So you’ve reached the first page of the search results, but you’re not receiving as many clicks as you’d hoped. Frustrating, right?
In this article, we offer five simple ways to improve your Click-Through Rate – so you start receiving the traffic you deserve!
Top 5 Ways to Improve Click-Through Rate in SERP
1. Craft Irresistible Meta Titles
The ‘meta title’ is the headline of your search result, i.e. the blue, hyperlinked text the user will click on to navigate to your page. Large and prominently placed, it’s the first thing users see. It’s what grabs their attention (or not) and convinces searchers to click.
To improve your meta-title, do the following:
- Include your target keyword in the title early – it corresponds with what the user has just searched so their eye will be drawn to it
- Use emotional triggers or power words such as ‘ultimate’, ‘simple’ or ‘best value’
- Keep it under 60 characters, otherwise, Google might cut it off mid-flow, which is unappealing to look at.
2. Write Engaging Meta Descriptions
The meta descriptions are the smaller text placed beneath the meta title. It’s a golden opportunity to sell your webpage and get the click. Like the meta title, there is a character limit, so keep it under 160 characters – don’t leave it short though, as you’re wasting prime selling space.
Include the target keywords as they are often highlighted, attracting the eye, and include a clear call to action such as ‘discover’ or ‘get started’.
3. Use Structured Data (Schema Markup)
Structured data, or ‘schema markup’ adds extra details to your listings, such as ratings or pricing information. This can make your site appear more trustworthy and is a great way to earn a click.
Use Google’s Rich Results Test to check your schema markup and identify opportunities to enhance your listings.
4. Optimise for Snippets
Sometimes Google extracts information from high-ranking web pages and displays them as ‘snippets’ in the search results. Snippets enhance trust and make you stand out from the crowd.
While determining which website features in the snippet is largely reliant on SEO (i.e. you need to rank at or near the top to feature), there are ways to bolster your chances. These include:
- Answering the search query clearly and concisely in the first paragraph.
- Using lists, tables, or step-by-step formats.
- Using the question as a subheading (e.g., “What is SEO?”) and following it up with a direct answer.
5. Test & Refine Your Meta Data
Like most digital marketing strategies, it’s not just a case of ‘set it and forget it’. You should evolve your meta titles and descriptions in line with their performance (or lack thereof).
Identify pages with a large number of impressions but low click-through rate in Google Search Console, adjust whatever you think is necessary, wait a few weeks or months, and check for improvements.
It’s an iterative process, so don’t be afraid to make further changes after the first go.
Every marketer has been surprised at least once by how changing one word or adding a number can make a large difference.
Final Thoughts
As the saying goes, ‘you don’t need to boil the ocean for a grain of salt’; Improving your CTR doesn’t mean dismantling your whole website, you may just need to make a few focussed changes that will appeal to your audience.
Pay particular attention to the metadata as this is prime selling space – make it count!
We hope this article has helped you understand how you can improve your Click-Through-Late – best of luck in your endeavours!