The list of benefits that come with having a high rank on the result page of search engines is long. Getting your site to rank number one or somewhere within the next nine slots implies a higher degree of trust in what your site has to offer, lower advertisement cost, and overall, great visibility and traffic.
As important as it is to please your audience, you must equally please Google. Search engines like Google consider various factors to decide which sites to crawl up when a query is made. These factors include; site accessibility, domain authority, content optimization, page speed, user experience, social signals, and links among several others. Although social media ranking is not an actual factor, it might translate to more shares and in turn more organic traffic. In the same vein, click-through rates, although not a direct determiner for ranking, holds some impact.
What Is CTR?
CTR simply means Click-Through Rate. It is the percent of persons who select your site's ad campaign against the impressions. Impressions here refer to how many times your ad is shown. Or, it is the percent of how many individuals tap on your ad/URL compared to how many times your ad/URL appeared when relevant queries were made.
In other words, CTR is a measure of the effectiveness of your marketing strategies. Putting in the work to optimize your site content for readers, make your site mobile friendly, engage in link building, or boost your social signals will reflect on your site's SERP ranking when effective. By monitoring your ad CTR, you become aware of the degree of effectiveness of your current marketing strategies.
In essence, a good marketing strategy online is somewhat in a bid to improve your CTR. However, CTR is not officially recognized as a determining factor for SERP ranking. Nonetheless, it has an impact on getting your site to the top.
Relationship Between CTR & SERP ranking
1. According to Udi Manber who was once Google's search executive, it is safe to deduce that Google does pay attention to the CTR of sites. Although it might not affect the ranks initially, it serves as a form of feedback for re-ranking. Sites that appear number 1 on the result page are considered to be most relevant to the query made. In other words, that site supposedly has the best mobile-friendliness, on-site user experience, content optimization, page speed, links, and most importantly, relevance among other factors. Based on these factors, the relevant websites are arranged.
However, if a site ranked number 2 gets more clicks and visits than the site ranked number 1 by Google, it implies that the website with the second listing is more relevant to users. In this advent, there is an obvious need for re-evaluation, after all, the search results on search engines are meant to be of relevance to user queries.
2. Another aspect where click-through rates come to play is with the Google AdWords quality score. These stats aim at measuring the efficiency of your ad campaigns over that of the competition. In determining the quality score for an ad, Google considers its relevance, landing page of the related site, user experience, and expected CTR.
How to Improve your site CTR
Here are some steps you can take to improve your CTR, and in hopes, give you a higher ranking on the search engine over your competition. One can improve one's site's click-through rates either organically or by paid ads.
Boosting Your Site's Organic CTR
Unlike the CTR you get for pay-per-click (PPC) campaigns, organic CTR depends on the percent of individuals who select the URL to a page on one's website compared to how many times this URL comes up on the result page of the search engine. Like all other factors you can get organically for your site, organic CTR is of importance and should not be ignored. Here are 6 ways to boost your website's organic CTR.
Implement Listicles
Optimize your title, description, meta tags, and content of the site
Avoid empty URLs
Create localized content to a reasonable degree
Preview your work before you put it out for others to see (Yoast, Google Ads)
Conduct data analysis and act on results
1.) Implement Listicles
Listicles, the one ingredient that is easy to write and ranks well in search engines. Apart from being easy to read, listicles give a sense of simplicity to your work. It passes your message across better to those reading. To attract readers, ensure to include a fixed number of points they will come across once they tap on your link. Even numbers work better and require less cognitive effort for readers to understand. Overall, implementing listicles in your content equals a better user experience.
2.) Optimize your title, description, meta tags, and content of the site
Your headline is a major role player in getting organic traffic. If your headline successfully captures the attention of web surfers, you have a chance at more clicks. You should equally pay attention to creating quality-rich snippets, and an eye-catching landing page. You should also reinforce the core of your article by presenting your keyword aptly in your title and meta tags. Visual content would also help your course.
3.) Avoid empty URLs
Among the information about your site on the search engine’s result page is your URL. This is an opportunity to show prospective readers the relevance of what your site contains. Using a descriptive link that is short has better chances of attracting organic traffic.
4.) Create localized content to a reasonable degree
Most individuals make queries on search engines, and in general, do more on mobile devices than on desktops. By utilizing a mobile device, Google has access to read the location of users and in turn, provide geo-specific search results. Making your content localized would only require you to include your business address in the content of your page, headings, and meta description. A listing on GMB would also do you good.
5.) Preview your work before you put it out for others to see (Yoast, Google Ads)
Yoast shows you what your post would look like when it eventually appears on the SERP. It gives you a snippet preview as well. With this, you can make changes where necessary. You do not need to run this preview across both mobile and desktop devices as reviews work with mobile devices as well. Alternatively, one can use the Google Ads preview tool. This helps you view your ad campaigns before you launch them.
6.) Conduct data analysis and act on results
By analyzing data on the performance of your current pages, you get a better idea of where to make improvements. Using heat maps, you know at what point most people leave your site. In addition, with data from Google Analytics, you know more about your average SERP rank, bounce rate, conversion, and much more. If your site needs optimization to reduce the load time, you should fix that. The more time your page takes to load, the quicker people lose interest. Between the first three seconds, the bounce probability goes up by 32%.
7.) Boosting Your Site’s Inorganic CTR
This is the traffic your site gets from your ad campaigns. To get more clicks for your ads, you need to structure a compelling ad strategy. You should include the right ad extensions (price, promotions, or calls), the right keywords, and of course, a compelling ad copy.
However, what happens if you can find a way around these tedious steps and achieve almost similar results? If this is the case, you might want to consider performing CTR manipulation.
