CTR improvement in the SERP
We all know the importance of the user clicking on our website when it appears among the first search results. As we already know, the CTR (Click Through Ratio) or proportion of clicks, is the number of times that our website is printed in the search results between the number of clicks that the user makes on that URL. For example, if our website is printed 100 times and users click 25 times, our CTR it would be 25%, that is, one out of every 4 users clicks on our website when it appears on the first page of results. Therefore optimize CTR and our SERP is an important aspect when we work on the SEO.
Much has been written about how to increase the proportion of clicks on our url's, about the use of emoticons and symbols, emphasized texts, use of keywords and others. SERP options, but the objective of this post is not to tell how to improve the results in the SERP or how to increase the CTR.
Beyond trying to explain what is CTR, in this post I am going to try to explain how to control this aspect and organize the task to be able to keep track of the changes that are made.
Plan and improve results in the SERP
In essence, what we are going to do is modify the titles and descriptions of our pages with the intention that the user clicks on our url.
The first thing we must do is select which url's of our project we are interested in working on. In principle, we should focus on those that appear in the first page of results but once the strategy is designed we can do it in all the url's.
Search Console and CTR study
We are going to rely on the tool of Google Search Console (SC) to know our CTR. In it we can see the pages of our website that appear on the first page of results and their CTR.
First of all we go to the SC tool and click on performance.
Here we can already see the average values of clicks, impressions, CTR and average position. I would like to say that SC does not always offer very accurate and up-to-date data and is sometimes wrong, but in any case it is a good tool to get a general picture of our website.
Second, let's see why url's and keywords We appear on the first page of results. We select in SC url's and order by position. Next we export the data in Excel and we start to build our template and keep track of the changes.
In this table we can first see the keyword for which we appear in the SERP and its url.
Well, the first thing we are going to do is write down the SC data, url, your CTR and the position we occupy in the results lists.
You organize your CTR changes in the Serp
Next we are going to create another table where we can write down the current titles and descriptions and those proposed for the change.
In this way we can have all the changes organized for assess if the SERP change has really improved our CTR.
A recommended practice is apply different styles by sections: for example, we can apply a style in the SERP (emojis, symbols...) in the landing pages and another in the post. In this way, we can see which style is having more acceptance and improves our CTR.
Finally, we will check again in SC and write down the values again after a while, depending on the speed of indexing and crawling of your website.
En Millennials Consulting We work on many aspects of Seo. For any questions about our work you can see our services Travel Seo.
