How SEO and CRO Can Create A Winning Combination for Driving Traffic and Maximising Conversions

Driving traffic to your website is only half the battle. For the majority of businesses who operate online, the primary focus is often on Search Engine Optimisation (SEO) to improve visibility and attract more high-quality visitors. However, while SEO is critical in ensuring your website is seen, it is Conversion Rate Optimisation (CRO) that turns those visitors into customers. By combining SEO and CRO, you can create a powerful combination that not only increases traffic but maximises conversions and ultimately delivers better results for your business. 

At ClickyGroup, we specialise in both SEO and CRO, allowing us to blend these two strategies to achieve the best outcomes for our clients. 

Search Engine Optimisation is the process of enhancing your website’s visibility and rankings on search engines (e.g. Google) by optimising content with relevant keywords and improving technical aspects of the site. 75% of users do not scroll past the first page of the SERP (search engine results page), therefore the goal is to improve your search rankings so that when people search for products or services relevant to your business, your site appears higher in the results, ideally on the first page of the SERP. Increased visibility naturally leads to more traffic, which means more opportunities to convert visitors into customers.

However, getting people to visit your site is just the beginning. This is where CRO comes in. Conversion Rate Optimisation focuses on the actions visitors take once they land on your site. It involves analysing user behaviour and making strategic changes to guide visitors toward completing specific actions, such as making a purchase, filling out a lead generation form or signing up for a newsletter. CRO uses data-led insights to improve the user experience and make your site as effective as possible at converting visitors into customers.

SEO and CRO are two sides of the same coin. While SEO brings traffic to your site, CRO ensures that the traffic engages effectively. Without a focus on conversion, even the most well optimised SEO campaign could fail to deliver the desired results. For example, if your site ranks highly on Google but users find it difficult to navigate or slow to load, they’re likely to leave before taking any meaningful action. In this scenario, your investment in SEO would be wasted without a complementary CRO strategy.

One of the key ways SEO and CRO work together is through the shared focus on user experience. Google prioritises websites that offer a seamless and relevant experience, rewarding them with higher rankings. This is also central to CRO, which is all about understanding user behaviour and ensuring visitors can easily find what they’re looking for. When both SEO and CRO are prioritised, the result is a site that attracts high-quality traffic whilst providing an experience that encourages conversions.

Another important connection between SEO and CRO is in targeting the right kind of traffic. SEO helps attract visitors who are actively searching for what you offer, while CRO ensures that when they arrive they are met with relevant content that moves them further along the customer journey. The combination of relevant traffic and a streamlined user experience is what leads to higher conversion rates and ultimately more conversions.

To achieve the best results, SEO and CRO both rely on data. They require careful analysis of performance metrics, from search rankings and traffic patterns to website analytics and engagement. By using tools like Google Analytics, we can continuously monitor both traffic and conversions, allowing us to make informed adjustments to our clients’ strategies. For example, if a particular page is attracting a lot of traffic but has a low conversion rate, we can use CRO techniques such as A/B testing to experiment with different page elements and find what works best.

Conclusion

Ultimately, combining SEO and CRO leads to a more holistic approach to digital marketing. Rather than viewing them as separate, we see them as complementary strategies that, when aligned, can significantly boost your website’s performance. At ClickyGroup, we have the expertise to craft tailored SEO and CRO strategies that meet your business goals. By focusing on driving traffic and optimising conversions, we help our clients achieve long-term success.