What Is CTR Manipulation?
CTR Manipulation is a black hat SEO method employed by digital marketers to cleverly convince search engines like Google that their ad/page URL has more clicks than it does. However, the result of this manipulation is always short-lived. CTR Manipulation becomes more difficult when dealing with competitive keywords and high-authority sites as competition. In cases like this, CTR manipulation would have next to no impact if your ad/site content is not equally authoritative. With the site all set up, one can turn to CTR manipulation as a final resort.
How to Manipulate CTR
Before fully optimizing your site/page on a search engine (like Google or YouTube), it would be next to impossible to expect successful CTR manipulation. This is because as a black hat SEO technique it can only serve as a final touch. Once your site is good to go regarding the foundation of search engine optimization, you can move on to choose any of the steps outlined below to manipulate your website's CTR. Although using some of these methods is inadvisable, it would do some good to know them.
1.) Using CTR bots; Employing the services of search bots to generate clicks is one way to manipulate CTR. Although, using bots to manipulate CTR is highly risky. This is because Google now traces the activities of these bots easily. Some individuals, however, purchase the search bots when there are several sites to visit/manipulate. How do the bots work? In four simple steps;
The user in question enters information about the website they need to visit. For example, the keyword the website is to rank for.
The bots get to work by searching for the keyword and visiting the site.
From here, the bot imitates human on-site activities and spends some time browsing the site.
With that, the bot leaves the site, clears the cache, and starts the process over again.
2.) Third-party sites; On sites like microWorkers and Amazon Mechanical Turk, individuals can employ the services of what one can call human search/CTR bots. In the same way one would pay to use bots to tap on their page link and spend some time on-site, these sites have members who are ready to perform the same tasks as the bots. How does CTR manipulation using the services from these third-party sites work? In these 3 simple steps;
Visit the site you want to employ services from (microWorkers or Rapidworks for example) and create a task.
*Tasks might include watching a video on YouTube, visiting a site and skimming through it, and perhaps leaving a comment.
Individuals interested in making some extra money would take up these tasks.
After confirming the individuals who have completed the task, you pay them and the search engine believes that your site/page contains what most people want.
Note that to use these sites, you need to enter a means of payment (either a PayPal account, a debit/credit card, or any other available means).
Other ways of engaging in CTR manipulation include social media or email blasts.
Why might one consider CTR Manipulation?
The results of successful CTR manipulation do not affect only the user and the involved site(s). In most cases, CTR manipulation on a large scale would make the click-through rates of competitors to become much lower when compared to yours. In the end, this diminishes their current rank on the search engine’s result page. Ultimately, your webpage or URL gets a higher ranking.
Why should you second-guess trying CTR Manipulation?
The following are some disadvantages of CTR manipulation.
Less accurate analytics
Short-lived results
Resource consumption
Traceable activities
Less accurate analytics: When you view the analytics of your ad performance, you understand that most of the clicks your ad gets are not from those who have an interest in what you have to offer. You end up settling for clicks that do not convert to clients.
Short-lived results: When your clicks no longer come from the artificial source you paid for, your site would eventually return down the list if it is not organically searched for.
Resource-consuming: When using paid services like bots and human CTR bots, you need an almost never-ending trail of payments to keep the clicks coming. Considering how the results of CTR manipulation do not last long, you might be looking at a long list of payments in the long run.
Traceable activities: With time, search engines have developed ways to detect CTR manipulation, especially when done by search bots. Here are two examples in which this can be done;
Click Timestamp: When CTR bots work on tasks (visit a certain site), it leaves behind a click timestamp. These bots run repeatedly to select the ad/page URL as much as possible. This results in an abnormally high click frequency during that timeframe. When there is a sharp increase in click frequency with very similar timestamps this hints at CTR manipulation. In essence, high click frequencies and a short duration translate to click fraud.
IP Address: Although search bots use a different IP address each time they visit a site, most of the time, these addresses come from the same server. Therefore, high click densities from a series of similar IP addresses would indicate the activities of bots to manipulate CTR.
CTR Manipulation Precautions
To avoid getting a red flag and in turn getting your account banned, CTR manipulation must be done with utmost caution. One way to do this is to ensure that all aspects of your business are fully optimized before venturing into manipulation.
Do not ignore the estimated CTR for your site. In a situation where a site originally does not have a high search volume monthly, a sudden spike in traffic in a day would hint at some manipulation going on.
The Legality Of CTR Manipulation
Manipulation of click-through rates, recognized as click fraud, is in no way legal. Over the years, there have been some major cases between search engines and perpetrators. Two examples of these cases are
In 2005, Google filed a suit against Auction Experts (a Texas company). Google accused the company of paying individuals to tap on the ads related to the Auction Experts’ website. The result? Google won 75000 USD.
In 2005, Yahoo had a lawsuit filed against it. The plaintiffs accused Yahoo of not taking sufficient measures to avoid click fraud. This lawsuit cost Yahoo $4,500,000. A year later, Google was faced with a similar lawsuit which was settled for $90,000,000.
Aside from these, according to the policies of the Google AdSense program, generating bot traffic, encouraging ad support through other channels, and using third-party sites among others are prohibited. Practicing any of these would lead to your account being disabled.
Bottom Line
Indeed, great click-through rates and ranks on the search engine result page are what almost every digital market seeks. However, none of these come easy, especially when dealing with high-competition keywords or highly competitive niches. For reasons such as these, black hat SEO methods have come up over time. Although CTR manipulation is unethical and frowned upon by search engines, it is still practiced. You might not want to manipulate your site's CTR, but it does help to know that some of your competition might and when they do, it would affect your site's current rank.