5 Simple SEO Tips for Better CTR

5 Simple SEO Tips for Better CTR

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CTR stands for “clickthrough rate” and is a device for measuring how many of those who see a link in the search result (SERP) actually click on it. Here are tips on how to improve this number. The CTR value is usually stated as a percentage. In the Google Search Console , we can see, among other things, the number of impressions and the number of clicks different keywords. If a website has 400 impressions on a keyword and 80 clicks, we have a CTR of 20%. To calculate CTR as a percentage, divide the number of clicks by the number of impressions, and multiply by 100. In Norwegian, the words click-through rate and click-through rate are also used for this.

What is a good CTR?

What is a good CTR value depends entirely on what position the website has in the search results, what industry it is about, what type of website it is and much more. The most important thing to follow is changes in the CTR value. If you have a website that is in 8th place in a search, and has a CTR of 3%, an increase to 4% can be very good. If you have a larger website and a well-known brand name, you should probably aim a lot higher.

Why is CTR important for SEO results?

It is easy to look blind on ranking numbers. One can easily become too preoccupied with creating meta-titles and take other measures to hit directly on as many search phrases as possible. But even if you hit this well and get a good ranking in the SERP, it does not mean that people automatically feel like clicking on your link. Here, among other things, the meta description comes into the picture. You can have a good domain and a good meta title so that you rank high in the SERP, but at the same time have a bad, autogenerated meta description. This can really ruin the CTR, because the person who did the search does not get a good enough understanding of what your website contains.

What does Google say about CTR?

Few other than Google itself know all about how the algorithm works to determine search rankings. Many people believe that CTR in itself is not a direct factor, but most SEO experts agree that a high CTR still has a large indirect effect on rankings. What reinforces this is that Google technician Paul Haahr has explained how they use A / B- tests to measure changes in click patterns and the like. In the same article, we read that former Google employee Edmond Lau says that it is obvious that a search engine uses click-throughs to verify that its own algorithm works well. How many people click on a link from the search results is simply a good measure of how interesting this link is.

5 tips on how to improve CTR values ​​

So what can you do to improve your CTR values? Here are some tips:

# 1 – Use structured data

What if your website listing in the search results could take up more space than the other websites? You can achieve this by using structured data. Terms that are also used about this are schema markups and rich snippets. In short, this is about getting Google to display more content from your website in the SERP than just the title, description and URL. For example, there may be a bullet point taken from the text on your website, the number of stars / reviews on a product, an image from your article and so on. Such listings make your website stand out in the search results and give the searcher even better information about what the website contains. These are things that can definitely increase CTR. If you have not worked with structured data before, it can be a little difficult to understand all the concepts. Feel free to read more about this at Yoast.

# 2 – Language and word choice in meta title

Do not let all the keywords of the website get in the way of a “normal language” in the meta title. Remember that it is people, and not algorithms, who should read, understand and click on your link in the SERP. Then the language in the title must be simple and descriptive. You can include a few important keywords, but also remember to use words and expressions that play on emotions, for example. Think that you are a human being who is going to tell another human being something, through your website.

# 3 – Do not forget the meta description

Many people see the meta description as the somewhat boring counterpart to the meta title. This is because the description has no direct connection to how good a position you get in the search results. Nevertheless, the description can have a big impact on how the searcher perceives the link to your website. Here it is important to use some powerful words and expressions that can capture attention. Remember that you usually scroll through the search results fairly quickly.

# 4 – Think of the funnel and long-tail keywords

Think about this: Your website appears in the search results because you have done a good job targeting single words such as “table” or “workshop”, or you get hits when anyone searching for “dining table for 6 people” or “Skoda workshop kristiansand east”? It is obvious that you will get many more impressions if you manage to rank high on the individual words, but it can be more valuable to be visible when the buyer is further down the buying funnel. Your website will then appear to be more relevant compared to the applicant’s intention with the search. This in turn can result in higher CTR.

# 5 – Use the URL slug for what it’s worth

It is easy to forget that the URL itself can also contain descriptive words and selling messages. The URL slug is the part of the URL that comes after the domain name. If you have an online store, it is important to have a good structure in the categories – And this will usually also make the URL slug more descriptive for the applicant. If you write a blog post in, for example, WordPress, you can easily change the slug so that it also entices the applicant to click, in combination with the meta title and description.

Conclusion: Give a good idea of ​​what your web page contains

All in all, CTR optimization is about giving the applicant a good impression of your website and what it contains. Why should the applicant press in? Why does your content match what the applicant was looking for? How do you and your website stand out?

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Anders Gundersen

Senior Utvikler
Anders@evomark.no  /  47676667