Tips for a higher CTR to a landing page

For SEO optimization, it is good to get a higher CTR to the landing page. A higher CTR not only means more traffic to a Web site; it makes the Web site more relevant to search engines.

In this article, I share some practical tips for higher CTR. From optimizing your meta tags to using structured data and visual content – each step is valuable.

What is CTR and how is it measured?

The first step for higher CTR is knowing exactly what the term means and how it can be measured. CTR stands for Click-Through Rate. It shows a percentage that indicates how often people click on a link after seeing it.

CTR is calculated by dividing the number of clicks by the number of times the ad or link is shown. This amount is multiplied by 100.

The definition of CTR

A high CTR means that a large proportion of the people who see the link actually click on it. This indicates that the content is relevant and attractive to visitors. A low CTR may indicate visibility problems. It can also mean that a link is not inviting to click on. A high CTR indicates that the content matches well with the needs of the target audience. The CTR rate provides insight into the needs and interests of the target audience.

The formula: CTR = number of clicks / number of impressions*100%.

How to measure CTR?

There are several methods for measuring CTR. Choosing the right tool depends on the location of the ads or links. Google Ads provides detailed reporting for ad campaigns. Google Analytics provides insight into the CTR of organic search results and links on a website.

Email marketing platforms often also provide CTR statistics for links in emails. Use appropriate measurement tools and use reliable data to base decisions on.

The formula: CTR = number of clicks / number of impressions*100%.

Tools and techniques to determine CTR

Tools like Google Analytics can analyze the current CTR. These tools offer in-depth insights into how visitors use a Web site. A/B testing tools are also important. An A/B test tests different versions of web pages or advertisements to see which produce the highest CTR. It is important not to look only at the absolute numbers. Try to understand what drives these numbers. It may be that components like an image, the headline or the call-to-action that make the difference.

Google Search Console is often the best method for determining CTR, especially when it comes to SEO.

Benchmarks and industry standards

Not only is it essential to know and improve CTR; it is also important to put this information in the context of the industry. Benchmarks and industry standards vary widely by industry and content type. For example, CTR of 2% may seem disappointing, but if the benchmark is 1.5% for a #1 position, this figure is relatively good.

Compare the CTR to that of industry peers. This shows how a website performs against competitors. Moreover, this provides insight into areas for improvement. These benchmarks help set realistic goals. Sometimes it is necessary to adjust existing strategies based on the new insights. The image below gives an idea of the average CTR of all websites(from this website).

Provide a relevant snippet

The snippet – the title and description – is often the first thing people read when they see a website in search results. Therefore, create a clear and attractive page title. This is not only to attract attention, but also to see what a website’s content is about.

Page title

The page title is the headline. Make sure it should describe the essence of a page in a few words. Place the most important keyword at the beginning of the title and keep the length under 57 characters. A long page-title runs the risk of being truncated in search results.

Maintain a length of 374 pixels. Google does not look at the number of characters, but at the number of pixels. This is because some characters are wider than other characters. For example, the capital “W” is a lot bigger than the capital “I.”

Page-title for an important page

Distinguish between an “important” page for SEO and a “normal” page. Also, spend more time on snippets for an important page:

1. Choose keywords: choose relevant keywords for a page.
2. Create a descriptive title: the title should make the page content clear.
3. Be unique: write a different title for each page.
4. Important first: put primary keywords at the beginning of the title.
5. Avoid Keyword stuffing: don’t use too many keywords.
6. Create a compelling title: make the title attractive to clicks.
7. Write a natural title: the page title should not be too commercial.
8. Test and adapt: experiment and adapt the titles regularly.

Meta description

The meta description is a short description that gives a little more detail about the content of a page. This can convince potential users to click through. Make the description attractive and informative. Preferably, include a call-to-action. For optimal display, stay within 130 characters. The tips below will help you create a good meta description.

How do I set up a meta description for an important page?

1. Establish the core message: determine the core message of a page.
2. Concise and to the point: preferably keep the description within 130 characters.
3. Use active language: write in active form, in a clear manner.
4. Write in an engaging way: make the description interesting to arouse curiosity.
5. Use keywords: include relevant keywords. Do this in a natural way, though.
6. Add a call-to-action: write a clear call to action.
7. Making it unique: write a unique description for each page.
8. Focus on benefits: name what the visitor can expect or gain.
9. Test and optimize: monitor performance. Make any adjustments for better results.

Slug

The slug is the part of the URL that specifically identifies the page. Make it short, descriptive and do not add unnecessary words or characters. Not only does this improve readability for potential visitors, it also helps search engines understand the page content. The slug must match the URL.

When using structured data “BreadCrumbList” the slug may not display correctly. Then only the first step of the slug is displayed. Remove the structured data to solve this problem.

Use the right structured data

Structured data helps search engines better understand what the content is about. This can result in higher search results. Possibly also increases the CTR. Some forms of structured data can also lead to visual change on the SERP (see diagram below).

The goal is to provide more information to the searcher. This makes it possible to create a larger snippet. This helps prevent competition.

Visual content

Visual content can have a huge impact on the performance of a landing page. Images and videos not only stand out; they also convey complex information more easily. Visuals should always be relevant and add value to the context.

Images and videos for a higher CTR

Use images and videos intelligently to significantly improve CTR. Visual elements as part of the snippet make a link more attractive in search results. For example, use attractive thumbnails for videos or eye-catching images.

For an organic snippet for products or categories ( web shops), it is even more important to show the right images. In doing so, research what products are most searched for.

For example, are black products especially popular? Then use those more. In this way, a larger number of visitors are addressed.

Mobile display

In our mobile-oriented world, it is crucial that your snippet looks good on mobile devices as well. A snippet that works well on desktop may be too long or cluttered on a mobile screen. Test how your landing page and snippet behave on different devices.

Make sure your snippet looks good on mobile

When creating a page title and meta description, keep in mind that they are also suitable on a smaller screen. Write shorter titles and descriptions. These are less likely to be cut off on mobile displays.

Keep testing continuously, not only on the mobile version, but also on the desktop. This provides insight into what works and what doesn’t. Use the following tool to do this (desktop).

Short page title and meta description

For mobile viewing, a shorter page title and meta description are very important. The core message thus comes across clearly even on smaller screens. No text is taken away, so no information is lost either.

The following lengths are great for both mobile and desktop: page-title 57 characters and meta description 135 characters.

Name recognition for a higher CTR

Another not insignificant factor for CTR is name recognition. People are more likely to click on a link from a well-known and trusted company. So actively work to build more brand awareness

Summary

CTR optimization is an ongoing process. This ranges from snippet optimization to mobile customization. The goal is not just to generate more clicks, but a positive user experience for more conversions. Test regularly and adjust your strategies based on the needs of the target audience.