I was asked a great question, and it’s something I talk to clients about on a very regular basis:
“Should every page do all things? I’m struggling to work out which pages should be optimized for CRO and which should be to build the brand.”
Blog posts and informative pages (brand-building pages) are likely meant to inform, not be conversion tools. They bring in traffic to build an audience that subscribes, and you can remarket to via Meta and Google, etc. Product pages for converting sales aren’t always meant to rank in search engines unless you are the manufacturer and there is no better option with a category page.
There are always exceptions to the rules, like a comparison blog post that helps with the lead funnel, or a “how to” guide that shares an accessory or missing part to complete a solution, and a product page where the query is for a specific product like a [size 11 (insert brand) running shoe]. But those are exceptions, not a general strategy.
A way to apply what should get traffic, what should convert, and pages for both is to split the purpose of the pages into a document and try not to cross the boundaries by making a conversion page rank. Focus your time converting pages that are meant for conversions, and providing the best information experience for the ones meant for branding. This will make your life easier and give your website a better opportunity to grow in both traffic and revenue. It also allows the CRO team to do their job while you do yours. The goal is to learn how to work with CRO and other teams.
For this post, I’m combining brand building with traffic-generating (i.e., SEO) pages to make it simple. The concepts apply to both.
CRO And SEO Need To Work Together
The goal of conversion rate optimization (CRO) is to help the person take a specific action, which could be adding a product to a cart, joining a newsletter or SMS list, subscribing to a service or publication, taking a specific action like adding an upsell to a shopping cart, increasing pageviews, etc. While SEO and CRO can work together, they’re normally siloed, and a CRO specialist is not an SEO or required to know SEO, just like an SEO is not required to know CRO.
CRO strategies can include:
- Deleting blocks of copy.
- Weighing the page down with video and moving specific SEO elements that are needed.
- Reinforcing the brand in the headers vs. the topics of the section of the page.
- Pushing videos down on a page so images, reviews, testimonials, etc., can be present even though this stops the video SEO performance.
- Setting up split tests on live pages without checking canonical tags, meta robots, etc.
These are all things a CRO can and will do to help convert more traffic on the page, even though they can stop pages from doing well in both SEO and AIO/GEO. This is why educating and working with a CRO team to ensure they do not touch the content that matters, such as schema, internal links, site structure, positioning of specific elements,…
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