How to Combine SEO And CRO to Drive More Leads

You’re getting traffic to your website. That’s great. But if you’re like most business owners, you’re also watching potential customers bounce off your site faster than a rubber ball on concrete. Your SEO is doing its job, but your conversions?

Well, let’s just say they could use some work. At Matter Solutions, we’ve found that you must know about getting a good amount of the right traffic and ensure your site converts them.

In this article, we’ll cover how to increase leads from SEO and get the best output with proven SEO conversion tactics and CRO tips. We’ll also share some strategies that’ll increase your overall conversion rate.

Ready to stop leaving money on the table? Let’s begin.

How to Use SEO And CRO for Lead Generation

Search Engine Optimisation (SEO) gets you found on the internet by driving visitors to your website from search engines. And Conversion Rate Optimisation (CRO) gets you customers from that traffic.

Many people think these two are completely different animals. But as you go deeper and understand them more, you realise that you need both SEO and CRO for your business to succeed.

SEO Attracts Quality Leads

Any traffic isn’t good SEO. You must strategically attract people who are already looking for what you offer. It’s like putting up the right signposts so the right people can find you at the right time.

Here’s how you can get interested visitors with SEO:

• Keyword Research and User Intent: With proper keyword research and understanding user intent, you draw visitors actively seeking solutions you provide. When someone types “best CRM for small business,” they’re much closer to buying than someone searching “what is CRM.”
• On-Page Optimisation: This makes your content discoverable and relevant to search queries. Your headlines, meta descriptions, and content structure all work together to tell search engines (and users) what you’re offering.
• Technical SEO: You need a healthy website that search engines can easily crawl and index. Slow loading times or broken links hurt your rankings as well as frustrate potential customers.

CRO Converts Visitors

Once people land on your website, CRO takes over. Getting traffic is half the battle. The real challenge is turning those visitors into leads and customers.

You can implement these strategies for better conversion rates:

• Clear Calls to Action (CTAs): You need to guide users to the next step, but make it feel like their natural next move. Depending on your business, it may include downloading a guide, booking a consultation, or making a purchase.
• Optimised Landing Pages: You should design your website pages with a specific goal in mind. A visitor searching for “email marketing tips” shouldn’t land on your “Contact Us” page.
• User Experience (UX) Enhancements: The site UX should make it easy for people to find what they want and take action. You need to ensure your site’s navigation menu works correctly and that pages load quickly. They should also be optimised for mobile devices.

Integrating SEO And CRO

Instead of treating SEO and CRO separately, you can combine them as a single powerful campaign strategy. And if you do it properly, it can attract the right visitors for conversions. We guarantee you, this is your opportunity to outrun your competitors.

Let’s see how you can use SEO and CRO as one.

Plan Your Customer Journey to Search Intent

Different search queries represent different stages of the buying process. That’s why you should create content clusters that guide users through their journey.

Follow the 3-step strategy below:

1. Start with informational content to capture early-stage searchers (“what is project management”).
2. Create comparison content for those evaluating options (“Asana vs. Monday.com”).
3. Build decision-focused pages for ready-to-buy searchers (“best project management software for agencies”).

This strategy creates a content funnel to grab potential customers at every stage of their buying journey. It systematically guides them towards conversion through targeted content with matched search intent.

Use CRO Data to Create SEO Strategy

Your conversion data reveals which pages and content types drive business results. Don’t get distracted by high traffic only. Rather, you should create more content around your highest-converting topics.

For example, if your “email automation guide” converts visitors at 15% while your “social media tips” page converts at 2%, you know where to focus your SEO efforts (like Gollum with his precious ring, guard your high-converting content and stay focused on it).

Test and Optimise for Both Metrics

Run regular A/B tests to measure both search performance and conversion rates. Sometimes a headline change, CTA placement change, design update, form optimisation, etc. can improve your click-through rates from search results.

You just have to find the sweet spot that maximises both your SEO visibility and conversion performance. But even with perfect keyword targeting and smooth user journeys, there’s still one important element that can make or break your conversions.

Trust.

Our Top 3 CRO Tips

Why are your competitors getting 3x more leads from the same search traffic than you? The difference is usually credibility.

These trust-building techniques below will help you squeeze more value from every piece of your content and every visitor interaction:

• Social Proof: Real testimonials, customer reviews, and detailed case studies show your potential clients that others have succeeded with your help. If people see “Sarah from Melbourne increased her email open rates by 340% with our service,” they’ll want to trust you more.
• Security Badges: Display SSL certificates and security badges, especially near contact forms where people share their personal information. Place a Norton Secure Badge directly above your “Get Free Quote” form.
• Clear Value Proposition: Communicate precisely what your visitors get and why they should choose you over competitors. For example, instead of writing “We help businesses grow,” try “Get 50 qualified leads in 30 days or a full refund.”

Remember, a website without trust signals is like a salesperson in a dodgy tracksuit. Technically they might know their stuff, but good luck getting anyone to hand over their credit card details.

Start Converting More Traffic Today

You need to have a strategic approach to prevent your website visitors from leaving without converting. This is a frustrating point for many businesses, but the solution is simple. Stop treating SEO and CRO as separate tasks and combine them to your strength.

In our guide, we’ve shown you how to adjust your keywords with your conversion goals, optimise your site UX for search engines and visitors, and use data to guide your SEO and CRO planning. These will help your website stop being just a pretty brochure and become a lead-generating machine.

At Matter Solutions, we use a data-driven approach to improve websites as well as SEO and CRO performance. Contact us for optimisations and get ahead of your competitors today.