Every effort you make for your site, from content production to sales, pays off with the user clicking and entering the site. If you do not plan to increase your clickthrough rate or CTR, do not try too hard!
Click-through rate is one of the topics that has always been the subject of controversy, but the most controversial issue with CTR is its impact on SEO. Some SEO experts believe that clickthrough rate has no direct effect on SEO, and Google ignores this issue.
To answer this question, we need to put ourselves in the user’s shoes and review the Google search engine search experience together. But let’s start with a real-world example.
An interesting example of an in-depth understanding of clickthrough rate or CTR
Suppose you want to buy a super deluxe car. First of all, you make a sentence with the features you have in mind; For example: “I want a supercar with a speed of more than 300 kilometres per hour.”
Now the car dealer shows you three cars:
- Lamborghini Contador
- Tesla Roadster
- Bugatti Shiron
Probably one of these cars catches your attention more than the others. You go to the Lamborghini and sit inside.
By doing this, the car dealer will realize that the Ontador has been more attractive to you than any other car.
Now let’s introduce this example to the world of SEO.
You do a Google search for “Lamborghini Ontador”, and the search results will appear in front of you. Now you choose the third option from the results. This result has probably been more exciting and practical for you than the other results.
Earlier in the article Google Rank Rank Algorithm
We examined the impact of user behaviour on SEO and talked more about user satisfaction on SEO. After the search results are shown to the users, the first clue is his click on one of the results. The user click is the first and most important factor in measuring user satisfaction and can be confidently introduced as one of the most critical SEO factors.
What is the clickthrough rate or CTR, and how is it calculated?
To understand the concept of clickthrough rate, you must first be familiar with impression. Each time your page is displayed to a user in one of the search results, an Impression is calculated for that page of your site. Note that it does not matter if your site is the first or last link of the page. In any case, when a page of results opens, an impression will be recorded for all the sites on that page. If the searcher clicks on any of these impressions, your site’s CTR is being measured.
Click-Through Rate tells you what percentage of users have clicked on your link in search results.
If we divide the number of times the user clicks on your site among the results by the number of times displayed to users, the clickthrough rate is obtained. The more users click on your pages in search results, the higher the CTR of those pages.
Where can we see the Click Through Rate of web pages?
Now how do we know how many clicks our pages have received in Google results?
You can use the Google Search Console tool to check your CTR. In Search Console, you can get accurate and comprehensive information about users’ clickthrough rates on each page of your website.
Also, you can see the average clickthrough rate on your site pages. Because the search console plays a vital role in improving the site’s SEO status, and you need professional training to use it, a comprehensive workshop for teaching Google search console at Seo Teaching is planned.
What is the standard for an ideal clickthrough rate?
If your site’s clickthrough rate is more than 50%, it means you have done well!
Please do not make these mistakes! There is no standard in clickthrough rates or many SEO success measures, and we cannot standardize with a fixed number.
The most important factors that determine the acceptable clickthrough rate include the following:
- Scope of the website
- The nature of user search
Instead of setting a standard for the ideal clickthrough rate, it is better to look at its average.
According to statistics, the average clickthrough rate in the desktop version is about 32% and in mobile search is 24%. Note that these percentages are not the correct measure of clickthrough rate. Depending on the website’s scope or any other reason, the clickthrough rate may increase by more than 80% or decrease by less than 20%.
For example, if the nature of the user’s search is to see an image, the clickthrough rate of the results of this page is probably lower because the user does not enter the website page and searches for the desired image from the image search section.
The impact of CTR on SEO; 3 compelling reasons to pay more attention to clickthrough rates
We talked about the average clickthrough rate, but there is more exciting information about CTR that can help you a lot.
- According to the studies, the link ranked one in the results is about ten times more clicked than the tenth link of the results.
- According to statistics, if you reach the top 8 Google results, you will experience at least a 30% increase in clickthrough rate with each step. For example, if you rank 5th and move up to 4th, you will have an average CTR growth of 43%. Of course, keep in mind that the higher you rank, the more users’ clicks increase.
- Users’ clicks on the 7th to 10th rankings of Google are almost the same, and there is not much difference between them. Of course, you should not be indifferent to this issue, because your climb from 10th to 7th rank to achieve the rankings Is higher.
What does Google believe about the role of clickthrough rates?
At the beginning of the article, we said that the user click rate is the first factor to send a sign of user satisfaction to Google. Still, this factor, along with several other factors, is examined on a large scale and thus causes the results to remain constant or change. Becomes.
There is a misconception that every click of a user affects the ranking of a result. On the other hand, Google needs more severe statistics for user behaviour to change its ranking and cannot determine its ranking based on just a click.
For example, if Link 2 accounts for 60 per cent of users ‘clicks and the first link captures only 30 per cent of users’ clicks, Google may reconsider ranking these pages and putting them together. Move because user clickthrough statistics can be very reliable for Google.
Of course, Google is prudent in this regard. What do we mean?
In the article Google Dance Algorithm
We said that Google would move the first link in a cross-sectional motion with the second link to compare these two options’ merits. The status will be maintained if he is sure that relocation is necessary. Still, if he realizes that the conditions are cross-cutting or for any other reason, the second option does not deserve to be ranked. First, the ranking will return to the previous status.
