Strategies to Increase The CTR. Attracting new visitors, especially for marketing, technology, and eCommerce companies requires very different methods from traditional ones. Increasing the CTR or Click Through Rate with SEO or, through ads in Adwords is the new norm, and, for this, we will show you the best tricks and strategies that you can use in this regard.
For Digital Marketing professionals unfamiliar with Internet Ads and SEO, increasing CTR can be very frustrating at first. Is that the tips on tactics of Ads and organic traffic online only take you to a certain point and do not go further.
It is possible that you have read so far dozens of articles related to the subject, have followed their instructions, and are still stuck in your numbers.
In this post, we have separated the tactics and tricks into two parts: first, those focused on organic traffic and, later, those to increase the CTR in your ads in Google Adwords.
Also, we will teach you how to effectively measure your organic traffic once you have implemented our tips. We promise you will not regret having read them!
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- 1 Importance to increase the CTR of your pages in Google
- 2 3 Actions to Increase The Organic CTR of Your Website
- 3 4 Strategies To Improve The CTR of Your Ads In Google Ads
- 4 Conclusion
Importance to increase the CTR of your pages in Google
If you entered this content, it is very likely that you already know the importance of the CTR, but just in case, we will explain the reason for these tactics.
Click-Through Rate is the number of clicks a link receives from your website, blog, or e-commerce, divided by the number of impressions it has received, expressed as a percentage.
That is, the impressions are those moments in which, through an Ad or organic positioning in Google, your site has appeared on the user’s screen. For example: if your website has had 1000 impressions and has received 10 clicks, then your CTR is 1%. Strategies to Increase The CTR
Here it should be clarified that the amount of impressions that a result receives in Google depends on many factors, such as:
- the position of your content on the Google results page (the one at the top of the page tends to receive more impressions than the 10th placed);
- user-behavior on the results page (if your intention is to purchase, you can click on an ad without even reviewing organic results, lowering your impressions);
- the type of keyword the user is looking for (if your goal is just to discover a definition, a featured snippet can earn almost every impression on this page);
- the configuration of your result on the page (if you catch the user’s attention with an attractive title, an emoji or a rich snippet, you will receive more impressions);
- among others.
In other words, there is no 100% unique formula to understand the number of impressions you receive. The analysis you should focus on is the opportunities to increase them, regardless of how many you have, because the more impressions on Google, the more chances that the user clicks on this page.
These data can be easily and reliably identified on the main screen of the Google Search Console :
In this sense, increasing the CTR is synonymous with more traffic for your website, which can translate into greater conversion opportunities for sales or generate engagement , depending on the objective of your website.
Generally, the CTR is associated with conversion metrics, since if people are clicking on your ad or through organic results, it means that there is some engagement from that point and they will very likely follow your CTAs6 . In the end, you will be providing them with relevant information that is compatible with what they are looking for.
Now, with this already contextualized, it is time to talk about those strategies and tricks to increase the CTR.
To make it more interesting, we will separate the tactics according to their nature, that is, if they are for the organic CTR or Google Ads. Strategies to Increase The CTR
3 Actions to Increase The Organic CTR of Your Website
The first step for any strategy, including those focused on increasing the organic CTR of your page, is to define why and where you will increase it. Strategies to Increase The CTR
In case you were wondering, SEO and CTR have a very intimate relationship, in other words: search engines consider that a website is popular for the impressions and clicks rate (CTR) and to increase this indicator it is necessary to be well positioned That is, optimize the pages to reach the top positions.
One feeds the other. In this sense, the organic CTR is essential to position a website, which leads to conversion opportunities, business generation, online visibility and brand recognition .
Now, speaking specifically of those techniques aimed at impacting your organic results in Google, be it a blog , a website or a virtual store, we have compiled the best tricks you can follow to increase the CTR organically.
1. Write an excellent SEO title
If your blog has a CMS or a content management system, you must have a section where you must define the main theme of your website, blog, post, among others. To increase the CTR you must pay special attention to the Title Tag, that is, the meta title that you establish so that it appears on Google.
