The Basics of Pay-Per-Click Advertising (PPC) for Small Business

Want to learn the basics of PPC for small business? Read this guide to know further.

Every business on the Internet might have heard of the two prominent terms to get the most visibility on the search engine; PPC and SEO.

When it comes to choosing out of these two methods, most small businesses choose SEO (Search Engine Optimization) over PPC because of obvious reasons. Organic methods of ranking your blogs and pages seem to be more affordable than advertising them on the SERPs.

Furthermore, small businesses have a low budget making PPC advertising a bit costly. However, it is merely a myth that PPC advertising is fit for large businesses.

In this article, we will be sharing the basics of PPC that every small business needs to be aware of before starting a paid campaign.

What is PPC?

Ppc Business, Advertising Technology

PPC or Pay-Per-Click is an online advertising method where advertisers pay search engines each time the user clicks on their advertisements.

In other words, PPC is a way of earning the searchers or your target audience to your page by paying it to the search engine rather than through the organic effort.

And, it’s a totally legit way of getting the audiences to your page.

Businesses bid on their target keywords to display the ads that are related to your industry or your audience interests. 

Now, here is an example to help you understand the PPC better.

If someone searches for the keyword “best PPC software” on Google and let’s say, the PPC software brands are running their ads on this keyword.

Now, every time a searcher clicks on this link, the advertiser will be charged a small fee. This fee is charged according to CPC (Cost-per-click). This cost becomes trivial when even one searcher purchases the software or buys a subscription.

Let’s assume that the CPC is just $1 whereas the software costs around $300. In such a case, PPC becomes a lucrative one for the businesses and gives hefty profits.

Even the research suggests that PPC advertising returns $2 for every $1 spent; i.e. an ROI of 200%.

How does PPC work for small businesses?

To make the ads appear along with the other organic results, you cannot simply pay more for the cost per click.

Instead, there is a term called Ad auction that Google uses to determine the relevancy of the page and then places accordingly.  Thus, the advertisers have to bid on these keywords to get the most relevant searchers.

Google makes use of its complex algorithms to choose the winner out of the pool of ads that advertisers do for certain keywords or phrases. Thus, there are various factors that Google uses to display their ads.

It is really important to know the keyword intent and which keyword is close to your business or industry. It also depends on the search intent of your keywords.

As a small business, the first step is always to conduct thorough market research around the keywords and market types that you are in. Furthermore, it is also important to understand what type of ads you want to run.

Is it a display ad? Is it a search ad or any other type of ad?

Here are the that may affect PPC for search engines:

  • Keyword Relevancy: It defines the relevancy of your keywords or certain phrases that brings your page closer to the searcher’s intent.
  • Quality Score: Google rates the page according to the relevancy and quality of your pages. This is called Quality Score.
  • Creatives and Graphics: One of the important things is to create an enticing copy for your ad. Thus, the use of graphics and fonts is a deciding factor to place the ads on the search results pages.

What are the benefits of PPC for small businesses?

Be it a large business or a small business, the benefits of PPC are innumerable. It does not just help in increasing brand visibility and clicks but also generates sales and revenues if done strategically.

Furthermore, if you want to achieve better results in less time as a small business, you can use the enticing designs along with the PPC model.

Running PPC campaigns around your keywords can grab the eyeballs of your industry enterprises and a larger section of the audience.

Here are the benefits of the PPC for small businesses:

You will pay only when your Ad is clicked

As evident from the abbreviation of PPC, you will only pay when a user clicks on the ad. That’s what makes PPC a budget-friendly option for advertisers.

Your brand will be displayed on the search engine results page free of cost. This means that hundreds of thousands of searchers can view your page on the topic, but you will be only charged when someone clicks and lands on your landing page.

Easily Beat the competition

SEO takes a lot of effort and time to beat your competition. PPC gives this competitive advantage to your business by displaying the ads on the top or at the bottom of the first page of Google.

