Your website is a useful tool for a number of reasons. As the online hub of your business, it needs to accurately reflect your brand, be filled with high-quality, informative content, help you generate new leads and be easy for potential customers to discover. That’s exactly where website optimization comes in. To get noticed, drive traffic and achieve the Google stamp of approval, you need a robust search engine optimization (SEO) strategy. And, to maximize on your visitors, see enhanced business results, and generate inquiries, you need to implement a conversion-rate optimization (CRO) strategy. Let’s explore what the fundamental differences are, how both strategies work to improve your website and how they go hand-in-hand to help you see results.

Website search engine optimization

It’s simple. For your business to thrive, your website needs to be discoverable. With so much competition out there, it’s never been more important to implement a website optimization strategy. We’re not going to pretend it’s a quick-win. There’s a lot to consider when it comes to optimizing your website — in fact, according to Backlinko, Google’s search algorithm uses more than 200 factors to rank websites. But, it’s worth it! Databox found that as many as 70% of marketers see SEO as more effective than PPC and, according to HubSpot, the first position on Google search results has a 34% click-through rate for desktop and 35% for mobile.

Optimizing for search means improving your website’s traffic — in terms of both quality and quantity — by working to increase your search engine results page (SERP) position. There are a number of ways to do this. For example, undertake keyword research — find out what your target audience is searching for and use these terms to fuel your site copy. Implement a content marketing plan to support your keyword strategy and ensure your site is always being updated. Be sure to include long-form content to increase the time spent on your site and aim to reduce your bounce-rate, and include a backlink building strategy to build trust and authority. Of course, that’s just the start! Algorithms change and update all the time, so staying in-the-know is key. 

Website conversion optimization

While your SEO strategy works to take your website to the top of the search engines, your CRO strategy tackles what happens when traffic lands on your page. According to Econsultancy, only about 22% of businesses are satisfied with their conversion-rates. This makes sense when we learn that as many as 81% of sales happen after seven or more interactions, according to LeadPages. The B2B buyer journey isn’t simple. So, your website needs to be captivating if you want your visitors to convert. From the way it looks and the language you use, to your navigation and the position of your calls-to-action, sometimes the smallest factors can make the biggest difference.

Ensure your website is clear, easy-to-navigate, and is transparent about what your business does. Start by making it simple for your visitors to make a conversion. This could mean adding more calls-to-action, making them more visible and ensuring it’s clear that they’re ‘clickable’. If you rely on form-fills to convert customers, ensure they are simple and don’t require too much information. Remember, your target audience is made up of busy decision-makers! Weave personalization throughout your website and use multiple landing pages that have a single focus or action. The key to CRO is to test and measure everything. No guessing or assumptions — instead, the results need to fuel your decisions.

Combining the two strategies

According to Web Presence Solutions, Google is responsible for 94% of organic traffic. And, Status Labs found that 90% of searchers haven’t made up their mind about a brand before starting their search. So, it’s up to you to ensure you’ve done everything you can to ensure your website proves that your business is the right choice. Both SEO and CRO present great opportunities to take your website to the next level. And, you don’t have to choose just one strategy. In fact, they can work together to help your site run like a well-oiled machine. While SEO gets you noticed, CRO helps you get the most out of your high-ranking SERP position and the traffic that generates. Plus, a number of the important tactics involved overlap and contribute to a better overall customer experience.

Static websites will soon become a thing of the past, with personalized website experiences growing in popularity and proving strong results. Webeo is an innovative website personalization software transforming B2B websites into engaging, bespoke on-site experiences. Utilizing a global leading database of business IP addresses, Webeo tailors your website in real-time based on the visitor. Users can alter the imagery, language, content, greetings and call-to-action displayed to meet the needs of the visitor. Reduce your bounce-rate, boost your conversions, increase the time spent on-site, improve CX and watch your SEO ranking soar. Discover the power of website personalization and book your free Webeo demonstration today.