SEOs are focused on driving traffic to a website (to increase sales) and CROs are focused on driving conversions on a website (to increase sales) – the end goal is the same. Diving into the conversion funnel, this talk will show you how CRO and SEO techniques can be combined to drive relevant, converting traffic to landing pages, targeting a broad range of queries from high to low intent.

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TRAFFIC VS CONVERSIONS:
How SEO & CRO Can
Work Together

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Ever changing landscape of SEO
What makes a user convert
3 ways an SEO should focus on CRO
practises
CONTENT
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SEO has changed a
lot over the years

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The way user’s behave
has changed

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Busy
2019
Lazy Voice AI
Data Ecommerce 0 Click Mobile

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Four key changes in SEO
over the past 5 years

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MOBILE
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PAGE
SPEED
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MACHINE
3
LEARNING

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POGO
4
STICKING

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SEOs are
doing CRO

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A DEFINITION OF CRO
Content, rich media,
images etc.
Data science
& testing

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SEO CRO

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Where are
the parallels?

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What makes
you convert?

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Price Ease Trust
Reviews Delivery speed
Service/product
information
Landing on the
right page
In line with expectationsFast checkout

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Price Ease Trust
Reviews Delivery speed
Service/product
information
Landing on the
right page
In line with expectationsFast checkout

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What an SEO
should consider is...

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When traffic &
conversions look separate?

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Can it be crawled?
= ?
Can it be indexed?
Should it be indexed?
Is enough being indexed?

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TRAFFIC
Can it be crawled?
Can it be indexed?
Should it be indexed?
Is enough being indexed?
=

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TRAFFIC

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But they can’t work
without each other

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Low
quality content
Low quality images,
slow, spammy, thin,
irrelevant, over
optimised...

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Is it fit for
purpose?
Low quality images,
slow, spammy, thin,
irrelevant, over
optimised...

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The
conversion
funnel

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FAQs and
guides
The
product/service
page
Publications and
press a few steps
away from the
client
Off-page
features

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Three ways SEOs need to
think about conversion in
their workflow

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Retaining
engagement
Ensure that the
content is in line with
the user’s expectations
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→ Content gap
→ More content
→ Review user’s intent
→ Assess conversion funnel
Ensure that the
content is in line with
the user’s expectations

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The site is trustworthy
and the brand and
products have positive
and reliable reviews
Creating
a trustworthy
brand
2

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The site is trustworthy
and the brand and
products have positive
and reliable reviews
→ Think of the user
→ & the competitor
landscape
→ Consider user’s from other
marketing activity
→ Assess conversion funnel

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The site is quick and
the checkout process
is easy without too
many fields for me to
fill in
Optimise
the checkout
process
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The site is quick and
the checkout process
is easy without too
many fields for the
user to fill in
→ Make things simple
→ Think about trust signals
→ Speak to the sales/customer
service team
→ Assess conversion funnel

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Four key changes in SEO
What makes a user buy is at the heart of
what we do
Creating content in line with the
conversion funnel will assist the end goal
SUMMARY
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Thank you