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Search engine optimization is often focused on trying to rank #1 in a SERP (Search Enginer Results Page). But, what if I told you there is definitely something better than that?
I'm not talking about ranking #0 like John Fairley discussed in a recent post. I'm talking about increasing your CTR (click through rate). Do you think ranking #1 or #2 can solve your problem and drive traffic and conversions? No, click-through rate (CTR) of your page from SERPs is the one thing that you should really be focusing on. Your site may rank well but you don’t get lots of clicks or you might even get clicks but don’t convert them. You can help improve your CTR and conversions by working on the snippet shown on a SERP.
About Click-Through Rate of SERP
CTR is often expressed as a percentage of impressions that users click on (100 impressions with 5 clicks is a 5% CTR). The rate drops when you rank lower in SERPs. AOL data shows that CTR drops from 43% to 12% when you move from #1 to #2, interestingly #10 has more CTR than #9. If you want to know more how the searchers spend their time on SERPs then it is all here from Cornell University.
Why you Need to Work on this?
Ranking well in search engines doesn’t solve all your problems and many times it is out of scope to grow further so what is left with you to check your CTR growth potentials. Getting the maximum targeted traffic to the site is the goal, if you can’t get the visitors that are looking for your niche content then it is a huge loss for your business.
What are the Factors Involved in this?
HTML Page title, meta description, page content and page path are the 4 things that are involved here. The most important factor is the link text for the page shown in SERPs which is driven by the page’s title. The snippet under the title most often comes from the page’s meta description, but the search engine may choose to use a snippet from the page content or from public managed sites like wikis or dmoz.
How to Know the Page Impression and CTR?
There are couples of ways to check your SERP impression and CTR,
How can you Increase the CTR?
This is what you have been looking for so far. Here are some pointers for you.
You have still so much potentials to increase the traffic from the same ranking position so why not to focus there and improve it.
Update: I thought this user behavior report will be interesting for you to know more about SERP.