Encouraging clicks to your site

Click-through rates are greatly undervalued thanks to Google making it hard for you to tell what your organic CTR is (for a keyword) as well as Google Analytics no longer providing keywords. However, ignoring them can prove to be a grave mistake.

Why? Because click-through rates can have a huge impact on your rankings.

By enticing visitors and driving their interest, you can attract more clicks, boost your traffic and benefit from higher conversions, sales and leads. All you need to do is take the time to optimise your CTR.

How can I optimise my CTR (click through rate)?

Google may no longer be of help; however it is possible to discover your CTR through paid searches with AdWords. Here, you can type in any word and find out what its CTR is.

And this is important as low CTRs will lead to low conversion rates.

So what can you do?

The first step to ensuring better conversions is assessing the rankings of your keywords and their click-through rates. This can easily be done through Google’s Search Console where you’ll be able to see the rankings of your keywords and identify their top 10%.

Now this doesn’t mean you can’t use any of the rest; however you will need to be strategic in their use to ensure they achieve the same results as your top ten.

Try implementing the below tactics:

  1. To improve your organic click-through rate, you’ll first need to collect data by creating ads on Google AdWords of no more than £25. These ads will need to point to the page you’re re-optimising using 10 different headlines. Here you will be able to experiment with your keywords (including your poorer ones) and turn them into CTR gems.
  2. Don’t half-ass your new headlines. They need to be significantly different, so messing with commas, punctuation and upper and lower cases is not enough. Instead, try to get creative when writing your headlines by using different personas and changing the emotional trigger of your headline (amusement, surprise, happiness, hope etc.).
  3. Blend keywords you hope to appear for with keywords you’re currently ranking for, and set them as the broad match keyword match type. This will help you to reach a wider audience as ‘broad match’ is the default keyword match type, meaning any words in your key phrase will appear in a user’s search.

    Example: you set the broad match of ‘luxury car’ in your ad. This ad could then be potentially displayed to anyone who types luxury cars, fast cars or expensive vehicles – even though those terms aren’t in your keyword.

  4. Write an outstanding headline – the key to a strong headline is making sure it contains an emotional hook; tell readers exactly what your content is and the format it will be in, and offers readers a promise/benefit.

    At the same time, it is important to be specific; be unique; show personality; create a sense of urgency and make sure your content is seen as useful.

  5. Test your ad – to save on costs take advantage of countries with low cost per click, and make sure you rotate your ads evenly. Similarly, to make analysing your results easier, you’ll need at least 200 impressions per ad and will need to bid for a specific position.
  6. Analyse – hopefully within this first batch of 10 headlines you’ll find one that distinctly stands out (has 2x, 3x or 4x higher CTR’s than the rest); however if they all achieve the same results, throw them out and try again.

As you can see, it is possible to take control and make your CTR’s work for you. Simply employ the above tactics and you can achieve stronger, more promising results for your work.