Home » Ways to Increase Your Site’s CTR or Click Through Rate in Organic / Search Results

Ways to Increase Your Site’s CTR or Click Through Rate in Organic / Search Results

The higher the site’s click-through rate (CTR) in the search results, the more potential customers you get from search. Let’s take a look at 9 ways to increase CTR and find out how it affects the behavioral characteristics of the site.

Let’s figure out what such an indicator as CTR depends on, and whether it is possible to get more traffic from search engines under conditions of “frozen” or suspended SEO-promotion.

CTR is a measure of the click-through rate of a site in the SERP. In fact, this is a conversion in site visits. The site’s click-through rate in the SERP directly depends on its position. It is clear that sites from the top 3 are visited more often than others.

Google Organic Click through rate breakdown
Source: backlinko.com/google-ctr-stats

But even within the framework of, for example, 5th or 9th place, you can increase the number of transitions to the site by increasing the CTR. Let’s say there is a request that 1000 users enter per day. Your site ranks 9th and has a CTR of 1.97%, and as a result of the revision, you increase it to an average of 2.97%.

There were 1000 * 1.97 = 19.7 visits to the site per day;

It became 1000 * 2.97 = 29.7 visits to the site per day.

You will get 300 more clicks per month – and that’s just for one search query. Multiply by website conversion and average check – the benefits are obvious.

CTR also affects the behavioral characteristics of the site. After increasing the click-through rate in the SERP, there is every chance to improve the position. In our example, if you climb from the same 9th place to 8th, with a CTR slightly above average, there will be 40 clicks per day instead of 30.

CTR refers to the so-called external behavioral factors. They measure the interaction with the site in the search results and give a signal to increase or decrease the position. These include the return of the user to the search after navigating to the site: if a web page does not respond to a request, it will be shown less often.

Let’s look at 9 proven ways to increase your click-through rate by improving the snippet – the description of the site in the search results.

The desire of the user to click and follow the link directly depends on its attractiveness and information content.

Ways To Improve Your CTR or Click Through Rate 

1. Get a security tag for a snippet in Google (SSL)

To do this, you need to implement the SSL / TLS protocol on the site (in fact, switch to HTTPS). If your site encrypts the transmitted information, search engines consider it more secure, rank better, and Google marks it in the search results with a special icon:

For the user, this is a signal, all other things being equal, to choose the site that cares about the protection of his data.

Of course, this is not the only reason to implement a secure protocol. If you work with personal data, this transition is required.

First of all, you need to get an SSL / TLS certificate – order as a separate option from an Internet agency or do everything yourself and for free:

  • find out about the conditions for obtaining a certificate from your hosting provider – at some tariffs it is provided free of charge;
  • use special services, for example, on startssl.com you can issue so-called web-server certificates for free – with minimal site security requirements. 

Certificates for an online store tend to be more expensive than for personal and business websites.

Then follow the instructions to switch to HTTPS protocol. To speed up the indexing of these changes on the site, you need to add HTTP and HTTPS versions of the site to Google .Webmaster and inform about the need to move.

Be sure to keep an eye on the renewal of your SSL certificate. If the deadline has expired, then users will not be able to access the site. For example, in the dnauctioneer.com service, in all projects, a number of parameters of SSl certificates are constantly monitored, and service clients receive important messages in advance.

How to Get a Free SSL/TLS Certificate for a Website - Make A Website Hub
You can get free SSL from Let’s Enxrypt

2. Follow the rating in Google My Business

We are talking about Google’s own services, which provide data about your company to applications with maps and navigation systems and traditionally occupy part of the space in the search results.

Google can pull up the company’s rating and reviews from the Directory into the snippet:

However, you cannot force it: Google algorithms add data on their own. This is especially true for information requests.

Information from Google My Business and Google Maps is not pulled into the snippet, but is displayed in the right block in the search results, which again attracts users.

How to Create the Perfect Google My Business Listing | Peakify Marketing

3. Use the meta description data

Description is a meta tag that contains a description of the page. It was once tried to be filled with keywords, but now it does not affect rankings. However, you shouldn’t neglect it: data from description is often displayed in the snippet text.

This is especially true for Google SERPs:

In Google, the data from the description gets into the snippet much less often, but it is still better to fill it in according to the recommendations .

Here are the main ones:

  • the description of each page must be unique;
  • you should not include all keywords and advertising slogans in it; it is better to make it readable and understandable;
  • the description must be placed in the “content” attribute of the tag (between the tags), while the “name” attribute must be filled in with the name “description”;
  • content should not duplicate title tag data;
  • the description should not exceed 120-200 characters, otherwise it will be cut off and the text will not be attractive.
Importance of Meta Data and How to Write It - Overdrive Interactive

4. Add additional data to the snippet

The screenshot below shows a snippet that shows the cost of the item.

