A Baker’s Dozen of CRO and SEO Tips

by Sharon Hurley Hall

Last updated on August 16th, 2017

Search engine optimization (SEO) is always evolving and your strategy must evolve with it. Aside from user intent, covered in CrazyEgg’s last SEO roundup, here are some of the other issues to think about, especially in relation to conversions.

A Baker's Dozen of SEO and CRO Tips

Image: Pixabay

1. Optimize All Content

In Your SEO Strategy Guide for Inbound Content,  Julie Neumark of Readz suggests marketers move SEO to the top of the funnel to make it easier for your content to be found and meet your conversion goals.

Key takeaway: It’s not just websites and blogs you need to optimize; you need to optimize all content.

2. Link SEO with CRO

Paul Mosenson of Customer Think discusses SEO: The Importance of Conversion over Rankings and Traffic.  He says that SEO is about conversions and not just an end in itself. That’s why it’s important to combine it with conversion rate optimization (CRO) to get the best results.

Key takeaway: SEO isn’t dead; those who ignore it are missing an opportunity.

3. Find Out Where You are Losing Conversions

CRO vs. SEO: Which Generates Higher ROI?, asks John Kreps on Business2Community. He says that often people confuse SEO and CRO and even forget about measuring conversions in SEO reports. The article outlines several ways in which most sites lose conversions so you can avoid them.

Key takeaway: Investing in CRO brings greater long term results, so start there, but don’t forget to integrate SEO.

4. Look After Ranking AND Conversions

Does CRO mess up SEO? And vice versa?, asks Moz’s Rand Fishkin on Conversion Rate Experts. He says that for marketing success, avoid having a one-track mind. Consider both SEO and CRO as some pages need to both rank AND convert. The article showcases Moz’s approach.

Key takeaway: There’s no conflict: CRO efforts can help SEO by working on keywords, content quality and user data.

5. Get Technical and Understand the Terminology

Al Gomez of  SEOExpertPage, examines SEO 2015: A Deeper Look Into ROI and Conversion. The article defines key terms and gives examples of formulas. It also illustrates how to measure ROI and conversions via Google Analytics reports.

Key takeaway: Technical SEO is one of the factors driving improved conversions. Using long-tail keywords, easy URLs, meta descriptions and title tags improves visibility and therefore conversions.

6. Use Analytics

On Marketer Gizmo, Andrea Fryrear explains How to Confirm Your SEO Strategy With 2 Simple Tricks in Google Analytics. She says measuring the success of your SEO strategy can be time-consuming, so the article provides two Google Analytics shortcuts that tell you if you’re on the right track. You can use Google Analytics to identify improvements in rankings, clicks and conversions for landing pages and organic traffic.

Key takeaway: Analytics can help you check your SEO strategy regularly so you can spot any upcoming issues.

7. Change Mobile Design

How I Increased Mobile Home SEO Conversion Rate 86% and Revenue by 162% is a case study from John Lincoln of Ignite Visibility. The case study says that the now common tile-style mobile home page design doesn’t work for everyone.

Checking the stats showed that people who found the site via SEO wanted quick and easy options. Changing the home page to present key options quickly lowered mobile bounce rate and resulted in huge success. The article also outlines other mobile redesign issues.

Key takeaway: With mobile usability and page speed being such important SEO ranking factors, redesigning for mobile users makes sense and will improve conversions.

8. Optimize the Experience

On the Bruce Clay blog, Virginia Nussey liveblogs on Conversion Tactics for SEOs from #SMX West. This article has a lot of good tips, but I particularly want to focus on the concept of “search experience optimization” mentioned by Lisa Williams of Sustainable Digital Marketing. It’s about understanding the impact of usability and using cross channel optimization so users have a good experience wherever they interact with your site and content.

Key takeaway: SEO is search experience optimization rather than simply search engine optimization.

9. Local Optimization Matters

PBJMarketing’s Rebecca Churt has an excellent series on SEO Myths To Leave Behind in 2015, all of which is worth reading. This is part 3, which reinforces the point made above about usability but also says that thinking local optimization doesn’t matter is a mistake. Google’s Pigeon update shows that it does, so build it into your strategy.

Key takeaway: SEO helps inbound marketing, especially in the Attract phase and that can lead to better conversions.

10. Improve Images

Valeria of Inner Media shares Case Study: One Activity Improved Conversions (and Rankings, and Shares…). It shows how a marketing firm turned things around for  a loft conversion firm suffering from poor conversions, by improving the quality of its photos. Some were used on site, while others were submitted to design blogs, resulting in inbound links and a 147% increase in the goal conversion rate. The firm also improved local SEO.

