Either optimizing your ranking or optimizing your website for the visitors both are equally important decisions. Companies have to come up with different ways to create brand visibility and make themselves recognizable through search engine optimization. The World Wide Web is a powerful tool and when used effectively can help especially e-commerce entrepreneurs to enhance the conspicuousness of their business – an essential success option. Though with several marketing strategies available, it can confuse the enterprise as to which could probably be the right business model to ensure the success of their organization. One of the primary dilemmas that can be faced is should a website optimized purely for search engine rankings or CRO (visitor conversion rates or Conversion Rate Optimization)
Both are equally important – visitors obviously will not be able to find your website if it is not optimized but at the same time even if there were visitors landing on your page day after day, it is not necessary that they will buy your product. Let’s explore both sides of the coin to help you choose better.
Search Engine Ranking
By definition, a search engine ranking is a position where a particular website link appears when queried by a user on a search engine. When the website appears on top of the list, then it is said to hold a high ranking. These rankings are not random appearances. SEO is now considered an art where a blog or website is pushed up when a user is looking for a particular service. There are several factors that influence search engine rankings.
Success factors to search engine ranking
The factors that influence search engine ranking has been a subject of research for a while now and many analyzers have summed up a few of the components that can propel website rankings.
Success Factor #1: Quality of content – Content should go above and beyond just publishing a simple brochure. The content of a web page should be interesting enough for a person to take a few seconds to read the page. It should be unique, useful and even more importantly relevant to the user’s search.
Success Factor #2: Keyword usage – Keyword research is one of the factors that influence the quality of content. Use of suitable keywords that a user might utilize to look for a business such as yours is the key just one of the solutions to successful search engine rankings. Many research tools are available to look for keywords that can be used within a website’s content.
Success Factor #3: Freshness of the content – Google depends on QDF or Query Deserved Freshness which it applies to a term that is suddenly popular than the normal activity it assumes. If there is fresh content on the topic, then results are boosted. If the content is correct and appropriate to the topic, when the QDF is applied, your website remains on the top for days and weeks.
Success Factor #4: Direct answering – Direct answers to the search results are now being considered is shown without having to click on the webpage. Success rates of such displays are questionable because if users get direct answers, they may not visit that site.
Success Factor #5: The vertical search – Vertical search engines display vertical results that fall alongside web page listings. Specialized search engines within Google focus local content, images, and news. These are called vertical searches because they do not cover a broad array of interests rather than focusing on one segment only.
Importance of search engine rankings
Now, why is it so important to have a search engine ranking? Because a user’s buying decision depends on the result, which comes on top of a search engine. Research has time and again pointed out the criticality of top listings. The results ranked first receive almost all of the clicks and then as the ranking reduces, so does the clicks. It is always the top five rankings that are frequently noticed by users.
Conversion Rate Optimization
We just analyzed how search engine rankings can improve the visibility of your business and allow users to decide on the trustworthiness of their business based on its ranking. Now the chances of a user actually using your business depend on the user alone. CRO called Conversion Rate Optimization allows the system to increase the number of visitors to a website to convert them to customers. CRO is systematic in its approach and is directly related to the performance of your web page. It is driven by analytics and user feedback. The purpose of high website traffic is to convert visitors to customers and complete the desired action. The success factors that steer CRO are:
Improve website messaging – The website should clearly communicate the nature of your business and how it services the target market. It could also include a visual presentation of your business with a short pitch.
The relevance of advertisements and landing pages – Your business website landing page should deliver on its advertisement an action otherwise called ‘call to action.’ Call to action makes it easy for the user to complete the potential action such as downloading or purchasing.
Use the right keywords – Qualified traffic is increased with the use of the right keywords for your business. Keyword traffic data helps target the right customers and take the right business decisions.
Why is CRO important?
Cost effective: One of the biggest advantages of CRO is elimination or cutting down costs of competitive advertising. CRO is the best way to make the most of what you already have. It also helps identify business problems and enables entrepreneurs to deal with them first. Besides, CRO cashes in on the traffic you already have which makes it free. Return on investments is increased with optimization.
The right customers: Your business wants to identify people who would benefit out the services provided by you. The website does not wish to attract and convert anyone and everyone. Marketing efforts are intensified when people talk about the good quality of service provided by you.
Maximizes profit and lowers CAC: Customer acquisition costs are halved if your conversion rates are doubled. Profit is directly related to the number of visitors that are converted and this profit helps you reinvest in useful partnerships and spending on further acquisitions if necessary.
We have put forth to you the importance of both search engine rankings and CRO. Conclusively, we would like you to think if you would like to increase your rankings or provide users with a positive experience. Search engines are continuously improving and changing their algorithms to optimize user experience.