Updated: Sep 11, 2018
If you run a website, you would want to rank high on google search which means high click-through-rate.
Your ranking on search engines is partly based on how popular your website is and it popularity is measured by page views. The more clicks your page gets, the higher the CTR, then the more valuable search engines deems it to be. So your page will naturally rank higher.
Higher CTR = Better SEO
What then is click-through-rate (CTR)?
Click-through-rate is the rate at which users searching online clicks on your website and is calculated as
Ad Clicks ÷ Ad Impression = Click-through-rate
What this means is to attract clicks, you'll need to pull out all your "megaphones" in actions This guide will walk you through steps to increase click-through-rate that would bring free organic search traffic to your site.
Let's kick start.
1. Write Effective and Engaging Meta Description
In the search engine result page (SERP), meta description occupies 70 - 80% of search entry
They describe what your website is all about in a very short form
They comprise of Title tag and description tag
Writing an effective and engaging description increases your click-through-rateIn summary while creating your title and meta description tag, be sure not to be in an haste in writing something.
Rather, research on the type of keywords to use that people are actually searching for then create a captivating meta description with such keywords.
2. Create Good Website Design and Templates
Let's look at this scenario for better understanding; You walk into a store that sells shoes, you were amazed by the beauty of the store. The walls are neatly painted and some beautiful artworks are done on the walls.
There's good lightening that complements the designs, you'll notice you would feel comfortable already and you would be willing to buy some shoes from the stores.
This also applies to your website. Good website design increases click-through-rate, as users would feel more comfortable to know more about your business and hopefully buy from you.
Things to consider:
Check to see if you are using an outdated website design.
Create something that would compliment your business objective.
Consult a website design company to help you out with a stunning website.
Don't over do it, create something classic & stunning.
3. Good Website Navigation System
You feel comfortable already in the store, now you walking around to see the kind of shoes they have. You notice every kind of shoes has its own categories and sections where they are kept, which is even much easier for you to select your choice without the stress of finding it.
That is Good Navigation. Your website navigation must be organized and neat. As this would help your audience navigate easily.
This increase click-through-rate and most times lead to conversion (sales) or whatever objective your website aim to achieve.
4. Create High Quality Descriptive Content
Content is key, even tho you're a blogger, a small local business or a national eCommerce company. Aim to be regarded as an expert on the topics you write about and the products or services that you offer.
Fill your website pages and post with interesting descriptive, unique and helpful content. Doing this regularly will position you to improve your organic click-through-rates (CTR) and google search engine ranking.
5. Use Direct and Indirect Ranking Factors
Direct ranking factors are factors like: Backlinks (links from other website to your site), Keyword density (no of keywords that you are writing about within the page, post, title, URL, headers and body copy), Page load time.
Indirect ranking factors are things that direct traffic to your website, such as Facebook share, Retweets, Pinterest, pins and Celebrity endorsement.
Even though these aren't directly factored into Google's search algorithms, increased traffic can impact your search engine direct ranking factors and increase click-through-rate from search engine page.
Rand Fishkin of Moz discussed this point in-depth on his blog.
6. Implement Structured Data
Structured data also known as schema markup is what helps search engines return more informative results for users.
Here's an example of a local business that has markup on its event schedule page. The SERP entry looks like this
The schema markup told the SERP to display a schedule of upcoming hotel event, which is exceptionally helpful for your users.
This kind of information helps your user (audience) better understand what your website is all about and it then increases click-through-rates.
Let's take a look at another example. Search "2018 movies" and you'll be shown carousel of what Google deems best 2018 movie.
Click on a movie like i did for "Deadpool 2" and you would get an info-box with showtimes mostly cinema outlets in your country.
Here is another form of schema markup for a tech innovation company.
Social media site is also included. Sites like Twitter and Facebook and reference sites like Wikipedia and IMDB have long used schema markup.
All these kinds of informative results are what helps and increase your click-through-rate.
7. Localize Your Content
Over the past 6 years, Google has been shifting to mobile.
This is because mobile searches have steadily increased since 2011, overtaking desktop performed method of search.
If you want to increase click-through-rate, localizing your content is the way to do it.
A customer searching for plumbing service in Brazil search "Plumbing company" or "Plumbing service Brazil".
You want to cover both bases and more like it. As this would greatly increase your CTR and conversion.
Customers come in to browse your business, brand, products and services.
The only way to get this traffic is to get clicks from Google and other search engines. By improving your click-through-rates as discussed above, you would be increasing your overall organic search traffic and conversion.
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