โYour most unhappy customers are your greatest source of learningโ โ Bill Gates
This notion is also true for the booming online market, where every individual is striving to become the best. To ensure the best results out of their websites, people even use an array of techniques and tools, and sometimes they succeed a bit as well.
But do you know what is stopping your business from ranking at the top?
It is that you still believe CRO vs. SEO are separate entities and apply them individually. However, the truth is far from it, as these two overlap each other in several aspects and should be used together.
To better understand these, let us discuss what the two terms stand for.
What is SEO?
Every individual who has an online presence has come across the term SEO or Search Engine Optimisation. This helps your website gain a substantial amount of organic traffic through ranking higher on the search results. This brings potential customers to your page, and among them, a particular group eventually avails of what you offer.
What is CRO?
The role of CRO begins when the traffic has already reached your website. CRO or Conversion Rate Optimisation ensures that the majority of viewers opt for your product or service. This is important as massive traffic does not always translate to a high amount of customers.
Understand that CRO per se is also useless because there will be no traffic to convert without proper SEO tools.
Now the question is how to use CRO vs. SEO to get the most out of your business.
The following steps are a general guide for streamlining your business per what the people want. To do so, you will have to start from,
Research
Every project or new venture requires proper research. Knowing your competitors is the foremost thing you need to do. This will also help you in keyword research and understand what is ranking high and what is not.
Everything you publish should answer queries, and you should frame your content accordingly. Add every element the present top websites have done and include something extra for your readers and write it to guide them towards conversion.
SEO Integration
Once proper research has been done, what is left is implementing CRO vs. SEO to generate your desired results. A proper content with correct keywords can go a long way if put in the right place.
With the help of research, you can decide the length of your content, what kind of title would suit it the best, if pictures are required, etc.
Like for the search result โinstant coffee powderโ, the brand Big Basket managed to rank above Amazon, one of the top shopping brands.
Were you wondering how did they do it?
With proper content that goes along with the products, they are selling. At the same time, Amazon does not feel the need to provide any such thing. They still managed the 2nd position, which gets about 20% of the traffic.
The real profit lies behind the number of people who actually purchased these products. And here is where the other half of CRO vs. SEO comes into action.
CRO Integration
After garnering substantial traffic attention, the next part is to direct them towards availing, subscribing, purchasing or whatever you want them to do.
This is only possible by using CRO tools, but that is not as straightforward as it sounds. Before that, you have to understand what works for your website the best and know your audience.
If you look at the number of reviews on Big Basketโs page, there are over thousands of them under every product.
Whereas, the ratings under similar products in Amazon fluctuate, which might mean that not many are purchasing them from that website.
While it is not a rational scale to judge their conversion rates, more people took time out of their lives to rate Big Basket products than for Amazon. This means they are doing something right on this page that Amazon is not.
But it does not mean what these two sites will do is going to help your situation as well. Do not listen to the age-old โways to improve conversion rateโ; they will not work in 2021.
It will be after several trials and errors that you will find the right way to incorporate CRO vs. SEO. But you can make it a little easier by researching more about the kind of mass search for your choice of keywords.
Understand that your audience is your best friend, as they will help you earn. So, spend more time learning about your target audience and their preferences.
Because Bill Gates knows what he is talking about.
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