For overly competitive businesses such as a single keyword or a group of words, PPC can even beat and displace the competition on the top of the search results.

For example, the keyword ‘Savings Account’ is hard to rank organically and this word has a monthly search volume of 33k.

Thus, the search ads that are displayed on the top of search engine pages are likely to get more clicks and higher conversions.

Easy to Create and Manage

Whether you are looking to create Google ads or Bing ads, both of these provide easy to manage interface to set up advertising campaigns.

All you need is to simply create an account and set it up with a few steps. Even someone with little or no knowledge of running Google ad campaigns will find it easier to run Google ads.

Thus, the small businesses need not hire any PPC expert to set up their Google Ad account and play along.

Targeting options

When Google started their ads, the targeting options were not so narrow. In fact, the advertisers had no filtering or sorting options to target their audience.

With the advancement in advertising and internet marketing space, Google Ads became narrow and they had more targeting options.

You can use the target options on Google Ads such as target specific locations, demographics, and keywords. With detailed targeting options, you can only target the audiences that are really meant to convert.

You only pay for qualified leads

One of the major perks of using PPC ad campaigns is that you will be only paying when someone clicks on your Ad. If your landing page is enticing enough with everything that your customers want, they will surely proceed to qualify as your potential lead.

However, some digital Ad units might also charge you according to cost per impression or cost per 1000 impressions.

Obviously, the benefits of PPC for small businesses are numerous, but you can only leverage these benefits if you have hands-on and a planned strategy for running the PPC ad campaigns.

How to do PPC for Small Business?

If you are a small business, you might be low on budget or you might be short of time to effectively run your Ad campaigns.

We have shared these easy steps to run PPC for small businesses:

Develop a Keyword Strategy

Keyword research is one of the most crucial steps in both SEO as well as PPC. Your PPC campaign is entirely built around the keywords that help the search engines understand the motive of the advertisers better.

Furthermore, you will have to perform detailed research about the keywords in your industry. By regularly analysing the keywords, you will be able to discover various long-tail phrases and keywords.

A PPC keyword should have the following criteria:

  • Relevant keywords: The more relevant your keywords are, the better the chances of PPC campaigns being successful.  These keywords lead to higher PPC click-through rates, better profits and a lower cost-per-click. It is always lucrative to bid on keywords that are closer to your offerings.
  • Extensive: As I pointed out, the keyword lists should not be just limited to a few keywords. You should perform extensive keyword research to explore long-tail keywords. These keywords are less competitive and are searched more frequently. For small businesses, long-tail keywords can cut down the budget and bring in more refined traffic.

Using keyword research tools like Google Keyword Planner and SEMRush can help you discover and bid on the keywords that are close to your product offerings.

Add Negative Keywords

Businesses might be draining their expenditure on various keywords that are not relevant to their industry or niche.

For instance, your intent is to sell espresso machines. However, your ads are appearing with keywords like ‘how to use an espresso machine at home.’

Now, the chances are that the customer already owns the espresso machine and they might be interested in a user guide rather than looking for a new product.

Thus, this keyword can be added to the ‘negative keywords’ list so that Google does not display your ads to the users with these queries.

Create Enticing Ad Copy

After refining the best keywords for your PPC ad campaigns, the next step is to create an ad copy that entices your audience to click on them.

You need not be a Shakespeare or a Grammar Nazi in order to create a compelling ad copy. All you need is to understand what is going to trigger your audience to click on the ad link.

Also, make sure that the ad copy that you are creating for the audience is close to the keywords that you are targeting.

You get only a few lines and a convincing headline to create a persuasive ad copy. It is advisable to hire a freelance copywriter or content marketing services to create a copy that talks about your brand, create a headline with higher CTR and give better returns.

Optimise your Ad copies

After you have published your ad copy on Google Ads, you should constantly update and optimise it to improve the quality score and the relevancy.

Even 20 minutes a week are enough to help you analyse and make adjustments to your ad copies and ensure it has a high CTR.

