By IzabelleHundrev

Posted by IzabelleHundrev

If there’s one thing that most marketers have in common, it’s that we want more leads.

Sure, not all leads are good. Some are even downright unqualified. But leads are what drive business, and as a result, many of us are held accountable for generating more of them.

Out of all of the lead generation strategies out there, there’s one that I find particularly effective: search engine optimization (SEO) and conversion rate optimization (CRO) working together.

While this may seem obvious, you’d be surprised how many marketing teams are really good at one or the other, but fail to find the balance between both.

Below, I’ll share why it’s critical to find alignment between SEO and CRO, and how to do it so that both of these functions work together to drive qualified leads for your business.

SEO and CRO: Why you can’t have one without the other

Being discoverable is more important than it’s ever been. If a prospective buyer can’t find your business online, there’s a good chance that you’re leading them right into the arms of your competitors.

By now, most businesses understand the importance of having a presence in organic search results. SEO is more than just a buzzword, it’s a given. And it’s critical to growing brand awareness and driving traffic to your website.

But there’s a catch.

Traffic doesn’t magically turn into paying customers and revenue. Ask yourself, when someone clicks on an organic result and lands on your website, what kind of browsing experience are they having? Is your site easy to navigate? Are your web pages optimized to guide the user towards an action?

Traffic without conversions is essentially just a vanity metric. CRO is the piece that ties it all together.

Put simply, conversion rate optimization is the process of optimizing a web page to lead a user toward a desired action. Typically, this action comes in the form of a conversion. This can be a demo request, email newsletter sign up, webinar registration — you get the gist.

The idea here is to entice the user to move further down the marketing funnel in some way.

SEO is what brings people to your website and CRO is what gets them to convert.

It sounds like a match made in marketing heaven, but achieving alignment is often easier said than done.

Start with a strong SEO foundation

I could write thousands of words on what it takes to build a strong SEO foundation for your website, but that’s not what this article is about. With that being said, a discussion about the relationship between SEO and CRO wouldn’t be complete without a mention of it.

Earlier, I said you can’t have SEO without CRO. But this goes both ways.

While it’s true that conversions are a meaningful standalone metric, you can’t have conversions without web visitors. Plus, experimentation and testing is a big part of what makes CRO so effective. It can be difficult to run tests if your website doesn’t get a healthy amount of traffic. More on this …read more

Source:: Moz Blog