Conversion optimization and SEO are often linked in the minds of website owners. In fact, the hype about conversion optimization has led some to believe that conversion optimization is the new SEO. But is that really the case?
Conversion optimization and SEO are often linked in the minds of website owners. In fact, the hype about conversion optimization has led some to believe that conversion optimization is the new SEO. But is that really the case? Let’s take a look at how conversion optimization and SEO are alike, how they’re different, and whether conversion rate optimization is in fact replacing the need for SEO.
How They’re Alike
One of the reasons for the assertion that conversion optimization is the new SEO is that the two are alike in several key ways:
● They’re part of a bigger picture. Whether you’re practicing conversion optimization or SEO, it’s important not to get hung up at the page level. A truly effective strategy must take place sitewide based on a cohesive set of goals and strategy objectives.
● They rely on user behavior. Both endeavors seek to meet users where they are and guide their behavior toward a desired action.
● They must follow the rules of engagement. With SEO, you’ll face the wrath of Google if you violate the rules, thereby losing visibility; with conversion optimization, you’ll lose customers. Either way, you’re sabotaging your efforts if you don’t play by the rules.
How They’re Different
At the same time, however, conversion optimization and SEO are clearly two distinct fields with two different sets of goals:
● They target users at different points in the search process. With SEO, you’re vying for the attention of viewers who are browsing through thousands of other links. Conversion optimization deals with visitors who have already expressed a certain level of interest in your company and are at least superficially ready to consider taking action.
● Conversion optimization is psychological while SEO is largely keyword driven. Conversion must take place in the mind of the visitor before you can expect him to act. That means you must offer emotional connection, motivation, and demonstration of benefit during the conversion optimization process. SEO must cater both to search engines and the human audience, making the process less personal and more reliant on nuts and bolts.
● Conversion optimization can target a narrower audience, producing higher quality traffic. Visitors who reach your site have already been narrowed down to a certain extent. That means conversion optimization can cater to the needs of a particular target group that has already expressed a degree of interest.
How They Work Together
Rather than concluding that conversion optimization is the new SEO, I contend that the two work in tandem. Conversion optimization picks up where SEO leaves off. It takes the visitor from interested observer to active participant. No website will be successful without bringing both together in a unified marketing strategy.
About the Author: Marty Diamond the co-owner of Diamond Website Conversion a consulting firm specializing in conversion rate optimization for small businesses.
Filed Under: Tech/E-Commerce
About the Author: Marty Diamond is a conversion optimization specialist. She shows small businesses how to get more leads and sales from their website’s existing traffic. Find out more about Marty at DiamondWebsiteConversion.com . You can also connect with her on Google Plus at +martydiamond.
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