Once searchers see your page within the search results, you must entice them to click through and experience your content first-hand. A number of core tactics exist to help them do just that. Review the following tips and apply each to your pages to drive clickthroughs and aid your searchers to meet their needs.
- Select relevant keywords for each page. Nothing drives clickthroughs more that matching the keywords your searchers use throughout your page’s various elements. Work to choose the most appropriate keywords to meet your searchers’ needs and evaluate how effectively your page is shown in the search results for those keywords. For more information on this idea, read “How Do I Know Which Keywords Searchers Use?”
- Craft a clear, helpful page title. Your page’s title tag appears as the link your searchers will see within the search results. A clear, well-crafted title with relevant keywords positioned near the beginning of the title alerts your searchers that your page likely represents a good option to meet their needs. Additionally, highlighting secondary, supporting keywords within the limited characters available in most search result displays can reinforce exactly what your page is about and drive increased clickthroughs for your page. For more information on how to provide the most appropriate page title for your searchers, take a look at “How Do I Optimize My Page Title to Improve Clickthrough?”
- Develop a compelling page description metatag. The content within the description metatag most commonly displays underneath the page’s title in the search results. It serves to highlight both the key information on your page and the questions your searchers can expect to have answered when they click. A compelling description, featuring relevant keywords, can encourage searchers to click through and learn more about what you have to offer. To attract those clicks, review the recommendations offered on “How Do I Optimize My Description to Improve Clickthrough?”
- Update your page content regularly. Finally, many search engine results pages will show the date each page listed was last updated as part of the display. Searchers often prefer more recent content as it suggests a higher degree of relevance and, at least in theory, greater utility. While you should only update your pages when necessary, make it a point to review the content regularly and update as needed. These updates will help keep your page fresh and reassure searchers about its relevance.
Optimizing your pages to improve clickthrough rates remains a necessary component of your search improvement process. Pages that receive few clicks—and little traffic— represent wasted time and effort for your team. Instead, select appropriate keywords to match your searchers’ intent, highlight those keywords within page titles and descriptions, and regularly review and update your content to increase clickthroughs and to help searchers accomplish their goals.