Traffic vs conversions how seo & cro can work together

@chloefair_
#measurefest
TRAFFIC VS CONVERSIONS:
How SEO & CRO Can
Work Together

@chloefair_
#measurefest
Ever changing landscape of SEO
What makes a user convert
3 ways an SEO should focus on CRO
practises
CONTENT
1
2
3

@chloefair_
#measurefest
SEO has changed a
lot over the years

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#measurefest
The way user’s behave
has changed

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#measurefest
Busy
2019
Lazy Voice AI
Data Ecommerce 0 Click Mobile

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#measurefest
Four key changes in SEO
over the past 5 years

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#measurefest
MOBILE
1

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#measurefest
PAGE
SPEED
2

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#measurefest
MACHINE
3
LEARNING

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#measurefest
POGO
4
STICKING

@chloefair_
#measurefest
SEOs are
doing CRO

@chloefair_
#measurefest
A DEFINITION OF CRO
Content, rich media,
images etc.
Data science
& testing

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#measurefest
SEO CRO

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#measurefest
Where are
the parallels?

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#measurefest
What makes
you convert?

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#measurefest
Price Ease Trust
Reviews Delivery speed
Service/product
information
Landing on the
right page
In line with expectationsFast checkout

@chloefair_
#measurefest
What an SEO
should consider is...

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#measurefest
When trafﬁc &
conversions look separate?

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#measurefest
Can it be crawled?
= ?
Can it be indexed?
Should it be indexed?
Is enough being indexed?

@chloefair_
#measurefest
TRAFFIC
Can it be crawled?
Can it be indexed?
Should it be indexed?
Is enough being indexed?
=

@chloefair_
#measurefest
TRAFFIC

@chloefair_
#measurefest
But they can’t work
without each other

@chloefair_
#measurefest
Low
quality content
Low quality images,
slow, spammy, thin,
irrelevant, over
optimised...

@chloefair_
#measurefest
Is it ﬁt for
purpose?
Low quality images,
slow, spammy, thin,
irrelevant, over
optimised...

@chloefair_
#measurefest
The
conversion
funnel

@chloefair_
#measurefest
FAQs and
guides
The
product/service
page
Publications and
press a few steps
away from the
client
Off-page
features

@chloefair_
#measurefest
Three ways SEOs need to
think about conversion in
their workﬂow

@chloefair_
#measurefest
Retaining
engagement
Ensure that the
content is in line with
the user’s expectations
1

@chloefair_
#measurefest
→ Content gap
→ More content
→ Review user’s intent
→ Assess conversion funnel
Ensure that the
content is in line with
the user’s expectations

@chloefair_
#measurefest
The site is trustworthy
and the brand and
products have positive
and reliable reviews
Creating
a trustworthy
brand
2

@chloefair_
#measurefest
The site is trustworthy
and the brand and
products have positive
and reliable reviews
→ Think of the user
→ & the competitor
landscape
→ Consider user’s from other
marketing activity

@chloefair_
#measurefest
The site is quick and
the checkout process
is easy without too
many fields for me to
fill in
Optimise
the checkout
process
3

@chloefair_
#measurefest
The site is quick and
the checkout process
is easy without too
many fields for the
user to fill in
→ Make things simple
→ Think about trust signals
→ Speak to the sales/customer
service team

@chloefair_
#measurefest
Four key changes in SEO
What makes a user buy is at the heart of
what we do
Creating content in line with the
conversion funnel will assist the end goal
SUMMARY
1
2
3

@chloefair_
#measurefest
Thank you

Traffic vs conversions how seo & cro can work together

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