CTR Starts Here: Be The First Click
Hopefully you read our post title “Creation of Keyword Query Survivability” first. If so, remember we said you want to be the last click (that a user needs)? Here, we offer complimentary advice which works hand-in-hand with that tip:
Be the first click, too.
When presented with a page of search results, users make decisions about what to click in milliseconds. You might rank #1, #4, or #7, but you still want to attract as many clicks as possible. This is known as improving your click-through rate (CTR.)
While there’s contradictory evidence as to whether or not Google uses clicks in its search results as a ranking factor, there’s plenty of evidence to suggest that they do, including a Google patent that explains exactly how they might do it.
But honestly, it doesn’t matter if clicks are an actual ranking signal or not, because more clicks means more qualified traffic, one way or another. This is the goal, right?
Google gives you 4-5 genetic codes that serve as primary levers to influence CTR:
- Meta Description
- Rich Snippets
- URLs / Breadcrumbs
- In some cases, image and video results
For most sites, titles are typically the most influential factor you can leverage to influence CTR, followed by rich snippets (if you can get them.) Google displays a title for every page, and nearly every searcher at least glances at them before clicking.
We won’t cover each element in detail here, but earning as many clicks as possible by optimizing these elements will go a long way. Each of the resources below should help to improve your CTR, and ultimately, your traffic.
- Advanced Title Tag Optimization
- Google’s Rich Snippet Gallery
- Meta Description Best Practices
- 15 Best Practices for URLs