SEO vs CRO – Finding the Right Balance for Your Business

Editorial Team


You’re putting out great content, but are you optimizing it effectively? Or not getting more conversions than you wanted?

You might have heard about SEO (search engine optimization) where you optimize your website for better ranking and search visibility. 

But what about CRO? CRO stands for conversion rate optimization, it takes a percentage of your website visitors and turns them to take a desired action, which we call leads.

So, this is the basics of SEO and CRO. In this blog let’s understand more about it by exploring the services they offer, types, metrics, challenges, and benefits for business growth.

Let’s go!

SEO vs. CRO: The Difference

SEO (Search Engine Optimization)

SEO, or Search Engine Optimization, is the practice of optimizing a website to improve its visibility and ranking on search engine results pages (SERPs). It involves various strategies and techniques aimed at attracting organic traffic by ensuring that the website appears among the top results for relevant search queries.

Key Strategies: 

  • Using relevant keywords
  • Optimizing meta tags and descriptions
  • Improving site structure and navigation
  • Generating quality backlinks
  • Creating high-quality content
  • Ensuring mobile-friendliness

Goal: To increase website visibility and attract organic traffic from search engines.

CRO (Conversion Rate Optimization)

CRO, or Conversion Rate Optimization, is the process of optimizing a website or landing page to maximize the percentage of visitors who take a desired action, such as making a purchase, filling out a form, or signing up for a newsletter. It involves analyzing user behavior and implementing strategies to improve the conversion funnel’s efficiency.

Key Strategies: 

  • Analyzing user behavior
  • Conducting A/B testing
  • Optimizing landing pages
  • Simplifying navigation
  • Refining calls-to-action (CTAs)
  • Improving page load speed
  • Enhancing overall user experience

Goal: To increase the likelihood of visitors completing desired actions and converting them into customers or leads.

SEO vs. CRO: A Comparison

ObjectiveIncrease website visibility and attract organic traffic from search enginesMaximize the percentage of visitors who take a desired action on the website
FocusAttracting trafficConverting traffic
Key MetricsOrganic traffic, keyword rankingsConversion rate, bounce rate
StrategiesKeyword optimization, backlink building, content creationUser behavior analysis, A/B testing, optimization of the conversion funnel
Time FrameLong-term resultsShort-term results
Impact on BusinessEnhances brand visibility and credibility, drives long-term growthImproves conversion efficiency, increases revenue and ROI

SEO & CRO Services 

Now that we know the difference, let’s understand what services SEO and CRO offer to achieve the desired results. 

SEO Services: Getting Found Online

  • Comprehensive Website Audit
  • Keyword Research
  • Content Optimization
  • Website errors monitoring 
  • Link Building
  • Ongoing Monitoring and Reporting

Measurable Results from SEO services:

  • Increased Organic Traffic
  • Improved Search Ranking
  • Enhanced Brand Awareness

SEO Types:

  • On-page
  • Tech SEO
  • Off-page

CRO Services: Turning Visitors into Customers

  • User Experience Analysis
  • A/B Testing
  • Conversion Funnel Optimization
  • Mobile Optimization

Tangible Benefits:

  • Higher Conversion Rates
  • Improved Lead Generation
  • Increased Sales and Revenue

Types of CRO conversions:

  • Submitting a form
  • Purchasing a product
  • Booking a meeting
  • Creating an account
  • Subscribing to a newsletter

Key Metrics for SEO & CRO

Okay, so imagine you built a fantastic store but have no way of knowing if it’s attracting the right customers or even getting the right products to the customer. 

That is where SEO (Search Engine Optimization) and CRO (Conversion Rate Optimization) metrics come in. These are quantifiable measures that tell you how well your website is performing in attracting visitors (SEO) and turning them into customers (CRO). 

By tracking these CRO and important SEO metrics, you can make data-driven decisions to improve your website and achieve your business goals.

SEO Metrics:

1. Organic Traffic:

  • This metric measures the number of visitors who land on your website through organic search results. 

  • Monitoring organic traffic allows you to assess the impact of your SEO strategies in driving relevant visitors to your site.

2. Keyword Rankings:

  • Tracking the rankings of your target keywords is crucial for understanding your website’s visibility on search engines. 

  • By monitoring keyword rankings, you can assess whether your SEO efforts are helping your website on SERP for important search queries.

3. Click-Through Rate (CTR):

  • CTR measures the percentage of users who click on your website’s link when it appears in search results. 

  • A high CTR indicates that your website’s title tags and meta descriptions are compelling and relevant to users, while a low CTR may indicate the need for optimization.

4. Bounce Rate: 

  • Bounce rate measures the percentage of visitors who navigate away from your website after viewing only one page.

