Organic traffic is no longer about how high you rank for specific search queries. Some businesses are finding that they can get featured or be at the top of the page and notice a decrease in clickthrough traffic.
Why is this result happening? Although your digital marketing agency can help you with the specifics related to your situation, it’s important to remember that no two search results are the same now.
Google is more interactive and diverse than ever before. That means your focus should be on how your content gets represented in search.
Although it might feel like you’re losing some control over how your brand and business get represented on search engines, you still have several ways to promote specific messages to Internet users.
Here are the areas of focus to consider improving or streamlining to ensure that you get the CTR rate you want for your metrics.
Google still uses your site favicon. That means the image showing next to your URL is still under your complete control, including when it appears with the search snippet.
Google wants to show a meaningful URL path to people. It functions a lot like the SEO breadcrumbs from the past instead of working like a standard web address. Use the appropriate schema to force the search engines to move away from the URL to see if it helps with your clickthrough rate.
The domain name choice might impact your CTR if you’ve got something intriguing. Try to use something memorable, short, and potentially witty.
In the past, search engines relied on your page title to generate information for the snippet. That process is changing more often in 2022, but businesses still need to work with their digital marketing agencies to optimize this content for natural keyword inclusion.
Google ignores meta descriptions about 70% of the time. Although it’s helpful to include this information to ensure the search engines represent your brand accurately, the information displayed to the searcher is figured out automatically these days.
If you want to have a better chance of having specific content displayed to potential consumers, try to create a precise summary at the beginning of your article. You can do the same under different subheadings with unique keywords to make it potentially easier to be found.
Search engines use rich snippets that work for different content-based pages. You’ll see HowTo options available for almost any tutorial, while FAQ options are possible whenever you have two or more questions on a page. Even video schema on mobile devices has become a common way to generate a more substantial CTR.
The first challenge that any business faces is to get people onto a website. By focusing on the action instead of your position in search results, you could see a significant boost to your clickthrough rate.
Share this entry
Web Sprout is a woman and veteran-owned business that treats you like a partner, not just another client, nurturing your PPC campaign with TLC to deliver revenue—not just leads.