Something that's been bothering me for a while is balancing SEO with CRO. Ideally I know these are supposed to go hand in hand, but I find plenty of times where SEO best practices don't align well. For example I have a client that works in manufacturing, they offer a lot of different services and I plan to make a page for every single one of them, but what is that page supposed to offer to someone who clicks through? According to every CRO expert every page seems to either be the home page or a landing page. Am I suppose to treat every service page like it's own landing page? frustrated
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- seo first! cro second imo. I would say it depends on how many services. If you want to get into siloing - bruce clay stuff than you could have 1 big services page and silo out for each individual service to a page. That's what I would do.Apr 11, 2016
- CRO comes after. Your analytics would tell you what to improve or correct. This is a content architecture issue. I suggest you do some research to avoid any mistakes.Apr 11, 2016
- I agree withand . But there's more to the story.
I tell my clients I can get you #1 but if no one buys what's the point?
But that's not to say I relegate SEO to an inferior position because the opposite is also true: "If you have the potentially best converting page on the planet and no one comes, what good is it?"
It's not easy, but you can do both. Consider this. If they click through as you state, then they probably came from the home page where you should have sold them on the company, enough so that they trust you enough to dig deeper into their service offering.
On the service page, here's where you sell them on the service, giving you the opportunity to really target SEO because this page is all about that service. It can also be perfectly optimized for CRO because, after all, that specific service is what the visitor was looking for. So there get specific about what pain points that service address and how you solve the problem.
Things get tricky when there are multiple, very similar services. Again, I say put the consumer first. Don't confuse them with too many pages. If they don't know exactly if they need plan a, b, or c, and there's hardly any difference between them all, don't confuse the visitor in an attempt to rank for each one individually with separate pages! Group them on one page so he can compare easily. Siloing and keyword research like Matt and Nicholas recommend should guide your development.
Remember your primary objective is to make sales. Annoying visitors defeats that purpose. Customer first is what I say. And getting them to the top of search will make their search easier so you have to do that too.Apr 11, 2016
- Phil RozekModerator+3You need to do at least a little of both, right from the start. One doesn't pay off nearly as much without the other. For one thing, there are many areas of overlap between good SEO and good CRO:
1. Having page on each specific service you offer - or at least the ones for which you want rankings and customers.
2. Making those pages in-depth and detailed, with your USP info, reviews/testimonials on the page, good photos, etc.
3. UX. Prominent internal links to relevant subpages, easy-to-use navigation, etc. Google knows if people get to your site and just hit the "back" button, or venture deeper and spend some time looking around.
4. Catchy title and description tags. When done right they can get you higher click-through than the next guy gets, which can help your rankings, and which can bring the right customers to your site. You attract to the degree you repel.
5. Online reviews.
...to name a few. It all ties together.Apr 11, 2016
- Content. Not even links or social media. Now Google has had to "up it's game" , their lackadaisical attitude is being tested. IMO people do not want to be bombarded with adverts. They want an answer.
Google are frightened. Rightfully so. #DuckduckgoApr 12, 2016
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