There’s no shortage of new digital marketing channels these days —
and while they are innovative, exciting, and fun to experiment with,
they can also distract you from SEO basics that can deliver performance
gains. Your organic click-through rate (CTR) is a great example.
A simple page title tweak could take you from driving 2% of consumers to your landing page, to driving 20%! But today, your organic CTR can be affected by several different elements. Below we’ll take a look at five factors in your control:
Studies conducted by Nielsen Norman Group report that web users view the screen in an F-shaped pattern, and spend 80% of their time looking at information above the fold (the portion of the screen viewable without scrolling — usually rankings 1-5).
Based on these data, one could infer that rankings above the fold are seen first and more often — and that users may be more likely to click on these listings simply because of their navigation behavior.
Moreover, data from a 2013 Google CTR Study by Catalyst indicates that on average, 83% of Page 1 organic clicks go to the first four organic rankings.
Clearly, while ranking on the first page is great for achieving brand visibility, you need to get your website to rank above the fold to begin seeing substantial traffic gains.
Performance Tips:
A simple page title tweak could take you from driving 2% of consumers to your landing page, to driving 20%! But today, your organic CTR can be affected by several different elements. Below we’ll take a look at five factors in your control:
1. Search Engine Results Page (SERP) Ranking
Marketers everywhere are chasing after Page 1 organic rankings, but is there much of a difference between Position 1 and Position 6? Or Position 2 and Position 7? The short answer is “yes”!Studies conducted by Nielsen Norman Group report that web users view the screen in an F-shaped pattern, and spend 80% of their time looking at information above the fold (the portion of the screen viewable without scrolling — usually rankings 1-5).
Based on these data, one could infer that rankings above the fold are seen first and more often — and that users may be more likely to click on these listings simply because of their navigation behavior.
Moreover, data from a 2013 Google CTR Study by Catalyst indicates that on average, 83% of Page 1 organic clicks go to the first four organic rankings.
Clearly, while ranking on the first page is great for achieving brand visibility, you need to get your website to rank above the fold to begin seeing substantial traffic gains.
- Strive to achieve organic rankings closer to the top of the search result pages (above the fold), as these positions can drive higher CTRs.
- Focus your e-commerce organic strategy on developing informational based content. SERP listings for informational search queries above the fold are less cluttered and will have a better chance of attracting the user’s attention/click.
0 comments:
Post a Comment