  •  A high bounce rate may indicate that users are not finding what they’re looking for or that your website’s content or user experience needs improvement.

5. Pages Per Session:

  • This metric indicates the average number of pages viewed by visitors during a single session on your website. 

  • A higher pages-per-session value typically indicates that users are engaging with your content and exploring your website further.

6. Average Session Duration: 

  • Average session duration measures the average amount of time visitors spend on your website during a single session. 

  • A longer average session duration suggests that users are finding your content valuable and engaging.

Key Metrics of CRO:

1. Conversion Rate:

  • The conversion rate measures the percentage of website visitors who complete a desired action, such as making a purchase, filling out a form, or signing up for a newsletter. 

  • Monitoring conversion rate allows you to assess the effectiveness of your website’s conversion funnel.

2. Goal Completion Rate:

  • The goal completion rate measures the percentage of visitors who complete specific goals or actions on your website, such as adding items to a shopping cart or downloading a resource. 

  • Tracking the goal completion rate helps you understand which actions are driving conversions on your website.

3. Cart Abandonment Rate:

  • For e-commerce websites, the cart abandonment rate measures the percentage of users who add items to their shopping cart but leave the website before completing the purchase. 

  • Monitoring the cart abandonment rate allows you to identify barriers to conversion in the checkout process and implement strategies to reduce abandonment.

4. Form Submission Rate:

  • For lead generation websites, the form submission rate measures the percentage of visitors who fill out and submit a form to request more information or contact your business. 

  • Tracking the form submission rate helps you assess the effectiveness of your lead generation efforts.

5. Revenue per Visitor (RPV):

  • RPV measures the average amount of revenue generated from each website visitor. 

  • By calculating RPV, you can evaluate the monetary value of your website traffic and identify opportunities to increase revenue through optimization.

How SEO and CRO Work Together

SEO and CRO are two complementary strategies that work hand in hand to drive online success. 

SEO focuses on attracting relevant traffic to your website through improved visibility on search engine results pages (SERPs), while CRO aims to maximize the conversion rate of that traffic by optimizing the user experience and conversion funnel. 

By aligning these efforts, businesses can ensure that they not only attract qualified visitors to their websites but also convert them into customers or leads effectively. 

ObjectiveIncrease website visibility and attract organic traffic from search enginesMaximize the percentage of visitors who take a desired action on the website
FocusAttracting relevant trafficConverting traffic into customers or leads
Key StrategiesKeyword optimization, backlink building, content creationUser behavior analysis, A/B testing, optimization of the conversion funnel
BenefitsImproved visibility, increased traffic volumeHigher conversion rates, improved ROI
Long-term ImpactBuilds brand credibility and sustainable growthEnhances user experience and customer satisfaction
Continuous EffortRequires ongoing optimization and adaptation to algorithm changesInvolves constant monitoring, testing, and refinement for optimal results
MetricsOrganic traffic, keyword rankings, click-through rate (CTR)Conversion rate, goal completion rate, cart abandonment rate
CollaborationSEO insights inform CRO strategies and vice versa, ensuring alignment between attracting traffic and converting visitorsClose collaboration between SEO and CRO teams to implement integrated strategies and achieve common goals
TestingSEO may involve testing different keyword strategies, content formats, and meta tagsCRO relies heavily on A/B testing and multivariate testing to optimize website elements and user experience
Feedback LoopData from CRO efforts can provide insights into user preferences and behaviors, informing future SEO strategiesSEO performance metrics can identify areas for improvement in user experience and conversion funnel, guiding CRO efforts for better results

5 Useful Tips for SEO & CRO

By now we know that SEO and CRO almost work together. So by using the strengths of both SEO and CRO, businesses can attract relevant traffic to their websites and effectively convert visitors into customers or leads. Let’s see some of the useful tips for SEO and CRO.

1. Keyword Optimization for SEO

  • Conduct thorough keyword research to identify relevant terms and phrases that your target audience is searching for.

  • Optimize your website content, including headings, meta tags, and body copy, with strategically placed keywords to improve visibility on search engine results pages (SERPs).

  • Use long-tail keywords and natural language to capture specific search queries and attract qualified traffic to your website.

2. User-Focused Content Creation

  • Create high-quality, valuable content that addresses the needs and interests of your target audience.

  • Focus on providing solutions, answering questions, and delivering useful information that engages users and encourages them to explore further.

  • Incorporate multimedia elements such as images, videos, and infographics to enhance the user experience and increase engagement.

3. Optimized Website Structure and Navigation

  • Ensure that your website is well-organized and easy to navigate, with clear menus, intuitive navigation paths, and a logical site structure.

  • Optimize internal linking to facilitate user navigation and distribute link equity throughout your website.

  • Implement responsive design to ensure that your website is accessible and user-friendly across all devices and screen sizes.

