John Lincoln

SEO & CRO Services: How to Increase Conversions

SEO & CRO Services

SEO is great, but it doesn’t exist in a vacuum. If you really want to boost your content and start racking up conversions, you have to pair your SEO strategy with other important digital marketing strategies.

Important in its own right, CRO can also really improve your SERP ranking. Let’s talk about how you can pair your SEO and CRO services to reach new audiences and increase your return on investment.

What is CRO? 

First, let’s start with the basics: What is CRO?

CRO, or conversion rate optimization, is the process of experimenting with different website elements in the hopes of achieving more conversions for your business. Depending on your business goals, conversions could be leads, clicks, or sales of your products or services.

To calculate your conversion rate, you take the number of conversions, divided by the total number of visitors, and then multiply that number by 100. This will give you the percentage of conversions from that page.

How Do CRO & SEO Services Work Together?

CRO and SEO are usually considered two different strategies. But, when you think about it, the two overlap a lot.

CRO strategies are usually implemented in four places: homepage, product pages, blog, and landing pages. These are also important places for quality SEO work.


As the gatekeeper for your website, the homepage is one of the best places to work your CRO & SEO services magic.

This is usually the first chance you have to make a solid impression and keep the user on your page. Increase your CRO by emphasizing links to products, enabling a free signup button, or encouraging them to click through to reviews and testimonials.

You can even add interactive content, such as a chatbot, to this page. All of these things will help to improve your CRO. They will also be excellent places for your SEO team to work on strategies such as keyword inclusion and image alt-tags.

Product Pages

You’ve gotten your visitors this far. Don’t lose them now!

You can add a pop-up opt-in form to capture email addresses or phone numbers. This will help you with outreach and follow-up. Things like abandoned cart emails also help improve your CRO.

If you’re losing a lot of people on your price page, consider adding something like a Hotjar poll. This will tell you where visitors are spending the most time on your page and where they are clicking. You can use this information to add more interesting information to other places on your site.


Blog pages for companies and brands are super under-utilized spaces. They’re also a huge opportunity for both SEO and CRO services.

A blog will build your authority and help to mold your brand identity. This is helpful for SEO work.

It’s also a great place to covert readers through CRO practices like embedding calls-to-action in your blog content or suggesting they subscribe to your email list for more information on the topic.

Landing Pages

This one may seem like a no-brainer. After all, the entire point of a landing page is to get people to take an action.

But there are so many ways that you can use SEO and CRO services to beef up your page and increase your conversions.

Consider incorporating free resources that are only available if your visitor submits an opt-in form. If your landing page is promoting an event, use imagery or video content to showcase previous events. This will entice your visitors to register to attend the current event.

All of this content on your landing page should also be keyword optimized. It is the perfect opportunity to provide search engine robots with more of your company-specific content to index.

Conversion Optimization Strategies to Try

Just like SEO, CRO may seem overwhelming at first. But it doesn’t have to be!

Important Conversion Rate Calculations

Let’s get started with the three important CRO calculations: conversion rate, number of net new customers, and lead goal.

Conversion rate is the most important. You find this number using this formula:

Leads Generated ÷ Website Traffic x 100 = Conversion Rate %

Next is the number of net new customers. To find this number, use this formula:

New Revenue Goal ÷ Average Sales Price = Number of New Customers

The third important calculation is your lead goal. This will tell you how many leads you will need to acquire to make your goal. To calculate your lead goal, use this formula:

Number of New Customers ÷ Lead-to-Customer Close Rate % = Lead Goal

These calculations will tell you what you need to achieve your goals and if the work you’re doing with your SEO & CRO services is working. If it isn’t, don’t be afraid to change it up and try new things.

CRO and SEO Work Naturally Together

When it comes to converting customers and impressing the search engine algorithms, you need to be natural. Anything too spammy or artificial will be a big red flag to both people and machines.