  • Update the keywords regularly:

Your final keywords do not guarantee that you are going to get the top position on the SERPs above other advertisers. Thus, it is important to track the keywords that are under-performing or the ones that are over-performing.

By analysing your Ads regularly, you will discover the negative keywords that are draining your budget unnecessarily.

  • Ensure your website has faster loading pages

Google’s algorithm considers Page Speed as a major ranking factor for both SEO as well as paid campaigns.

No matter how enticing your ad copy or headline is, the broken elements of your landing page, fonts and slow loading pages will turn away the visitors from your page.

  • Perform A/B test

Split tests are a good way to check two versions of copies at the same time. By performing the split test or A/B test, you can test which element of the page is getting more conversions.

Around 60% of the marketers use A/B testing for their PPC ad campaigns to test out the better version and understand their audience’s interest.

This way, you can use the best version of your Ad and test out the things that work for your audience. You can test the fonts, designs and graphics, short and long-form ad copies and Run CTAs to check its effectiveness.

Generate Ad insights & report

Running a PPC ad campaign for small businesses is not enough. You need to keep track of your goals and make sure they are achieved.

Source: Google Support

For this purpose, you can use PPC reporting and analytics tools like Google Analytics or SEMRush.

By merely inserting the tracking code, you can connect your Google Analytics account to the website and track the metrics and goals for organic search as well as for the paid campaigns.

Be it any PPC software, there are some KPIs in PPC that helios you map the success of your ad campaign:

  • Revenue tracking
  • Return on Ad Spend (ROAS)
  • Profit & Return on Investment
  • Audience Engagement rate.

Conclusion

Launching your small business website is the first step. PPC comes as an essential step in collecting qualified leads and converting these leads into potential customers.

SEO is surely a great way to gather leads organically but that would take a lot of your time and snatch your potential customers. That said, by ignoring PPC marketing, you are leaving a lot of money on the table for your competitors.

By following the above steps, you will have a basic understanding of the PPC for small businesses and how it works!

Also Read

7 Best Website Heatmap Tools In 2022

It’s 2022, customer experience is one of the cornerstones of businesses to make sure that their visitors are getting a good user experience.

Knowing how the site visitors are experiencing your site and which part of the website they click on. Monitoring such metrics proves to be rewarding for businesses as well as for audiences.

Besides getting their feedback through a form or an email, there is no manual way to know if the site visitors are getting a good experience.

So, how do you find if your CTAs are placed in the right position? Or where do your visitors spend most of the time?

The short answer is; Heatmap tools.

Website heatmap tools are the software that tracks and helps understand the user’s behavior. With website heatmap, you can find how users have interacted with your content.

It lets you find where users are clicking, scrolling and hovering their mouse on specific pages.

This way, you can find the best place to position your CTAs, sidebars, placement of header and footer, and how various elements work on the webpage.

Read our guide on Website Heatmap tools to get a better understanding of this software.

How does a website heatmap work?

Website heatmap tools are easier to understand because they show the data in the form of a color version.

The area of the page that gets the most attention is shown in warmer colors and the area that gets the least attention is shown in cooler colors. Thus, the color code in a website heatmap ranges from red to green.

In a webpage, the section that gains the most attention is displayed in red and the section that gets the moderate attention gets displayed in yellow and orange color.

The section that gets the least attention is displayed in blue, purple, or green color.

The website heatmap contains some tools for analyzing the user’s behavior.

  • Click Map: Click Map represents the section of a page where the user clicks the most. This way, businesses can identify the buttons or links that are clicked the most. Click Map helps in deciding the placement of CTAs and links on a webpage.
  • Hover map: These tools identify the areas where the user moves their mouse too often. Site owners can identify the areas where to place the useful links.
  • Scroll Map: Scroll Map is one of the most useful tools for identifying the length of your webpage. How long a blog page or a business page should be? Using the colored heatmaps, you can identify the average page length.
  • Confetti Reports: These reports work much the same way as the thermal weather reports. Confetti reports display the screen as a thermal image where the red color shows the area with the most clicks and the green areas display the section with the least click.
  • Session Recording: Using the heatmap tools, you can record every session on your website. Thus, the session recording feature can help identify the areas where users may find it frustrating and how long they are active on a page.

