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Why CTR (Click-Through Rate) Is Important in SEO & PPC

Posted on 22 September, 2018

Click through rate is the number of clicks your website has received against the total number of people who have had the opportunity to click. CTR is central to positive digital marketing because it lets us how successfully your ad or search listing resonated with the audience to which it was presented.

Why CTR (Click-Through Rate) Is Important in SEO & PPC

CTR is the foundation of digital success for both sides of the search: organic and paid. If you are looking to increase brand awareness, engagement, traffic or even conversions you need to be considering how you can increase your CTR first.

Why is CTR important for profitable PPC?

CTR is not only one of the most significant metrics for Google AdWords advertisers when reviewing your campaign, but it is also very important for your ads to perform well in the first place.

CTR is an important component in your Google AdWords quality score. In addition to your ad copy, bids and the relevancy of your keywords and landing page, CTR is one of the elements taken into consideration for quality score.

Listed below are benefits of a super high CTR

  1. Much Higher Ad Impression Share :

    A remarkable CTR does not just impact CPC. It also impacts your impression share – how often your ads show up in the first place.On the Google Search Network, every increase or decrease of 1 point in Quality Score can make a huge positive impact on your impression share.

  2. Your Organic Search Positions Will Get A Boost :

    The more your pages beat the expected organic CTR for a given position, the more likely you are to appear in prominent organic positions.

    If your pages fall below the expected organic search CTR, then your pages will appear in lower organic SERP positions. Basically, if your page fails to beat the expected click-through rate for a given position, it is unlikely your page will appear in positions 1–5.

  3. Your Conversion Rates Increase :

    Increasing your click-through rate will also increase your conversion rates. It is the most important conversion metric.

    How is Click-Through-Rate Related to SEO?

    When your ads show up in the search engine results, it is said to have made an impression. So, in theory, the CTR for SEO is calculated by dividing the number of clicks by the number of impressions as a percentage. Previously, it was quite difficult to calculate the CTR for SEO. However, Google stepped in and provided the tool required to keep an eye on the clickthrough rates. This has made it possible for you to check the advertising click-through rates for your SEO campaigns.

    Here are some of the reasons why CTR is important for SEO.

    1. Searcher Votes

      Your website’s ranking for a particular keyword on Google depends hugely on the number of inbound links. Yet, you should not forget the fact that Google also checks the searcher votes you get when someone clicks on your website in the search engine results to get through to your website. A combination of external votes and searcher votes would lead your website to the top of the rankings for a particular keyword. This would help you a great deal with its SEO.

    2. Justify Your Ranking

      Every marketer wants his/her website to appear on the first page of the search results for the main keywords. However, even if your website is on the first page but not getting clicked on enough, Google has every reason to push you down the ladder. Sometimes, websites from the second and even third page of the search results manage to make it to the first page simply by having a higher click-through rate. Falling off the first page isn’t exactly ideal for your SEO.

    3. User Intent

      You can analyze the behavior of the people clicking your ads in the search engine results through the CTR. You can see which of the ads are being clicked on the most and which keywords are producing the best results. That way, you can change your SEO campaign to work towards making the most of the ads and keywords which are attracting the most clicks.

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