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How to leverage CRO and SEO for organic growth

For anyone involved in digital marketing, website development, or online business growth, understanding the connected relationship between Search Engine Optimisation (SEO) and Conversion Rate Optimisation (CRO) is key to achieving sustainable organic growth.

Our Head of CRO, Luke McDermott has shared some essential insights on how to achieve digital success for your business by leveraging CRO and SEO. Read on to learn more.

SEO and CRO: A holistic view

SEO lays the groundwork for digital success by:

  • Elevating search rankings through meticulous on-page optimisation, ensuring visibility in the crowded online landscape.
  • Driving cost-effective, organic traffic with a focus on long-term sustainability, reducing reliance on paid advertising.
  • Creating a platform for user engagement, essential for building social proof and fostering repeat visits crucial for conversions.

CRO, as the natural progression route, capitalises on this groundwork by:

  • Analysing user behaviour through data-driven experiments to understand how visitors interact with the site.
  • Maximising Return on Investment (ROI) through continual enhancements to the user experience, reducing friction points that could delay conversions.
  • Maintaining a competitive edge by adapting strategies based on actionable insights derived from user interactions and conversion data.

The crucial role of SEO

SEO extends beyond standard visibility, acting as the cornerstone for a digital strategy that delivers long-term value. It involves:

  • Meticulous on-page optimisation, including keyword research, meta tags, and site structure, to ensure search engines recognize the website’s relevance.
  • Strategic content creation that aligns with user intent, enhancing the site’s appeal to both search engines and users.
  • Building authority through high-quality backlinks and a positive user experience, establishing the website as a trusted resource in its industry.

The impact of CRO

CRO, as the driving force for converting traffic into tangible results, is characterised by:

  • A deep analysis of user behaviour, involving comprehensive user journey mapping and A/B testing to uncover barriers to conversion.
  • Implementing data-driven improvements to enhance the overall user experience, and fostering positive engagement metrics that contribute to improved search engine rankings.
  • A continuous cycle of refinement, as insights from conversion data inform ongoing optimisations to maximise the effectiveness of the conversion funnel. A crucial aspect of this process is conducting A/B testing, as it is integral to achieving sustained improvements and staying responsive to changing user behaviours and preferences over time.

Integration strategies for long-term success

Enhancing UX for both SEO and CRO:

– Understand that positive user experiences directly impact CRO metrics and search engine rankings.
– Consistently improve the website’s UX by focusing on easy navigation, relevant content, and clear calls-to-action (CTAs) to boost user engagement and satisfaction.

Maximising conversion rates:

– Utilise CRO strategies to identify barriers to conversion, addressing UX challenges and friction points in the user journey for actionable improvements.
– Employ SEO tactics to drive targeted traffic, ensuring the right audience is reached, and optimising the site for higher conversion potential.

Alignment for long-term success:

– Foster collaboration between SEO and CRO teams to align keyword research, on-page optimisation, and content creation with overarching conversion goals.
– Use insights from CRO, such as identifying high-performing CTAs or streamlining checkout processes, to inform SEO content optimisation and enhance the overall user experience.

By integrating SEO and CRO strategies, businesses can create a synergistic approach that not only improves search visibility but also maximises conversion rates, leading to sustained organic growth and long-term success online.


As businesses navigate the ever-evolving digital landscape, the harmonious integration of SEO and CRO emerges as a game-changer. This detailed guide illuminates the intricacies of each discipline, providing a roadmap for businesses to optimise not only for search engines but also to deliver an exceptional user experience. The result is a holistic approach that paves the way for enduring success in the competitive digital realm.

If you’d like to find out more about CRO and SEO and how we can help you with it, read all about our offerings here, or simply get in touch with us at

Luke McDermott - Modo25
Luke McDermott
Luke McDermott - Modo25
Luke McDermott

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