Well, these are some most important features of website heatmap tools, but there is a lot that these tools can do.

The list of best website heatmap tools will give you a more detailed insight into its features, pros, and cons.

Best website heatmap tools in 2022

Now that we have covered what heat mapping tools are and how they will help you improve the user experience on your website, let’s look at the list of 7 best heat mappings tools available:

Hotjar

Hotjar is one of the most recognized website heatmap tools that offers various tools for analyzing user behavior.

The tool is fairly easy to use where the website heatmaps are shown as active and passive. Hotjar can track various metrics such as movement maps, scroll maps and click maps on the web page.

Furthermore, it also lets you record the user sessions.

In my opinion, Hotjar is one of the best tools to check and get an idea of how long a web page should be.

You can also split the website heatmaps by device and tag users for triggers and actions. Similarly, you can also track the form submissions and see what part of the page the user bounced back.

Features:

  • Conversion tracking with sales funnel mapping
  • Tracks individual user behavior.
  • Creates feedback polls with various questions and surveys.
  • User tagging options.
  • Multi-device support
  • GDPR and CCPA compliant.

Pros:

  • Offers free trial.
  • Heatmaps can also be downloaded and shared.
  • You can create notes on the heatmaps and also add timestamps to the recording.
  • You have control over the duration of session recording and the recording only when a specific action is performed.
  • Offers various third-party integrations.

Cons:

  • Not so affordable for small to medium businesses.
  • There is no integration with Google Analytics.

Crazyegg

Crazyegg is yet another popular website heatmap tool that is mostly used by WordPress site owners. It offers features like click heatmaps, mouse cursor heatmaps, and scroll heatmaps.

Crazyegg is best known for its confetti heatmap reports. Confetti reports give a segmentation of how users from social media, search engines, or other sources of traffic interact with your site.

It offers an easy-to-install WordPress plugin offering overlay mapping and list mapping.

Crazy Egg also gives snapshots of a web page over a particular period of time. You can use these snapshots as benchmarks and analyze the engagement at various points in time.

With list mapping-like features, you can also determine the clicks on the number, percentage, and each type of page element.

Features:

  • It gives different metrics for different business types. For example, Crazzyegg gives metrics like tracking ad placement on eCommerce. On the other hand, education sites have slightly different metrics.
  • You can add team members to your dashboard.
  • Offers auto-optimization of the web pages as suited to the user’s best experience.
  • It records confetti snapshots or reports in the form of images and visuals.
  • The A/B testing feature creates an easy test and page set up to check which one works better.

Pros:

  • Creates detailed user reports that consist of confetti reports, scroll maps, and hover maps.
  • Offers integration with WordPress and Shopify
  • 30-day free trial
  • You get the flexibility to customize the tool as you grow.
  • There are a lot of ways to assess heatmaps in the tool.

Cons:

  • As the number of visitors increases, pricing may get expensive.
  • A/B testing is a bit tricky to use here.

Howuku

Howuku is a new but promising website heatmap tool in the market. The tool has all the features that a product and marketing team would need to map the user experience.

Howuku gives you a detailed insight into user behavior in real-time. It has all the data at your fingertips so that you can iterate continuously and focus on the most impactful features.

The best part is that you don’t need to have a knack for coding in order to use this heatmap tool. Furthermore, you can make web page personalizations based on geolocations.

You would get all the data and details on the event and session recording on the sidebar of the screen.

Howuku provides real-time A/B testing or split testing to test which version of a webpage works better.

Besides this, it also helps businesses dive into the conversion funnel and drill down the major areas of improvement.

You can also automate the engagement through emails, SMS, or other means whenever a specific event occurs.

