What is a Click-Through Rate (CTR)?

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.

What Does Bounce Rate Mean for SEO?

Bounce rates are a really important metric for any website.

If you have any kind of analytics for your website, including Google Analytics, one of the metrics is reports to you is the bounce rate. So what is bounce rate and why should you care?

"Bounce rate is the percentage of users who view only one page of your website and then leave the website."

Why we care about bounce rate?

Bounce rate is one metric that helps to suggest how useful users are finding our site. If our bounce rate is very high that tends to indicate that our site as a whole isn’t very useful — possibly because it doesn’t contain the information the user was searching for, the information wasn’t easy enough to find, or because the site is hard to read (poor site design, cluttered with ads, etc.).

A high bounce rate can suggest several potential issues, including:

1. Bounce rate could suggest our site is optimized for a poor keyword — users entering that keyword into search engines are actually looking for something other than what our site offers.

2. Bounce rate could suggest the page of your site that shows up in search results is not the page with the information the user was seeking, so they went back to the next site on the search engine list rather than navigating through our site to find the information. This is the danger of centering all our SEO efforts on the home page of our site, rather than on landing pages.

3. Bounce rate could suggest our site could actually provide exactly the information that the user was seeking, so completely that they have no need or interest in anything else on our site (they searched for “how many centimeters in an inch” and our site said 2.54. That’s all they need.)

4. Bounce rate could suggest our site has poor navigation, and/or poor internal linking. The page could have been just fine, but there was nothing to really motivate the user to keep looking around.

5. Bounce rate could suggest your site has poor design. A crummy looking site can have a powerful ability to chase people away.

In general we want users to view more than just one page of our site. We want our site to entice them to follow the links within our site and explore more of our content. We will very rarely get a sale or conversion from someone who only viewed one page of our site.

What is a good bounce rate?

Bounce rates vary wildly from industry to industry. What is a good bounce rate for your industry and your neighbor’s industry are going to be very different. Blogs in particular tend to have higher bounce rates, since readers tend to show up to read the most recent post, and then they’re all caught up.

We can, however, make some broad generalizations about bounce rates.

For the most part, any bounce rate over 70% is considered a high bounce rate, and a high bounce rate is bad. At that point there’s probably something wrong with our site, or we have links pointing to our site when our site has nothing to do with those links. A bounce rate higher than 70% is usually an indication of trouble.

Bounce rates under 50% are generally considered very good bounce rates indeed. It sounds a bit strange to suggest that if half the people coming to our site leave right away then we’re doing great, but it’s true. Bounce rates as low as 40% or 30% are pretty spectacularly awesome.

Most sites experience bounce rates between 50% and 60%, and these are considered perfectly fine bounce rates. It’s always a good idea to continually improve your site to reduce bounce rates, but you generally should not be alarmed at bounce rates in the 50% – 60% range.

What Are Google Sitelinks?

Sitelinks are a powerful way to obtaining the SERPs (search engine results pages), increase trust and direct targeted traffic to your site’s internal pages. But what if you don’t have sitelinks? How do you get them?

Sitelinks are a listing format in the SERPs that show a website’s main page as well as several targeted internal links indented below the main entry, and organized into two columns. In the diagram below, (1) indicates the main page listing, and (2) indicate the internal site links:

Here is a screenshot of a SERP displaying sitelinks for Relief India.

Sitelinks only display for branded or navigational queries. For example, when users search for “Relief India,” they are probably trying to get to www.reliefindiatrust.org. Because Google algorithmically conclude this, they deliver not only www.reliefindiatrust.org as the main result, but also additional options that point users to internal pages.

Why are Google sitelinks important?

Beyond just timeliness and relevance, sitelinks can improve your website in the following ways:

• Establish brand reputation
• Increase trust
• Cover more SERP space
• Increase CTR
• Shorten the conversion funnel
• Improve the strength of internal pages

There is no form or coding that will produce sitelink listings.

It is not possible to simply create sitelinks. Here’s why:

1. Sitelinks are automated. There is no Google-given process for creating sitelinks. You don’t get to impose what links are featured and when. You can, however, indicate that a sitelink is not important or relevant by demoting it.

2. Sitelinks are created through website best practices. The process of creating sitelinks may sound like website development 101. That’s because the process of creating sitelinks is simply about following industry-standard practices in the creation and development of a site.

