CRO and SEO How to Combine Strategies For Your Ecommerce Business
- May 23, 2020
- Posted by: Manju Rai
- Category: Digital Marketing News
The e-commerce world is one that requires a detailed use of CRO and SEO if a business ever wants to succeed. In this article, we’ll look at strategies to implement to help any e-commerce business.
Not that long ago, the online marketing world only harbored SEO and CRO strategies as part of the “alternative” marketing scene. People thought, how can these two be useful and profitable? Especially when the search engines were rudimentary and were easy to fool. Nowadays one only has to look at successful figures such as Jeff Bezos’ and Amazon to see how e-commerce is becoming one of the world’s fastest-growing industries and it’s all thanks to these two strategies. Now is the time where online businesses such as yours can harness the power of these two strategies to gain economic growth. You don’t have to be an online casino or anything – you could be selling Christmas hats online in summer and still profit from these strategies. Simply anyone can use these strategies to their advantage! We’re going to show you how. Ready? Let’s find out more.
How does SEO and CRO connect together?
If you’re wondering about these strategies and they seem desperate to you, we are going to help you understand why exactly they are so closely linked. SEO (search engine optimization) is one tactic that can help you attract visitors to your e-commerce website. It’s a clever way of harnessing the power of keywords and links in interesting and organic content. As people want to read this content, website search engines such as Google will up the page in their ranks and your website will have more visitors as a result.
Conversion Rate Optimization is what you can hope to achieve when someone actually reaches your website. This strategy allows people to organize their website in ways that would foster large numbers of lead to sale conversions. Essentially, CRO is what moves viewers to become buyers by making use of excellent website design, calls to action, and content that is both appropriate and encourages one to make a purchase online. It is CRO that will help optimize landing pages, offer users a friendly experience and aid decision making, helping to give a final push for leads to act on a call to action. It’s important to analyze how your site is and think about if it’s easy to engage with, explore, and whether it’s simple to use.
When the two come together, a large amount of marketing power is left at one’s disposal. Traffic is driven to a website with SEO and CRO then converts this traffic into sales. In the end one is left with revenue as a result of this combination. The larger the amount of traffic, the greater the chance of earning a more substantial amount.
Even though there are some industries in which traffic may be less important for a business, the e-commerce industry is always different. Ecommerce platforms are useless unless they have both leads and customers – without them one cannot see any growth over time. There are a number of things you can do to integrate your CRO and SEO strategies, such as the following:
- Providing eye-catching designs
- Making use of e-commerce SEO services to create great SEO content
- Incorporating keywords and calls to action in the content
- Incorporating social channels into your site
Now let’s look at the points above and much more to see how CRO and SEO can be used in harmony to really boost any e-commerce business.
Powerful content and eye-catching designs
All e-commerce platforms should have their own design and unique feel that will attract buyers and get them to purchase things from your website’s online shop. Whatever slick design you go for, just make sure that it ties in with any of your content to attract any readers. Any articles, blog posts, or pieces of text that you write should be relevant to Google’s optimization search. Everything has to contain the right keywords to bring appropriate traffic to your website.
Eye-catching designs with sales content
When thinking about SEO for an e-commerce website there are all sorts of keyword tools one can use to help optimize their content. Things such as Moz or Soovle are great tools and can point out what phrases are best suited to drive more people to a website. It’s also important to incorporate CRO buttons and call to actions into any design in order to activate their attention. There’s no use having all the traffic in the world if people aren’t going to make purchases. So how can one make use of them?
Calls to action and keyword use
A call to action (CTA) is a phrase that will push a user into doing something, whether it subscribes to a newsletter or purchasing a product. Every site needs these calls to action and they are in essence what gives e-commerce meaning. However, it’s not always a walk in the park coming up with something punchy, and to the point, plus these CTAs they also need to be coupled with correct keywords within them. Without incorporating a good use of phrases, your site will remain hidden away, just as you don’t intend it to be.
Think: use keywords + CTA’s to get attention and get that attention translating into something.
Make sure that you can put in a keyword phrase within your CTA sentence. SEO is also stronger if you can include images around your site that are relevant to the content you’ve created. You don’t have to be a keen photographer either – some simple copyright-free images from numerous image sharing sites will do the job well. Since the goal is to sell a product or service, a CTA within relevant sections of your content can really get you the attention your website deserves. It’s not rocket science and you wouldn’t believe just how much it can turbocharge your e-commerce!
