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[1]