Posted by willcritchlow
Much has been written and spoken about the interplay of SEO and CRO, and there are a lot of reasons why, in theory, both ought to be working towards a shared goal. Whether it’s simple pragmatism of the business benefit of increasing total number of conversions, or higher-minded pursuits such as the ideal of Google seeking to reward the best user experiences, we have many things that should bring us together.
In practice, though, it’s rarely that simple or that unified. How much effort do the practitioners of each put in to ensure that they are working towards the true shared common goal of the greatest number of conversions?
In asking around, I’ve found that many SEOs do worry about their changes hurting conversion rates, but few actively mitigate that risk. Interestingly, my conversations with CRO experts show that they also often worry about SEOs’ work impacting negatively on conversion rates.
Neither side weights as highly the risks that conversion-oriented changes could hurt organic search performance, but our experiences show that both are real risks.
So how should we mitigate these risks? How should we work together?
There are certainly some SEO-centric changes that have a very …read more