The other day, I spoke with a founder struggling to boost their revenue. They’d invested heavily in Conversion Rate Optimization (CRO) strategies and Search Engine Optimization (SEO) efforts – but the two weren’t playing nicely together.
Sound familiar? It’s a problem many businesses face, but few recognize: CRO and SEO aren’t rivals; they’re partners. When aligned, they unlock serious growth potential.
Let’s talk about the disconnect, and how to fix it.
The Tug-of-War Between CRO and SEO
At first glance, CRO and SEO seem to pull in opposite directions:
- SEO focuses on bringing in traffic: optimizing content for search engines, targeting long-tail keywords, and improving page rankings.
- CRO focuses on converting traffic: refining user flows, designing compelling CTAs, and reducing friction on landing pages.
Here’s the problem: when you optimize for one at the expense of the other, you miss out on their combined power. CRO-obsessed teams sometimes sacrifice keyword-rich content for streamlined designs. SEO-focused teams, on the other hand, may pack pages with keywords, making them clunky and conversion-hostile.
In either case, you’re leaving money on the table.
Why the Misalignment Happens
This disconnect usually stems from siloed strategies. CRO teams and SEO teams often work independently, measuring success by different KPIs:
- CRO’s North Star: conversion rate (e.g., how many visitors become customers).
- SEO’s North Star: organic traffic (e.g., how many people find your site via search).
But what happens when a CRO tweak, like hiding text for a cleaner design, causes SEO rankings to plummet? Or when SEO pushes a dense, keyword-heavy blog that doesn’t convert? Misalignment like this can turn your marketing efforts into a zero-sum game.
The Secret to Making CRO and SEO Work Together
Here’s the truth: CRO and SEO share a common goal – growth. When you shift focus from optimizing silos to optimizing outcomes, magic happens. Here’s how to align them:
1. Start with User Intent
Both CRO and SEO revolve around understanding your audience. By identifying what your users want, you can create content that ranks well and converts. For example:
- Use search intent to guide your landing page structure. A high-ranking product page for “best hiking boots” should match the user’s expectation with a comparison chart and a clear path to purchase.
2. Make Data-Driven Compromises
There will be trade-offs. The trick is to let data (not egos) guide decisions. Run A/B tests on CRO changes and monitor how they impact SEO metrics. For instance:
- If reducing content improves conversions, check your organic traffic. If rankings drop, experiment with a balance between readability and keyword usage.
3. Use CRO to Amplify SEO Traffic
CRO improvements can enhance SEO by reducing bounce rates and increasing dwell time – two metrics Google loves. Some ideas:
- Add internal links to keep users exploring your site longer.
- Optimize page speed for both conversions and higher search rankings.
4. Collaborate Across Teams
Break down silos between CRO and SEO teams by aligning their KPIs. Instead of treating conversion rate and organic traffic as separate goals, track metrics like revenue per visitor (RPV), which bridges the gap.
The Bottom Line
CRO and SEO aren’t at odds – they’re complementary forces. The secret to unlocking their full potential lies in breaking down silos, focusing on user intent, and using data to guide decisions.
So, here’s your challenge for the week: Look at your SEO and CRO efforts. Where are they clashing? What small tweaks can you make to align them? Start there – and watch your e-commerce growth skyrocket.
Until next time,
Josh