Marketers and business owners often focus on being discoverable and forget that people also rely on quality content. Moreover, they try to equilibrate between ‘keyword optimized’ and ‘keyword stuffed’ and neglect that being on top of SERP without conversions won’t do any good.
However, along with discoverability, it is also essential to boost your organic CTR in Google and convert visitors into customers.
Organic Click-Through rate (CTR) = Organic clicks / Impressions
Importance of organic CTR
- Enhance value and relevancy of your website
- Organically improve website’s Google ranking
- Increased traffic
7 Ways to increase organic CTR
- Use long-tail keywords and fix keyword cannibalization
Long-tail keywords are particular and descriptive, and beneficial for title tags and headlines. Moreover, long-tail keywords increase customers’ trust and motivate them to click on your website as they become positive to get the answer they are looking for.
Select relevant keywords and use them thoroughly in content to gain maximum benefits.
After selecting the right keyword, scan your content for keyword cannibalization. Keyword cannibalization is when lots of landing pages optimized for the same keywords. Moreover, with increasing websites, it is one of the prevalent issues.
Identify such keywords and differentiate them so that your CTR remains dedicated to one page and not ten.
- Optimize URLs
Descriptive URLs are the most effective because people find them relatable.
For example, ‘cakeshake.com/chococake-30min-recipe’ is better than ‘cakeshake.com/cake-30.’
In addition, when creating a new page, it is essential to
-
- Optimize slug
- Design SEO-friendly URL structure
- Structure your content for featured snippets
Featured snippets are the box of content that appears on top of the Search Engine Result Page. They are highly rich content positioned below paid ads and above other organic results.
“CTR for their high-volume keywords increased by 114% when the results appeared as featured snippets.” (Source: HubSpot)
It is essential to structure your content according to the featured snippet and also present answers clearly and concisely.
- Optimize title tag
When writing a title for your content, it is necessary to keep it relatable and straightforward because people scan the search result page for the most relevant title that answers their query. Moreover, when the title precisely explains what the post is about, it increases clicks.
Another way to improve your organic click-through rate (CTR) is by adding the current year in the title tag. Moreover, Google also tends to show results with the current year in the title.
- Improve website
When Google prioritizes page experience, a good website speed is a mandate. Moreover, when website page speed is low, people will recoil and leave the page quickly, not adding to your clicks.
- Take benefits from on-SERP SEO
A study by Search Engine Land says that 50% of Google searches end without a click.
To overcome the zero-click searches, implement on-page SEO tricks like
-
-
- Try to get featured in the snippet
- Add a few extra tips for readers in your post and include a link that says ‘More items….’
- Avoid too long results because Google might remove you from a snippet
- Try to add mystery in your content to make readers curious
- Add your brand name it the title tag to brand yourself
-
- Conduct A/B testing
A headline is the first thing served to customers, and hence, it should be compelling and resonating to readers. To identify it, conduct A/B testing on social media,
-
- Create a post, share it on social media, wait for some time and analyze results
- Create another headline for the same post, share it n social media, and check the engagement rates.
A/B testing is efficient when you have a large audience on Social Media.
Click-through rates are essential to understanding your customers, help to analyze your content, and reflect what works for a targeted audience. However, organic CTR is long-term and more beneficial but takes time to build.