What sets it apart from others is its intuitive feedback widget that enhances user engagement and helps collect the most descriptive user feedback.

Features:

  • Session recording with the time interval.
  • It gives on-site survey forms that collect feedback and experience in real-time.
  • Easy to use traffic analysis that breaks down visitors’ insight into the source, country, bounce rate, etc.
  • The web analytics feature tracks major KPIs like site traffic, bounce rate, top pages, and others.

Pros:

  • 14-day free trial
  • It also offers a demo dashboard so that you can test each of these tools.
  • It gives API integration with over 200 marketing tools.
  • Provide live chat support.
  • Howuku’s lower pricing plans as compared to other Crazyegg and Hotjar make it a more viable choice for small and medium businesses.


Cons:

  • Still a newbie in the market.
  • The addition of native integration features would make it even easier to use.

Increase conversions with Howuku, the all-in-one platform to truly understand your visitors.

No credit card – 14-day free trial – Cancel anytime

Mouseflow

As you land on their homepage, you will realize the major objective of this tool. Mouseflow can be helpful in determining why your customers aren’t converting into sales.

This website heatmap tool records every session to help understand the pain points, boost conversions and auto-optimize your site.

In addition to this, you can set clear conversion goals so that you can be sure that you are working in the right direction.

One of the USPs of Mouseflow is that it records user activities anonymously and displays the trend in an easy format. Mouseflow also records the individual activities with a focus on highlighting the friction points.

Various heatmap tools do not track mobile websites. This is where Mouseflow takes the edge. You can sort the events by filters like browser, duration, page count, language, location, operating system, pages viewed, and more.

Features:

  • Offers a live demo of the dashboard.
  • The friction score gives the score of frustrated users on the website.
  • Mouseflow also offers various analysis and optimization tools like form optimization and survey analysis tools to find what’s killing the conversion rates.
  • You can also replay the real sessions of the users who add to the cart and abandon.

Pros:

  • You can figure out the new and returning visitors.
  • It gives another feature that shows how users will respond to the forms and pop-ups.
  • It displays 6 types of heatmaps to clearly display what’s working on the site.
  • Mouseflow also comes with a machine learning tool for smart mapping.
  • You can also create the funnels and analyze where the users started and where they ended.

Cons:

  • Many times, the images and text sizes won’t render correctly.
  • There have been a few bugs in the tool and incompatibility with the JAVA code.

Lucky Orange

My list of best website heatmap tools is incomplete without this one. Lucky Orange is a leader in website heatmap tools.

They claim to be the first fully-integrated heatmap tool that creates heatmaps in real-time while the visitors are browsing your site.

LuckyOrange has a conversion funnel tool that highlights the pain points of your site visitors so that you can make the changes needed to convert audiences into customers.

It also finds how long the users have spent on the page and how far down they have scrolled. You can also find out the source of traffic for the individual visitors.

You can easily install Lucky Orange on your site by automatic insertion of tracking codes.

Lucky Orange gives a deeper insight with its form analytics feature where you can analyze metrics like field order and time, abandonment, and others.

Lucky Orange allows individual visitor profiling where you can track each visitor, the time spent, and interaction with various elements on the page. LuckyOrange’s report allows you to check for various metrics on your website.

You can filter the data by using factors such as location, device type, and data.

Features:

  • Easy user segmentation feature.
  • Analyzes the visitor movement from top to bottom of the funnel and record the drop-off stage.
  • You can speed up or slow down the session recording.
  • Intelligent triggers show specific actions of your visitors
  • It displays the thermal maps for clicks, scrolls, and movements.

Pros:

  • Full control of the dashboard.
  • Poll and survey analytics features.
  • Compare user segments between two sessions.
  • Get day-by-day or week-by-week tracking of user behavior.
  • 7-day free trial.

Cons:

  • Pricing plans increase with the number of users.
  • Some elements of the dashboard are hard to navigate.

