- Eliminate underperforming pages
- Contribute articles as a guest author
- Create enticing headlines
- Increase page speed
- Improve your brand recognition
- Publish high-quality articles
- Post to social media
The click-through rate your website receives is a factor that affects the ability of your website to generate traffic and produce leads. The trend has been an increase in the number of Google products that occupy the first page of search results which requires business owners to take a more strategic approach in generating traffic from Google’s’ search index.
Since the introduction and implementation of the Hummingbird update, the standard of quality in the content produced by websites has increased dramatically. We have witnessed the rise and fall of websites who were manipulating the ranking system with duplicate content, spun content and outsourced content less than credible sources. Hummingbird ended those “black hat” tactics, forcing publishers, marketers and business owners to put more time and effort in producing original content in order to perform competitively in the search results.
The Hummingbird update revolutionized the way websites are assessed and ranked by dramatically improving Googles’ ability to read and determine the context of a webpage. The search intent behind a specific query is matched to content more accurately and efficiently which has placed a higher demand on the quality of content provided. Of the many ranking signals that are read by search engines, the click-through rate can drastically increase or decrease the ranking of a website.
Eliminate underperforming pages
Deleting pages on a site that are underperforming is one solution that reduces the bounce rate and increases the click-through rate resulting in a higher quality rating of your website. Identify underperforming pages in your Google Analytics report to assess the traffic the page receives and the amount of time that is being spent on each page. If the page is not getting an adequate volume of traffic or has a bounce rate over 55 it would improve your site to make changes, additions or simply delete the page.
Contribute articles as a guest author
Tactics like guest posting become more prevalent because of the overall impact they can have on the performance of a website. Referral traffic isn’t the prize jewel from this effort, but rather the credibility and authority your website receives when being published on a reputable site.
It could be one powerful link that improves the ranking or it will be the accumulation of a variety of links obtained from guest posting, but in either case, quality backlinks directly cause an increase in ranking. Improved ranking increases the traffic your site receives. An increase in the number of visitors contributes to a higher click-through rate.
Create enticing headlines
Did you know traffic can be sway as much as 500% based on your headline? Your headline is the single most important selling feature of any content you’re producing. When a user searches a particular keyword they are staring at a list of results with titles and descriptions so having the most enticing headline will increase the number of clicks your website receives. There are numerous studies that have been published to improve the click-through rate of your site by making subtle changes to your headline. In fact, there is a whole article on this site dedicated to headline strategies that describe different tactics on how to write a great headline.
Increase your page speed
User experience is a big factor in the perceived value of a website and the search engines will demote your site when your UX is not up to par. Page speed is a large contributor to UX and will make or break whether a person stays on a website. The standard is getting faster and improvements in this department are being rewarded with a positive ranking signal. An improved ranking means more traffic which also means more clicks.
Improve your brand recognition
It’s not a quick fix strategy but branding your company can be done no matter what size company you own. Branding has traditionally created a competitive advantage when winning a customers trust and ultimately earning their business.
When faced with the waning number of pixels in the organic results, branding is one element of campaigning that will improve CTR through the recognition of your company. The search results can change overnight, but brand recognition contributes to maintaining your search traffic-even when you’re a position down in ranking. People will buy from who they know and recognize making your brand the first choice when faced with options.
Publish high-quality articles
Publishing high-quality content is a non-negotiable characteristic of a successful company. Based on search criteria and peoples natural avoidance to advertisements, businesses are attributing a large part of their success to well-written articles both onsite and offsite.
The current preference of the average client is to read about a company onsite before making a purchase decision. In order to build trust with a prospective customer, your content onsite should offer something of value or be written with the purpose of branding and developing the identity of the company.
Through improved engagement, your website increases the CTR tremendously. This particular content strategy has produced 3 times as many leads as paid advertising and is less than half the cost.
Post your content to social media
When you have good stuff to share, make it a point to share it. Consistently posting to social media gets your newly published posts and pages in front of an audience. When your content is high-quality it gets shared creating a larger audience and an improved click-through rate.
An improved click-through rate not only directly brings in more traffic to a website, but results in a more competitive ranking. Improving your CTR is one of many SEO services an SEO consultant will engage in when building more traffic to your site.