Written by Kristy Bell | January 23, 2020
A lot of new websites are currently appearing in all industries. Competition in organic search results is growing dynamically. It is problematic to stand out from others. Of course, every entrepreneur wants to have the most clicks on their website. This parameter is CTR – a coefficient determining the percentage of visits to the site from all searches of a given phrase. In today’s article, we suggest how to increase the click-through rate CTR in SEO!
CTR is from the English “click-through rate”. This parameter calculates the ratio of clicks to impressions on a percentage scale. It is calculated as follows:
It is used to analyze whether a given result in the search engine is effective and relevant, and at the same time encourages potential customers to visit the site. The higher the CTR, the better for your business, of course. The click-through rate is the key to AdWords campaigns. However, when it comes to organic positioning, it is still a little underrated.
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If you want to know the CTR for phrases that are displayed in organic results, you must have a Google Search Console connected to the page. First set up a Gmail account or log in to your existing one. Go to the website – https://www.google.com/webmasters/tools/. Then: Add -> Enter the website address -> Download the verification file and place it in the root directory on your site’s server. You can ask your developer for help or contact an SEO specialist.
Of course, if you had Google Analytics connected before, in the Google Search Console panel you will be able to configure the tool using Analytics. Remember, if you have just connected GSC, the first data will appear after a few days. After the whole procedure, click your website address. Then: Search Traffic -> Web Analytics -> Select Clicks, Impressions, CTR and Position.
You already know how important CTR is for promoting your site. Below are some elements that you need to pay attention to.
In summary, the content in the search results should be:
Sometimes, despite the high position on Google for an example phrase, the CTR is very low. Why?
In this screen, we have highlighted several elements that may be key. The first result has the advantage of several links to other recipes. Two results give the brand, so if they are known, users can follow the merits. Whereas the 7 results can catch the attention and collect more clicks (especially on the desktop version), because the picture appears, as well as the rating stars. It can be assumed that this result will collect more entries than 6 or 5.
Google has long been of the view that CTR does not affect Google’s position. The positioners’ opinions are divided, however. It can be assumed that since in the context of Google Ads campaigns Google strongly considers CTR in determining the ranking, why should it not do so in organic results? Since people click on a given result more often than another, then according to the Google principle, to present useful content, this result should be lifted up. In the era of Rank Brain, an algorithm that takes into account how the user behaves on the web and on pages, it should be assumed that CTR influences the determination of search results.
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