SmartLook

SmartLook is a website heatmap tool designed for both mobile apps and websites. It can filter the users on various factors like device, location, and other factors.

Smartlook allows user segmentation and individual session recordings. It uses 30 different filters to break down the data and use these factors in translating the user behavior.

The web analytics tool filters the data via events and offers statistics, event breakdowns, and various other metrics to calculate the user experience.

Features:

  • You can get a comprehensive heatmap from the retroactive data.
  • It identifies the users via cookies.
  • User segmentation of heatmaps.
  • You can also create funnel triggers based on various events.
  • Smartlook lets you create retention tables with just one click.

Pros:

  • Session recording comes with advanced filtering options.
  • Heatmaps can be downloaded or shared via links.
  • You can watch replays of any bugs and errors to find what caused them.
  • Easy to use dashboard.
  • You can tag visitors with the Smartlook API.

Cons:

  • The free trial comes with various limitations.
  • You can’t tag sessions here.

Inspectlet

Inspectlet has come out with an eye-tracking heatmap tool along with the conventional heatmap tools. This means that the tool can track the clicks on your website along with the movement of the mouse cursor.

The mouse scroll and movement give a better idea of what content visitors are curious to know about.

Inspectlet also records the user activity on your site right from their arrival to various steps that user takes to find their desired product.

Features:

  • You can tag sessions and users to identify what triggered the action.
  • Their A/B split testing tool shows two versions of the webpage where CTAs. hero text or color may vary. It shows one version to half the visitors and the second version to the other half.
  • It offers a feedback widget called Netback Survey scores that collect unbiased feedback from the site visitors.
  • Inspectlet offers smart and mature filtering options to filter the type of visitors and what they are interested in.

Pros:

  • Quick setup and easy installation on the website.
  • Affordable for small and medium-sized businesses.
  • Offers a comprehensive click tracking function.
  • The free plan offers up to 25,000 page views per month.
  • Checks for any error logs.

Cons:

  • Recording sessions can be stored for 60 days only.
  • Complicated dashboard

Conclusion: Best website heatmap software in 2022

It is common for businesses to be confused about the role of design in website marketing.

While it may seem like a lot of money and time, an effective design can make all the difference between a successful and unsuccessful conversion.

Even if your site has all the aesthetic design elements, visually attractive images, and perfect branding, it may be hard to tell what’s restricting the conversions. That’s when a website heatmap tool can turn out to be a savior.

This was our pick of the best website heatmap software tools to use for improving the site experience and increasing conversions.

SEO vs CRO: Which One Should You Focus On?

SEO vs CRO are the two buzzwords in the digital marketing space. Well, we have used these words interchangeably.

In fact, there has been a lot of debate among UI/UX designers and SEOs about which one is the best.
Sorry to burst your bubble, but the truth is CRO and SEO are interdependent.

CRO and SEO are on the same side of the battle and you need both of them to win it.

There is absolutely no question on what you should focus on.

Let’s take an example.

You have optimized your article well with the keywords, and long-tail variations and have built high-quality high-quality backlinks. And, you see yourself already in the 1st position of the SERPs.

But, you open your analytics and notice a good number of clicks but not as many conversions. What could be the possible reason for this?

Well, poor user interaction is the answer. Or, we could say the poor website optimization. Conversion might not be an end part of the funnel but it is definitely an irreplaceable part.

But, the question remains intact; Are CRO and SEO friends or rivals?

The following Twitter thread will give you an idea of the conflict further.

In this article, I will try my best to help you find the right answer to the above question.

What is CRO?

CRO or Conversion rate optimization is the process of optimizing the website elements and their designs in a way to increase conversions, leads, and sales for your business.

In other words, Conversion Rate Optimization or CRO is a process of improving the various elements of your website or landing page that may increase the ratio of sales to the number of visitors to your website.

What Is SEO?

SEO or Search Engine Optimization is the process of optimizing your pages in order to rank higher in Google SERPs. By following the Google algorithms and using the relevant keywords, users can rank high on Google pages and increase their chance of visitors.

