Your website ranks high in search results, and yet you still haven’t obtained a satisfactory level of traffic on your website? Optimizing your organic click-through rate can help. What is this? Why is it worth paying attention to? How to optimize it? Find out in our article.
What is organic click-through rate?
The Click Through Rate (CTR) is an indicator that determines the number of clicks on a given link divided by the number of its views. Therefore, if your ad is shown by 100 people, but only 25 people click on the link, the CTR will be 25%.
Organic click-through rate, on the other hand, determines the clicks on natural search results, so clicks on Google Ads are not taken into account in this case. To calculate organic CTR, divide the number of organic clicks by the total number of impressions.
Why is organic CTR important?
Are you wondering if you should pay attention to organic click-through rates when you are online? The answer is absolutely yes. This is a very important factor that will inform you about the effects of your marketing activities and their effectiveness.
First of all, remember that the higher your CTR, the more traffic your website receives. This is especially interesting for the organic conversion rate as a high level means you didn’t have to invest in advertising to get people to visit your website. Apparently, your website is showing up in Google’s search results for competing, frequently searched keywords. This means that your SEO activities bring great results! It is worth taking care of this because, according to research, internet users more and more often prefer to click on organic results instead of on paid ads.
Moreover, the click-through rate is an important indicator for the search engines. Larry Kim noticed a strong correlation between the CTR result and the page’s position in search rankings. In addition, Danny Sullivan on his Twitter note that Google confirms tracking clicks to evaluate the quality of search results. Keep in mind, however, that this doesn’t mean that Google definitely recognizes CTR as a ranking indicator. However, without a doubt, this information should make you pay more attention to the organic click-through rate.
How do I check my click-through rate?
Your first step in optimizing your CTR should be to check its actual level. To do this, go to the Google Search Console tool, and then in the “Effectiveness” tab, click “Search results”. Then you will see the performance results in the search results. Make sure the results presented include the average CTR. On the basis of the presented results, you will be able to apply for an increase in the click-through rate.
The example above shows that the average click-through rate is 2.7%. Below such a report you will find more detailed data. For example, you can find out what the CTR for individual pages on your website looks like. Then, if you notice that the selected subpage has a click-through rate below the average, you can focus on its optimization. You can also check the click-through rate in relation to devices used by users. Low CTR on mobile devices may mean that you should take care of better optimization of your website in this respect.
How to improve the organic click-through rate?
Now that you know what an organic click-through rate is and why it’s worth optimizing it, it’s worth taking a look at some specific ideas for improving your organic click-through rate.
Use numbers in your titles
The use of numbers in the title allows you to increase the number of clicks on the link. Conductor’s research proves that by including numbers in the title, you can increase your CTR by 36%. Interestingly, it turns out that women than men click on headings with figures in the title more often. Examples of titles with a number in the background:
– X solutions for wine stains
– Sales increase by 128%! Check how we managed it!
– SEO of websites – over 500 satisfied customers
– Paraphrasing tool [25% faster performance]
Create short urls
It may also be a good idea to use short URLs. There is little correlation between search engine result position and URL length, as research by https://Paraphrase.Online e shows. While URL length cannot be said to be a Google ranking factor, it can clearly be assumed that such websites are preferred by users. They are much more likely to click on a URL that is short and specific than one that is too long and does not suggest in any way what is on the page.
Try to create the following:
Optimize your meta descriptions
If you’re looking to improve your organic click-through rate, optimizing your meta descriptions can be a key solution. The meta description is the piece of content that displays below the page title in search results. Due to the fact that this is one of the first things a potential web user sees, the description should be catchy to convince them to click on the link. What should be in a well-realized meta description? Focus on signaling the content under the link, it is also worth providing a promise of value (effective tips, discount, comprehensive guide, solution to a selected problem, etc.). You can also use keywords to better signal what is on the page. In the content of the meta description, you can use phrases such as “find out”, “check …”, “find out more”, etc.
Opt out of clickbait content
There is a lot of talk about creating exciting headlines and being able to interest your audience with the content you have prepared. It is difficult to disagree with such reasoning, but it is important to keep a certain limit. Although clickbait will be great for attracting the attention of your audience, it will not bring you the long-term effects of more traffic on the page. Why? When a potential reader enters your website and notices that the title used was merely a cheap bait and does not carry the promised content, he will quickly click “back”. Then your bounce rate will increase significantly, and the same will be true for the average time spent by users on the site.
Use extended meta descriptions on Google
Rich snippets, also known as rich snippets, are a great way to increase your organic click-through rate. These are extended website description elements that are displayed in the search results and visually enrich its view. As a result, the link to a given page is more attractive to the user and is more likely to click on it. According to a study by Paraphrase.Online, structural markers can increase organic CTR by up to 30%.
By using extended meta descriptions in Google, you can highlight information such as:
– place and date of the event,
– average product rating,
– number of opinions,
– condition, price and availability of the product, – pictures,
– website navigation (breadcrumbs),
– publication date and author of the article.
Increase brand awareness on the web
Imagine you are looking for a good pancake recipe. The search results will show you a variety of pages with more or less catchy headlines, but in fifth position you will see your favorite culinary blog. Most likely, you will decide to click on this link. All other network users act similarly – they are guided by their trust in specific brands. You can build your brand credibility and trust through your activity on social media. Create coherent, engaging content, you can also use advertising in social media – then you will speed up the process of building brand awareness.
Use keywords with a long tail
If you want to increase the level of organic CTR, focus on the SEO of your website on long tail phrases. Long keywords, due to the fact that they are more specific, make it possible to better match the intentions of the recipients. They are also characterized by lower competitiveness, which allows them to gain high positions in search results faster. Not sure how to use long tail keywords? Put them in the title of the page, in the url, meta description.
Optimize site speed
Many people assume that the loading speed of a website does not translate too much into the organic click-through rate, but nothing could be further from the truth. If you don’t take care of optimizing your website in terms of loading speed, even when people click on the link, you will leave it just as quickly. This development will negatively affect the organic CTR. According to data provided by Paraphrase.Online, in the case of mobile devices, changing the loading speed of the site from one to three seconds increases the bounce rate by 32 percent.
How to improve organic CTR? 8 effective tips. Summary
If you take care of the organic click-through rate, you can expect not only more traffic to your website – it can also have a great impact on your conversion rate. Without incurring high operating costs, you can significantly increase the revenues in your store. Try to implement our tips and watch the results!