No traffic, No CRO

If your traffic is under 10,000 per year, then conversion ratios and optimisation may not be high on your list of priorities.

When traffic is upwards of 20,000 per annum, then we have enough data to start making changes that can reflect a marked increase in the number of enquiries, leads or sales.Focus on the user and all else will follow.

Focus on the user, and all else will follow.

Google gives explicit instruction that an SEO strategy that centres on content and less on code is more likely to succeed.

One of the advantages of a clear set of monthly CRO tasks is keeping content plans, and SEO work clearly focused. You will have noticed many of your competitors writing new blog posts, often with seemingly no thought or plan other than it just might be interesting to a user.

This type of content creation has little CRO thought behind it.

A better use of SEO time would be to study a list of the site’s top-performing pages. Then, once clear goals have been added to Google Analytics, it is straightforward to start tracking a user journey and how the website converted that user into a customer.

Once the journey is mapped, we can then see where the drop off was. Example questions that can be examined include:

  1. What did other visitors need to know that we did not tell them
  2. What possible questions did they have that we did not answer
  3. If we add an extra incentive, would we get a better conversion rate? If so, what?
  4. Are there easily identifiable exit pages that we can improve?

SEO is no longer solely about coding content with the correct H1 and H2s or creating the right meta titles. It is about improving the user journey. All of the sales words and USPs we might use for a customer are, in fact part of optimisation.

SEO with CRO is like a shop without a till.

Last fact checked and updated on November 29, 2021