Previously, it was possible to transfer such data to the site description through the Google service “Products and Prices”. This allowed us to increase the click-through rate by displaying additional elements and to stand out from the competition. The search engine took data on goods and their value from a specially prepared XML file .

However, since July 2, 2020, the “Products and Prices” program in Google Webmaster is closed, snippets will no longer be supplemented with data from the XML file. After that, product snippets will be created based on cards and product lists from turbo pages.

We will talk more about this format later. Here we note that snippets for turbo pages can be categorical and commodity. They are created by the search engine in response to different types of queries. And just these new snippets can contain both images and data on product prices and discounts.

How to Add Rich Snippets for Reviews and Ratings without any Plugin? Google  Structured Schema.org Microdata Markup • Crunchify

5. Add images to the snippet

The illustration against the background of text descriptions immediately attracts attention. Most often, Google adds them to the snippet for information requests.

However, for better indexing of illustrations and increasing the chances of adding them to the snippet, we recommend:

  1. Download images in standard graphic formats (JPEG, GIF, and PNG). Google does not index other formats, background images and those that are revealed by the script;
  2. Use key phrases in the title of the image. For example, add an illustration with the name “kak-vibrat-samokat.jpg” to the page describing scooters;
  3. Assign an alt tag with keywords for images;
  4. Check in robots.txt if the catalog with images is prohibited from indexing;
  5. Use unique images and don’t forget about Shema.org micro-markup – we’ll talk about this later.
Featured Snippet in Search: The Comprehensive Guide to Ace in 2020

6. Add emoji to the snippet

Emojis, like images, are definitely eye-catching.

To add them to a snippet, you need:

  1. Select suitable images on the website https://getemoji.com/ .
  2. Add them meaningfully to the title and descriprion descriptions.

The display of emoji should definitely be tested, as it is affected by many settings and restrictions. It is important that the added character in HTML is inserted in the form of code, for example, as in the screenshot below. The same code can be entered into the search bar to check if it will be accepted by the search engine:

Google brings emoji back to the SERPs ??? - Search Engine Watch

7. Use Schema.org Markup

Schema.org is a web semantic markup standard that helps search engines distinguish between different categories in a site’s description. In particular, you can transfer information about products in your online store for display in a snippet.

Compare, snippet without semantic markup:

A snippet using semantic markup – it contains the cost, the description of the product is marked:

Basic markup requirements for snippet formation:

  1. structured snippets are shown only for sites where there is a markup type Product, which in turn contains the Offer property if there is one offer on the page, and AggregateOffer for the list of offers;
  2. one page – one product, even with a list of offers. If the page contains several products, specialized snippets are not generated;
  3. In order for the snippet to display the cost of the product, the availability property must be specified in the Offer.

Schema.org markup is relevant for online stores, large information portals and other multi-page sites. It allows you to tag contacts, breadcrumbs, images, prices, dates, authors, ratings – and this is not a complete list. Marked-up pages have a more attractive look in search results, they can increase the CTR of the site and improve the ranking of the site in the SERP.

Schema Markup — 2020 SEO Best Practices - Moz

Now That Your Know About Click Through Rate 

“We have seen a positive trend over the past month after downtime during the main period of self-isolation. But a couple of months ago, every online advertising channel was tested for strength. We, as a SELF promotion service, have suffered less, because in Seowizard, you can achieve good results and with a low budget. We even noticed an influx of new users.However, the requirements for SEO as a promotion channel have become much stricter. 

Our clients now more often ask for help not only to get to the best positions in organic search results, but also to increase the return on those positions on which their sites are located ”, Yuri Sofin.

Some of the above recommendations allow you to directly influence the CTR of the site in the search results, some – only indirectly, through the development of the site, increasing the volume of a permanent audience, setting up turbo pages. For example, even if your site is not in the top 10, the sorcerer on the right side of the screen can show your site if, other things being equal, competitors do not yet have turbo pages. 

The sorcerer occupies almost half of the screen, parallel to the sites from the top 5 search results. Users go to your site, search engines see that they are finding answers to their queries there. As a result, your chances of getting into the top 10 and starting to increase click through rate there are significantly increased. This is one of the ways to increase the position of a site in the search results, but do not forget that promotion in search is an integrated approach.

Learned a lot from this article? We’re sure you’ll enjoy reading How To Protect Yourself From Online Scams

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