It is even possible that clicking on a link is only due to the attractiveness of the title and its description, and the content of the page is useless to the user. In this situation, by examining the factors that indicate user satisfaction with the content, Google realizes the page content’s poor quality and ignores the click on the link. This is one of the black hat SEO techniques in content and can even cause you to lose your place in search results.
Valuable content acts as a lifeguard tube in the purple ocean of content!
Six practical techniques to increase CTR in Google results
CTR optimization is one technique that can lead to cross-sectional growth of your site position in front page competitions and where you think there is no other way but to get backlinks for you.
Usually, the higher your site’s page rank, the harder it is to climb to a higher rank than in the past. But this section describes techniques for optimizing CTR; Professional techniques that, if implemented properly, can make you rank second or third in Google results as much as an entry.
1 – Use parentheses (in a way that engages the user) to increase ctr
First of all, it should be noted that using the following techniques at the same time is appropriate in some cases, but excessive use of them may have the opposite effect.
Studies have shown that using parentheses and quotation marks in the page’s title can increase the chances of users clicking up to 40%. This is because the content in parentheses usually makes a significant point. In this case, the user either gets more information from the content of the page or finds it more attractive and curious about the page’s content.
You can use the printer both in the page title and in the meta description. The important thing about using parentheses is how you use them. You can use exciting and creative phrases. There are many suggestions for use in parentheses and brackets:
- Mention page content such as (video, podcast, infographic)
- Annual statistics and information (2019 statistics)
- Case Study
- step by step guide
2 – Use numbers in the title of pages (smart!)
Consider the following examples.
- Google introduced five main factors influencing SEO!
- Google introduced the most important factors influencing SEO!
- Summer shopping festival with special discount
- Summer shopping festival with a special discount (up to 40% discount)
Using numbers has been known for many years as one of the most common techniques to increase user access to the site, but they can still be used in more creative ways. The first example is a more common model of using this technique, but the second example is used in a smaller range of sites, although in both examples, the clickthrough rate options are probably higher.
Using numbers in meta descriptions can also have a good effect on increasing clickthrough rates.
3 – Use short (and meaningful) URLs!
One of the issues in SEO is that Google better understands pages with short and meaningful URLs and gives them more points in ranking; But it’s not just Google that likes short, meaningful URLs, but also users. A percentage of users also pay attention to the URL displayed in the content to understand a page’s content.
In the image below, you can see the difference between displaying standard and non-standard URLs. What is your choice?
4 – Meta description, a golden opportunity for marketing
A meta-tribune description is a 20-second session that allows you to speak to your audience in a non-verbal language and persuade them to click on your site link. There are magic words in every field of work that can excite your users. Use these words well. Phrases like free, limited number, last chance, most important, best, and many similar phrases fall into this category of sensitive and exciting phrases.
Meta descriptions: In general, it is better to have a brief description of your page’s content, but you can use techniques to make better use of it.
- Use a variety of user emotions. A sense of power, wonder, and even worry and fear can be used instead. (Example: If you do not want your site ranking in search results after months and years of activity, we suggest using white hat SEO techniques in your site SEO. On this page, everything you need to know about white hat SEO We have explained.)
- Want to write meta descriptions for your site’s landing pages? Well, tell us about your competitive advantage; What sets you apart from the competition? Write about them briefly. (Example: Comprehensive SEO course is a set of 5 specialized SEO workshops with 20 hours of face-to-face training. At the end of the course, you will learn all the standards and professional SEO techniques)
5 – Take advantage of the user’s interest in new content
Use of numbers for this year or next year that indicate that your content is new and up-to-date can be mentioned in the title or meta description. You can also use phrases like “latest tips”, “models of the day”, or similar phrases creatively in the title and meta descriptions. Even mentioning that you will show the new Manto models in the year (2019) in your content to the user can greatly encourage them to click on your link.
In addition to users, Google is also interested in fresh content if you want to know more about this article, Freshness content algorithm.
It is a good offer.
6 – Data structure, the golden card of winning the user attraction competition
Statistics show that using structure data and displaying it in search results can increase clickthrough rates by an average of more than 30%. It does not matter what type of structure you use. In any case, if the structure is used correctly and displayed by Google in the results, it acts as a golden card to win the competition to attract users. For more information about Structured Data, be sure to read the article Myths about Structured Data.
Click-Through Rate In Google Ads – A Conclusion To Get Started Now
Finally, we will focus on the importance of CTR in other topics such as Google Ads. The clickthrough rate also plays a very important role in these cases, and of course, there are misconceptions about it. For example, some people think that the ranking of ads in Google among several ads depends only on the advertising budget. Simultaneously, Google has not forgotten its mission (user satisfaction and creating the best search experience) in the discussion of advertising and various factors. Considered for ranking results
One of the factors that Google examines in user satisfaction with the displayed ad is the clickthrough rate; Google changes the ads after ranking users’ satisfaction or ranking or removes the ad altogether from the results if the ad is completely irrelevant and users are not satisfied with it.