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SEO Optimization: How to Increase Your CTR?

7 minutes of reading
SEO Optimization: How to Increase Your CTR?
Category SEO

No matter how good your content is, if you don’t have any visitors to see it, then no one will ever know you wrote it in the first place. At the end of the day, increasing your search engine optimization just means increasing your website’s visibility on search engines like Google and Bing. One way to do this is through an increased click-through rate (CTR).

If you’re not sure what that is or how to increase it, don’t worry — this article will give you everything you need to know about SEO and improving your CTR!


Success measure. What is CTR?

The click-through rate (CTR) is a number that measures how often visitors click on links in search engine results. In the case of organic results, it tells us how many users clicked on the displayed result. Most often, however, it works well in marketing and advertising strategies. It determines the number of clicks in relation to the number of ad impressions.

The higher the score, the better the ad’s content, title and intent match to potential customers. In order for the campaign result to be meaningful, you need to compare the CTR with the conversion rate and the bounce rate, more on this in a moment.

How to calculate your score?

CTR = Clicks / Impressions x 100%

Of course, you do not have to deal with it yourself, the available tools will help you. All you need to do is enter the Google Search Console or Google Analytics panels (if your website has previously had a properly implemented tracking code).

In GSC, just go to the admin panel and select the “Effectiveness” tab. There, with the number of impressions and clicks you will see your average CTR score. There are, however, a bit more options in GA that are worth taking advantage of. In the admin panel, select your domain and then go to the “Acquisition” section, there in the “Inquiries” tab you will see a list of searches that lead to your website and the CTR result.

CR (Conversion Rate)

The average number of conversions divided by total clicks on a search engine. An optimized page with a high quality score would be more likely to rank highly, receive traffic and then have a higher CR than one that has not been optimized or has low-quality score. It is considered an important metric for website rankings.

BR (Bounce Rate)

Bounce rate is one of Google’s ranking factors. It is a metric that quantifies how many users are leaving your site after landing on only one page. When it comes to SEO, you want as low a bounce rate as possible because it shows Google that people are engaging with your content and not simply bouncing off it.

Click-Through Rate and SEO Optimization

As you can imagine, it’s crucial for SEO optimization. It refers to methods used to enhance a site’s ranking on search engines. Optimization is one of many methods used by SEO professionals and website owners—when properly executed, you can improve your ranking on search engines like Google and Bing by hundreds of positions or more. If you don’t optimize your site, however, it could be months before you even appear in SERPs. Simply put, the higher the CTR a website achieves, the more interest and traffic it can enjoy. Besides, it is one of 200 ranking factors for Google.

Several ways to improve your CTR

Title tag

The title tag is one of your most important SEO elements. It’s what shows up in search results, and it’s a user’s first taste of what your page is about. Make sure you include your target keyword in there (ideally in some sort of natural-sounding order), as well as a catchy phrase that summarizes your content.

Meta description

Search engines read and take your meta description into account. It is important for SEO that you use specific keywords for your meta description and it should be between 150-160 characters, because Google truncates at that character count. A meta description can make or break a web page’s ranking in search engine results pages (SERPs). When someone clicks on a search result link, what they see in their browser window includes not only content from that page but also a short snippet of text pulled from either the title tag or meta description tag—or both.


SEO, optimization, content, links, description tags. Although Google does not use exact match keywords for indexing content, it does look at your site’s content and looks for appropriate keywords that are used throughout a page or website. In order to improve your ranking with search engines in general, it is important that you optimize your website so that these terms and phrases are used as often as possible within relevant pages of your site.

URL address

A short and descriptive URL can make a big difference in your click-through rate. It will also keep search engines happy if you write articles or create landing pages that are similar but still different. Since it’s unlikely that all your URLs will be entirely unique, take a few seconds to add some variety so that any links you share don’t end up looking spammy or pointless.

Rich snippets

If you can add structured data in your copy, it will be easier for Google and other search engines to detect important information about your site. This will help both users and search engines determine how relevant your content is, ultimately resulting in a higher click-through rate (CTR).

Getting rich snippets right isn’t just good SEO—it’s also good UX. Many people use search engines every day to find products or services they need or want. When customers see that a specific piece of content has been highlighted by a search engine as useful, more often than not they’ll investigate further.


When it comes to getting visitors’ attention, having a mobile-friendly site is increasingly important. It will benefit both you and your users. More people are using their phones to browse online rather than their desktops. In fact, Google has stated that at least 50% of searches take place on a mobile device. If your website isn’t optimized for mobiles, it could be losing viewers and traffic.


Use a tool like GTMetrix to see what pages take an age to load, and then use Google PageSpeed Insights as well as your web browser’s developer tools to identify how you can speed up those pages. Chances are high that reducing your page size will reduce your bounce rate, and thus increase your average time on site.

In e-commerce think also about

  • Call to action. It’s important to use CTAs because they can help boost your conversion rate. And with good reason: If you want someone to do something, you need to tell them exactly what that is and provide an easy way for them to do so.
  • Pay Per Click. It is an online advertising format that requires advertisers to pay each time their ad is clicked on. You’ll want to make sure you’re focusing on strategic keywords that will attract buyers and not people who are just trying to learn more about your company.
  • E-mails. To increase your click-through rate (CTR), you need to grab people’s attention from subject line one. It’s tempting to inflate that first sentence with buzzwords and jargon, but resist!
  • Social Media. Search engines track a user’s behavior on these sites, so posts that perform well in these areas are more likely to show up higher in search results. If you can increase your click-through rate (CTR) on social media, you’ll be able to maximize SEO exposure—and get more eyes on your content.
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Search engine optimization takes time and effort, but is well worth it. By making a few simple changes. The key is targeting quality content rather than flooding search engines with sub-par work. Once you’ve created high-quality articles with excellent titles and meta descriptions, make sure that your content is optimized for search engines using online tools such as on page SEO analyzers and keyword selection algorithms.

Aleksandra Pietrzak
Curator at the National Museum in Poznań, graduate of Art History at the Jagiellonian University and Contemporary Art at the Pedagogical University of Krakow, curator of exhibitions and author of scientific and popular texts. A lover of contemporary art, literature and travel.
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