Three simple ways to improve your organic CTR

Use specific keywords to increase CTR

It would be easy to assume that using short, simple, common, and popular keywords will get you more impressions, but this is not necessarily the case. Ranking well on this type of keyword is very hard, if not impossible. Moreover, the interest and intent of a user searching for a generic keyword (or ‘head keyword‘) is difficult to guess and predict, and it is unlikely that these impressions will convert into hits. A specific keyword (or “long-tail keyword“) tends to be longer, more complex, and is more likely to match the user’s intent, thus resulting in a higher CTR. And it is better for a blog post to be viewed 100 times on Google, resulting in 50 hits, than for it to be viewed 10,000 times, resulting in only 20 hits. A practical example? “Recipes” is a very generic word and has millions of results on Google. “Autumn vegetarian recipes” yields fewer results, which means it will be much easier for a new post to rank high and intercept users who are really interested in that specific content.

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Use simple titles to improve your organic CTR

The first thing users will see, when they view your post on search engines, is the title. It is also probably the only thing they will look at if their attention is not immediately captured. That’s why it’s important to work on your title carefully and take your time to get it right, specifically the SEO title, which is the text string that appears on the results page of a google search. The title, therefore, plays a very important role: letting the user know that, by clicking on it, they will find exactly what they are looking for. Simplicity is a key factor: remember that the user has a whole page of headlines in front of them, which they will quickly scroll through to choose which one to click on, based on their specific search goal. A simple headline that unequivocally explains the meaning of the post is a prime tool for turning searchers into readers. Pro tip: don’t add the name of your website or brand at the beginning of the title. Not only will it waste precious title space, which you should be using to summarize the gist of your post, but it usually damages the organic CTR too.

Include useful information in the URL

Did you know that your post URL can also help improve your organic CTR? The search engine algorithm positively evaluates the presence of your keyword in the URL. It is also important to keep the link short: the user will see it on the SERP and is more likely to be attracted to short URLs that clearly express the meaning of each post. Using the same example as before, if your title is “5 best autumn vegetarian pumpkin recipes for the whole family”, an effective URL could simply be autumn-vegetarian-pumpkin-recipes. This way the reader will know what relevant information can be found in the post.

Conclusions: hot to boost your organic CTR

Little things like these can help you improve not only your organic CTR but also your ranking since if your articles have a high CTR, Google will acknowledge you as an authoritative source. If you would like to integrate an SEO and content marketing strategy into your promotion, contact us: we will help you promote your brand online!

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