07/02/2025

Balance Content that Converts with Content that Builds Brand Authority

Building authority and driving conversions don’t have to be separate goals

This week's Ask an SEO question comes from Rachel P., who wants to find the middle ground between conversion-focused pages and authority-building content:

"How do I balance content that converts with content that builds brand authority? It feels like my CRO pages don't rank well, and my blog posts don't convert."

It is hard not to think of your marketing in parts. There is the part of the strategy that focuses on brand awareness, while another aspect focuses on conversions or whatever key performance indicator.

That might be how you've been taught to do marketing, but that is not how marketing actually works, in my opinion. I know that’s a contentious statement. I'll do my best to back it up.

Please select this link to read the complete article from Search Engine Journal.