CRO consists in researching and studying your audience and their habits with the purpose of improving your web pages to increase conversion rate. First of all, you need to know exactly what conversion means for your business. What do you want people who visit your website to do? Subscribe, download, call, or make a purchase? Once you define that, use analytics tools (like kissmetrics or google analytics) to get a precise idea about traffic, bounce and conversion rates. In other words, how many visitors you get, how many leave after landing on the first page of your site, and how many do what you hope for them to do.

Test and Change

All website details matter in the process of converting visitors into shoppers. Once you become familiar with your visitors’ behavioral patterns, you can use conversion optimization strategies to test what works and what doesn’t on your website, so that you can make the necessary changes. You need to get an accurate idea about your users’ experience on your website in order to be able to improve conversion. From web design to content and functionality, you need to examine every detail that goes into creating a positive experience for your users.

SEO and conversion optimization are the two sides of the same coin, and if integrated harmoniously into your marketing strategy, in due time they will increase website performance and ROI.