For businesses concerned about their search engine optimization (SEO), a large focus revolves around search engine results pages (SERPs) and how to generate organic clicks and a higher click-through rate (CTR) on it. Clicks in SEO not only represent audience members who have decided to check out your web page, but are also tiny signals to Google about your relevance and popularity. Getting enough clicks means Google takes more notice and your SERP position may go up as a result. Here are a few tips for improving your CTRs that apply particularly well when dealing with your SERP entries.
Use Page Title Tags to Grab Reader Attention
When people look through SERPs, they often skim over the readings, only paying attention to the title rather than any description. While SERP entry descriptions are important, more so is the ability for your page’s title to quickly inform the reader and get their attention. This means using page titles that are not only SEO-friendly, but able to tell readers at a glance what they can expect to find.
This can be accomplished through the use of title tags, essentially a form of SEO flag that helps ensure your title covers certain topics people commonly look for. To use this page as an example, two of our title tags are “CTR” and “SERPs,” both of which help make it appear when people look for SEO help.
Make the Most of Your Meta Description
The meta description is the text that appears below the link on a SERP entry. This 160-character message is meant to be a descriptive snippet that helps offer more information about what readers can expect to find on the page. Most meta descriptions are bland or simply restate information found in the title, but there are much more effective ways to employ them. For instance, you can try turning your meta descriptions into small billboards.
Including information on things like special deals, offers, or price points is a big help when the pages relate to products or services. Comparative shopping is a big part of online searches and being able to quickly say that you not only have what the user is looking for, but also have it on sale or at a great price lets you help capture more attention from this market.
Use Rich Snippets to Enhance Information
A rich snippet is basically anything in a SERP entry that isn’t the page title, URL, or meta description. If you have ever looked at a SERP and seen things like review stars, author portraits, or even a video, these are all the result of rich snippets. The use of review entries in your rich snippets should hopefully be obvious—it gives you the ability quickly tell someone skimming the listing that your business is highly rated and also how many people agree—but including a photo may have less clear benefits. Simply put, people consider a business friendlier, more trustworthy, and more approachable if there is a human face attached to it. These feelings in turn reduce consumer hesitation, thus making them more willing to click through to your main site. Making use of a human face in rich snippets is especially useful for any profession that is closely tied to individual identities like lawyers, dentists, doctors, etc.
Help Your Users with Clean, Informative URLs
The URL of your web page affects how users are willing to click through on a SERP and how likely they are to click on links found elsewhere on the Internet. Your URL should therefore be short and free of various strings of apparent gibberish while providing readers a clear understanding of what they can expect. Figuring out whether your URL is clean and informative is fairly simple; copy the URL of your page and show it to someone without any context, then ask them to guess what kind of page it links to. Or alternatively, you can simply look at any given SERP and see a nice spectrum of comprehension.
However, making your URL clean and informative is just one part of the equation. You can also include keywords (but not too many; you don’t want that SERP result to be spammy) to better draw a reader’s eye. Another good approach is to make the URL reflect as much of the page title as you can so that relevance can quickly be established and to make any copy/pasted links serve as their own anchor text if none is available.
Find Yourself an SEO Expert
Numero Uno Web Solutions works to improve the click-through-rates of our clients’ SERP results using all of the above tips and many more techniques and strategies that take into account both the latest developments and trends in web marketing and tried-and-true approaches. Our precise, studied methods and SEO services have benefited Toronto businesses along with industries across Richmond Hill, Vaughan, and more. Our success has even allowed us to extend our reach and offer SEO services to Texas, Massachusetts, and Florida. For any business looking to improve their SEO profile through enhanced SERP CTR or any other method, we are just a call away at 1-855-SEO-XPRT.