Click-through-rate, or CTR, is a fundamental part of PPC marketing. An increased CTR rate means better quality score, which basically improves ad rank and reduce CPC. However, there’s more to CTR than meets the eye. It may not be as important as AdWords, but it does matter to other marketing channels, including CRO, email marketing, organic search and social media. Here are some very good reasons you should work on improving organic CTRs.
CTR has a great impact on ranking
Google is an extremely complex search engine that constantly looks for click pattern changes. Its main goal is to provide a good, detailed and targeted answer to the users. That being said, clicks are a fundamental measure through which Google evaluate the success received. For example, if your site has a main keyword and your competitor is ranked on Page #1 due to that keyword, you may be placed on Page #2.
To outrank your main competitor, you need to build more links targeted to that content. It’s not about making your content longer, but about getting more people click your pages. If Google sees that you are getting more clicks, it will dethrone your competition because it will believe more people find what you have to offer more relevant.
SEO experts strongly believe that the future of website optimization is all about attaining SERP autonomy through improved CTRs.
Engagement metrics to dethrone the competition
Google analyzes the quality of a page by looking at 3 fundamental elements: trustworthiness, level of authority, and expertise. In case you didn’t know, Google is assessing your entire website, not just a few pages. That’s one of the main reasons CTR is such an important engagement metric. The data conveyed helps prove to Google that your website and web pages are a trusted authority entity that users what to click on.
Google gathers lots of engagement data from your website (as well as from your main competitors), and it usually takes into consideration a wide variety of factors such as device type, SERP position, time of the day, and location. Increased metrics usually correlate with increased relevance and interest rather. This means you need to strive had to meet expected engagement metrics.
Awesome headings users can click on boost SEO ranking
Formatting your pages and articles is just as important as CTR rate. If you want people to check out your website and click your links, you need to pay close attention to headline creation. Subheadings, text paragraph, font size, images and graphs are all important elements you might want to consider to boost ranking. Also, if you choose to include hyperlinks into your text, make sure the links lead visitors to powerful external website that relate to yours.
Low CTRs is pure poison for your website
There’s no point in creating excellent content if people don’t want to click on it. At least, that’s what Google says. Content without proper optimization has zero value to search engines. Consider adding hyperlink to high-authority websites as this keeps the reader engaged. Make lists, provide valuable information, and don’t just focus on the content; focus on quality too. Mediocre headlines don’t grab attention, and as a consequence you’ll have to deal with mediocre CTR, whether we’re talking about organic search or AdWords. The cure for low CTR rates is all about adding engaging headlines people can relate too.
Influence CTR and search volume
People who are familiar with your business and brand are more determined to click your ads and buy whatever you have to sell. But if you haven’t managed to engage them and make them curious, you should experience a low CTR rate. The good news is that there many ways you can use to influence both CTR and search volume.
For example, you can consider targeting visitors that have already visited your site via re-marketing lists (RLSA). If you want visitors to become paying customers, you have to make yourself heard; and the best marketing channels are Facebook and Twitter – social media. Tell them more about your brand, engage them with great content, and encourage them to try out your products.
In case you’re having issues improving organic CTRs, you might want to consider working with a web design company, to help you stay organized.