Get more traffic from Google by improving page Titles and Meta Descriptions
Since seeing Larry Kim and Brian Dean's excellent Infographic on boosting organic click through rates from organic search results, I have been spending a lot of time analysing, working, and re-working Titles and Meta Descriptions.
Firstly though what are click through rates, and why are they important?
Taken from Wikipedia : "Click-through rate (CTR) is the ratio of users who click on a specific link to the number of total users who view a page".
In our case when referring to Google, CTR is the ratio of users who click on a link in the search results to the number of impressions it has.
If a query you are targetting has a good CTR from the search results, it would indicate to Google that your page looks like it helps the person doing the search with what they intended to find (bounce rate and time spent on page are two other potential indicators for this).
As Larry and Brian talk about in their Infographic - although not confirmed, CTR is suspected by many to be a leading input to Googles machine learning component of ranking search results called Rank Brain. There is likely to be quite a few different inputs to Rank Brain - but if we can improve our Click Through Rates to not only get more traffic, but also to boost rankings generally - this is the kind of gift that keeps giving.
Spending a lot of time testing page Titles and Meta Description to see if CTR's can be improved is one of the reasons I decided to build SanityCheck to help speed the process along. There are 3 steps I use it for:
Doing these steps previously required a lot of clicking around Google Search Console and tracking results in Excel. Certainly do-able, but if you are running a site of any decent site, or multiple sites - it was important to me to find an easier way.
So lets go through the steps one by one, and see how SanityCheck can help.
We are looking for pages that get a decent number of impressions in the search results, but a low number of clicks - ie a low Click Through Rate (ctr). To see these pages click on "...improve the CTR of a page" on the main SanityCheck dashboard.
You can see we have a number of Filters to find the right kind of pages to try and improve. What means a 'decent number of impressions' will differ from site to site. If you have a site that gets a lot of visitors and ranks quite well you may want to set the Position to be 5 and Impressions to be at least 1,000. However if you run a smaller site that doesn't rank well you might want to set the Max Position to be 10 and Impressions to be 100.
Once you have the filters configured in a way that is relevant for your site - you should have a list of pages that you can work on the Titles and Meta Descriptions to improve the CTR.
Upon getting a list of page opportunities - it is worth checking what queries the page is being displayed for. In the 'Page Opps' screen, you can click the url to see what people are searching for when your page is returned.
It is worth checking these keywords to make sure they match the keywords you are targeting the page at. It could be that the page is being returned for a query that does not match the searchers intent. You have 4 options if this happens:
From looking at the image above it looks like it would make more sense to target the Title and Meta Description around "vouchers" rather than "discount" or "offers".
Larry Kim and Brian Deans Infographic has a lot of guidance on how to make your Title and MetaDescription more attractive to clicks. Check out steps 3 - 7.
General guidance is the Title should be no more than 55 characters long, and the Meta Description no more than 156 characters.
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