Optimizing the natural referencing (SEO) of your website is an essential and essential step to improve the visibility and notoriety of your brand on the Internet, and thus generate web traffic. But working on your SEO is not necessarily enough to convert your visitors into leads and customers. However, traffic is completely useless if it does not lead to conversions. The idea is then to optimize your website to improve your conversion rate while respecting the SEO rules which will guarantee you visibility and web traffic. This is when a new marketing approach comes in : CRO (Conversion Rate Optimization).However, this approach should not supplant SEO work. It is by being complementary that SEO and CRO will give you significant results. But how to combine the two approaches? How to bring your SEO strategy to a CRO strategy? The SEO audit of your site can help you achieve this.

How to use your SEO audit in a CRO approach? An SEO audit gives you a technical diagnosis of your website by analyzing the crawl, indexing, links, structure or even content relating to the site. All these points analyzed will be recommendations to implement in order to improve the referencing of your website. And some of these points also point in the direction Switzerland Phone Number List a better user experience which means an increase in the conversion rate . Reduce the loading speed of web pages The loading time of a site’s pages, or more broadly the performance of a site, is one of the criteria taken into account by Google in its ranking of positioned sites. The tools that are developed to analyze the loading speed of pages are proof that it is an SEO criterion. But it is also an important criterion for the users.

How to use your SEO audit in a CRO approach?

53% of visitors leave a site if it takes more than 3 seconds to load. Source: Google So you can’t hope to convert if your site is taking too long to load. Visitors will have left the page for a long time. So you know what you have to do to improve your conversion rate. Use Page Speed ​​Insights , Test My Site, or Mobile-Friendly Test to test your site’s load speed and find out what points you need to improve to optimize your conversion rate. Adapt your site to mobile You are certainly aware that mobile is now the most popular medium for research on the Internet. As for the loading speed, it becomes an SEO criterion taken into account by the Google algorithm, and all the more so when the Mobile First Index will be implemented in 2018.

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Imagine that you had an e-commerce site and that ‘it is not suitable for mobile. How do you want a visitor to buy your products if they cannot see them or if they have to do a lot of manipulation to access your product categories? A mobile site or a site designed in Responsive Web Design is essential in a CRO approach . Repair or remove broken links identified in the SEO audit The SEO audit also highlights the broken links that your website has, links that Google does not like too much. These broken, broken or dead links that your site could contain are all obstacles that the Internet user will encounter, dead ends that simply risk causing him to flee to another competing site. It is therefore important to check if your site has them, and to correct or delete them if there are any.

Repair or remove broken links identified in the SEO audit

Google’s next steps are also going in this direction. From October 2017, the new version of Google Chrome will separately display sites that are not secure. CRO: How to increase your conversion rate thanks to your SEO audit? There is no denying that users will think twice before making a purchase on a site where it is listed as “unsecured”. Customize the 404 error page Your site is not immune to a 404 page error. It only takes a wrongly entered URL for the Internet user to find a page that cannot be found. So think about optimizing this type of pages to encourage the Internet user not to leave your site following the 404 error. To challenge him, propose a shifted page . Their experience will only be more memorable . Dare originality and humor with funny pages, games, diversions, etc.

CRO: How to increase your conversion rate thanks to your SEO audit? Pub Culture CRO: How to increase your conversion rate thanks to your SEO audit? Blue Fountain Media – Pacman Game Also, don’t forget to encourage him to take action : by adding a call-to-action button to a specific page, for example your home page CRO: How to increase your conversion rate thanks to your SEO audit? The Charente by integrating a search bar to browse your site. CRO: How to increase your conversion rate thanks to your SEO audit? Ministry of the Environment, Energy and the Sea From a CRO perspective, the 404 page should be optimized for conversion. You must make the user forget this page error, while encouraging him to continue browsing your website. Offer them something they might be interested in: a promotional offer, a white paper, useful links, a search bar, and so on.

 

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