In WordPress , this title is different from the one you put as the H1 header of your content, because it fulfills the function of stimulating the user’s click on your page in Google, so it must be defined based on this objective.
Here you can see the WordPress section that defines the title that will be assigned to your page when it appears in Google, using the Yoast SEO plugin.
The trick in this sense is to include in each meta title the keyword that you want to position that is also part of the title of the website, blog, or post.
To do it correctly, you must think about what word you can use to best define your material or page and use it in a short sentence that has an unspoken meaning about your content.
On the other hand, when what you want is to increase the CTR of a post on your blog, you need to get the user’s attention. If the person you are looking for is someone who needs information, you can use phrases such as: “Double your Content Marketing results with these 10 TRICKS”.
In this article we provide tips for your titles to be the most creative and effective on the results pages in Google and allow you to increase the CTR of your results.
2. Take care of your URLs
When creating a web page, the URL that appears in the search engines is automatically generated, but it is modifiable in most content managers.
To improve SEO and thus increase CTR, URLs are needed that describe, in a few words, the main theme of the page content. Strategies to Increase The CTR
This could be the automatically generated link for a blog post. It is confusing, long and does not say anything to the search engine or the user, does not specify what it contains, nor what is the keyword that is intended to be positioned.
In addition, by putting the number “10” in the URL, this page would have less chance of being updated in the future. If you wanted to increase the number of Content Marketing tricks to 14, for example, this would sound strange to the user, because the URL indicates that they are 10.
In Digital Marketing it is interesting to ensure that a page can be constantly updated over time so that it remains relevant. Strategies to Increase The CTR
In this sense, not including temporary elements in URLs is a very good practice, because it allows you to update the content as many times as you want, without causing a misinterpretation in the user.
Check out one other URL possibility now:
In this example, the URL is cleaner and can be remembered more easily by the user. The most recommended is to use few words where the keyword is contained and you can define the web page or post you are creating.
Remember, it must be descriptive and as brief as possible, both for the user and for the search engines.
3. Use the Google data bookmark
Within the Google Search Console – a tool to measure the CTR – there is a section called “data marker” to help you highlight your results in the search engine.
It is necessary to configure it, although it is not complicated at all, you just have to go to the Google Search Console, click on “Search aspect”, then on “Data dialer” and follow the steps that the tool indicates.
This functionality is only available in the old version of Google Search Console, which you can continue to use normally. Strategies to Increase The CTR
Look at an example of a structured data that we can implement in a Google result:
And this is what this structured data looks like on the Google page:
Another way to define this structured data on your web pages is to configure it from the HTML code of your website or blog, using the Schema Markup platform.
The trick is to do it with the largest number of pages, be they blog posts, products, among others. With these tricks you can increase your CTR effectively, however, to know if it works it is necessary to measure it.
How to measure organic CTR?
Google Search Console is the ideal tool to measure the CTR that you are obtaining organically.
How? For this, it is necessary to enter the tool, go to the “search results” section, then “Search analysis”, and finally click on “Pages and CTR”.
Here it will appear as a percentage of total clicks and the average of CTRs that each of your product pages or blog posts obtain.
You can also segment your analysis with the filters of each indicator, such as:
- country, in case you have a website positioned in several nations;
- page, if you want to analyze the performance of specific entries on your website;
- queries, so that you know which keywords are generating the most traffic to your pages and you can optimize your appearance on Google to include new keywords;
- devices, to know if your page receives more clicks on a smartphone than on a regular computer, for example;
- dates, which show you the evolution or reduction of your CTR over time;
- and others.
For example, if you only want to investigate the CTR of a certain page, write its URL and the tool will give you a report directly related to it. This is the result of our page on Digital Marketing:
In our blog, for example, there are pages that have a CTR of 19% and others that have it with only 2%. So the comparative analysis of the different pages produces insights on what characteristics they must have to stimulate the user’s click.
