When it comes to conversion optimization, click-through rate (CTR) is an effective tool.
CTR is a metric system that establishes the percentage or number of individuals that click on an advertisement, webpage or link that is typically used to analyze the success of marketing campaign efforts. Organic CTR is calculated by a simple method of dividing the number of clicks a search result generates on a digital element by the total number of visitors/views. This helps to give you an idea of the type of traffic that your site generates and can allow you to make the necessary changes to improve marketing and ROI. Check out these 6 tips that you can use to achieve effective organic CTR optimization.
1. Don’t Forget Long-Tail Keywords
An effective SEO strategy when focusing on organic click-through-rate optimization is to remember to include phrases with four words or more. It’s about honing the art of long-tail keywords as a solution to improve traffic. Since long-tail keywords can makeup up to 70% of traffic, marketers can enhance click-through-rate by researching long-tail keywords that can aid in creating engaging content that can inspire your desired audience to take action. While they can be added to title tags and meta descriptions, they make more sense for users in headlines since it often directs them towards a solution to a problem. For example, an effective longtail keyword would be, “Best Exercises for Nice Buns.” While unpopular, long-tail keywords could prove effective.
2. Perform an Analysis and Audit of Previous Posts’ CTRs
You don’t have to look very far for search analytics that you can employ in optimizing your CTR. The Google Search Console is a vital tool that could come in handy in helping you to get an idea of the postings that are top performers with the best CTR and those that are not doing so great.
Take your lowest performing post and do an A/B split test of the titles and descriptions, comparing two versions of the same element to determine which one does better. This will provide you with useful data that you can use to optimize the click-through-rate for your posts and engage more people, enhancing your spot on the search results page.
3. Focus on Effective Meta Description
A digital marketing agency would perhaps tell you that meta description is like a sales pitch and is crucial to drawing attention to your webpage. One of the most effective ways to develop a sale’s pitch is to create a meta description for the page. Since the focus should be about compelling people to click and visit your page, your characters should be carefully selected and used. The recommended number of characters to be used in a meta description in Google is roughly 155 characters. You want your meta description to be descriptive, persuasive and inspire curiosity, but you should remember to use the right words and length to avoid cutoffs of the snippet in HTML.
4. Optimize for Google’s Featured Snippets
Getting a favorable spot, much less the number one spot on Google’s organic search results is a tall order. It’s possible, but to enhance your CTR requires some work that involves optimizing for Google’s Featured Snippets. Your snippet should provide the answer to the user’s query, making a user’s online search easier at a glance. This will increase our chance of Google showing your concise content as a featured snippet that will bolster CTR and ultimately google ranking.
5. Create a Title That’s Captivating and Elicit Emotion
CTR optimization is not complete without a compelling title. When 80% of readers do not go any further than the headline of a post, that doesn’t bode well for CTR. Optimizing your title to improve CTR requires that it captures the user’s attention and should spark an emotional reaction. A few specific things to consider when creating your title includes using compelling, emotive language, and numbered lists, keeping headlines short, somewhere between 5-9 words and don’t be afraid to incorporate negative words, like “stop” or “avoid” since they add intrigue and can tap into a user’s insecurities.
6. Implement a Descriptive URL
Creating a descriptive URL is beneficial for every piece of content that you share online and for overall CTR optimization. URL keywords is a crucial ranking factor, a descriptive URL that is concise can help with user interaction. While you want your URLs to be descriptive and concise, you want to avoid ambiguity and ensure that readability is achieved consistently, and also include a target keyword or key phrase that relates to the topic of the content.
Effective organic CTR optimization can improve your search engine ranking position. You want to be able to pull users to your webpage and get them to take action, and getting them to click is the first hurdle. The six tips can help you to elevate your CTR optimization and put you in a better ranking on a search engine.