CTR (ClickThrough Rate) and Conversion
Assuming you achieve a position in the SERP you need to convert that position into a click. Here is the secret ingredient:
Meta Description
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A call to Action
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150 characters packed with good keywords
The Meta Description is used by search engines for the text in your SERP (natural search results page) listing – its the black text that people read when they see your website listing in the SERP.
If you don’t use a Meta Description tag, the SEs will take whatever 150 characters of text on your page seems relevant and use it for the text description of your website – and why would anyone click on that jumble of words?
Here’s the tough part: have 150 characters of relevant information/keywords in your Meta Description tag, AND a call-to-action in those same 150 characters. This must compel the search-user “why should I click on this link rather than that one?”.
This is a trick that hides in plain sight (pun intended).
Test this hypothesis; take your top search term and observe how many listings in the SERP lack these two basic ingredients to optimal CTR. Hint: look at the calls-to-action in the paid results. They are usually much more effective. (because those advertisers are acutely aware of the cost of failure)
And that’s where Click Distribution comes in; on the Call-to-Action. That’s what people see. Clicks go where the eyes see something interesting, not entirely where the listing is on a page.
Few websites are optimized to include a well designed Meta Description tag. Using a well-crafted Meta Description will get you ahead of 98% of your competition. I’ve seen increases in traffic (CTR) of 30% using a good call-to-action in the Meta Description.
Contact me if you’d like a FREE audit of your CTR and Conversion Rates
