SEO and Click-Through-Rates
“Content is King.” “Keyword strings.” “Metadata.” “CTR.” These are phrases that SEOs use to describe various concepts in the world of Search Engine Optimization. But what does this all mean and how do they relate to each other? In other words, how can your SEO content and technical aspects help to improve CTR (click-through-rate)?
Content is King
At one point in time we have all probably heard this phrase used when talking about SEO. The short version of the meaning is that we should always be updating our web content, whether it is through blogging or through the addition of page content, with the intent of improving website rankings on SERPs (search engine results pages). When writing said content it is important to think about the reader’s interests and write content that will benefit them in some way.
Anybody who writes copy for websites should know that keyword strings are very important and can help drive the right kind of traffic to your site. Once again, we want to think about who our main audience will be and try to understand their search behavior. For example, if Company ABC sells athletic shoes they will most likely want to include “athletic shoes” in their page copy. They might also consider being more specific with their keyword strings and include phrases such as “basketball shoes” or “tennis shoes”.
On the backend side, an SEO must think about multiple types of metadata including page titles and meta- descriptions. The page title and meta-description should also include the most specific keyword string related to that particular page on the website. The title and description will then be included on the results pages as shown below.
Finally, we come to the CTR. When a user sees the results of their search they are most likely to click on a website with the most relevant title and description to their query, in this case “basketball shoes”. The CTR is the number of clicks the site receives divided by the number of times the results were shown in SERPs (impressions). If all things are in place (the way they should be) then your site will have a higher CTR. This is why having good SEO on your website is so important.
To learn more about how Brand Ranch Media can help with SEO for your website, please visit our Search Engine Optimization page.