Click through rate is the ratio of visitors viewing a search item and actually clicking on it.
It is a key indicator of your content’s performance on the search engine result page.
In this article, I will try to discuss the importance of CTR in terms of organic traffic.
I will also lay out some actionable strategy following which you can increase your site’s click-through rate organically.
In July 2014, a Survey conducted by comScore showed that Only in the U.S more than 12 million people do research.
Now the question is:
What does an average internet user search for?
And the answer is “information“. More accurately “Information that is interesting and fresh”.
Whenever you get a chance to ask an SEO expert what do they tell you?
Long Tail keyword, Keyword density, internal and external backlinks, etc.?
They are right but unfortunately, are forgetting one very important element, the importance of Click-through rate or CTR
The impact of click-through rate (CTR) is very high and optimizing for it can increase your organic traffic overnight.
How to increase CTR?
According to last year survey released by Search Metrics concludes that the results nearing the top of the Google SERP has High Click through rates.
You might note that people mostly click on the results that appear in Google top searches but what if user starts clicking on results that the not at the top?
Rand Fishkin from Moz did a quick experiment in 2014 by writing a post on “IMEC Lab” that was ranking 7th on Google.
After then he tweeted about it asking people to click on it.
Within 3 hours he got more than 165 clicks and ranked in Google 1st number.
Danny Sullivan, the Co-Founder of Search Engine Land, said that CTR has a very low but direct impact on website Ranking.
“The ranking itself is affected by the click data. If we discover that, for a particular query, hypothetically, 80 percent of people click on Result No.2 and only 10 percent click on Result No.1, after a while we figure out, well, probably Result 2 is the one people want. So we’ll switch it.”
Now if you think that you will click on your own articles on google and google will bump you up in ranking I need to break your heart.
Bartosz Goralewics who is a contributor to Search Engine land conducted an experiment:
What did he do?
He started sending bots to a page from unique ID through proxies with the same method laspeople do:
- Google opened.
- Keyword searched.
- Scroll down to the exact result. (By searching in Google 1st, 2nd and then 3rd page).
- After that stay for a minute or two and then click some other link to behave like a human.
- The results were same and after that, the post falls down to the low ranking.
The result which I concluded from this experiment is that Google always believes on quality clicks, second, they have a very strong algorithm system to spot the click ratio and from where they are coming. You can not game Google so don’t try.
How to increase organic click-through rate?
1- Write a Catchy Title:
According to experts, catchy title increases and forces people to click.
The reason is people don’t have time for browsing and sorting through tons of results.
They see they decide and they click on the headline they’re attracted to.
According to Neil Patel, it doesn’t matter either you are on 1st or on 10th on the 1st page of Google.
People only click on the link that has the attraction or strong appeal.
It means your title has the power to attract readers towards your blog.
2- Do not Use Date and time in Permalinks:
Date and Time in your permalink reduce the clicks on your link.
People like to read fresh content, so when people see the published date they do not feel to read it.
Use short but useful title but don’t display dates.
3- Clever use of Meta Description:
According to experts, the Meta description is not that much important for direct SEO nowadays but it is still important for the visitors and can help bring more clicks to your site.
According to Neil Patel, there are two ways to increase your Click through rate:
- Always believe in providing the right information to the visitors
- Try to be specific with your information.
This will give the reader what they wanted and you will have a chance to convert him a regular reader of your blog.
4- Use short title so it fits SERP:
Short but full of information should be your approach when writing the title.
There are only a finite space available for you on SERP to display your title.
If you write a very lengthy title it will get clipped on the search page which is not user-friendly.
And as any SEO will tell you “User Experience” is all you need to worry about if you care about ranking and getting traffic.
If the user can not read your title will they click on it?
So keep it at the minimum.
Use tools like Coschedule’s Headline Analyzer to create the perfect headline for your blog.
5- Use Quality Images in your post
One of the best ways to increase CTR is the use of quality images in your post, according to experts, the response of image is 60,000 times faster than anything else.
Free Tools like Canva, PowToon, and Piktochart are made for the purpose to quickly change your though image with few clicks only.
I mostly use images and videos in my posts as they increase reader’s interest about the topic which you are covering.
It also attracts more visitors.
Even search engine responds to images when they see more clicks on them from visitors.
6- The Use of Relevant Keywords:
The use of relevant keywords can boost your website CTR.
According to ProBlogTips, the use of irrelevant keywords decreases your website CTR due to lack of interest with no conversation.
Some of the best tools that can help you in finding the relevant keywords.
Long tail pro
Google Autocomplete option: which is one of the best ways to find the related keyword to your topic.
Simple Go to google.com and put your main keyword in the search.
Within seconds, you will see that Google is suggesting you some other keywords with your main keyword as below.
7- Brand Keywords:
Use Google search console to understand what visitors are searching for.
If you are sure that people are searching for a topic with your brand name like:
- Brand + plugin list.
- Brand + About
- Brand + Contact
make sure that you use your brand name after the title.
And so through this method, you can easily increase your blog SERP.
Try to focus and manage your old content instead of searching and writing new things.
The critical thing here is that you ought to comprehend the catchphrase purpose.
Anticipate what the searchers are looking for.
You can try different title/meta description combination and see which one works best for you.
Just make your post title standout amongst all the other search results, if a visitor likes your title and meta description he will click and visit your blog.
What other strategies you are implementing to increase your CTR?