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Eyes On: Why Organic Click-Through Rate Matters

In simple terms, click-through rate (CTR) refers to the number of times a person clicked on a click from one website or digital property, be that in organic search, Google Ads, or even in an email. You can calculate the CTR for any links by dividing the number of clicks a link got by the number of impressions, or number of times it was seen. A high click-through rate means that a large percentage of people who saw your link clicked on it.

It’s easy to see why this metric can be crucial to understanding your business’ online performance. After all, you need users on your website to produce conversions, whether that be making a purchase, signing up for a service, or beyond. The formulae for CTR and conversion rate are also fairly similar. See below:

  • (Number of Clicks) / (Number of Impressions) = Click-Through Rate
  • (Number of Conversions) / (Number of Clicks) = Conversion Rate (%)

As we can see, the numerator of one becomes the denominator of the other. Higher CTR brings potential for higher conversion rates, while lower CTR can limit the number of conversions. Further, your CTR performance and its effects on other metrics can ultimately affect your page ranking, both for individual pages and domain-wide.

We’ve seen how CTR is important to understanding your business’ paid and organic search. Below, we’ll be going over ways to optimize CTR to reap some of those practical benefits. We’ll also be covering some key signals to watch out for as you do.

Tip #1: Optimize Your Text

Whether for organic search, PPC, or email marketing, your copy can make a world of difference to both your page ranking and your CTR. Optimizing your title tags, meta descriptions, and headings with keywords is important, as well as staying up-to-date on best practices for keyword usage. At Coalition we are constantly refining our copy strategy to get the very most out of each impression, combining extensive keyword research with a natural love of language to maximize our client’s yield from our work.

Tip #2: Avoid “Keyword Pile-Up”

We can no longer string keywords together to create headlines or optimize whole groups of pages toward just a few keywords. This is not only bad for CTR but affects your organic search rank and overall SEO. Instead, optimize your keywords into clusters, with broad keywords on landing and home pages and more specific long-tail keywords the deeper into the site you go. This broadens your net of keywords while also helping customers navigate directly to what they want on your site.

Tip #3: Test, Test, Test!

This is, without a doubt, the most crucial step in maximizing your CTR and your organic traffic. Google Ads uses a minimum of 200 impressions to even calculate CTR, and you will need a wealth of data to see which of your headlines are performing above or below average. Unfortunately, organic search CTR data can be more difficult to obtain. However, even basic testing in Google Ads can yield surprising insights for your web traffic.

The Coalition Insight

If you’re interested in improving your CTR or learning more about how SEO can improve your business, Coalition is standing by to assist. We offer a free consultation to all potential clients and accept clients year-round, meaning there’s never a bad time to get in touch. Please call us at (310) 827-3890 or email us at sales@coalitiontechnologies.com. Get in touch with us today, and see how we can change your business for the better.

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