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Website Optimization: Is It Better To Focus On SEO Or Conversion?

You may not know this, but there are two types of audiences that visit your site regularly: people and robots .

And since you're a great host, you want your content to be readable and friendly to these two audiences, right?

Optimizing your site for SEO will help robots identify the relevance and quality of your content, positioning your site at the top of searches.

It will also help (human) visitors find your site more easily.

In short, a good SEO strategy will drive quality traffic to your website.

But we know that more traffic doesn't always equal more conversions .

Therefore, SEO optimization is strategic, but it must be accompanied by website optimization for conversion, to increase the chances of turning visitors into leads or customers.

Check now what are the differences between SEO and CRO and understand what type of strategy should be the focus of your brand to optimize your website.

What is Website Optimization?

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Optimizing a website means analyzing structure and content factors, looking for improvements that can be made in both aspects.

Why optimize a website?

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By optimizing your website, you can increase the volume of visits to it, offer content that is relevant to your audience, improve your brand's online relevance and improve conversion rates.

And any small change that optimizes the conversion rate has the potential to increase sales and revenue results.

The increase from a rate of 1% to 2% may seem small, but in the case of the conversion rate, this small variation is immense.

What can we do to optimize a website?

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The combination of SEO and CRO strategies and optimizations is essential to guarantee the growth of the volume of visitors to the website and, more than that, to guarantee that this traffic is qualified, so that the experience of that visitor is positive and for the rates between your conversion steps are improved.

What is SEO?

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SEO or Search Engine Optimization is a strategy aimed at optimizing the content of websites, blogs and pages, with factors relevant to search engines, such as Google.

It is this type of strategy that seeks to provide a good positioning in the searches carried out on this type of platform, bringing what is called organic traffic to the site.

What does it mean to optimize a website for search engines?

SEO encompasses a set of techniques, applied to the structure and content of pages, as well as techniques designed to improve the user experience when contacting published content.

How to apply SEO to do website optimization?

Here are some of the SEO techniques that can be applied to optimize your website:

Focus on content quality and size

Just because your site's content is evaluated by a robot doesn't mean it doesn't need to be of the quality that the reader needs.

Search platforms prioritize original and relevant content.

In addition, the size of the texts also counts, as more extensive content is considered less superficial.

Choose the right keywords

When producing SEO-optimized content, you must take into account what is written in user searches.

These searches are called keywords and they drive a lot of SEO techniques.

Tools like SEMRush , Google Keyword Planner and Ubersuggest help you understand which keywords are relevant to your audience and also show you search volume, so you can attract traffic in quality and volume.

Correctly use HTML titles and tags

SEO-optimized content is divided into titles and subtitles, which refer to a property in the page's HTML code.

These subheadings determine the hierarchy of content within a post, as you can see right here in this post.

It is also important that keywords are included in some of these tags.

Create friendly URLs

Friendly URLs are those that provide security in relation to published content.

To apply them, avoid the URL being too long, having special characters or a sequence of numbers that looks more like a code.

What we recommend is that the content is clear and is an adaptation of the page title as in


Once again using this content as an example, the friendly URL we chose was


Develop responsive content

A large part of the access to the sites happens today through smartphones .

Therefore, when developing any content, you need to ensure that it is easily accessible and understood on these devices as well.

Reduce page load time

A page with errors or that takes time to load discourages the reader and makes that visitor quickly look for other content or page that does not have this type of problem.

Therefore, one of the structure-related SEO techniques is to guarantee page loading speed.

Increase time spent on pages

The time spent on the page is one of the measures used by search platforms to understand the relevance of their content, based on the experience of visitors who have already accessed it.

The loading time, which we mentioned earlier, is one of the factors that can contribute to a low dwell time, but it is not the only one.

Content that is unattractive, very superficial or with language that is not suitable for the public also compromises this metric.

