CTR is one of the key
metrics of measure the impact of organic search traffic on a business. With
thousand of organic visitors, businesses build brand value and user engagement.
A click through
rate, abbreviated as CTR, is a measurement of how many times a link that is
involved in paid inclusion is actually clicked on when it appears on a search engine results page.
The click through rate
is measured by dividing the number of times a link appears on a search engine
results page by the number of times it is actually clicked on by a visitor. For
example, if a link appears one hundred times, or has what is called one hundred
impressions, and it is clicked on twenty times, the click through rate of that
particular link is twenty percent.
The higher at CTR is
for a website means the more people that are seeing the web page, and more
conversions that could possibly happen, depending on how well the web page
convinces people to partake in the chosen action for that particular landing
page. Attractive search results, especially those with images and well-written
meta-descriptions, are much more likely to attract visitors.
Banner ads have click
through rates as well, though these are becoming obsolete. Most banner ads have
a click through rate of less than one percent, and are rarely chosen as
standard paid inclusion tactics. Yet, improving click through rates is as easy
as placing the banner on specific web pages. Those banner ads which are located
on web pages that have something to do with what the banner is advertising have
a higher click through rate than other banner ads. Many advertisers choose to
simply go with paid inclusion through search engines though, and work on using
search engine optimization (SEO) techniques to improve click through rates.
SEO has an effect on
click through rates as much as the description tags do. When a link has a
description tag that is optimized for natural search engine results, the
chances of the click through rate being higher grows. Descriptions
that list the target keywords or keyword phrases, as well as descriptions that
are well written and concise can draw a visitor to click on that particular
link more frequently. A higher click through rate mixed with search engine
optimization can be exactly what a web site needs to have a higher conversion
rate.
Key Terms
Click-Through
Rate: The number of clicks compared to the total number
of search impressions.
Goals:
A marketing objective for your audience to complete, such as subscribing to a
mailing list.
Completion
rate: The number of web visitors divided by the number of
goals completed.
Organic
Traffic: Visitors that discover your website by entering
searching a keyword in a search engine (Google, Bing, Yahoo) and that click on
your listing.
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