4. Conversion-Focused Design and Calls-to-Action (CTAs)

  • Design your website with conversion in mind, with clear and prominent calls-to-action (CTAs) that guide users toward desired actions.

  • Use persuasive language and visually appealing design elements to encourage users to take action, such as making a purchase, signing up for a newsletter, or filling out a form.

  • Test different variations of CTAs, button colors, and placement to identify the most effective combinations for maximizing conversions.

5. Data-Driven Analysis and Optimization

  • Regularly monitor key metrics such as organic traffic, keyword rankings, conversion rate, and goal completion rate to track the effectiveness of your SEO and CRO efforts.

  • Use web analytics tools and heatmaps to analyze user behavior and identify areas for improvement in the user experience and conversion funnel.

  • Continuously test and iterate on your SEO and CRO strategies based on data-driven insights, making adjustments to optimize performance and achieve better results over time.

What Are The Benefits of SEO & CRO for Business Growth? 

Here’s how SEO and CRO work together to supercharge your business growth – 

1. Increased Visibility and Traffic

  • SEO enhances your website’s visibility on search engine results pages (SERPs), making it easier for potential customers to find you online.

  • By ranking higher in search results for relevant keywords, SEO drives organic traffic to your website, increasing the number of potential customers who discover your products or services.

2. Improved User Experience

  • CRO focuses on optimizing the user experience on your website, ensuring that visitors have a positive and seamless interaction with your brand.

  • By improving website navigation, usability, and design elements, CRO enhances user satisfaction and encourages visitors to engage with your content and offerings.

3. Higher Conversion Rates

  • CRO marketing strategies are designed to maximize the percentage of website visitors who take a desired action, such as making a purchase, signing up for a newsletter, or filling out a form.

  • By optimizing conversion funnels, CTAs, and landing pages, CRO increases the likelihood of turning website visitors into customers or leads, ultimately driving revenue and business growth.

4. Better Return on Investment (ROI)

  • Both SEO and CRO offer excellent ROI compared to traditional marketing channels.

  • SEO generates organic traffic at a lower cost compared to paid advertising, while CRO improves conversion rates, maximizing the value of your existing website traffic and marketing efforts.

5. Competitive Advantage

  • Businesses that invest in SEO and CRO gain a competitive edge by outranking competitors in search results and providing a superior user experience.

  • By continuously optimizing their online presence and conversion processes, businesses can stay ahead of the competition and capture market share in their industry.

6. Long-Term Sustainability

  • SEO and CRO are long-term strategies that provide sustainable results and continuous growth opportunities.

  • By consistently improving website visibility, user experience, and conversion rates, businesses can build a strong online presence and establish themselves as industry leaders for years to come.

Challenges of SEO & CRO

Challenges of SEO

  • Algorithm Changes: Search engine algorithms are constantly evolving, making it challenging to keep up with the latest updates and adjust SEO strategies accordingly.

  • Competitive Landscape: With millions of websites competing for attention, standing out in search results requires continuous effort and strategic optimization.

  • Keyword Competition: Identifying and targeting the right keywords can be difficult due to high competition and constantly changing search trends.

  • Technical Issues: Technical SEO issues such as site speed, mobile-friendliness, and crawlability can impact search engine rankings and require ongoing maintenance.

  • Content Quality: Creating high-quality, relevant content that resonates with both users and search engines is essential but can be time-consuming and challenging to maintain.

Challenges of CRO

  • Understanding User Behavior: Analyzing and interpreting user behavior data to identify barriers to conversion and optimize the user journey can be complex and require specialized expertise.

  • Testing Limitations: Conducting A/B tests and other optimization experiments requires time, resources, and careful planning, and results may not always be conclusive.

  • Balancing Design and Functionality: Optimizing website design and functionality to improve conversion rates without sacrificing user experience can be challenging.

  • Technical Constraints: Implementing CRO strategies may require technical changes to the website, which can be complicated and may encounter resistance from IT teams.

  • Data Integration: Integrating data from various sources, such as website analytics, CRM systems, and marketing platforms, to gain a holistic view of the user journey can be challenging.

  • Continuous Optimization: CRO is an ongoing process that requires continuous monitoring, testing, and iteration to maintain and improve conversion rates over time.

Make Your Website Conversion Worthy

Using CRO and SEO to optimize a webpage can help your business grow. Understand, getting huge traffic won’t benefit your business but getting the right traffic.

We at Exaalgia understand the critical importance of SEO and CRO in today’s tech-savvy world. With our data-driven approach and expertise in digital marketing, we help businesses like yours tap into the effectiveness of SEO and CRO to achieve their growth objectives and stay ahead of the competition.

Feel free to connect with us!

Feeling Overwhelmed by SEO and CRO?

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