Google search click-through-rate or CTR is a metric that measures the number of clicks advertisers receive on their ads per number of impressions. This number is the percentage of people who view your ad (impressions) and then actually go on to click the ad (clicks).
A high click-through rate directly affects your Quality Score and how much you pay every time someone clicks your search ad. Most importantly, having high click-through rates means that you are driving the highest possible number of people to your blog and vice-versa.
Since PPC success and increased blog traffic are desirable outcomes for every blogger, how do you increase your click-through-rates? Here are a few tips:
Use Captivating Titles
Your page title is the most important part of how your search result appears. It is the first of your blog posts that the world sees. It presents you with an opportunity to “capture” the searchers’ while giving them an instant understanding of what your post is about.
Search engines and humans are experts at spotting poorly constructed titles that do not demonstrate an understanding of the needs of users’. That is why you should be master the fine art of crafting compelling titles. Learn to use your keywords in ways that catch their attention, engages their emotions and is easy to understand; all within 50-65 characters (ideally).
Employ Compelling Meta Descriptions
This short paragraph that provides you with the opportunity to explain what your page is about in detail. A compelling Meta description will “compel” the searcher to click-through to find an answer to their query. The trick is to build it around a few “hooks” while being apt. The first hook is your primary keyword because that is what will link your blog to the searcher’s query in the first place. The next hooks are your vital information and your CTA. Play around with these two hooks until you arrive at a description that is simple, unique, appealing and informative enough to make Google user’s click through. Write like you are having a conversation with your reader and remember to keep the description within the limits: 160-165 characters.
Use Readable and Descriptive URLs
If you do not set up your URL structure correctly, you will drive your traffic elsewhere. How? Your URL – allows users’ to quickly assess if the URL they are about to visit when they click is trustworthy or a reputable name. It also provides quick info about the structure of the site they’re about to visit. That is why your URL must be descriptive and easy to read instead of being long, unintelligible strings that run the risk of scaring your traffic away.
Exploit the Featured Snippets
Featured snippets appear at the top of search results pages and are designed to stand out immediately that is why they can be used to increase CTR. Also known as “answer boxes” (because their primary purpose is to answer a user’s question), most featured snippets have two parts – text and an image. You could secure exploit both of these by writing great content that answers the search query and by providing relevant, high-quality images.
Although featured snippets not part of your search result, exploiting as many of them as possible will help increase your organic click-through-rate and generate much more traffic to your blog.
Schema and rich snippets
You can use these elements to establish the structure and context of your content. Schemas make it easy for search robots to access your posts and pages effortlessly on the backend while rich snippets feature useful details such as star ratings and availability on the frontend. This makes it easy for search engines to find your site. An easily found site has increased organic traffic that would invariably lead to increased CTR.
Target Long-tail Keywords
Targeting long-tail keywords in your titles and Meta descriptions can help to increase your CTR because most users prefer to use a long-tail keyword in their searches. Although these kinds of keywords are less competitive, they are easy to rank for and are more likely to increase your blog traffic. All you need to do is to use them naturally in your titles and Meta descriptions.
Any one of the tips on this list will increase your blog’s CTR. However, you need to continue seeking new means of providing the optimal user experience. That’s why constantly varying or combing the techniques is the way to go if you intend to increase your CTR and keep it at that level. More importantly, it allows you to determine what does not work for you and what does.
Since CTRs are all about your users’ willingness to click on ads on your blog, the secret to driving more organic traffic and increasing the CTR on your blog is to focus on the user’s intent. Your keywords and content should reflect their intent because that is the only way you will be able to provide the kind of user experience that drives guests to your blog.