Integrating social channels
If you look at any e-commerce marketing strategies today, it’s key to get integrated with Twitter, Facebook, YouTube, and other social channels. One of the best ways to get Google’s search engine to like you is to connect your content to such channels. Moreover, as you communicate directly with customers, this will drive your social channels and lead to further growth down the line. Any traffic will be much appreciated for your business.
It is paramount to make connections with social channels very clear in all your content and to use the same keywords both on your site and on these channels. SEO is boosted when texts come from multiple sources and what better way to add an extra source than to use social media. All the latest channels are free to set up – you’d be mad not to take advantage of them in your marketing strategy.
Users come first
It’s important considering the top priority when looking at your business – the users. Any effort you make to utilize SEO and CRO will only be worthwhile if your site contains a great user experience. It’s got to be super slick and easy to use. Let’s have a look at some tips to do this:
- Create content that people will find informative and engaging, helping to boost search engine rankings. Search engines such as Google will rank content according to its organic nature and popularity.
- Serve your users and try answering any queries they have. Doing this will help them spread the word about your business and will have them feeling satisfied and coming back.
- Add value towards every user’s journey in order to draw them down into your sales funnel. Every user should have a smooth and worry-free website browsing experience.
- Get rid of any content that could serve as a distraction to visitors. If it doesn’t add value, it will probably stop users from getting around and will be indexed by search engines, thereby potentially weakening your SEO.
- It helps to make sure that you can tailor your content around SEM structure so that any content gaps can be bridged.
- Enhancing your customer’s journey will make their experience a lot more enjoyable and seamless. This is important for CRO.
- Identify any “pain points” on your website and test things out, seeing what works and what doesn’t. Don’t forget that you need to monitor what you do closely and track conversions.
Keywords in SEO
Both SEM and SEO rely greatly on the use of keywords to increase traffic towards your website. Organic traffic is generated with SEO whilst SEM is all about paid advertising and targeting the right combination of keywords used to attract. Both of these things need to work closely together in order to drive results. As an example, doing analysis from Adwords can help one identify any trending keywords, helping your SEO team prioritize what is needed and tailoring content around the keywords. Your SEM team can review any trends regarding traffic and work to strategize marketing campaigns around these. As an example, if you get more organic traffic during weekends when you’re using certain keywords, this is an important thing to note and plan activities around.
Once you begin to get a better understanding of keywords and data, you can start to make your ads and landing pages easier to reach.
Any approach that is focused and highlights either services or products to targeted groups of users is bound to be fruitful. When you’re developing your marketing strategy, stay clear of putting your fingers in too many pies – have a clear strategy that promotes a key service or product to help gain better clicks, rankings, and conversions.
Any SEM and SEO that you have should ultimately revolve around your core product. This isn’t to say that you shouldn’t neglect other products that you sell, but just make sure that those other products aren’t competing against each other for search engine rankings. Keep things slick and simple.
A common goal
When integrating CRO and SEO you need to understand that there are common goals: to gain traffic, attain visibility, and drive conversion rates. Any SEO strategy you have should work to optimize content for your top keywords in order to gain visibility and up your ranking. It’s important to analyze keywords, especially the low competition and high search types. The key to a decent use of CRO and SEO is really getting to grips with keywords. See what your competitors are doing as well as what is trending. Don’t forget to think about these thanks.
The tools to turbocharge your e-commerce business
Remember, you heard it from this source first – e-commerce is turbocharged when you incorporate SEO and CRO into the mix. The fields of SEO and CRO are growing in business and becoming ever more complex. It’s important that you strike the right balance between them both in order to enjoy business success. It can be a little bit of a juggling act at first, but CRO and SEO need to work alongside one another and in tandem in order for your e-commerce strategy to shine. Hopefully now that we’ve given you the tools to grow your site, you will enjoy steady growth for years to come. Good luck and all the best!
Have you got any e-commerce SEO tips? We’d love to hear from you. Please tell us in our comments section below.
Thomas Glare is a marketing expert, freelance copywriter, and general content whizz. His background is in cro e-commerce and he runs his own small e-commerce business. Thomas is currently working on his own novel entitled “the advantages of e-commerce to business” which he hopes will help young entrepreneurs with business success.