SEO AND CRO SERVICES

Matthew Carter
Hello friends, my name is Matthew Carter. I’m a professional link builder for a large SEO agency in New York City.

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This content is particularly good at reaching new users who are likely unfamiliar with your brand. By using the right keywords, you’re bringing in people who otherwise wouldn’t have thought to go to your site for the answer to their problem or question.

When you combine these forces rather than keeping them siloed, you win. Broadening your reach, pulling people into your funnel, and converting them to subscribers, customers and followers becomes seamless.

Let me explain what I mean.

2. Use Direct Content to Generate Conversions and Gain Trust.

So there are plenty of ways you can use your SEO efforts to boost your conversions. But, does the reverse work? Can you use what you’ve learned from your CRO exercises to up your content creation game?

Now is the time to leverage your content marketing strategy to pull in more customers and up your conversion rate.

By harnessing the power of strong content and high search rankings, you can grow your audience, build trust, and move people toward taking action. On the flip side, you can use everything you’ve learned about user behavior from your CRO to make your content even stronger, which will help you pull in more conversions.

Take Stitch Fix, for instance. They are currently ranked 1,226 in the nation and 5,035 in the world by Alexa. Their blog, Stitch Fix Style isn’t just about their amazing clothes. It covers a wide variety of fashion to pull new users in. The two articles below take advantage of seasonality and personalization.

This is also a good place to experiment with user-generated content about your products. By using your fan base, you’re killing three birds with one stone:

Scroll down further, and you will find content that addresses every micro-moment a mother has and goes googling to answer.

Give Your CRO a Content Marketing Assist.

So, for Laurie’s Local, you might have an article on why buying local is important for the economy.

It’s a seamless flywheel that can propel your brand toward greater success.

There are three ways in which a solid content marketing strategy and SEO-optimized pages can help you get more conversions.

You’ve been through your site forward and backward to optimize your conversions in every way you can. That’s all you can do, right?

What Do I Mean By SEO?

Now let’s see exactly how you can leverage all of that content to get those conversions.

1. Customer insights from conversion rates can help you target the right people. We covered how analytics from your content marketing strategy can help you increase conversions, but the opposite is also true. Insights you gather from the types of customers who are buying your product or service, what they’re buying, how often and from where can help you hone your content marketing efforts…which will help you increase conversion…which will give you more customer information….do you see what I’m getting at here?

This is a very top-of-the funnel approach to get people thinking about your brand, and perhaps grabbing it in the store the next time they’re in the market.

In this screenshot, you can see more direct content that features Stitch Fix products. This is the kind of content that will get women seriously thinking about signing up.

No doubt you’ve gathered a ton of data and customer feedback related to your site. There are a couple of ways in which all that work you did to increase conversions can help you up your SEO game.

SEO is Search Engine Optimization, and it’s actually a subset of SEM (Search Engine Marketing). SEO is purely about altering and improving web pages and online content in general . It helps them look, perform, and rank better in search engines (mostly Google). Aside from an initial investment in SEO work, organic search traffic comes at no cost, yet it’s a vital element of long-term e-commerce viability.

CRO stands for conversion rate optimization. The conversion rate on any given website is determined by how many people who reach the page ultimately choose to move forward with the transaction they began. It is one of the strongest indicators of how effectively your site is performing. It doesn’t stop with buying products though; it’s often useful to treat every user action that you believe has real-world value as a meaningful conversion (e.g. downloading a brochure or submitting a contact form).

Soon after, platforms such as E-Bay and Amazon started shaping the consumers´ behavior and online purchases started to become less scary and less of a novelty (see graph below).

In this post we are going to cover:

Therefore, let´s cut to the chase and start to analyze SEM, SEO, and CRO with the aim to ease some of your worries so you can start making headway in the right direction.

Advantages and Disadvantages of SEM.

Alright, so now that we have covered the basics and there is no room for hesitation, let´s look at how they work in combination with each other.

SEM stands for Search Engine Marketing and refers to promoting a product, site, brand, page, or person to increase visibility in search engines. What exactly the marketing involves will depend on the circumstances and the marketers, but it will typically consist of a combination of paid search ads and efforts to make pages rank better.

