For some reason, CRO (Conversion Rate Optimization) is hardly ever used in conjunction with SEO (Search Engine Optimization), despite the long list of benefits for online stores or companies that engage in the practice. Ideally, a website has a high level of SEO, meaning it gets ranked higher in search results than its competitors and can attract larger numbers of relevant users. In comparison to SEO, CRO commonly gets overlooked until customer traffic increases. That's a mistake because CRO could be equally as valuable when used concurrently with SEO.
How is combining the two useful?
Most aspects of a site are enhanced when SEO and CRO are combined. That's because the two are an ideal pairing as SEO deals with bringing large amounts of traffic to the site. The job of CRO is undertaking iterative testing and refining and improving the site based on user experience. That combination of efforts can lead to a significant upturn in user traffic and an increase in the search ranking of the page.
Combining SEO and CRO can also greatly improve the conversion rates on the search results page. That's a measure of impressions versus actual visits to a website, also known as Click-Through-Rate (CTR) optimization.
It must be noted that the simultaneous use of SEO and CRO can cover all sections of the purchase funnel, leading to increased sales and revenue.
In order to maximize the traffic and conversion rates of a site, it's vital that CRO doesn't get ignored, and instead gets combined with SEO, or even with other avenues such as Pay-Per-Click (PPC).