30 second summary:
- Search engine ranking pages and algorithms move quickly and you should keep up with them to be successful.
- Did you know that 51% of all searches end without a click?
- Gone are the days when there were only organic text-based results on the page.
- Nowadays there are paid offers, searches with no clicks, images, videos, cards, selected snippets, people requested by boxes, and even podcasts that lead to dismal click-through rates (CTRs).
- Irfan Ak, Branex’s digital marketing strategist, has created a top 10 list that can help you increase your click-through rate on Google SERPs.
If you look closely at the first page of Google to find a competitive keyword, you will find tons of items on it. Gone are the days when there were only organic text-based results on the page. Today there are pictures, videos, cards, snippets, people who asked for boxes too, and even podcasts. Then there are paid offers that are visible via organic offers. SEO trends change quickly and affect search engine results pages (SERPs). All of this translates into declining organic reach, a grim click-through rate (CTR), and an increase in zero-click searches.
In fact, 51% of all searches end without a click. When search engines are doing their best to meet user requirements on the search pages themselves, fewer users will scroll down and click through your listing once they get the desired answer on the search page.
In this article, you will learn about ten effective ways to increase your click-through rate (CTR) using SERPs.
1. Optimize for featured snippets
The coveted first place is no longer the goal for digital marketers and digital marketing agencies. The focus has shifted to position zero. According to an Ahrefs study, 12.3% of searches contained snippets. Search engines like Google pull data from the top 10 results to display as a featured snippet. If your blog or website ranks on the first page of Google, you have the opportunity to use the presented snippet and improve your visibility.
To do this, you need to understand the purpose of the presented snippets. The main reason search engines show selected snippets is because they want a direct answer to a search query. If your listing does, you have a good chance of being featured in a coveted position zero.
Second, featured snippets for long-tail keywords or question-based queries are displayed. The focus is usually on offering short and concise answers to the user request. If your entry can do this and is optimized for long-tail keywords at the same time, it can rank on featured snippets.
2. Improve your rankings
According to a study conducted by Backlnko that analyzed 5 million Google search results, an increase of one point can increase your click-through rate by almost 30.8%. However, this may vary depending on your current location and the location you have moved to. The same study also found that jumping from 10th to 7th position didn’t have the same impact on your click rate as moving from 6th to 5th position or from 2nd to 1st position. Instead of aiming for a ranking on the first page of Google, focus on ranking in the first three positions as 75.1% of all clicks go to the first three places.
3. Write compelling headlines
David Ogilvy, the “Father of Advertising” and founder of Ogilvy & Mather, once said:
“On average, five times as many people read the headline as the text copy. By the time you have written your headline, you will have spent eighty cents of your dollar. “
What’s the first thing users read when they look at your listing? It’s the headline. It can literally make it or break it for you. That’s why it’s important to write attention-grabbing headlines. Add an emotional element to your headline, as research has shown that including positive or negative feelings in your headlines can increase click-through rates by 7%. Backlinko’s study, which I referenced above, also found that titles contain 15-40 characters have the highest organic click rate.
4. Meta description and URL
Have you ever exactly seen a search result? What does it contain? A search engine list usually consists of three things
- Meta description
After optimizing your title, you should focus on optimizing your URL and meta description for CTR. Add your keyword to the URL as this will increase your CTR by 45% compared to URLs that don’t contain the keyword.
Include your keyword in the meta description as well as the title and URL. With an active voice, write a meta description and try to make it as actionable as possible. Don’t forget to add a call to action to get users to click your listings. Make sure that all pages on your website have a meta description, as pages that contain the meta description generate 5.8% more clicks than pages without a meta description.
5. Add schema markup
Search engines use a spider to crawl web pages and index all of those pages. The easier it is for search engines to crawl your website, the faster they will crawl your website and the more likely your website will be indexed and rated. By adding schema markup to your website, you can make it easy for search engines to understand what your website is about and how different pages of your website are covered.
There are different Types of schema markups and implementing the right kind on your website can work wonders. For example, with a rating scheme markup, search engines can display ratings in your organic results. If your rating is good it can increase your credibility, build trust, and help you attract new customers while also increasing your click-through rate.
6. Optimize for Google My Business
Do you have a Google My Business page? If your answer is no, you’re missing out. Introduce your company on Google My Business and fill in all the business details. Whether the searches are location-based, branded, or business-related or service-related, Google My Business will typically display results.
Another benefit of using Google My Business is that you can collect reviews and ratings from customers, and your business can answer user questions. Both can help you build trust and attract new customers. The more positive reviews your company has or the higher the rating, the better. It also offers customers some useful features such as: B. exchanging business information with others or contacting the company directly.
7. Place targeted PPC ads
One of the best ways to overcome declining organic reach is to invest in PPC ads. Yes, they can be expensive in certain industries and may not work as well in other industries. However, if you are looking for quick results, PPC ads are your best bet, provided your PPC targeting strategy is based on the money. Run PPC ads for branded keywords and prevent others from taking up your ad space.
When you run PPC ads, it attracts targeted traffic that is more likely to turn into paying customers. This means that not only does it increase your click through rate, but also your conversion rates. The key to being successful with PPC ads is choosing the right ad type for your industry.
8. Optimize images and videos for SEO
As mentioned earlier, SERPs are no longer limited to showing organic results. They also show pictures, videos and snippets to name a few. Even more interesting is the fact that the number of SERPs showing images and videos is slowly but surely increasing. This means that you can optimize your images and videos to increase your chances of ranking on these SERPs.
Here are some of the ways you can use it Optimize images for SEO.
- Use targeted keywords in the image and video title, description, and alternate text
- Place the image and video in a section of the page or in content that best fits the keyword intent
- Compress large pictures and videos
- Add a caption to images
- Use common image sizes and optimal image formats
9. Give you a compelling limited time offer
Create a sense of urgency using tactics like countdown timer or counting down the number of items left. When a user sees these things on your page, they will be tricked into taking the desired action. Give a limited time offer that your target audience can’t resist and you’ll see your click-through rate skyrocket. Don’t forget to add a call to the action that tells users what action to take next.
10. Optimize the social media channel so that it is displayed in knowledge panels
Last but not least, it is about optimizing social media pages for knowledge panels. Search engines display these fields of knowledge in order to clearly display all of your business information. As a business, you can use this as an opportunity to connect your social media accounts and users can connect with you directly through search engine results pages. For this process to work, all of your social media accounts should pass Google verification. You can also use schema markup to make your social media accounts stand out.
How can you increase your click through rate using search engine results pages? Let us know in the comments below.
Irfan Ak is an experienced digital marketing strategist, growth hacker and digital transformation expert at Branex. He can be found on Twitter @irrfanAK.