Click-through rates (CTRs) indicate if your search result aligns with the searcher’s needs. At face-value, it can give you a quick idea of your content’s search engine performance.

Before we get into the nuts and bolts of CTR optimization, here’s a quick definition of click-through rates:

I like to think of CTR as a dart board. Meeting the exact intent of a searcher is the bulls-eye. And my content is the dart.

The closer I am to hitting the bulls-eye, the better I’ve met a searcher’s intent.

CTR Optimization – Hitting the Bulls-Eye More Often

In darts, the idea is to hit the bulls-eye. and you can hit the bull’s-eye more often if you work at it.

Apply the same idea to click-through rates. The more keyword targeting and content optimization you put, the better CTRs you’ll get out.

So how do we optimize CTRs?

Here’s a quick run-down of CTR optimization.

Review your Google Search Console Data

Google Search console data shows high potential keywords to target.

Dig into your search analytics and pinpoint valuable keywords with above average CTRs. Also look for keywords that are hovering around page one results. This means you’ll be able to get your results on Google’s first page and start seeing click traffic.

Analyze Search Intent Behind Keywords

Search intent means the goal behind the search. AKA what does the searcher want to know?

Are they looking into a product or service for the first time? Are they comparing software solutions? Or looking for a specific brand?

These all play into CTR optimization. And analyzing search intent is the best place to start.

If keywords are discovery based, blog posts or white paper content will generate the best CTRs. Evaluation keyword word targeting is better for products or solutions pages. Brand searches are company specific, so your pages should already generate high CTRs. And finally, Buy keywords are designed for on-the-spot shopping.

Review SEO Scores to Pique Search Results

You’ve done the research, created the content, now it’s time to optimize. This is the final stage in CTR optimization.

SEO grade your content to see how well optimized it is. To get instant first-page ranking, you’ll want to aim for SEO scores over 90%.

A majority of sites on Google results have a score of 70 – 80 percent. Which means you have to go above and beyond to outrank them

If you’re not happy with your SEO score, go back and optimize the content. Re-run your updated content and see if you made improvements. Continue the process until your happy.

CTR Optimization for Search Engine Success

Now you know how to improve click-through-rates. Keep in mind CTRs are a good measuring stick for search engine performance. You’ll want to keep tabs on your content using Google Analytics to see if users actually engage.

For a more detailed CTR optimization plan, check out Pagezii’ Keyword Research Guide.

Jon Kaspszak

Jon is an avid digital marketer and works in software marketing. You can find him on LinkedIn. He would love to hear from you!