The click-through rate (CTR) is an important information criterion for any SEO campaign. In fact, with SEO, site owners have plenty of opportunities to influence their site’s click rank beside using their ranking. Some are exemplified as follows:
- Clear and tempting basic snippet (title and page description)
- Attention-grabbing special characters in the snippet
- Clear and comprehensible URL design
- Advanced snippets, so-called rich snippets that take more space and gain more attention (complemented by address, price, date, rating, etc.)
- Branded snippet with well-known and trustworthy brands
- Increased vertical integration in the search engine (image search, news, maps, etc.)
- Allocation of additional items by purchased advertising (Google AdWords, Google Shopping, etc.)
Even clicks are of little value if the visitor ultimately does not find what he or she is looking for. Even worse, clicks could prove to be harmful (if misused). Search engines also measure user signals and allow them to flow into search engine algorithms. Based on the behavior of the visitors on a website, the search engine determines the relevance to the selected search term. The following factors are used for relevance assessment:
- Bounce rate or return-to-SERP rate
- Length of stay
- Number of pages viewed per visitor
- Conversion rate
- Interaction rate/click depth
There are a lot of factors that influence the visitor’s behavior. If pages on a site load slowly, many users will back out and click on the next search result. If a user is presented with a flashy and unclear design, the length of stay is usually short as well. If it takes too long for the visitor to find the desired information, for example, because it is hidden in an extravagant article, they will back out: people tend to be looking for a more precise source of information quickly.
When evaluating the visitor’s behavior, which is also an important point of reference for the success or failure of their work for SEO experts themselves, well-known tools, like Google Analytics, can help. To determine which tools should be used, site owners should really consider hiring a professional webmaster or SEO expert. To learn more, read about it at siftscience.com/case-studies/seoclerks today.