7 SEO Tricks from CRO Experts

21 Mar, 2024
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1. Introduction
2. The connection between SEO and CRO
3. Faster loading times
4. Produce better (and longer) content
5. Run an influencer marketing campaign
6. Content must be easy to share
7. The placement of the CTA at the end of the content
8. Only one topic per landing page
9. Conclusion

Introduction

To retain visitors on your website and prevent them from quickly leaving, as well as to avoid losing potential customers to competitors due to inadequate content visibility, two essential strategies must be implemented.
Firstly, it's crucial for your website to be visible in Google search results. This entails employing effective SEO practices to enhance your website's ranking on search engines.
Simultaneously, optimizing your landing pages for conversions is equally vital. This involves crafting compelling and engaging content on these pages to captivate visitors and encourage them to take desired actions.
The beauty of this approach lies in the interconnectedness of these two strategies. By focusing on improving your SEO, you not only enhance your website's visibility on search engines but also indirectly optimize your landing pages for conversions.
This dual-pronged strategy helps address both concerns, ensuring that your website attracts and retains visitors effectively.
Given the complexity of SEO, having a few tricks up your sleeve is always beneficial to navigate this landscape successfully.

Just think about the rapid rise of voice searches .

Or the growing popularity of video content

The landscape of SEO and content marketing is dynamic and ever-changing. Customer preferences shift over time — one year they may favor blog posts, and the next year, live videos may become the preferred medium. Infographics might be popular today, but suddenly online presentations on platforms like SlideShare gain traction.
Staying abreast of these evolving trends in SEO, conversion rate optimization (CRO), and online marketing is challenging. The last thing you need is additional obstacles in this fast-paced environment.
Fortunately, experts in Conversion Rate Optimization (CRO) have done the groundwork and identified SEO tricks that can be leveraged to your advantage. This ensures you always have a few strategies at your disposal.
Before delving into these tricks, it's essential to understand the close relationship between SEO and CRO. The synergy between these two practices is crucial for online success.

The connection between SEO and CRO

SEO, or search engine optimization, involves strategies aimed at enhancing the visibility of your website for users on search engines like Google. This is significant for various reasons.
Firstly, achieving a higher ranking in search results can lead to increased website traffic. When your site appears at the top of search results, it not only attracts more visitors but also contributes to building brand awareness. Additionally, an improved Return on Investment (ROI) is likely when your website is easily discoverable by users.
Highlighting the critical importance of SEO for businesses, it's worth noting that a substantial 93% of all online experiences begin with a search query. This statistic underscores the pivotal role that search engines play in shaping online interactions and emphasizes the significance of optimizing your website to capture this substantial portion of user engagement.

It's crucial not to overlook the potential traffic that effective SEO can bring to your website.
In addition to SEO, Conversion Rate Optimization (CRO) holds significant importance for several reasons. Without successful conversions, your business model lacks sustainability. Regardless of the volume of traffic, generating revenue is essential for the longevity of your business.
The primary objective of conversion rate optimization is to systematically test and refine your landing pages. The ultimate goal is to persuade a higher percentage of website visitors to make a purchase. This iterative process ensures that your website not only attracts traffic but also converts that traffic into valuable customers, contributing to the financial success and longevity of your business.

Absolutely, the symbiotic relationship between SEO and CRO is evident. SEO functions to drive increased traffic to your website, expanding its reach and visibility. Once the traffic is on your site, CRO steps in to optimize the user experience, persuading and converting visitors into paying customers.
SEO and CRO work hand in hand to create an ideal synergy — SEO attracts the audience, and CRO ensures that a higher percentage of that audience takes desired actions, such as making purchases. Together, they form a dynamic duo that maximizes the effectiveness of your online presence, from attracting potential customers to successfully converting them.

"Addressing a crucial concern, optimizing both strategies is essential for business success. Having substantial traffic without converting customers is detrimental, just as having a finely tuned landing page without directing visitors to it. Achieving a balance is key.
Now, let's delve into seven smart Conversion Rate Optimization (CRO) strategies to enhance both your rankings and conversions."

Faster loading times

Swift website loading is crucial for two reasons.
Firstly, extended loading times adversely affect your rankings, as loading speed is a significant ranking factor.
This delay also contributes to a higher bounce rate, further impacting rankings negatively.
Secondly, prolonged loading times harm Conversion Rate Optimization (CRO) because users are generally impatient and unwilling to wait for a slow website. Most people can relate to leaving a website due to slow loading.
Given the plethora of alternatives, users may opt to close the page and seek a faster-loading alternative.
Time is of the essence, as every additional second of delay escalates the bounce rate."