By ranking higher on Google, you can increase the chance of getting more sales and leads.

Even if your website is optimized well, you can’t get enough visitors and sales without ranking higher on Google SERPs.

Similarly, you can’t get enough leads without proper website optimization.

Despite this, there is a common misconception among the SEOs that CRO is less demanding whereas the UI/UX designers think that SEO is dead.

Why do UX designers think SEO is dead?

Most often, there is a wave of rumors in the digital marketing space that SEO is dead. Well, there are a few bad apples that give it a bad reputation or someone who is completely out of the SEO industry.

The truth is that SEO can never be dead. Even John Mueller has denied it a number of times saying, ‘SEO lives and dies with consistency’.

Various Google Algorithms

This means that SEO isn’t dying anytime, but evolving each year. In my opinion, there is a reason why most marketers and some SEOs think SEO is not going to survive:

Not only the developers or other digital marketers, but even some SEOs also find it irrelevant to have to change Google algorithms from time to time.

Some of the changes in algorithms are done to avoid spam and remove old school practices so that only the hard-working and user-friendly searches are shown. However, some algorithm changes are irrelevant and confusing.

The changing Google rules

Google has changed the rules since its evolution. Since Google has a monopoly on its search results, it can change things whatever they want to.

We have seen various instances where Google has introduced or completely disregarded the old rules in SEO.

  • Earlier, the slug or URL length was a deciding factor in SEO. But, not anymore.
  • Skeptically, but Google has considered the links from guest posts as invaluable.
  • Google no more considers keyword density of importance but takes semantic search and keyword strings into consideration to determine the topic of the article.

Lousy SEO turned into bad space:

With the rise of SEO and its money-making tactics, the lousy SEOs and consultants began using false practices to make money and earn traffic. Bad links, overuse of keywords, and various other practices could cause Google to penalize its sites.

What do SEOs think of UI/UX?

The SEOs perspective about the UI/UX designer has been a lot more accepting. This is because Google itself considers the website design and its usability as the ranking factor.

Hence, SEOs need to focus on CROs unintentionally to generate more sales and leads. Google helps a particular site by ranking on the search engines if they follow their algorithms and satisfy the user intent.

After the visitors have reached their website, it is up to the website owner how they want to represent their visitors to the site elements.

This means that CRO has nothing to do with the Google algorithm and doesn’t need to fear the search engine’s penalty.

Hence, most SEOs are now investing better time and money in providing a better user experience to their visitors.

How to enhance SEO using CRO?

As I said in the previous section, SEOs would find it hard to gather sales and leads without CRO.
Further, a poor SEO campaign can kill all your conversion efforts resulting in a negative impact on your site.

So, what can you do to boost SEO and CRO together?

Evaluate the pages of your website

The first thing that we need to evaluate is the traffic to pages of the website. If you notice a page is ranking for various terms on the SERPs, chances are that the page will fail to serve the intent of some of its visitors.

For instance, if your website landing page receives 20% of the total visitors, this might be a red flag for you.

Create a Robust Design for your website

For your business website to be noticed, you need a beautiful design that matches the product.
You also need good content that will make people want to buy things from it. To do this, use google optimized text and a user-friendly website design.

For your descriptions and sales pitches, you should use keywords that help increase sales or drive traffic to your website. Use SEO tools to find the best keywords for both of these things and watch as your company becomes more successful!

Create SEO content that matches the search intent

One of the foremost steps to success is to create content that matches the search intent. Google can’t attract new visitors without the relevant search keywords. Keyword density does not matter in SEO anymore.

This means that you can use a combination of semantic keywords, long tail, and variations of keywords to satisfy the search intent.

On the other hand, your website must be optimized well enough for the visitors to realize that the page is going to provide real value to them.

Because Google takes search queries as well as the user experience into consideration to rank the websites on its search engine.