Consider working text-based CTAs into your copy. Place them in spaces where they flow naturally with the rest of your words. Most people are starting to ignore website banners. So, while it is important to have aesthetically-pleasing banners full of relevant information, it’s not enough anymore. Your CTAs need to be within your copy.

Run Tests for Your SEO & CRO Services

A/B testing isn’t just for email marketing!

You can use it on websites, landing pages, and paid media. These tests will identify which designs and content most resonate with your audience and turns them into paying customers. 

Remember, what might look great to you, might not land well with your audience. This is okay! Failure is part of the game. Remember, learning from your mistakes and improving your actions is part of the process. 

Build Workflows Around Your SEO & CRO Services

Capturing your audience’s attention and generating interest is great but it’s worthless if you don’t do anything with it.

To improve the chances of leads turning into customers, establish a clear workflow for after they come in.

Who is setting up the automation sequence? Who needs to reach out to the leads? What are the leads getting in return for supplying their information?

These are all questions that need to be answered.

Learn to Leverage Retargeting

Retargeting campaigns are huge! They are a great way to improve your conversion rates.

Think of the last time you were window shopping on a website. You added a few potential items to your online shopping cart and then you clicked out of the site. The chances that you’ll come back to that shopping cart by yourself are pretty low. But when the brand sends you an abandoned cart email, the chances of them securing that sale get much higher.

You can also use retargeting strategies in your paid ads and media. Remind your site visitors of their visit to your site and keep your brand in the front of their minds. This will improve your chances of them coming back and converting into customers.

FAQs Regarding SEO & CRO Services

1. What is CRO?

CRO stands for conversation rate optimization. It consists of the steps you take to improve your conversion rate. Conversion rate refers to the number of site visitors who complete the task at hand, whether that’s to supply their contact information, share your post, or purchase a product.

2. Are SEO & CRO services the same thing? 

Nope! Although they are similar, they are two completely different concepts.

CRO is the process of optimizing your content for your human audience. SEO is the process of optimizing your content for the search engine algorithms.

3. How do SEO & CRO services work together?

Although they are different concepts, they are very similar. They both work toward similar goals: boosting your content and closing sales!

4. Where do most SEO & CRO services take place?

SEO & CRO services can take place anywhere in your content but the most common places include your landing pages, homepages, price pages, and your brand’s blog content.

Wrapping Up with SEO & CRO Services

So there you have it. Just a few ways that you can pair SEO & CRO services.

Both of these pairs of digital marketing are very important in their own right. But once you pair them together, you’ll start to see a huge increase in your conversion rates and a boost in your SERP ranking.

Now that you understand how to marry your SEO & CRO services using conversion rate optimization best practices to improve your conversions, go! Get to work!

Do you still have questions? Reach out to me and let me know how my team and I can help!

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Welcome to John Lincoln’s personal website. On this website, we offer courses by John Lincoln, review software, publish articles and videos. You can also learn about John Lincoln’s books, films, book him to speak and contact him. John is directly associated with many of the businesses mentioned on this website and freely discloses this information. 

About the Author

John Lincoln is CEO of Ignite Visibility, one of the top digital marketing agencies in the nation. Ignite Visibility is a 4x  Inc. 5,000 company. Ignite Visibility offers a unique digital marketing program tied directly to ROI with a focus on using SEO, social media, paid media, CRO, email, Amazon and PR to achieve results. Outside of Ignite Visibility, Lincoln is a frequent speaker and author of the books “Digital Influencer” and “The Forecaster Method.” Lincoln is consistently named one of the top digital marketers in the industry and was the recipient of the coveted Search Engine Land “Search Marketer of The Year” award. Lincoln has taught digital marketing and Web Analytics at the University of California San Diego since 2010, has been named as one of San Diego’s most admired CEO’s and a top business leader under 40. Lincoln has also made “SEO: The Movie” and “Social Media Marketing: The Movie.” His business mission is to help others through digital marketing.

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