Organic search is the number 1 source of web traffic, and your traffic from organic search is dependent on how many clicks your website gets on SERPs (Learn more about SERPs in this blog). But how do you maximize your click-throughs so that your website gets good traffic? Below are 11 practical ways to optimize your website to improve your organic CTR on SERPs.
Write Copy that Drives Conversion
Copywriting is essentially the writing of content that encourages consumers to purchase goods or services. It has been shown to impact conversions significantly. Copywriting seeks to understand why people click on links and create content that will get a click from people.
Having a basic understanding of copywriting will improve your organic CTRs. A massive copywriting hack is adding emotions to your words. Emotions have been shown to encourage clicks. Ensure that you add words that will evoke a favorable reaction or relatability in people. Studies have shown that making your title a question can cause you to have a higher CTR than those without questions about their title. Another copywriting hack is to avoid forceful words like powerful and ultimate as they may be seen as scams or click-bait by people. You can do further research and pick up more copywriting hacks.
Use Descriptive URLs
Several studies out there have shown that descriptive URLs are very important for CTR growth. These studies have also shown that your CTR will significantly increase if you add your keyword in your Url.
The claim that descriptive URLs are critical is not baseless as most people would prefer to click on goodlifediary.com/blog/5-tips-for-success than goodlifediary.com/product=success/12345?. Also, ensure that the descriptive words you include in your URL are relevant to your website’s content and relevant keywords or search terms.
Optimize Your Descriptions
It would help if you focused on optimizing your descriptions for the improvement of your CTR. You should optimize your meta descriptions, your URL descriptions, and your title descriptions. We have already discussed the importance of adding keywords to your URL. Adding your keywords to your title tag is also quite important; add your keywords at the beginning of your title tags.
The primary description to be optimized is your meta descriptions. Although Google usually rewrites your meta descriptions, studies have shown that a page with meta descriptions has way more clicks than pages without meta descriptions. Ensure that you add your keywords in your meta descriptions too. Let your meta descriptions have a call to action so that users are persuaded to click on your listings. Finally, ensure that your meta description is written in the active voice to sound present and doable.
Incorporate On-SERP SEO
On-SERP SEO is a Search Engine Optimization (SEO) strategy used to ensure as much exposure as possible in the target SERPs. The more exposure and visibility you have in the SERPs, the higher the chances of someone clicking on your listings.
Always try to add a form of mystery to your tips to arouse reader’s curiosity so that they are encouraged to click your link. If you do this, you have to ensure that your content delivers, or this will cause the readers to perceive your website as a click-bait in future instances. People will become familiar with your brand if you insert your brand in your titles, so try to deliver quality content all the time. Try to elongate your first paragraph or the points in your posts so that Google will show some of it and include a link to your site with the tagline ‘click more’. All these tips and more will help you improve your CTR.
Utilize Structured Markup
Any data or set of information that is well organized and arranged is structured data. Structured data, a.k.a schema markup, is a code that you put on your website to enable search engines to crawl, arrange and display your content for users. Search engines will find it easier to determine the meaning of your data when it is structured rather than when it is raw and disorganized.
Structured data can be used in several ways. In the context of SEO, structured data is the provision of a type of markup on a webpage to give more details concerning the page’s content. Structured data can also involve the use of Open Graph markup or SQL. Structured data is always aimed at improving the search engine’s understanding of the content to improve the content’s listing on SERPs. Structured markup requires standard formats and vocabularies to ensure consistent understanding by the search engines.
Use FAQ Schema Markup
Frequently Asked Questions (FAQ) pages contain popular questions with their answers on a particular topic or subject. FAQ schema Markup involves unique and specific markup FAQ pages that you can add to your webpage’s code so that Google can read them and generate rich snippets from them.
Even if you may not rank number one, FAQ Schema markup helps you get more domain and room in SERPs. Studies have shown that using FAQ Schema markup improves your CTR because specialized FAQ pages may be eligible to appear richly in response to search queries and search actions on Google Assistant. Ensure that you use this tip with caution because it has been seen to reduce CTR when used by some number one ranking sites.
Leverage PPC Ads for Organic CTR
One way to improve your CTR organically is to invest in Pay-Per-Click (PPC) Ads. PPC Ads are a form of advertising that is employed to push traffic to a website. A benefit of PPC Ads is that the advertiser only pays the ad publisher when the ad is clicked.
Although PPC ads might be expensive, you will not spend money on them unless they bring in your desired results, which is more clicks and traffic. PPC Ads attract traffic from a target audience that will likely translate into paying customers. What this means is that PPC Ads do not only improve your CTR and site traffic, they also increase your conversion rates. Just ensure that you select the best PPC Ads for your niche and industry.
Apply Title Case
Title case is the capitalization of the first word of a significant word in a sentence. The only words that will not be capitalized are small words like articles, short prepositions and short conjunctions. Studies have shown that applying Title Case to post titles, page titles, and ad titles improves CTR.
There have been no definitive studies to determine the best punctuation practice when publishing content, but title cases have proven to generate more interest and clicks. If you run a search query, you will get variations of punctuation, abbreviations and capitalization. Therefore, I advise that you apply Title Case and determine if it will improve your CTR.
Use Google Search Console
Google Search Console is a tool that you can implement to improve your CTR. This tool will provide the query/keyword that receives the highest impression count, and when you include this keyword, your CTR will improve so much because you are providing content relevant to people’s queries.
To use this tool, login into Google Search Console and click the ‘performance’ tab. Then, click on the ‘pages’ tab and choose the blog post or page you want to work on. Once you have selected the page, it will be displayed at the top. Then, click the ‘queries’ tab, and you will be presented with impressions and keywords for you to select the high impressions and low clicks. Ensure that you only add one keyword to your title tag.
Aim for Featured Snippets
If your listed content provides a direct answer to a search query, it has a high chance of getting shown as a featured snippet also, if your listings can provide direct and concise answers whole including long-tail keywords, its chances of being shown as a featured snipped increases.
This means that you have to structure your content to provide direct answers to questions that people want to be answered. You should provide short and precise answers to the questions and optimize long-tail keywords. A lot of websites target this position zero because it boosts site visibility. Studies have shown that over 10% of search queries results have featured snippets; search engines pick one data from the top ten listings to show a featured snippet.
Run Split Tests
To improve your organic CTR, you have to test several title tags to determine which works best. Split tests will help you select the title that will ensure the most clicks.
You can run split tests manually, or you can get a tool like ClickFlow to run automatic split tests for you. To run manual split tests, you have to go through Google Search Console. In Google Search Console, download the report for the page or post with the impressions and clicks, and save them in a spreadsheet. After some weeks, download the recent Search Console data and compare the two to determine which one performed better.
These 11 ways to improve your CTR are great places to start your quest to optimize your CTR on SERPs. As a bonus tip, you should ensure that your content is relevant and valuable because this will cause sustained CTR. Always remember that there are other results on SERPs aside from organic text-based results, so you can always strive to put the best content possible out.