Key takeaway: With people being so much more visually oriented, this small tweak can improve search, ranking, SEO and competitive position.

11. Use Google Tools

70% of SEO Is Easy. Here’s What One SEO Pro Swears You Should Do to Master It, says Dave Collins on CopyHackers. This is a detailed article on using the free tools provided by Google to help Google understand what your site is about so it can convert better and provide what users are looking for.

Key takeaway: Real content with real value is what most of SEO is all about.

12. Fix Image Load Issues

Martin Link of TSLMarketing provides The Ultimate Guide to Optimizing Images for SEO and Site Speed. He provides a practical tip on improving both SEO and conversions by using progressive-load images, as well as a tutorial on how to create them.

Key takeaway: People expect images to look good and load quickly. You need to deliver.

13. Use CRO for App Store Listings

On Forbes, Neil Patel gives 6 Conversion Optimization Tips For App Sites. He advises that instead of creating a cut-down site for your mobile app, create a normal site and optimize it normally. But to improve conversions, you also need app store optimization. Traditional SEO will target those who find you online, but you also have to make it easy for them to find your app in the app store.

Key takeaway: CRO and SEO can boost conversions on your mobile apps

This baker’s dozen of SEO and CRO tips should help you keep your strategy for both on track. What’s the best SEO or CRO tip you would add?

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Sharon Hurley Hall

Sharon Hurley Hall is a professional writer and blogger. Her career has spanned more than 25 years, including stints as a journalist, academic writer, university lecturer and ghost writer. Connect with Sharon on her website.


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  1. Rovinson Vincent says:
    February 23, 2017 at 2:24 am

    I want to tell you that this article is very good and to the point. Thanks for giving such tips on SEO. I liked the way to explained and differentiated between SEO and CRO. Both are equally important and complement each other. Nice Article !!

  2. Ed says:
    August 13, 2016 at 12:06 am

    Thanks for these tips, Sharon! I love tip # 10. Images will attract visitors so it is very important to use quality photos.

  3. Tom Kucharski says:
    April 2, 2016 at 6:14 am

    Thx Sharon, good post. I’m a big fan of direct marketing. And conversion tracking and CRO are the golden keys to door of success.

  4. Annabel says:
    February 15, 2016 at 5:29 am

    These are incredible tips,. Much appreciated such a great amount for imparting them to us. Each time somebody says SEO to me, my eyes consequently begin coating once again despite the fact that I know how vital it is.

  5. Asad says:
    January 25, 2016 at 12:58 pm

    These are great tips,. Thanks so much for sharing them with us. Every time someone says SEO to me, my eyes automatically start glazing over even though I know how important it is.

  6. Anonymous says:
    December 11, 2015 at 3:24 pm

    You’re so awesome! I do not believe I have read through a single thing like
    that before. So good to discover somebody with a few original thoughts on this subject matter.
    Really.. thank you for starting this up. This website is
    something that is needed on the internet, someone with a bit of originality!

  7. Matija says:
    September 24, 2015 at 9:01 am

    Hi there, thank you for wonderfull post. Wanted to add one thing to Google analytics.

    Lately I discovered excellent tip to connect GA and Google Search Console (old Google Webmaster tools).

    After that, going into GA, under acquisition and list all search queries that your site is found in Google.

    After that going down on site and make a list of 5000 or more results, export them to excell or Google sheet, and then sort them with highest CTR and rankings between 10 and 30.

    Those pages are already ranked pretty well and they all have excellent CTR.

    So, now only focus to them and make some valuable backlinks (maybe 3 to 5) to them, and here you have content sites with great CTR and high volume, on a first page.

    I’ve implemented that a few months ago and found excellent results with not extremlly lot of work.

    Hope it helps to anyone, Matija, Slovenia

    • Sharon Hurley Hall says:
      September 28, 2015 at 7:22 am

      Thanks for this detailed tip, Matija.

  8. Ryan says:
    May 8, 2015 at 12:19 pm

    Hi Shannon. Thanks for including Martin’s great site speed guide here. The link in blog seems to be broken though http:// blog.tslmarketing.com/the-ultimate-guide-to-optimizing-images-for-seo-and-site-speed.htm The image load speed is especially important as more people view sites on mobile devices and expect images to load quickly. Mobile users don’t have much patience for slow loading sites and images are often the main culprit.

  9. Jimmy says:
    April 28, 2015 at 2:39 am

    All the tips are iportant to improve the visiblity of a webpage in search engine.

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