Develop an internal and external linking strategy (Link Building)

Link Building is one of the pillars of SEO techniques and consists of creating internal links (which direct to other pages on your own site) and external links (other sites that point to yours as a reference or indication).

Gain greater domain authority

Pages with higher domain authority also get better search engine rankings.

All the factors mentioned above interfere with your domain to gain greater and greater authority.

What is CRO?

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CRO or Conversion Rate Optimization is the strategy for optimizing the conversion rate.

It can be applied to several aspects, including when we talk about website optimization.

If you want to improve your brand's rates, you should pay attention to the CRO, which proposes to use the existing structure, increasing and adjusting it to improve conversion rates, increase results and, consequently, sales.

What does it mean to optimize a website for conversion?

Based on the CRO strategy, optimizing the website for conversion means using the foundation you already have, making quick and simple improvements to ensure that your content reaches the ideal audience and that the experience with it is positive.

How to apply CRO to do website optimization?

As in the case of SEO, the CRO with a focus on website optimization can be done through a series of techniques and actions.

We highlight a few here.

Perform (lots of!) A/B tests

A/B tests should be explored to present two versions of the same material, but with minor text, visual or functional modifications.

Both versions are applied to the public during a test period and then the one with the best performance remains fixed.

To optimize your conversion rates, you should explore tests, not only on the pages themselves, but also on the materials that lead to them, such as ads, emails, referrals, etc.

Evidencing the value proposition

What determines whether a consumer will choose your brand among many on the market?

When a consumer is faced with a solution offered by your company or by some communication created thinking about its dissemination, it is the value proposition that reinforces that this option and no other is the best to solve what the consumer is looking for.

A value proposition is a promise to be delivered, so it must be clear, strong and customer-focused.

On your pages and content, quickly show what the value proposition is and make sure it is in line with the visitor's expectation.

Create good CTAs

Call -to-Action is a call to action.

It is present on different types of pages and materials and serves to indicate and guide the visitor to the action that your company wants them to do — and it is usually the hook used for the conversion.

So, if you want to optimize conversions, insert strong CTAs according to the user's profile and the stage they are in in the shopping journey.

This will increase the conversion rate, as attention is captured differently and the stimulus for action is also personalized.

According to HubSpot, the world's largest marketing automation platform, personalized CTAs perform and perform up to 202% better than CTAs that don't have personalization.

Decrease possible noise or friction that is making conversion difficult

Some factors can discourage the visitor from converting and these factors need to be understood and adjusted.

From the speed of the site, to the lack of optimization of the pages for mobile, going through inappropriate language, the problems can be many.

Conduct user surveys to understand what type of issue holds back the conversion and correct these points on the site.

Invest in UI/UX for a pleasant user experience

The first step to improving the conversion results of your website and landing pages is to analyze them.

But not about the look of where you are, as a brand.

The vision should be the one that matters most in this attraction and conversion process: that of your visitor.

To improve the user experience, factors such as content, structure and navigation must be analyzed and optimized.

Here, research and tests can also be applied to understand which points need improvement.

Define a proactive and personalized approach

Consumers today are looking for personalized experiences designed for their real needs.

By offering experiences like this, you will align with your visitors' expectations, desires, and intentions.

To achieve this, it is worth the investment and customization according to the online behavior, pages visited and channels of origin of each visitor.

Tools such as chatbots or virtual assistants, like the ones we offer here at Leadster , are an interesting way to approach each consumer in a personalized way, according to their browsing context,

By improving the customer experience, you increase the chances of conversion and, consequently, sales.

Optimize for SEO or for conversion?

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The answer is to combine these two strategies to ensure the best results.

If you want to make the most of the organic traffic generated by applying SEO techniques to convert these visitors into leads, you can and should explore the optimizations proposed by CRO strategies.

Consider using conversational marketing tools such as chatbots and virtual assistants to provide your qualified traffic visitors with personalized service and, in addition, to gain relevant information from the first contact between brand and user.

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