"Google provides compelling statistics underscoring the impact of loading times:
A jump from one to three seconds results in a 32% increase in bounce rate.
With a five-second loading time, the bounce rate surges by 90%.
At six seconds, the increase in bounce rate is a substantial 106%.
A ten-second loading time leads to a staggering 123% rise in bounce rate."

As you can see, the loading speed of your website is very important.
Not only for the conversion rate and bounce rate, it also has a direct influence on your Google ranking.
Here is a graph showing the relationship between loading speed and position in search results :

The key takeaway from this is that swift websites not only secure better rankings but also convert more visitors.
To achieve this, it's essential to compress your files, such as images, eliminate unnecessary HTML code from your source code, and optimize your Javascript. These actions collectively contribute to speeding up your website.

Produce better (and longer) content

If you're just venturing into content marketing or haven't explored it yet, now is the opportune moment to invest in it. Content marketing is essential for producing compelling content that appears prominently in Google search results.
Contrary to the notion that brevity is key in today's fast-paced environment, both search engines and users actually favor detailed, high-quality, long-form content over concise information. Creating more content is generally beneficial, and the emphasis on length aligns with the preference for in-depth material.
Hence, establishing your own blog, drawing in organic traffic, and expanding your content marketing efforts are typically identified as the top three priorities by most inbound marketers.

Marketers are well aware that content marketing holds the potential to boost rankings and draw in new customers. Therefore, they are keen on generating more content and enhancing their marketing strategies.
It's crucial not to overlook this opportunity under any circumstances. Articles that exceed 2,000 words are particularly advantageous for achieving higher rankings in search results. Embracing this practice enhances the visibility and effectiveness of your content in the competitive online landscape.

Indeed, the significance goes beyond merely ranking higher; it extends to the increased probability of appearing in Google search results and the additional rankings providing opportunities for greater traffic conversion.

This strategy hinges on two fundamental principles:

Produce More Content: Generating a higher volume of content is essential to improving your chances of securing prominent positions in search results.
Produce Longer Content: The length of your content matters. Longer, more comprehensive pieces are favored, contributing to better rankings.
By adopting this approach, you enhance your chances of achieving superior rankings. If uncertainties persist regarding how to elevate rankings and bolster conversions, the solution lies in creating more and higher-quality content. This proactive content strategy not only boosts visibility but also lays the foundation for improved conversion rates.

Run an influencer marketing campaign

Influencer marketing is a well-known strategy, but surprisingly, numerous companies have yet to leverage its potential for enhancing conversion rates and SEO.
A considerable number of these businesses either lack the know-how to initiate influencer marketing or fail to recognize its significance.
Remarkably, only 65% of brands currently engage in influencer marketing, indicating that a substantial portion of businesses has yet to tap into this powerful promotional tool.

While the current adoption of influencer marketing may seem substantial, its true impact becomes evident when considering its effectiveness. Implemented correctly, influencer marketing can wield a significant influence on both conversion rates and search engine rankings.
To execute a successful influencer marketing campaign, it's crucial to recognize that it goes beyond just directing additional traffic to your website, though that alone can boost your rankings. The key is to collaborate with the right influencers who can not only drive traffic but also attract more customers to your brand.
A prime example of a successful influencer campaign is demonstrated by the watch manufacturer Daniel Wellington. The company partners with various Instagram influencers who share posts showcasing the brand's watches. These influencers often provide their followers with exclusive discount codes, creating a mutually beneficial arrangement. Such strategic collaborations not only enhance brand visibility but also contribute significantly to attracting and converting customers.

And here's another one:

Indeed, Daniel Wellington's success underscores the effectiveness of influencer marketing, but it's crucial for each company to tailor its approach and identify the right influencer for its unique needs.
Given the individuality of each company, selecting an influencer that aligns with the brand and company identity is paramount. The chosen influencer should resonate with the brand's values and identity, ensuring a seamless fit. This strategic alignment goes beyond merely driving additional traffic – it cultivates potential customers.
When the influencer resonates authentically with your brand, the impact extends beyond increased traffic. It positively influences your conversion rate and elevates your rankings, creating a symbiotic relationship that enhances both brand visibility and business outcomes.