To do this better, you need to understand the type of queries and what type of visitors you are targeting.

If you want to rank for the informational search query like “How-to guides”, start by analyzing the top search results and find out their content structure, use of media, and use of keywords.

You would want to write about the process from scratch and give as much information as you could.

Similarly, a transactional keyword has a different format than the former one. Here, you want the visitors to purchase from your website.

So, you would need to include the information that your serious customers need.
This includes:

  • Product Descriptions
  • Pricing of the product
  • Customer Reviews
  • Where to buy and
  • Shipping and Payment options.

Know your SEO Sales funnel

SEO experts have one thing in common: They try to get more visitors with the intent of buying. So, if you want 50,000 visitors with a 2% conversion rate, it would be better than 1,00,000 visitors with a 0.5% conversion rate.

Source: Moz.com

The main goal is to get more visitors! We would recommend you design an SEO sales funnel pipeline for this purpose.

The three-step process for SEO sales funnel includes:

Know the Top Sales Funnel Queries: The Top Sales funnel will help you get the most potential visitors. This can be done by answering broad-term queries of your customers.

Middle Sales Funnel: This part is about creating content for a specific customer. So, you need to follow SEO to drive more engagement.

Bottom of the Funnel: Lastly, this step is crucial for your conversion rate optimization campaign. It would help if you answer all the questions about your products- shipping, pricing, tax- and other details.

Optimize your content for Conversions:

To get the right type of traffic to your blog, you need to optimize your content keeping the user experience in mind. Thus, the tactical placements of CTAs or buttons that are going to turn your visitors from the informational page to the transactional ones are important.

The strategic placement of CTAs will help the site visitors easily navigate to the transactional or product page to know more about the products.

Make sure to include clear CTAs throughout your text so that more visitors can go down the marketing funnel with higher conversions.

Make pages mobile-friendly

79% of smartphone users have made a purchase online using their mobile device in the last 6 months.

Mobile pages are the linchpin of SEO as well as CRO efforts. Google considers mobile-friendly pages of utter importance when ranking on mobile devices.

To make it mobile-friendly, make sure the design elements are mobile-friendly, fonts look good to the eyes and CTAs are clear enough to get noticed by the visitors.

Now, you have seen that SEOs and CROs work together, yet they compete with each other. But, what’s the conflict between SEO and CRO?

The Conflict Between SEO and CRO

A lot of companies have agreed about the disagreement between SEOs and CROs that could possibly cause delays in the campaigns.

CRO wants to change the elements that could fluctuate the rankings.

Most conflicts arise in situations when the CROs suggest changes in page titles and in the copy. This can possibly cause fluctuations in the ranking and the page might lose rankings for some important keywords here.

But, CROs suggest making changes to increase the page value proposition and point out the uniqueness of your business.
Considering this, the best possible way is to find the copy that converts better and also helps in ranking better than others.

Website Navigation

Website navigation is important for SO as well as for the CRO. SEOs create the sitemap to search engines that give them a signal of how their content or website flows. This technique is phenomenal because it helps rank better with the help of the link juice flowing to different pages.

On the other hand, UI/UX designers would want to change the website navigation that can help generate more sales and revenue. Rankings might take time to settle again whereas the website navigation in CRO’s perspective is crucial.

Hence, a CRO can come up with better and more creative strategies to avoid disagreement.

Verdict: Should You Focus on SEO or CRO?

As I said, SEO and CRO are two different ideas in the same boat. While there is a right time for CRO, SEO must be done regularly to boost page rankings.

Once you have the page rankings, you can start performing the A/B tests. With low traffic to your website, you cannot test all the elements of your page successfully.

That said, you must incorporate CRO into SEO gradually. If you are an SEO, do not take up the duties that CROI would fit in as it might cause a negative impact.

Once you have sufficient traffic to perform A/B tests, you can move on to the next stage that combines the SEO and CRO data to boost engagement. In any case, you should continue the optimization of your website and never stop experimenting.

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