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.