When we talk about SEO, we are always commenting on the importance of SEO optimizations on page and external links. This is something totally true, they are very important, and they are still two of the most relevant factors when positioning a website in Google, however, there are other factors that are becoming more relevant in Google such as the CTR and the user experience (UX).
What is CTR?
The concept of CTR could be summarized in the percentage of clicks that users perform from the search engine in your search result.
That is, you are positioned in Google for x keywords and users when they search for those words in the search engine is to click on those results and access them. Google knows what% of users click on average on each of the results, that is, what% do on the first average result, what% on average do on the second, and so on.
So, if you web has a higher% of clicks than the average, your CTR improves and therefore Google assumes that your result may be more interesting for users than the rest.
What is the user experience?
User experience could be said to be the ideal complement to the CTR, why? When the user accesses your website and comes from Google that user, Google knows that you have accessed your website. If the user has a good experience, they will remain on your website and will not go to another. However, if the user has a bad experience, what they will do is click on the "back" button of the browser or search Google again for other websites that do satisfy them.
Google will know that it has returned to the back or that it has returned to do a search of the same subject in a very short time, and this for Google will mean that the user experience has been bad on your website and that is why you will now look for another web that is not yours in the search engine
Also, this will mean that the CTR of your competitors will go up because they will click on other results because of the bad user experience you are getting.
How to improve the CTR of our website?
] -Improving the meta title and the meta description
The meta title and the meta description are not two labels that only serve to optimize and introduce the keywords we want to position, but are the showcase we have towards the user os when they search us on Google since they will be the texts that users will see when they search and appear.
That is why it is very important to do good "call to action" ] with which to make users choose to click on our result instead of clicking on that of our competition.
For example, a good "call to action" in ecommerce, is to put the price in the meta title or in the meta description.
Why? Because most of the time, users go with a predefined maximum budget, and if when they search on Google there is only the price in your result, they will see at a glance if they fit into your budget, and if so, they will decide to click on your result instead of entering into the others, since they do not know the price of the rest nor if it will really fit in your price profile. Also another good call to action could be to promote a discount that we have active directly in our meta title or meta description.
Marking data using rich snippets (rich snippets) is one way to improve CTR as you increase the visibility of your search results by displaying extra and prominent information.
There are many of rich snippets, being the most classic rating stars that always get a lot of attention when they appear in the search results, although there are really many more as marked by dat price, recipes, flights and much more.
All this will cause much more attention in the eyes of the user who performs the search and therefore there will be more possibilities that the user click on your result and therefore increase your CTR.
In WordPress there are many plugins with which you can easily configure the rich snippets such as All in One Schema.org that you can download from the repository Official WordPress in the following link . The good thing about this plugin is that it allows you to configure many different types of data markup, so it will work for any type of web.
-The tables of contents
Something that has become very fashionable are the tables of contents Wikipedia type.This tables of content not only come very well for user issues and content management, but because these user tables make a small link appear within our search result when that result has something to do with something related to our table of contents.
Again this will make our esultado stand out from the rest and therefore the probability of click increases, thus increasing the likelihood that our CTR increases.
In wordpress there is a very simple way to generate tables of contents automatically, and is done with the plugin table of contents plus which you can download from the official WordPress repository in the following link . This plugin will make all the H2 and H3 tags of your posts, conform the table of contents of the article.
– Increase in visits
Perhaps the increase in visits has no direct relationship with the CTR, since when you buy visits from social networks or from another place, they are not users that access from Google, but it is true that the purchase of regular visits, if you have a website quality and regularly updated, will make you create community, that you make those users that you have achieved by buying visits then go back alone.
What does this mean? That we also go to increase our s brand searches in Google because a large percentage of users access the websites directly searching for the brand or domain in Google, and therefore we will increase brand searches, and on the other hand we will also increase the global CTR of our website because those users will access from Google. This will be very interesting in the long run.
How to improve the user experience?
The internal linking is very important for SEO on page but Not only is it important for this, but it is also very important for users since a good internal link, makes web browsing easier . This means that we make it easier for the user to find the things they are looking for.
What is the problem of having bad navigability on our website? What the user is usually comfortable, likes to find things quickly and easily, without having to search, and if these conditions are not given, the percentage of withdrawals from our website will be quite high, worsening the user experience and indirectly worsening our CTR and improving that of the competitors, since these users will return to the search engine and perform another search in which they will end up clicking on the results of our competition.
Although it seems a more secondary issue, the loading speed of a web is much more important than we think, since users are impatient, and that a web may take longer to load may mean the abandonment of those users and by so that these go back to Google to look for another result different from ours, with the consequent worsening of the user metrics, CTR etc.
-Content of quality
Something already known by all, is to tell us that our website has to have quality content, but it really is something very true. And this statement, is not that it is true because the content of quality likes Google and then we improve the positioning, but because the quality content and that really serves for users like them , to users, which makes them stay on our page and not go to Google again to find other results (thus worsening user experience, CTR, etc.).
As you may have noticed, I talked about content of quality and useful for the users and not of extension of content, since to speak of if an article has to have more or less extension is nonsense today since it depends on each subject.
In an information website about diseases, it is probably more important to have an extensive content because it has more information about these diseases and therefore contributes more to the user, but in a YouTube video website, what matters least is the text and therefore both simpler texts will satisfy the needs of the user equally.
-Renovation of contents
Something very important to improve the user experience is the renewal of contents although not in all the niches is equally important nor is it the same in all.
There are static niches such as reform websites, where there is no need to renew contents since, in terms of reforms, they are always going to be done the same.
Other niches need the renewal of their static content, that is to say content URLs that are always the same but whose content needs to be renewed with the news. For example, this happens a lot with websites that deal with large "dukan" or similar diets, which always have the same pages because the diet is what there is and there is no more, but they have to renew their information according to the author is launching new books and new additions to the diet.
On the other hand, there are also niches that need the renewal of content in terms of quantity, that is, totally new contents such as joke websites that need new jokes often to meet the needs of its users.
Depending on the type of web we have we will also have to look at putting all types of facilities for users facilities that solve the doubts and problems of the users even before having them.
For example, in an ecommerce it is very important to provide the user information on shipping costs, delivery time, forms of payment ago, etc., so that it solves all these doubts that arise in a simple and fast way. If you do not make the task easier for the user to find this information, you may not be satisfied with the experience on the web and leave the web to find another one on Google that does provide all this information that he believes is essential and that he needs to find quickly.
Many times we start to create a project and we focus on traditional SEO factors such as SEO on page and linkbuilding, but we do not have that we forgot that getting a good user experience and a good CTR will not only make our users more satisfied, but also help us . N to get a better result in search engines