Why Choose SEO Rather than Directly Working on CRO For Conversion?

You are probably already aware that the conversion rate is the percentage of website visitors who take the desired action. Put simply, the visitor takes the step to convert into a lead or a customer. The selected step can be anything, from signing up for a newsletter, registering for a demo, or making a purchase. 

The conversion percentage does not depend on the number of website visitors. Even sites receiving a vast amount of traffic might fail to convert due to a variety of reasons. And this is where the significance of search engine optimization comes into the picture. 

You might wonder, what’s the need to go for SEO when you can directly work on conversion rate optimization (CRO)? Clients discuss the same with their professional SEO services provider. 

The fact is that search engine optimization processes play a far more critical role than CRO.

Here are five solid reasons that justify time and resources invested in search engine optimization:  

1. Qualified traffic rather than meaningless numbers  

The search engine optimization processes involve optimizing the website content with phrases relevant to the business. One of them is keyword targeting. The process helps in attracting qualified, relevant traffic from search engines. 

Keyword targeting strategies may differ according to the size of the company. Big brands can go for popular or competitive terms. On the other hand, small firms can target long-tail keywords relevant to the brand or services. 

Long-tail keywords are specific. Thus, customers who use these phrases while searching, and land on your website, are more likely to find the desired product. The strategy ensures your site receives visitors who are most likely to convert. 

2. Role in satisfying user intent with landing pages 

SEO procedures ensure your website landing page content is optimized for matching the ad text or optimized keywords. 

The search engine optimization process involves analyzing keywords and creating a product or service-specific landing page. These can get better rankings when search engine spiders start crawling, indexing them. 

Category-specific pages are beneficial for visitors too. Your audience can easily find what they need, and this ultimately increases the chances of conversion. Search visibility for content-rich landing pages improves with time, resulting in a better ability for the website to turn traffic into sales figures. 

Such landing pages for popular and probable search terms play a crucial role. Websites that don’t have relevant pages for keywords searched by their audience won’t rank. 

Here’s a relevant example: 

Users searching for info on Fios Router G3100 using Google search will see results with product-specific pages. 

Google won’t divert any traffic on G3100 manufacturer Arcadyan Technology Corporation’s home page. Instead, it will send users to product-specific pages. 

Put simply; the SEO process helps in serving your website’s most relevant page in SERPs. 

Do you want numbers? Here you go

The average conversion percentage for landing pages is around 9.7 percent, as per HubSpot

SEO-optimized landing pages also get placed in Google Maps.

3. Better conversions as CWV remain in place

Responsiveness, faster loading, and mobile-friendliness, these factors sound familiar. Did you read something related recently? Yes, right, these elements hover around Google CWV update. 

Google gives significance to user experience and has a solid mechanism for detecting a site’s performance. The recent CWV update was another step towards the same.

Every professional SEO company gives priority to improving Core Web Vitals these days. And every e-commerce site should ensure they are in place. 

Users dislike sites that take too long to open. Thus, websites that take much time to load often report high bounce rates. The aspect drastically impacts conversion percentage. 

On the other hand, a faster site results in a positive experience. And this automatically improves the site’s ability to convert and rank better. 

As a part of search engine optimization, experts ensure CLS score remains 0.1 or less, FID of 100 MS or lesser, and LCP does not cross 2.5 seconds.

4. Improved organic traffic for better converison

Businesses spend roughly 1 percent of their annual revenue on various ads aimed at increasing traffic. Let’s assume a business rakes in $2 million in annual revenues; the company ends up spending $20,000 on advertising. The small percentage adds up to make a considerable number. Some brands even spend more than two percent of their profits on ads. 

Studies suggest the conversion rate achieved from organic traffic can be as much as 15 percent, while paid search ads offer 2 percent. Most importantly, there is a thin line between traffic arriving on the site from organic search and visitors received from ads. 

On the other side, if you keep SEO elements in place, you can expect organic traffic for free! Search engine optimization does require money, and so does content marketing. However, the cost is nowhere near PPC ads. 

Thus, investing your time and money in organic traffic growth can offer better and lasting results along with conversions in the long term. 

5. Enables the site to capitalize on existing traffic 

No doubt, you can expect a higher percentage of the organic traffic to convert post SEO. However, capitalizing on the existing traffic on your website is also crucial for boosting growth. 

You surely don’t want your website visitors to land on the site, then poke around for a few seconds and leave. 

Businesses strive to create a lasting impact on website visitors. User experience (UX) is another important factor that influences the average time spent and conversions. So, search engine marketing experts focus on navigation, functionalities used by visitors, and CTA clicks. 

What’s the result? Well, people stay longer on the site, and this provides more opportunities for conversion. 

You can divert your knowledge base or blog visitors to product pages with internal links. Businesses that receive a considerable number of daily visitors should initially focus on email signups. You can later connect with them with offers, incentives for conversion. 

To sum it up: 

Rather than merely focusing on conversion rate optimization, it’s always better for e-commerce sites to share their resources between CRO and SEO.