When it comes to measuring the success of an online PPC advertising campaign, click-through rate is an important metric to use.
In essence, click-through rate is the percentage of impressions earned through a click. It helps you determine how well your advertising campaign performs.
According to Google Ads Help, click-through is a ratio showing how often people who see your ad end up clicking it.
Click-through rate is commonly used to measure the effectiveness of email campaigns as well as the success of an online advertising campaign for a particular website.
Factors that impact click-through rate
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As a matter of fact, your click-through rates wouldn’t just improve overnight. This is because there are certain factors responsible for improved click-through rates.
Below are the main factors that are impacting the click-through rate from the Google search results page:
- Blog Title or Headline
Headline plays an important role when it comes to driving web traffic to your site. This is why you should always think hard about what readers are looking for. Then you can easily optimize the headline accordingly.
- Meta description
Most of the major web publishing platforms and CMS tools usually auto-populate your meta for you with the first few characters from the post content. However, if your website is powered by WordPress, you can use a great SEO tool like Yoast to write optimized meta descriptions. Writing individual meta descriptions for each of your posts can boost ranking and click-through.
- Position
Both your post title or headline and meta may be great, but how about the rest of your article? You will need to improve the click-through rate down the page. Improving your SERPs position will require improving on-page optimization and backlinks.
How to improve click-through rate
CTR is an important metric that helps you understand and monitor your PPC campaigns. So, how do you improve the click-through rate for SEO? Below are some of the best ways to take your click-through rate to the next level:
#1]. Focus on long-tail keywords
Long-tail keywords are longer and more specific keyword phrases that are greatly valuable for SEO. Visitors are more likely to use long-tail keywords when they’re closer to a point-of-purchase or when they’re using voice search.
You’ll need to research long-tail keywords and integrate them into your website. They can be hugely valuable if you know how to use them. Also, they can help to greatly increase the volume of related organic queries you rank for and much higher click-through rates.
#2]. Write effective meta descriptions
Writing effective meta descriptions also plays an important role when it comes to improving the click-through rate. The fact is that effective description meta tags help introduce your content page to potential visitors on search engines.
Description meta tags make up the majority of your SERPs entry and tell potential visitors what to expect when clicking a link. If your website is powered by WordPress, SEO plugins like Yoast can help you control how your description meta tags.
#3]. Optimize SEO elements
Optimizing your website SEO elements can also help to prove CLick-through rates. How do you do that? Go to your Google Analytics to find your top keywords with high impressions but low click-through-rate.
Then optimize the titles and meta to better match the specific queries that are generating impressions. It’s advisable to focus on relevance and include the exact keyword phrase in the title and meta.
#4]. Properly mark up images for SEO
To properly mark up images will also give you the opportunity to attract organic webtraffic from search engines. Marking up your post images properly will undoubtedly help you tell Google bot what your post images are about.
You can easily do this by using alt tags and title tags. Make sure you optimize both alt and title tags with related keywords specific to each image.
#5]. Clean up those URLs
Your page URL offers you an opportunity for a long-tail keyword implementation. This is why it’s essential to get rid of auto-generated page URLs.
When it comes to SEO, auto-generated page URLs are not as effective as you may think. You can make use of a URL that includes your page title keywords instead.
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