Now, we already know how to cause a higher increase in CTR organically. But if you have strategies with Google ads, we also have tactics that will interest you.
4 Strategies To Improve The CTR of Your Ads In Google Ads
Many of the tips you will find online have to do with optimizing copywriting for your Ads, but this is currently not enough.
If you want to go further, here we will tell you 3 tricks to boost your ads and increase your CTR.
1. Use negative keywords
A crucial part of having really effective Ads is using negative keywords.
When you use keywords, you tell Google what terms you want to be shown for to gain digital visibility, right?
Well, when it is the opposite, you indicate those words to which, under no circumstances or circumstances, do you wish to be associated.
To keep your ads relevant to the type of user or potential visitor you want to attract, you must determine those words or phrases that have nothing to do with what you offer.
There are three types of negative keywords:
- and wide.
Adding one of them to your campaign will prevent your pages from appearing in these types of searches or those that may be related.
2. Consider the location of your campaigns
Users from different places do the same searches in different contexts.
Imagine that two different users search for “clothes for December”, but one lives in Mexico and the other in Colombia. The meaning or intention of the search changes substantially depending on the location.
To increase the CTR of your Ads campaigns, location is a factor that you must master first. Understanding how geography and culture affect online user behavior is vital for every investment you make to improve your CTR is effective.
For example, ask yourself where is the audience you want to impact, that is, geographically. Do CDMX users have a better ROI than Jalisco for your strategy? If this is the case, it is better to start with the first one.
Google has tools like ValueTrack parameters. These data allow you to territorially follow the clicks that are made from the devices.
For starters, you can focus on two location-based parameters: physical locations and locations of interests.
The physical ones tell you the locations of the users and the interests tell you the location of what they are looking for. In other words, if a CDMX user searches for hotels in Querétaro, the first parameter will show you CDMX and the second will show Querétaro.
3. Eliminate the keywords that are repeated
Keywords are a problem that any PPC (Pay Per Click) campaign has to face at some point.
While you are creating the ads for your campaigns, you are adding the keywords that make sense at the moment. But eventually, you will find that you have used the same keyword for two or more ads, or they are irrelevant to your interests or to your market.
If you have done search analysis for your campaigns and found that you have multiple places with the same keyword, don’t worry. Google does not prevent you from doing it for different campaigns.
What you must do is enter Google Adwords, go to your account tab, and access search terms. Here all the searches and keywords that produce paid traffic to your site will appear.
In this way, you will know which is the campaign with the repeated keyword that produces the most results for your interests. So, pause the rest and you will see that the CTR increases when you give space to the most appropriate Ad.
4. Use dynamic keyword insertion
Maximizing your CTR is a strategy that can take a while to pay off. But with dynamic keyword insertion, you can reduce time, energy, and resources.
This type of trick allows Marketing professionals to create empty spaces in the ads where the term entered by the user for their searches will appear.
Think about it, nothing is more interesting for the user than the terms he writes to find what he needs.
Imagine that your company sells cell phones, as the person in charge of Marketing campaigns you create campaigns and ads that revolve around different types and models of phones, for example: “iPhone 11 Pro Max”, “Xiaomi Mi 10 Pro”, among others .
Dynamic keyword insertion automatically inserts the specific terms used by the user into your ad copy.
- “Find your Xiaomi Mi 10 Pro here!”;
- “Buy the iPhone 11 Pro Max you want.”
Using dynamic keyword insertion will be invaluable to your intentions to increase the CTR of your site, blog, or web page.
Also Read: Latest Products Reviews
Strategies to Increase The CTR. Increasing the CTR is not an easy task, but luckily it is not impossible. Following these tricks that we share with you, you will see positive results in the short and medium-term.
Defining very well the keywords, the intention and the cultural and geographical context of the user to carry out their searches is essential to increase the number of visitors to your website.
SEO is the master tool for creating blogs and sites that are in the top positions of search engines.
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