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By Amanda Maffey   |   Posted at 4:34 pm on March 6, 2012   |   No Comments
Combining SEO and CRO for Higher Conversion Rates

Many Internet marketers get caught up in arguments over the most important strategy to improve conversion rates: search engine optimization (SEO) or conversion rate optimization (CRO). They talk about them as if one must be chosen over the other when, in practice, they are anything but mutually exclusive. SEO and CRO go hand in hand and must work together for a website to be successful.
And what ultimately defines success? Conversions. Whether converting a casual browser on the SERPs to a visitor on your website through SEO or converting that visitor into a customer through CRO, it’s clear that these strategies are tightly linked. Let’s begin by defining the most basic goals of SEO and CRO. The goal of SEO is to achieve high rankings in search engines for keywords that most closely match a user’s query, and the goal of CRO is to increase the number of visitors that are converted into customers. These are obviously simplified definitions, but they demonstrate the close connection between SEO and CRO and the role each plays to improve conversion rates.

Both SEO and CRO focus on website visitors. SEO wants to find prospects based on what and where they are searching and provide them with a reason to visit a website, and CRO wants to create the best possible user experience when they arrive. To succeed in both requires an understanding of the user’s intent, which will also help determine the quality of the visitors. Qualified visitors are far more likely to be ready to make a buying decision than unqualified visitors who may only be searching for information or even be unaware of why they ended up on a particular landing page in the first place.
Read more: ClickZ
LiveRail Launches Brand Safety Alliance For Video Advertisers
SAN FRANCISCO–(BUSINESS WIRE)–LiveRail, the first real-time video ad technology platform for publishers, networks and agencies, today unveiled the Video Brand Safety Alliance, a series of technology partnerships providing advertisers, agencies, publishers and networks with the highest degree of safety available for in-stream video placements.

The launch combines best-in-class offerings from Affine, comScore validated Campaign Essentials, DoubleVerify, Proximic, AdSafe Media, and TRUSTe with LiveRail’s own reporting, analytics, and video ad serving. All of the technology partners are now natively available to the more than 200 publishers, networks and agencies that utilize LiveRail’s video infrastructure technology.
The Brand Safety Alliance gives every player in the video advertising ecosystem access to a holistic view of brand safety. Agencies and networks can now offer their brand partners insight into URLs, semantic page content, and the content of the actual video accompanying ad impressions. In addition, advertisers and publishers can utilize privacy compliance solutions to incorporate privacy notice and choice into their video ads.
LiveRail customers can now take advantage of Affine’s industry-leading image-recognition software to automatically classify and tag the video in which their ads appear. With Affine’s frame-by-frame video analysis technology, advertisers now have the data needed to determine if video content aligns with campaign objectives and brand safety specifications.
DoubleVerify’s technology will provide brand safety targeting data before the advertisement is sent to the video player ensuring brands only run the highest quality environments for all video campaigns. In addition, advertisers can make use of TRUSTe privacy compliance solutions, ensuring they comply with industry self-regulation efforts and maintain consumer trust.
The new technology partners are the latest example of LiveRail’s dedication toward complete brand safety and transparency in online video. The LiveRail Safety Alliance supplements the company’s existing URL whitelisting and syndication management capabilities, ensuring video ads never appear in environments an ad buyer deems unsafe.

Read more: BusinessWire



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