BASICS OF SEO: Learn How to Boost Organic Click-Through Rate (CTR)
You could be doing something right now for your website to improve your organic search rankings and gain more traffic. And you got great content and rankings, but still you are not getting those clicks from your organic searches?
Well the answer is Organic search click-through rate (CTR) optimization.
Here’s why you should optimize your website for CTR and some effective ways to boost your organic CTR.
The traffic that arrives at your site through a search engine result is called Organic traffic. It is different from the traffic that arrives through other referring channels, like paid advertisements, social media or other sites that links to yours. CTR or Click-Through Rate is the number of clicks that your site received from the search results, by the number of times your site appeared in the search result.
When you improve your search performance and quality score, you get a lot of opportunities to grow your business. Searchers on the internet are looking for the useful information. They are looking for the content that can benefit them. It could be an article, blog post, graphics, image or audio/video content. To drive more targeted customers to your website, you need to improve your quality score and increase your click-through rate. So, what does it take to boost up your organic CTR? Let’s find out with the step-guide below…
1. Use Attention-Grabbing Headlines
The Headline or Title Tag defines the title of your whole web page, and is typically the text that appears in the search results as a blue link. The headline can greatly influence the searchers, whether to click on the link or not. It has the power to make or break your organic click-through rate. The only way to outshine in SERP is to make attention-grabbing headlines. Some good points to follow:
- Make sure the headline contains the target keyword.
- Make the headline of less than 65 characters, to keep safe from truncation.
- Conduct initial keyword research.
- Analyze viral headlines related to the query.
Keep in mind that the right keywords can land you on the top of search engines, increasing your click-through rate, traffic, lead and sales. You can also learn from the headlines that generated the most social media shares and web traffic.
2. Optimize Your Image Tags
Using high quality visual assets is one of the most effective techniques for content optimization in social media, as human brain responds much faster to visual information. But when it comes to organic searches, the game is little tricky. Image Tags are very important, and you must associate it with each and every image in your site. Web crawlers can only search texts, and not the text in your images, which is why you need to associate some tags with your images. If there are no search tags, the search engines won’t be able to find your image and won’t include it in the search results. Thus, lowering down your CTR. WordPress uses a plugin named Yoast SEO, which reminds you to label your images.
Image Tags should be as descriptive as possible. Adding an “ALT” tag to your image allows you to include a keyword-rich description, and can be done with all the images in your site. It also makes the visible text around your images, highly-valuable for SEO. Thus, enabling your images to be found out easily in the search results, and increase your CTR.
3. Optimize Your Meta Description
Meta Description is the text which shows right below your URL in the search results. It is an important aspect of on-page optimization. Without a high quality Meta tag, your headline will not generate good attention, thus decreasing your organic CTR.
A Meta description doesn’t improve your search rankings and quality score, but it can arouse the desire to click, and generate a good amount of CTR, if it is correctly optimized. The optimal length of the Meta description is about 155 characters. Here are some good techniques that you can work on:
- Make it specific and relevant to the query.
- Tweak it according to the holidays and special occasions.
- Try providing an answer within.
- Include a call-to-action if possible.
4. Optimize Your URLs For User Convenience
How your web page URL appears in the search results, is very important. Optimizing your URL improves web traffic and CTR. Thus, always make sure that your URLs are short, descriptive, relevant to the search query, and search friendly. You must remember that the URL of the webpage is displayed in the address bar of the browser. So, the user should be able to see everything clearly. Also, search engines view at your URL as a fundamental part of your on-page SEO.
You must make sure that your website follows a well-structured site hierarchy, which leverages standard navigational tools. Make sure your website is optimized for redirection, a process of forwarding one URL to go to another one. Also, when dealing with a broken link, you redirect the broken page to another page of your site or to your homepage, instead of 404 error page.
5. Make High-Converting Landing Pages
Conversion Rate Optimization (CRO) is another important aspect of SEO. It is a process of increasing the percentage of users to convert, when they are on your website or landing page. It helps in increasing the revenue for a company’s online needs, i.e. generate more sales with the same amount of traffic, maximize ROI, and enhancing website to give it a competitive edge.
Your landing page should be fast, and optimized to deliver the right results to the user as quickly as possible. Since Google is passionate about user needs, if your site is relevant to the search query, but loads slow, your performance will be affected in the long run. You will likely get more conversions and click-through rate, if your landing page is fast.