However, the real issue for most business owners is that we already spend so much time dealing with stock levels, complaints, updates, meetings, taking care of customers and their demands, shipping, signing agreements, and all the other everyday challenges of operating pretty much any type of business. So, the last thing you put on your to-do list is to take an in-depth look at your marketing strategy so you can try to find out what best fits your marketing budget.

CRO is possibly the fastest and better measurable ROI on the digital marketing spectrum. Applying CRO concepts to your website does not involve heavy coding skills most of the time. Just by adding small changes to your home page, or landing page, you can start measuring increases in conversions pretty much immediately .

However, if you are to focus on structuring your own marketing expenditure in an efficient way, your results will take you way further than trying a bit of everything at the wrong time.

SEO is the foundation in building a solid source of leads. Once achieved, it will yield results pretty much on its own. While it requires constant maintenance and improvements, the boost of SEO for your website will yield results indefinitely.

The problem is that when you stop paying for clicks, those clicks evaporate. Without the SEO component of SEM, it’s a short-term strategy at best , and not even a good one unless you have the budget to keep it going indefinitely.

This is why we are going to do a serious analysis on SEM, SEO, and CRO so you can evaluate your current position and decide the best fit for your online strategy.

So again, if you feel you’ve already got this section under control, feel free to move on to section 2. How do they work in combination , where the actionable content gets serious.

Combining SEM and SEO is really not an issue. The latter is part of the former, so it really just requires you to pursue SEM without focusing exclusively on paid search advertising.

SEO – Search Engine Optimization.

In the next section, we are going to start by recapping what exactly is involved with SEM, SEO and CRO, in order to see how you can bring them together in an orderly manner. This way you can achieve greater success for your business by taking the bull by the horns.

So, the good news is that today, we are going to ease your worries. This post is going to provide you with more than enough information, so that by the time you are done reading, you will have made up your mind about whether you need SEM, SEO, or CRO for your business.

That isn’t to say that SEO is always vital; paid ads are fast, scale up powerfully, and are reliably effective if used correctly. Yet, I think you will agree with me when I say that one of the most important factors for any business owner is efficiency. Evolving and optimizing your business to maximize your ROI is efficient.

Before we move into the actionable content, it can be beneficial to give this post a bit of context. However, if you are here for the actionable stuff, move on to section 2. How do they work in combination.

That being said, in order to optimize conversions, you truly need to know two main things:

Today (2020/2021), with the pandemic affecting the entire world, we live in an economic environment that in a matter of months has turned the way of doing business upside down. It is quite clear for everyone that now, more than ever, either you adapt and evolve to the digital market or you are doomed to fall behind with a very doubtful future.

Essentially, you are attracting visitors to your website because you want them to take action. Conversion rate is calculated by dividing the number of visitors that come to your site by the amount of those who take a specific action.

5. When is it time for the next strategy?

But do not allow yourself to get intimidated! It’s not as bad as it sounds. While you probably cannot afford to bring in a top-shelf team of expert marketers to cover every angle, you can still establish a solid strategy and series of smart procedures by spreading your efforts across several areas of the digital marketing world (particularly since there’s a lot more overlap than you might think)

During this time, there’d be very little traffic generated, meaning there would be no sales. Besides, anyone who did find their way to your site might be unimpressed if the content is not optimized by meeting user intent and delivering on the promise.

As noted, this strategy might get good results, but the resource drain would be consistent. This is not to mention that the ROI would be mediocre at best. In fact, the current trend towards drop-shipping is driven nearly exclusively by PPC, and it’s hard to imagine there being so many Oberlo stores up for grabs in the online marketplace without it — but its results don’t compound.

If you wish to reinforce the basics, continue reading; we can look at the advanced stuff afterward.

The art of communicating the intended message is not something that you can download from the Internet. Although you can learn, understand, and apply certain CRO techniques, CRO is a skill that requires years of experience and satellite knowledge to get it right. Applying the wrong strategy for your business will only lead to a messy website with no clear sense of direction for users. Once you are able to master this skill, it’s only then that you will be able to start adding persuasion elements to your offering.

Summary : Making decisions about where you want to go for dinner on a Friday night is fun; deciding what’s the best strategy for your business can be daunting.

For ages, online presence has been just a box to mark as “complete”. Businesses would make do with their physical presence and online marketing strategies were there to create awareness for the brand.

As you know, there’s no one-size-fits-all solution for the challenges that await you in this fast-paced competitive environment that today´s online industry has evolved into.

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