Every company is fighting to be more visible online than their competitors. With the top position in Google search results gaining 33% of the traffic (Search Engine Watch), companies are spending an increasing amount of time and money on improving their positions online. But what’s the point in being visible if nobody is clicking through to your website?
Click through rate (CTR) is the number of clicks a specific link receives divided by the number of times that link was shown. It would be great if you had a CTR of 100% in all of your online marketing activities, but it is unlikely. However how can you help maximise your CTR?
The most important on page SEO element is the title tag. It is vital that each webpage contains relevant keywords in the title tag to help Google rank particular pages for certain search queries. If the wrong keywords are used Google might present the wrong webpages to users, and this would likely decrease the CTR as the page would be seen as irrelevant to the user’s search.
Meta descriptions are the short snippets users see in search results that summarise the pages they would land on when they click the results. The way the descriptions are written can affect the CTR. They need to be compelling and contain the main keyword you are looking to rank for as if it is used in a user’s search query the keywords would appear bold in your description. Also, including a call to action in the description will help improve the likelihood that users will click on your result than your competitors’.
There are multiple ways to maximise your campaign’s CTR:
– Target the right keywords – if the campaign has been running for a few months you would have gained some data on the best performing keywords in terms of their CTR.
– Experiment with the Ad copy
– Use ad extensions – the call button, address, reviews, sitelinks can help increase the likelihood that a user will click on your ad.
– Follow trends – every few months on Facebook or Twitter there is a particular trend happening. The most recent online trend, the mannequin challenge, has got people around the world participating. And, believe it or not we have seen a couple of dental practices getting involved.
– Images – research by Quicksprout shows that using images with particular colours (white and blue) and adding a call to action can significantly improve your click through rates.
– Cliff-hangers – when writing a social media post, write enough to stimulate interest but leave your audience wanting more. If the aim is to encourage more clicks to your website, cliff hangers in your social media posts are an effective way to help the CTR.
There are many ways to help improve your online marketing activities and above are just a few ways we can improve your CTR. If you are interested in Dental Design helping to improve your online marketing, please feel free to give us a call on 01202 677277.