Content must be easy to share

The sharing of your content by users with their friends and connections is crucial for unlocking potential customers and maximizing your ranking potential. Social signals play a pivotal role in positively impacting your SEO.
Shared content not only generates more clicks and increased traffic but also contributes to higher sales, thereby benefiting your Return on Investment (ROI) and overall marketing strategy. The creation of content serves its purpose when it is shared and circulated among your audience.
However, achieving this goal is a multifaceted challenge. On one hand, your content must uphold the highest quality standards, and on the other, it should facilitate easy sharing. This is why incorporating social share buttons on your blog is valuable. These buttons simplify the process of sharing your content, ensuring that readers can effortlessly share your blog posts with their friends. This approach not only enhances the visibility of your content but also aligns with your overarching goal of creating shareable, engaging material.

Taking the concept of social proof a step further can significantly amplify the impact of your content. By showcasing the number of times a blog post has been shared, you tap into the psychological principle that users are more inclined to share content that others have already engaged with.
Implementing this is straightforward—utilize buttons similar to those found on the Success website. These buttons not only make it visually apparent how frequently a post has been shared but also leverage the power of social proof to encourage readers to contribute to the share count. This simple yet effective strategy not only enhances user engagement but also cultivates a sense of credibility and popularity around your content, fostering a greater likelihood of shares and amplifying the overall reach of your message.

When you create an infographic, you should add an embed code at the end of the graphic so that people who want to share your graphic on their own blog and backlink to your website can do so easily.

You've invested time in crafting compelling content for your website, recognizing that increased sharing amplifies social signals to Google, ultimately boosting your ranking and attracting more customers.

Whether it's a blog post, infographic, or video, ensuring one-click shareability is crucial – the more effortless the sharing, the greater the potential for reaching a wider audience and enhancing your online presence.

The placement of the CTA at the end of the content

Placing the call to action (CTA) at the conclusion of your content is strategic. While the initial instinct might be to position it at the beginning for a swift customer conversion, this approach overlooks the customer's decision-making process.

Customers need time to consider a purchase and feel assured about their choice. By strategically positioning the CTA at the end of your article, you align with the natural flow of the customer's journey.
This allows your content to persuade and guide them towards making a confident decision, whether it's purchasing your product or opting to stay subscribed to a newsletter. HubSpot, as an example, consistently follows this practice, tailoring each CTA to complement the specific content of their blog posts.

This way the reader can start reading straight away and immerse themselves in the content.

Users prefer an uninterrupted focus when addressing their concerns, aiming for a swift resolution to their problems. Minimizing distractions is key to retaining their attention and preventing quick exits from your website.

The optimal approach involves providing the specific information users seek first, allowing them to concentrate on problem-solving. Only after obtaining the necessary information are users more inclined to take action. Respecting and adhering to this sequence is vital; failing to do so can adversely impact both your website rankings and conversion rates.

Only one topic per landing page

Ensure each landing page focuses on a single topic rather than attempting to showcase all your top products simultaneously. While the desire to highlight numerous appealing offers may be tempting, it's crucial to resist this urge.
Why?
The notion that more offers automatically translate to increased sales is inaccurate. In reality, the opposite effect may occur. Presenting visitors with an abundance of choices can overwhelm them, leading to decision paralysis. Fearing the possibility of making the wrong choice, visitors might opt not to make any decision at all, ultimately leaving the page without making a purchase.
The key is to provide clarity by concentrating on a specific topic and offering only one clear Call to Action (CTA). By doing so, you simplify the decision-making process for the visitor, increasing the likelihood of conversions. Unbounce's landing page, for instance, effectively employs this strategy by featuring a single CTA for their free online course.

No additional offers are made to the user here. The company only promotes one product and that is the lead generation course.
IMPACT also only uses a single CTA on its landing page.

It may seem counterintuitive, but having one offer on a landing page often results in more conversions compared to presenting multiple offers. The rationale behind this lies in the fact that a singular, focused Call to Action (CTA) simplifies the decision-making process for visitors.
Moreover, the positive impact of higher conversions extends beyond immediate results. An increased conversion rate contributes to a longer average session duration on your website. This extended engagement positively influences your website's ranking on search engines.
In essence, to safeguard both your rankings and conversion rate, it's advisable to feature only one CTA on your landing page. This strategic approach not only streamlines the user experience but also aligns with the goal of optimizing both short-term conversions and long-term search engine visibility.