3. Google doesn’t tell you how to create sitelinks. In Google’s support page for sitelinks, they do not explain how to generate sitelinks on your own site, other than to mention that “at the moment, sitelinks are automated.” Sitelinks, like most of the search engine world, are dominated by the algorithm.

Thus, creating sitelinks is about learning from the algorithm’s behavior, following best practices and hoping for the best results.

Getting Google Sitelinks: A Step-by-Step Guide

Even though you can’t actually use a plugin, wizard or tool to create sitelinks, you can follow a process that increases your likelihood of having sitelinks. Here are the steps you should follow.

1. Use a unique brand name.

At the core, sitelinks depend upon your choice in the naming of your business or website. Your site will not rank for navigational search unless it has something that differentiates it from generic head terms or common queries.

In several rare cases, brand names will gain first-page results with sitemaps. Apple is a good example. Based on user intent and behavior, Google knows that most queries containing the single word “apple” are queries actually searching for Apple the company. That’s why you see this in the SERPs when you type in “apple”:

By contrast, if your site is called “The Hardware Store” or “The Ice Cream Shop” it’s probably not going gain first page results, except for localized search.

2. Create a clear site hierarchy and structure.

Websites with a clear hierarchy are easy to crawl, easy to navigate and much more likely to get sitelinks. When you develop your site navigation, make sure that it possesses a clear and logical sequence.

Your navigation bar will be the main way to display your site structure. Here’s how Google explains:

All sites have a home or "root" page. It’s usually the most visited page on a site and the starting place of navigation for visitors. From the home page, help visitors find other pages on your site by creating a navigation bar. A good navigation bar calls out important sections of your site, is clear about where it’ll take visitors, and follows a logical structure. Intuitive and organized navigational categories include ‘Home’, ‘News’, and ‘Contact Us.’ You can place the navigation bar on the top or side of each page for easy access.

3. Create a sitemap.xml

In order to enhance the crawling of your website, also create a sitemap. Not only does this facilitate crawling, but it also helps Google to “increase...coverage of your webpages.” By building out your sitemap.xml in an accurate and comprehensive way, you will be able to increase the likelihood of more targeted and numerous sitelinks.

4. Create useful, relevant and information-rich content.

Everything depends upon content. Google’s goal in providing sitelinks is to give users the most relevant information. There can only be relevant information where there is sufficient content. All of your pages need to have content, and lots of it.

Sometimes, websites have skimpy content on the main navigational pages. This is a mistake. By featuring plenty of solid content on these pages, you’ll improve SEO on many fronts, including having the right sitelinks.

5. Use internal text linking.

How does the algorithm know which pages to display as sitelinks? Much of it seems to depend on internal linking. The best types of links are text links as opposed to image links. Some websites use images as the navigation buttons. For example, a clickable jpg. image that says “home” or “contact us.” Buttons like these are not the best way to create internal linking, especially for navigational menus. Instead, use normal text links.

The links that I’m referring to are, of course, navigational links. But you should also be doing internal linking throughout your website’s content. A strong internal linking strategy means that you are creating links to deep pages using natural anchor text.

6. Develop accurate page titles.

The most important SEO feature of any page is the page title. Google depends on these titles to provide sitelink information. The simple point to keep in mind here is that the page titles should be descriptive of the pages themselves.

7. Gain traffic and be patient.

In a video from Google’s Matt Cutts, he explained that you must “be patient.” He also remarked that “enough people [need to] know about your website”, and “people [need to] to find out about your website.” This suggests that Google’s algorithm awards sitelinks based on sufficient amount of traffic.

8. Be No. 1.

The only websites that receive sitelinks are those that are already number one in the SERPs. There’s just no such thing as a number two position SERP entry that has sitelinks. You must be No. 1.

It’s difficult to rank No. 1 for head term queries, such as “SEO” or “Content marketing.” It can even be challenging to gain rank for longtail queries such as “how to start a content marketing campaign,” or “how to safely guest blog.” But the easiest terms to rank for are branded terms -- your company name, URL or brand.

Assuming you have a unique brand or company name, your chance of being No. 1 for branded or navigational searches is very high. Therefore, your chance at having sitelinks is high, too.

Conclusion

Sitelinks will truly improve your traffic, reputation, and CTRs. Getting sitelinks isn’t a result of luck, but of website and SEO best practices. Follow these steps, mix in a little patience, and you’ll start seeing sitelinks soon enough.