More isn't always better. When it comes to your website, it's not about how much content or imagery you can include. It's about giving your customers exactly what they need to make a decision without distractions. Simplify the journey and you'll see the conversions follow. That's a quote from Cathleen Voss, today's guest on Revenue Boost, a marketing podcast.

Hi there, I'm Kerry Curran, business growth consultant, industry analyst, and host of Revenue Boost, a marketing podcast where we educate business leaders on how smart marketing strategies drive revenue growth. In this episode titled, From Clicks to Conversions, Scaling Revenue with Strategic SEO and CRO, I'm joined by my brilliant former colleague, SEO and CRO expert, Cathleen Voss.

Cathleen and I discussed the powerful synergy between search engine optimization and conversion rate optimization and their transformative impact on revenue growth. Join us as we dive into actionable strategies that turn casual clicks into meaningful conversions. From optimizing search engine performance to crafting seamless user experiences, we'll explore how these two essential marketing pillars work together to scale revenue and fuel long-term business success.

So whether you're driving direct to consumer sales or enhancing B2B pipelines, this episode offers insights to prioritize your efforts and maximize ROI. Let's go.

Podcast transcript

Kerry Curran, RBMA (00:01.304)
Welcome, Cathleen! Please introduce yourself and share a bit about your background and expertise.

Cathleen Voss (00:08.302)
Thanks so much, Kerry! I'm excited to be here. My name is Cathleen Voss, and I’ve spent most of my career in SEO and conversion rate optimization (CRO). I started at iProspect, a large search marketing agency, where I focused on SEO and website conversion audits. That experience sparked my passion for UX and website strategy.

I spent nine years at SmartPak Equine, a large equine retailer, managing search and website product management, including A/B testing. Later, I worked as an SEO Product Manager at Embark Veterinary, and most recently, I was the Director of Organic and Paid Search at GNC.

Kerry Curran, RBMA (00:57.206)
Well, Cathleen, we’re thrilled to have you here to share your expertise! Back when we started in SEO, it was all about stuffing keywords into title and meta tags. It’s amazing how far things have come. Now, as a consultant, tell us about the work you’re focused on today.

Cathleen Voss (01:22.172)
Sure! I’m helping brands and websites with both SEO and CRO. I often bundle these services because they complement each other so well. For small businesses or larger brands looking for focused projects, I assist with SEO to drive acquisition and ensure we identify conversion quick wins. A fresh set of eyes can often uncover opportunities, whether it’s a small business or a larger organization that needs an audit or a new perspective on their conversion funnel.

Kerry Curran, RBMA (02:01.718)
That’s fantastic! SEO and CRO have evolved so much over the years. What recent trends have you seen that brands should be aware of?

Cathleen Voss (02:23.43)
One major trend is how Google algorithm updates are impacting affiliate and content publishers. Over the past few years, some brands have seen significant traffic declines—up to 40% in some cases. But now, many are starting to see a rebound in organic traffic, which is great.

However, they can’t ignore CRO. With the return of qualified traffic, it’s critical to optimize conversion funnels and ensure those visitors find everything they need to convert.

Kerry Curran, RBMA (03:17.198)
Absolutely. Publishers need to diversify traffic sources and make SEO and CRO part of an always-on strategy. These two go hand in hand. How do you see SEO supporting CRO, especially in your research and work?

Cathleen Voss (03:58.588)
SEO is an invaluable tool for CRO. I often start by digging into Google Search Console to analyze search queries. It helps identify what’s resonating with users, what the brand is known for, and where there are gaps. For example, if you’re not ranking for your most important products or services, it might indicate a need for brand awareness campaigns.

Search queries can also reveal user questions and needs—valuable insights for structuring conversion funnels and prioritizing content.

Kerry Curran, RBMA (04:56.906)
That’s such a smart approach. Search data doesn’t just bring traffic—it helps inform product and content strategies. I also rely on tools like Google Trends to identify demand patterns.

Cathleen Voss (05:39.14)
Absolutely. Another important aspect is how your site appears in search results. Your organic site links and navigation structure form a first impression. Make sure your categories are well-organized and align with your key products or services. Test your technical SEO regularly to ensure Google can correctly interpret and display your site.

Kerry Curran, RBMA (06:35.094)
Great advice! Let’s shift to CRO. Why is CRO particularly critical for D2C brands focused on growth and revenue?

Cathleen Voss (07:52.218)
For D2C brands, less is often more. Shoppers want quick access to key information—like product dimensions or materials—without wading through excessive content or imagery. I’ve conducted hundreds of UX tests, and the frustration users feel when they can’t find what they need is a huge barrier.

Another key area is reviews. Shoppers prioritize trustworthy, third-party-collected reviews when making decisions. It’s a vital part of the D2C experience.

Kerry Curran, RBMA (10:07.468)
That’s so true. Reviews build trust and help capture sales directly rather than losing them to major retailers like Amazon. What about CRO for B2B websites?

Cathleen Voss (12:26.258)
For B2B, clarity is key. Use common language to describe your services and align your messaging with competitors to ensure potential clients immediately understand how you can help.

It’s also crucial to showcase what it’s like to work with you. Use authentic imagery, not stock photos, and include testimonials or reviews from third-party platforms like G2 or Google My Business. Building trust is essential.

Kerry Curran, RBMA (15:28.278)
Great insights. B2B buyers do so much research before contacting sales, so presenting clear and trustworthy information is critical.

Overall, what are some mistakes you see brands making that take priority over CRO but shouldn’t?

Cathleen Voss (16:19.594)
One common misstep is overloading websites with content. With AI, it’s easier than ever to generate pages of content, but this can overwhelm users. Keep content concise and focused, especially in conversion funnels.

Another issue is excessive imagery, especially inauthentic or irrelevant stock photos. Always prioritize user experience over aesthetics—focus on what helps users achieve their goals quickly.

Kerry Curran, RBMA (20:17.162)
Excellent advice! What are your top tips for brands evaluating their sites today?

Cathleen Voss (20:38.134)
Start small. Focus on optimizing the conversion funnels for your top one or two products or services. Test the experience yourself or with your team to identify friction points. It’s better to perfect a few key areas than try to overhaul everything at once.

Kerry Curran, RBMA (21:28.992)
Thank you, Cathleen. Your advice is actionable and impactful for revenue growth strategies. How can people reach you for your expertise?

Cathleen Voss (22:27.014)
Thanks, Kerry! You can find me at CathleenVoss.com. There’s a contact form on my website where you can learn more about the services I offer and get in touch.

Kerry Curran, RBMA (22:39.552)
Thank you, Cathleen. It’s been great having you on. SEO and CRO have come such a long way since the early days, and your insights are invaluable. Hope to have you back soon!

Cathleen Voss (23:13.838)
Thank you! I enjoyed our chat.

Kerry Curran, RBMA (23:16.536)
Thanks!