Although your listing in the SERPs is a crucial part of your CTR, you can’t forget that the bulk of your SEO strategy should be devoted to on-site optimization. That means using SEO best practices to optimize your pages, such as building high quality links, incorporating strong keywords, and maintaining an active presence on social sites. Don’t forget that content is still king! Focus on publishing engaging, informative content that adds value to your site.
The Best Search Listings Ever
Once your site is optimized, it’s time to make sure that your listings are ready to draw in the right customers. The goal with your search listings is to connect with relevant customers who have a high likelihood of turning into a conversion.
There are three main components to every listing:
- The title
- The URL
- The description
The title should focus on the keywords for the relevant page so that searchers understand what to expect from your page. Location indicators can also be a crucial part of titles, especially for local businesses. If you can, add a geo-modifier to make sure you attract local searchers. Finally, consider incorporating time-sensitive keywords into your title. For instance, you might want to indicate if your company is running a special deal or trying to attract holiday shoppers.
There is less SEO wiggle room with the URL, but do your best to include keywords and optimize where you can. For instance, the URL can define your target country if applicable.
It’s All About The Description
The description is where you earn a better CTR. Begin by writing a compelling meta description that will engage the searcher. The content should be to-the-point and include your top keywords so that the searcher knows exactly what to expect. Use your full 160 characters to draw the reader in and make sure to include a compelling CTA!
Thanks to programs such as Schema.org, you can create enhanced listings. These rich snippets might include images, videos, ratings, links to social media, and information on time-sensitive events. All of these components serve to increase your audience’s understanding of what your page is all about.
Don’t forget to use Google authorship! Through your Google+ account, you can connect the author of the content to the page, so that a photo appears within the listing. Authorship is influential in establishing authority within your industry.
With rich snippets, engaging titles, and awesome content on optimized pages, your CTRs are sure to skyrocket! However, since SEO is a malleable, progressive industry, the best industry practices are always changing. You may find it useful to build a relationship with an industry professional so that you’re always ahead of the curve!SERP – Search Engine Result Page CTR – Click Through Rate