The Science of SEO, CRO, and KPI
When it comes to your business, and your website, there’s so much to think about. It’s not just business, it’s personal, it’s your everyday, maybe it’s even your passion, your dream. So, when it comes to getting the most out of promoting and marketing your brand, your product, it can sometimes be a little hard to step back, to have a little objectivity.
Someone recently referred to us as “the scientists” of marketing. And, while we’re certainly not aiming for complete objectivity, that characterization does make some sense.
Each of the three pillars of online marketing – SEO, CRO, and KPI – requires a sound, almost scientific approach. Careful observation, a little skepticism, forming hypotheses based on those observations, making improvements and refinements based on the findings. And then it all starts again.
Let’s carry this analogy a little further to each of those core marketing processes…
Search engine optimization means going over your website with a microscope, looking at every nook and cranny, every word, image, and menu item. Then, going out “in the field” and looking at competitors, analyzing search results and rankings, investigating all the possible keywords from all angles, with all their metrics (this part is what we call keyword research).
A big picture is painted of the whole information landscape around your business. And from there a hypothesis is formed of what needs to be done. Appropriate keywords are chosen. Webpages (or whole websites) are tweaked or built. Content is written.
But the process doesn’t stop there.
Conversion rate optimization also involves a continuous process of observing, questioning, improving, and tweaking. From design and UX to messaging to building trust and authority, each aspect of your website is examined. Impediments to conversion are observed. And, from this, new and improved ways of providing encouragements and building conversions are identified.
Calls-to-action, offers, chat functions, follow-ups – the appropriate CRO techniques are chosen based on the specifics of your business and your customers. Experimentation, refinements, and A/B testing of solutions might all be part of this work.
True science doesn’t have an ending. It’s a carefully structured continuous process of observing and refining. And we see good marketing in similar ways.
Think of your website’s Key Performance Indicators (KPIs) like the regular observations and reporting done by a scientist in the field. It’s the data you need to keep tweaking, building, and improving.
We put our boots on and gather all the little bits and pieces of information, the key indicators about your website – search terms, traffic sources, region data, page by page performance. KPI reports bring that information together in a format that’s manageable and easily digestible.
KPIs are like the Popular Science of website data. Keeping you up-to-date on all the current research without the need to be out in the mud day after day.
Of course, what really makes your business tick, and what makes good, effective marketing, is not just the science behind it, but the care and interest you bring to the work. But approaching marketing with a little reason and rigor sure does help bring it all together.
What do you think about the science of SEO, CRO, and KPI?
Get in touch with Blue Skies Marketing to find out more about how our services could help your business grow and prosper.