Search engines remain an important source of traffic for websites because of their coveted click-through rates (CTRs).
Given the level of competition at both the corporate and agency level offering SEO services, one of the toughest things to do these days is a click-through. This year 2021 is especially difficult with agencies being bombarded with too many elements on the results page.
Higher click rates are only possible when you are on the first page of the search engine results page (SERP). There is no need to emphasize the value of being in any of the top three positions and position zero.
Position no. 1 reaches more than 30% of the click rate and position no. 3 is around 12%. Of course, position zero, which contains selected sections such as graphics, answer boxes and quick answers, takes up a considerable part of the screen area.
Unfortunately, digital marketers generally have no control over what users click while browsing. However, there are certain elements that you can control that will increase the click-through rate and allow you to dominate this year 2021 results pages, starting with these SEO tips.
Ways to improve organic click through rate
1. Check the current click rate
First things first – you need to know your website’s current CTR. The click rate can be checked via Google Analytics. Go to Collection> Search Console> Queries. Here you can see the queries that are bringing users to your website. The dashboard also shows impressions, clicks, search position and click rate.
To view the data for each landing page, go to the Landing Pages menu. The data makes it easy to check which of the pages (and thus the content) are performing well and needing improvement. This is your baseline or benchmark for the next round of click-through-rate reviews.
2. Optimize the on-page elements
Simplify and still set creative titles
The title tag is shown as a blue link in SERP and is the title of your page. The decision to click on the blue link largely depends on the title. Therefore, the prioritization of your titles must be prioritized in such a way that the searcher’s curiosity is aroused. A good title tag contains the keyword and is less than 65 characters. That said, the best performing titles picked carefully selected words and matched the query almost partially or exactly.
Create, expand, and build your customers’ businesses with Wix
Find out how being a Wix Partner can benefit not only your business, but your customers as well.
Use descriptive URLs
The URL is located directly under the title tag. Users judge the relevance of the page based on the title and URL. Search engines too.
There are friendly and unfriendly URLs. The former provides context for the query, while examples of the latter include mywebsite.com/page-1, / example, and / image. Therefore, when developing URLs, make sure that the site hierarchy (or breadcrumb navigation) is visible, if applicable. The URL must match the title and avoid dynamic parameters.
Write effective meta descriptions
The meta description is located under the URL. Meta descriptions are like overviews of the content of the page. Depending on what was written in the description, a user may or may not click the link. Therefore, meta descriptions cannot be ignored, mainly for the high priority pages of the site. You can think of these descriptions as a free promotional opportunity to deliver your call to action. Just make sure that the 160 character requirement is met. Otherwise, Google will cut it off.
3. Structure content for featured snippets
Selected snippets are detailed information about the query. The snippet is very visual and almost always results in a higher click-through rate due to the quick access to the information contained on the page.
Companies that implemented featured snippets were able to increase their click-through rates by 20 to 30%. This serves as an additional layer of optimization for website owners who manipulate the short blurb to their advantage.
However, the presented snippets vary based on the type of content the user is looking for. For example, the SERP can display the image, the rating, the price range and the item availability for a product query. Implement schema.org if you want to display featured snippets but want to make sure you are using the correct markup.
Technically known as schema markup, the display tends to be more interactive. Another perfect example is sitelink. The success of a sitemap implementation can be seen in the presence of site links. These are the sub-pages that are displayed in the result. This means that you click not only on your main page but also on the internal pages. Site links can also do this to increase the number of clicks your site receives.
Virtually all SEO services you would come across would ask you to experiment, test, and monitor changes. No SEO campaign would thrive without split testing, be it in titles or descriptions. Of course, you also need a solid foundation for a healthy mix of high-volume, low-to-high competition, generic and branded keywords, and long-tail keywords.
Due to competition, online businesses are seeing a drop in their click rates. Don’t be part of this statistic by optimizing your website to appear in SERPs, especially above the fold.
Review the above factors. Improper implementation of these factors may be the reason for your low click-through rate. Make the necessary adjustments if they affect your click through rate.