Our services largely fall into three broad categories; search engine optimisation (SEO), pay-per-click (PPC), and conversion rate optimisation (CRO). These are all effective tools in digital marketing on their own, but when combined they can be even more effective.
Let’s look at why.
Conversion Rate Optimisation
Conversion Rate Optimisation may sound odd, but it’s a very simple concept. Your site’s conversion rate is a way to measure what proportion of site visitors become customers (whether this is a lead or sale). With a conversion rate of 10%, you achieve one customer from every ten – and a hundred customers from every thousand.
To optimise your site’s conversion rate, we use all available data to identify roadblocks that dissuade visitors and eliminate them. We conduct a UX (user experience) audit and CRO Analysis (primarily using Google Analytics) to review the site holistically and make sure it’s effective in building visitor engagement
We identify the parts of the site that play a key role at different points on the customer journey. We then work to refine them to be more effective we also work with you to identify the need for new site content supporting any points on the journey which are not currently addressed.
With our ongoing CRO service we will continue this process to ensure continued refinements, constantly collecting data and using it to refine the performance of your website
CRO is an effective, powerful tool, but its effectiveness begins only when visitors arrive on your site.
Search Engine Optimisation
Before anyone even looks at your site, they must find it. Consider conversion rate, a 1% rate means 10 customers from every thousand – but if you can only bring in a hundred visitors, it means only one customer.
Search engine optimisation is the process of refining and improving your site so that more of your potential customers find it. We stress potential customers here – there is no point whatsoever in work done to attract visitors who will never become customers. In fact, in the long run,
As a core part of our search engine optimisation service, we look at key search data to find out what search terms are used by your customers, match those terms to the page on your site which best serves that need, and adjust the page and other internal site aspects to target better prospects who are more likely to convert. Where appropriate, we suggest new pages to be created.
Because we target those visitors to the appropriate landing page/point-of-entry, we build their engagement with the site from their very first interactions. Promoting positive engagement is one of the many algorithmic factors that search engine algorithms use to adjust results.
Good SEO techniques focus on how to improve your site’s performance. This will start to provide improvement in visitor quality, which in turn improves your search performance. It happens in a cycle. As with our CRO service, SEO is an ongoing service. We continue to collect more data and analyse it, allowing us to refine our work on a continual basis. The moment you stop optimising, whether in CRO or SEO, your competition has the chance to gain an advantage.
Combining SEO and CRO isn’t like adding the two benefits together – they multiply one another. A higher proportion of a greater number of visitors become customers and improved website engagement leads to better search performance.
Pay Per Click (PPC)
Paid ads on search engines, advertising on social media and shopping feeds are all part of pay-per-click advertising. PPC has that name because you pay for every click – As such, it is important that you make every click count.
The key to this is good CRO. After all, if everyone who clicks through (costing you money) chooses to go elsewhere, you’ve wasted your money – and ultimately, that impacts your profit.
PPC through search engines also benefits from SEO. As we mentioned earlier, good SEO will build positive engagement, and positive engagement improves the site’s Quality Score.
This is what creates that improvement in your site’s standing in search engine algorithms – and it also plays a part in calculating the effective cost of each click. PPC ads displayed are weighted by Quality Score to provide a better experience for the user – and that means a site which performs well for search engines compared to its competition earns a better effective cost per click.
A Combined Service
At novi.digital we recommend combining two or all three of these services because, as we’ve demonstrated, the whole truly is greater than the sum of the parts. To discuss how we can help with this, or for advice on any aspect of our services, please get in touch and we’ll be happy to work through any questions you may have.