12 Proven Steps to Increase Your Organic CTR on Google

What if there is a way to get more organic traffic to your website without having to improve your rankings?

Does it get more links?

No.

Does it create more content?

No.

It is an optimization of the click rate (CTR) for organic search.

What is organic click rate?

The organic click rate (CTR) is defined as the ratio of searchers who click on an organic result on the search engine results pages, divided by the total number of search queries (impressions) for this term.

Organic clicks ÷ impressions = organic click rate

Why is organic click rate important?

Improving your organic click rate is important because:

  • This means more traffic to your website without having to improve your ranking.
  • The Share of clicks The prevalence of Google is steadily declining due to its SERP features and the fact that Google makes paid ads look less like paid ads. With this one you have to push out any traffic that you can.

How do you improve organic click-through rate?

Below is a rundown of a fantastic diagram by SEO consultant Aleyda Solis that clearly outlines the thought process to improve poor click-through rate:

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With much of that in mind, as well as some ideas I’ve had success with, here are 12 ways to increase your organic click-through rate:

1. Identify your lowest organic CTR content so you know where to start

You can easily visit your Google Search Console and download an analysis of your traffic.

  • Navigate to performance.
  • Insure yourself Interrogate is selected.
  • Insure yourself Average click rate is checked.

Below is a screenshot of what you will see:

12 Proven Steps to Increase Your Organic CTR on Google

I usually like to sort the queries by Impressions Then make a note of which queries have a lower CTR than my site average.

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(In this case, the average on-site click-through rate is 1.6%.)

So I’d look at queries that lower that average and see what to do to improve it.

2. Correct the cannibalization of keywords

One big problem we see with customers is what we often refer to as keyword cannibalization. We see many landing pages that are all optimized for the same keywords. and thus spread all organic clicks.

When you complete this scan of your content, determine where this might be occurring and consider consolidating or differentiating the keywords you want to rank for so that your CTR can be attributed to one page instead of ten pages.

Here are two helpful resources that you can use to identify and troubleshoot keyword cannibalization issues:

3. Get creative with your titles

This is the big thing because if you want people to click, they won’t see much other as your title in the SERPs.

There are many different ways you can improve your titles.

Avoid heavy title tags

Not only are these boring and not driving that many clicks, but even search engine bots are starting to find out that the title wasn’t actually written for readers.

Use parentheses in your titles

A study by HubSpot found that parentheses in headings increased clicks by 40%.

Try a numbered list

We added a number in this post for a reason. Research by Conductor showed that numbers increase the click rate by 36%.

Use the current calendar year

Brian Dean went into great detail on how he increased his organic traffic by 652% in 7 days.

A large part of this study has been to include the calendar year in its content and use numbered lists.

Always test your headlines

You can test these out in your PPC ads, Facebook posts, and other social ads, or you can use a headline analyzer (see next step).

Don’t be afraid to change your titles frequently to find the one that really works (more on that later)!

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4. Use descriptive URLs

There are a number of indications that a descriptive URL is important – and that makes sense.

People would rather click searchenginejournal.com/blog/5-tips-for-success when searchenginejournal.com/product=success/12345?.

Always make sure to tweak the slug when creating new pages. If you need to completely change the URL structure of your website, do so in an SEO friendly way.

5. Optimize your description

Think about why people are seeing your listing in the first place, and make sure your description is relevant.

Use emotional words (sometimes called “Power words“Like” secret “or” instant “) and follow similar guidelines as for a title.

If your title includes a number but not a calendar year, consider including the calendar year in the description.

The more check boxes you can select between the heading and description, the better.

6. Use structured markup

I’m sure you saw this coming because we’re going through the line of what you see when you look at a SERP result: schema markup.

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Common schema types include:

  • Organization.
  • Person.
  • Local business.
  • Product & offer.
  • Breadcrumbs.
  • Items.
  • Video.
  • Event.
  • FAQ.

All of these different variations of markup will help make your listing more visible in the SERP, which in theory should lead to more clicks.

7. Use PPC Ads for Organic CTR

One of the underutilized ways to quickly improve click through rate with a proven approach is to use PPC.

Identify a keyword that has a low CTR but that you rank high for and create a paid search ad for it.

Not only will adding more properties increase the chances of them visiting you, but it also allows you to quickly test different headings and descriptions to identify a winner.

Then apply that copy to your bio listing.

8. Get emotional

The inclusion of emotions attracts people’s attention.

Don’t be clickbaity, but don’t be afraid to use emotional words like “proven”, “instant”, “amazing”, “secret”, “best”, etc., either.

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Use this in your titles or description for that extra oomph!

9. Use a positive or negative mood

Using positive or negative sentiment has been shown to increase click-through rates, but many titles still have a neutral sentiment.

There are several free tools out there, but one that I love to use is Monkey learning.

10. Use title case

In the case of the title, nouns are capitalized and most of the secondary words are in lowercase.

Most of the main and sub-words in the sentence are lowercase.

That little difference can mean the difference in more clicks.

The use of upper and lower case letters often results in higher click-through rates because it makes the heading stand out.

11. Structure content for featured snippets

Selected snippets are extensive search results that are displayed as a content field on search engine results pages (SERPs).

These are information fields that attempt to provide answers to a user’s query.

Selected snippets are usually at the top of the SERPs, below paid ads and above other organic search results.

12 Proven Steps to Increase Your Organic CTR on Google

A study by HubSpot found that the click through rate for their high volume keywords was around over 114% when the results appeared as featured excerpts.

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When searching for the SERPs for your primary keyword, check to see if it shows a recommended snippet.

In this case, it is important that you structure your content in the way the presented snippet shows its response.

For example, if you’re seeing a list-based snippet, you need to make sure that your content is also in a numbered list format.

If it is an answer box, make sure you answer the question clearly and concisely at the top of the page.

For more information, see the Search Engine Journal’s Google Featured Snippets Guide.

12. Improve the page loading time

While this might not seem like a way to improve organic click-through rate at first glance, a key factor is making sure your website loads as quickly as possible.

After all, a click only counts if the visitor actually lands on your website.

If your page is slow to load, the click may never occur.

Bonus: consider other engagement metrics

When analyzing your content, consider other engagement metrics, such as: B. the bounce rate.

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If you find that the click-through rate is pretty high, but so is the bounce rate, then your content is not doing what it should be for readers.

Make sure your content can be easily scanned with headings and bullets (and yet detailed information), watch videos and always think about the aesthetics of the page and content.

The more valuable your content, the more likely you are to earn backlinks.

A quick word: How does Google prevent click fraud?

You might very well be thinking, “This is all great, but I’ll keep clicking the organic search results for my business to get the CTR and then see all these benefits.”

I’ve spent some time thinking about this question, and This was the best article I found on this topic.

I agree with these SEO experts when they say, “Google Ads has been fighting click fraud for 15 years and can easily apply this knowledge to organic search.”

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Google’s organic click rate was critical to overall customer success, both in rankings and conversions.

While conversions aren’t easy with no rankings (which is what most people focus on), rankings don’t mean much without traffic to bring conversions (which people tend to forget).

Take care of organic Google CTR = keep an eye on the price!

More resources:


Photo credit

All screenshots by the author, October 2020

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