Google makes it clear: the Click Through Rate is the percentage of clicks an ad or link receives with respect to the number of times it is displayed or printed. The division, therefore, is simple: clicks/impressions=CTR (%). A high percentage will demonstrate the effectiveness of the snippet , ad or sponsored link and, as they are often paid, it will depend on whether the figure is high or low, to continue betting on their display or withdraw it permanently. However, what does all this have to do with SEO ( Search Engine Optimization ) or organic positioning?
It is evident that digital marketing uses different metrics to achieve conversions, which, after all, is what all companies are looking for, whether in the form of registrations, user subscriptions or sales. In this sense, it is essential to hit 100% at the time of the display , to reap the expected results.
Google is transforming the way of understanding online marketing by leaps and bounds. In each algorithm, modifications are introduced that could confuse webmasters and community managers when carrying out their best strategy to optimize the indexing of their page.
In this sense, organic positioning has always been identified with a single important factor: the work on keywords. However, it seems that, lately, the directions are also pointing towards other metrics, such as the bounce rate, the number of impressions or the links and external domains (number of references).
As Google has been developing its interface, those responsible for web pages have observed how the CTR is directly related to the way in which not only the ads are displayed through banners , but also the description of a web page in the web page. organic search. This is called a snippet . Therefore, achieving a clear, attractive and eye-catching form on Google is of vital importance to capture the interest of users and get them to click and increase the CTR metric.
Getting a suitable copy , applying social psychology and knowing the idiosyncrasies of the target audience, is of vital importance. Managing the way we have to appear in Google is the first step to establish a relationship between a web page and Internet users, since the display that Google makes of the search results is the first contact that users have with the web .
The operation of Google robots is very simple: the more clicks the impression of a search engine snippet manages to obtain , the better rating it will achieve and the higher its ranking will be. Google would not find a snippet that, after being displayed 2,000 times, got zero clicks, would not be too appealing .
To keep a web page at a good level, it is necessary to work carefully with the keywords. The only way to avoid losing your position in Internet search engines is to develop texts optimized for SEO on a regular and constant basis. Google likes to receive updates, new content, new pages and, above all, comments and participation from users.
Search results are the first contact between users and a company's website. Therefore, it is necessary to optimize the organic positioning of keywords and shield their existence. There will always be competitors lurking and, in this sense, in order not to spoil the work of months and even years, the keywords that identify a company should never be left out of the new texts that update a web page. Not even when the page is already positioned in the first place of Google's organic search.
The fact of having reached the top does not mean, far from it, that the position will be permanent. As soon as the search engines (Google is the most famous, but there are other possibilities, such as Bing or Yahoo!) find another page that is identified with identical keywords and obtains better participation rates or shows more activity as a whole, the rank will be in danger . .
However, despite the fact that keyword shielding is a fundamental action in any positioning strategy, it is not the only strategy that must be carried out. As seen in the first paragraph, about improving snippets , it will be very necessary to optimize the way it appears in Google. To do this, you have to get the Internet giant to create enhanced snippets automatically through microformats or the schema.org convention.
From this point of view, it is about getting the CTR percentage to increase, so snippets are treated as real ads or sponsored links. In this sense, always, from Google's Webmaster Tools , you have to observe its operation.
The first step to place a promotional banner on different websites is to find out what keywords it uses to position itself globally. If, as advertisers, it is observed that the public that accesses said website meets sufficient quality criteria to click on the banner, it is time to start thinking about the usefulness and effectiveness that the ad can achieve on the third-party website. people.
The benefits obtained are directly proportional to the quality public that clicks on the banner or link. Therefore, it is essential to allocate all efforts to recruit quality clicks on specialized websites that are related to the content of the ad. Unless the page where you want to place a bannerreceives a huge number of visits that covers a very diverse audience, the most sensible thing is to carry out a study or round of contacts with the websites whose keywords for SEO are closely linked to the content of the ad. That is, the product or service itself. Or when it is known that, due to the profile they show, the users who visit that website are more likely to be interested in the advertisement than the rest of the users on different websites in cyberspace.
Hitting the display is of vital importance, especially considering that most companies are small or medium-sized and not all of them have enough budget to allocate large sums of money to web advertising space for online newspapers . Although they receive a huge number of visits daily and a good number of users click on the link, they offer exorbitant prices and are out of reach for the great majority of terrestrials.
SEO acquires absolute importance in the Click Through Rate (CTR). The web space assignment strategy of companies that want to attract advertisers may not depend so much on the CTR shown by the owners of the site , which offers the space in different examples, but on the number of daily visits it garners. In this sense, when advertising space is sold on a certain website, it is essential to gain more and more user traffic with which to justify a sales and persuasion speech . Unless the advertising company is looking for a page whose targetis perfectly identified (niche type), most companies will bet, in the first instance, on a page where the ad is visible to reinforce their image and web notoriety. At least, this is the easiest strategy. A landing page that supports the banner and continues with the purchase funnel is essential to reap the success of an advertising campaign, but that is already up to the advertiser.
From the point of view of a website that sells its space for advertising, being able to exemplify with practical cases the CTR of the companies that have been advertised is a fundamental asset to attract more advertisers and obtain maximum performance and benefit from a website. Therefore, positioning certain keywords at the top of Google and managing to capture optimized bounce rates or maximum conversions, there is no doubt that it will delight companies interested in placing an ad between certain online pages .
Display campaigns are always a great way to get noticed by Internet users.
From an online marketing point of view
In this article, it has been observed, therefore, that keywords are not the only elements to keep search engine rankings at bay. In addition to shielding the keywords, it is necessary to optimize and improve the snippets through microformats such as schema.org. Through the metrics offered by Google's Webmaster Tools , it is possible to observe its performance.
In addition, the importance that CTR acquires for both advertisers and entrepreneurs, who give up their web space to embed banners or sponsored links, has been observed. That both know, in this case, the Click Through Rate will be of vital importance to carry out your web presence strategy .