Do you care about your organic click-through rate (CTR)?
For one thing, pages that have a higher-than-expected CTR tend to rank higher in search results . Every three-percent increase in CTR beyond the expected for a given organic position will improve your organic rankings, on average, by one position.
For another, pages with higher CTRs tend to have higher conversion rates . If you get people excited enough to click on your search listing, that excitement tends to carry through all the way to a conversion, whether it’s capturing a lead or making a sale.
Do you care now?
Read on for 11 super-useful tips for increasing your CTR and an infographic that sums it all up with plenty of actionable advice.
1. Identify your content with the lowest CTR
You may have a terrible CTR and not even know it. So let’s find out!
Start by downloading your search analytics data from the Google Search Console (your clicks, impressions, CTR and position).
Then, plot your organic search CTR vs. your organic ranking in Excel. Apply an exponential average curve (It’s the black line, above).
You want to focus on the keywords and pages that fall below the black line, especially the bottom 10 percent – your donkeys. Don’t mess with the keywords above the black line, especially your top 10 percent; those are your unicorns.
Increasing one of your donkeys (bottom 10 percent) into one of your unicorns (top 10 percent) can increase clicks by 6x! Amazing, right?
Whatever you do, don’t mess with your unicorns. You might accidentally convert them into donkeys, and your pages will suddenly start getting fewer clicks and conversions.
2. Avoid keyword-focused titles
What’s the optimal title tag look like? Traditional SEO advice is to put your primary keyword at the start, include a secondary keyword, and include the brand name at the end.
Boring! These types of title tags don’t inspire ridiculously high CTRs — they will always deliver average results (at best). Just say no to donkeys!