Also known as “click through rate”, CTR is an essential part of “pay per click” marketing (or PPC). Whenever marketers hear about CTR, they immediately think of improved quality score; this basically means improved ranking and reduced CPC. But that’s not all, and CTR is a bit more complicated than that. Even though it’s not as vital as AdWords, it matters in marketing just as much. Main areas targeted are email marketing, CRO, and social media. Why should you strive to improve your organic CTRs? Here are 5 reasons:
- Rank impact
We all know Google is one very complex search engine. It constantly searches for changes in click patterns, and its main goal is to render targeted and detailed answers to its users. Google evaluates the overall success of a website following clicks; it also registers the amount of time a user spends on a website. That being said, if your site has one competitor ranked on Google’s first page, it most likely has earned that position due to a set of keywords better than yours. This means that you’re the second in line.
Your goal should be to take down the competition, and you can do that through link building. It has nothing to do with increasing the length of your articles, but about persuading more people to click on them. If you manage to grab Google’s attention and your website gets more clicks, then you’ve been able to convince it that you’re better than the website ranking first. Why? Because Google will find your content to be more relevant. SEO professionals have faith in SERP autonomy that comes through improved CTRs; they actually believe that organic CTR might be the future of successful SEO.
- Engagement metrics
When Google assess a page’s quality, it first checks 3 fundamental aspects: authority level, reliability, and experience. Google doesn’t analyze a website by just looking at a few articles. It likes to check everything. This is why CTR matters so much. The data provided by click-through-rate demonstrates to search engines that your pages and articles can be trusted, and that what users see is exactly what they get. Google likes to assess the insides of a website, and it often takes into account a wealth of different factors, including SERP position, type of device, location and time. Increased metrics often link to improved relevance and level of interest. To meet engagement metrics, you need to work very hard.
- Boost ranking with awesome headings
The format of your articles and website pages matters just as much as CTR. If your main goal is to engage an audience and drive people to click on your site and links, you must craft catchy headlines. Content paragraphs, meaningful subheadings, infographics, optimized images and font sizes matter too. All these elements must be integrated properly for a site to be ranked well in Google. Make sure your articles have hyper-links. These should be targeted at highly-authoritative sites that are closely linked to your website too.
- Low CTRs equals no leads
What’s the point of creating great articles if your visitors are not interested in clicking on it? Improperly optimized content has no value to Google because it can’t see it. Hyperlinks to meaningful sites make Google believe you’re offer valuable information to your visitors. That being said, make sure to provide information that matters. Apart from keeping a close eye on the content, make sure your attention is on quality. Headlines that don’t sound appealing only lead to mediocre CTR, whether that CTR is generated via AdWords or it’s organic. The best cure for low CTR is improving headlines and making visitors related to what you’re trying to say in writing.
- How to craft influential CTR
Visitors who know your website, your brand and business are a lot more determined to click through your ads and become potential buyers. However if you haven’t had any luck engaging them and appealing to their curiosity, your CTR rate will drastically decrease. Fortunately, CTR can be influenced. For instance, you might want to target visitors how have checked your site in the past. Use re-marketing list to do that (RLSA). To compel visitors and turn them into customers that want to pay, you must have a voice and be compelling. Keep them informed with news about your brand and website, get advice from web design companies in London, engaged your audience with information that might want to read, and answer to their comments to make them part of your business.