Google continuously modifies its algorithms to provide searchers with the most relevant content. In March 2023, Google rolled out its Core Update, which is one of the most significant updates in recent years. It continually adjusts its search engine ranking system and user interface, averaging 12 changes per day, keeping digital marketers on their toes.

This algorithm update by Google focuses on user experience and penalizes inadequate websites, meaning websites with low-quality duplicated, and irrelevant content, poor user experience, and slow navigation will have lower rankings. Moreover, with the increasing use of mobile devices for internet browsing, the update has strongly emphasized mobile optimization, resulting in penalization for websites that are not mobile-friendly. Experts say Conversion Rate Optimization (CRO) is a powerful strategy that not only supports but also amplifies all marketing efforts.

“Marketing opportunities live in Conversion Rate Optimization more than uncasing an algorithm. Companies should constantly be working to improve the customer experience; this will never change, no matter what Google does. Digital marketing strategies that focus on the fundamentals of driving website traffic, improving conversion rate optimization, and delivering an outstanding customer experience will see steady market gains regardless of what changes Google makes to their algorithm,” says Derek Chew, CEO of Fullmoon Digital Marketing.

Conversion Rate Optimization (CRO) is about employing strategies that steadily and systematically boost customer engagement with a website, such as clicking a banner ad, filling out a form, or subscribing to a newsletter, to increase the likelihood of repeat visits or business.

It helps businesses analyze and segment their users to direct them toward purchasing the products or services that would best cater to their requirements. This leads to an increase in repeat customers and a greater overall value per customer across the entire product experience.

While about 67% of companies globally don’t have a properly structured CRO strategy, it is important to note that businesses implementing CRO get an average ROI of 223%.

“In the wake of Google’s core updates, which prioritize user experience and relevance in search results, CRO has become even more important for digital marketing strategies. By improving the user experience and increasing conversions, businesses can improve their search engine rankings and increase their revenue and ROI,” notes Chew.