Two Guys on Your Website: The Surprising Link Between CRO and SEO

Conversion Sciences

Google’s document leak uncovered surprising connections between conversion rate optimization (CRO), search engine optimization (SEO) and user experience (UX). Listen in as Conversion Scientists® Joel Harvey and Brian Massey talk about these connections and what they mean for optimizers. Subscribe to the Podcast iTunes | Spotify | RSS All Episodes TLDR Summary The Interplay of CRO and SEO (01:00 - 04:00) Fundamental Building Blocks of SEO and CRO (04:00 - 06:00) Strategies for Great Content and User Experience (06:00 - 11:00) Balancing Personal Voice with SEO Requirements (11:00 - 14:00) Differences Between Web Design and UX Design (14:00 - 19:00) Importance of User Research in UX Design (19:00 - 23:00) The Holistic Approach to User Experience (23:00 - 26:00) Summarizing the Conversation (26:00 - 28:00) *** Conversion Rate Optimization (CRO) and Search Engine Optimization (SEO) are often seen as separate entities. But there's a surprising amount of overlap between the two: Both aim to improve user experience (UX) and deliver great content, ultimately leading to higher engagement and conversions. Google’s document leak made this abundantly clear. In fact, we’re excited about the connection between CRO, SEO, and user experience. Let's explore how these disciplines intersect and how you can leverage their synergy to boost your online performance. The Interplay of CRO and SEO When considering the relationship between CRO and SEO, think of them as two sides of the same coin. CRO is SEO. The things that fundamentally improve your SEO are also the things that fundamentally help you to improve your conversion rate. Google's recent revelations make this undeniable. The core elements of successful SEO are great content and an excellent user experience. It’s not about keyword stuffing; it’s about quality. There was a time when SEO was all about exact match domains and keyword stuffing. But those days are long gone. Today, SEO is about understanding and meeting user needs, which is precisely where CRO comes into play. "It's not just about keyword stuffing. It's about having the best content and a great user experience. Those are the real fundamentals of SEO and CRO." Fundamental Building Blocks of SEO and CRO At the heart of both SEO and CRO is a deep understanding of user needs and behaviors. Whether you're offering content, a product, or a service, the key is to provide something valuable that addresses a problem or fulfills a desire. Without this fundamental understanding, your optimization efforts will only go so far. The era of gaming the system with keyword tricks is long gone. Genuine engagement is now the cornerstone of success. This approach applies to both SEO and CRO. To succeed today, you must adopt a user-centric mindset. "If people don't like the content, no matter what you've done from the keyword and link perspective, it probably isn't going to work anyway, because other people aren't going to be talking about it," Brian emphasizes. Strategies for Great Content and User Experience Creating great content and a seamless user experience requires a balanced approach. On one hand, you need to be yourself and communicate authentically. On the other, you must adhere to the data-driven demands of SEO, such as keyword density and topic coverage. Reconciling these strategies can be challenging, but it's essential. Consider this advice from Anne Handley’s newsletter: "Be yourself, be your brand, and talk the way you talk." This encourages a more relaxed, authentic approach to content creation. However, there's also the technical side of SEO, which often requires precise keyword usage and structured content to rank well. Start by embracing your unique voice and passion for the subject. Write as if you're speaking directly to your audience, sharing your insights and experiences in a way that feels natural.