The Shocking Importance of Click-Through-Rate: Everything You Need to Know (And Tantalizing Tips to Improve It)

The Shocking Importance of Click-Through-Rate: Everything You Need to Know (And Tantalizing Tips to Improve It)

Posted on Saturday, February 15th, 2020 at 4:26 pm    

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Organic click-through-rate, or organic CTR, refers to the percentage of search engine users who click on a specific link during a search query. CTR is one of the main ways of measuring your digital marketing efforts on search engine result pages, emails, web ads, and other forms of content. Like any other form of data analytics, it isn’t enough just to understand the CTR percentage for a given link, page, ad, or website – you then have to utilize that information to make meaningful strategy adjustments that will help to get users to engage with your content or visit your website. At Cobalt Digital Marketing, our proprietary Cobalt Formula helps you dive deep into your data analytics to ensure that your search engine marketing is getting the results and conversions you need to acquire new customers and drive higher revenue. Click-through-rate is a key SEO metric and by understanding how CTR works, you can make strategic adjustments that have an immediate impact on your digital marketing efforts and bottom line.  

What does the research say about CTR?

Because click-through rate is such an important metric, digital marketers spend a lot of time tracking changes to search engine algorithms to understand how they will affect CTR and rankings on search engine results pages (SERPs). Generally speaking, the higher you rank in a search engine query, the more people will click on your link and the higher your CTR will be, which will help you move even higher up in the rankings. Research conducted by Backlinko used massive amounts of search engine query data to understand, by the numbers, how CTR is affected by SEO techniques, tactics, and strategies. The study provides invaluable data about CTR and what it means for digital marketers in 2020:

  • The top result of Google’s organic search has an average 31.7% CTR and is 10X more likely to be clicked on than a link that ranks 10th. What this means is that if your company is investing in SEO, then you should aim for the top spot or don’t aim at all. Of course, that’s not always possible because your competitors are also investing in SEO, but no company stays at the top spot forever and they can be replaced by you if you have the right strategy (for help with this, consider using our Cobalt Formula for digital marketing).
  • The organic click-through-rates for spots 7 through 10 on a search page are relatively equal. In other words, it’s crowded at the bottom so always try to stay on top. Moving up one spot in search rankings can boost your CTR by 30.8%, but this also depends on your position. Moving from the #3 spot to the #2 spot is a major boost, but moving from #10 to #9 not so much, simply because few people scroll down farther than the #3 search result (in fact, the top three results get 75% of all clicks).
  • There are many small SEO techniques that can help boost your search engine rankings and CTR and help drive new business. Simply by framing a title tag as a question, for example, you can increase CTR by up to 14.1%. The number of characters in your title tag can also make a big difference. Titles with 15 to 40 characters have an 8.6% higher CTR than those with more (or less) characters. It’s also important to use keywords and even emotional language (“Get Awe-Inspiring Results”) that grabs peoples’ attention and will get more of them to click. In fact, CTR climbs by 45% when a keyword is included in the URL because it shows people that you have exactly what they need. This is what SEO is all about.
  • On the other hand, implementing a ‘power word’ (Amazing, Ultimate, Powerful), into the title tag can often negatively impact CTR and decrease it by 13.9%. It is important to have an SEO strategy that uses best practices in all areas of digital marketing, including copywriting. Our agency is fully integrated to provide the full-stack of marketing techniques, from copywriting to web design, to make sure you have the best possible digital marketing strategy.
  • When it comes to the more-specific SEO tactics, meta descriptions on the page can also make link clicks rise by up to 5.8%. While meta descriptions are not always used by Google, these short “previews” of text and content provide SEO optimized copy in the event that Google does use it. Otherwise, Google just pulls text from the link and it may or may not be SEO optimized or have the right keywords. Wherever you can, focus on copywriting that gets to the point and shows search engine users that your company has exactly what they need – if they just click on the link.

How an Increased CTR can benefit you.

An increase in organic click-through-rate should be an immediate priority for any business and serves two functions:

  1. The more clicks a link gets, the more traffic a site generates. A click-through-rate that increases from 10 to 20 percent generates double the amount of site traffic. Again, CTR is one of the most important (and also one of the easiest) ways to improve your digital marketing efforts.
  2. Click-through-rate can have a cyclical effect, as users are much more likely to click on your link the higher up you are in the results. The higher you are, the more clicks you get, which helps you keep moving up higher. It’s all about keeping up with search engine algorithms and making adjustments to your SEO tactics on an ongoing basis. If you are committed to increasing your CTR and search engine ranking, it will show up in the results. 

In order to grab the attention of your target audience, your links need to be SEO optimized, have the right keywords, with the right tags and descriptions, the right character length, and even the right creative finesse (this is where copywriters play an invaluable role). In other words, there is a proven methodology for increasing CTR, it just takes a little time and effort to implement it.

How can Cobalt Digital Marketing deliver?

Our McAllen digital marketing agency has the essential strategies needed to improve your organic click-through-rate. Our SEO specialists, content creators, and PPC team know exactly which methods will draw the most attention to your links.  We also offer help personalizing websites that fit your brand and promote the strengths of your business. If you wish to maximize the effectiveness of your advertisement, organic click-through-rates are the way to go. Let us help you build a unique website and attention-getting link that will raise your site traffic, ultimately bringing in new clients to your business.

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Our Cobalt Formula™ can help your business prosper, reach one of our catalysts today at (866) 224-5705.

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The Future is Now in Digital Marketing: Social Media & Content Trends for 2020

Posted on Wednesday, February 5th, 2020 at 12:57 pm    

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Digital marketing is an ever-changing set of guidelines, best practices, and strategies for reaching your customers — and potential customers — through their preferred channels. If your digital marketing approach is not evolving in 2020 along with the latest technology, then you will quickly be overtaken by competitors who know how to adapt to the digital “rules of the game.”

Our Cobalt team likes to think of ourselves as digital chemists, producing and fine-tuning the right mix of chemical reactions to get the results you need at that moment, whether leads, reads, clicks, or likes — this is what we call The Cobalt Formula™.

One of the most important areas of digital marketing to pay attention to is when Google changes its search engine algorithm and other products. Last month, we wrote about how an update to Google Ads now gives users specific insight into recent changes in their digital performance, such as the most likely reasons for impressions, clicks, and cost changes. This allows users to focus more on executing campaigns and reflects the growing importance of having usable data and intelligence that makes it easier and quicker to adapt your digital strategy, in real-time.

But Google is just one piece of the larger digital puzzle and all the other tech giants — from Instagram to WhatsApp and TikTok — are forging new social media and content trends for 2020 and beyond. 

Here are a few of the big changes to keep on your radar.

Changing the Way Content is Ranked

Instagram is testing the idea of making “likes” private rather than public. The company has said that this would be a “fundamental change” to their product and that’s why it’s only being tested for now. The purpose of this change would be to shift the emphasis on how content is ranked and measured; rather than amassing thousands or millions of likes, the focus would be on content quality and relevance.

Although it’s a small change, it points to bigger changes in the evolution of social media. People simply have too many social media channels and connections to follow regularly, and companies like Instagram need to make sure their daily feed is delivering the most relevant content from the user’s network. A funny video may have millions of likes, but there may be another piece of content that is more relevant to that user, at that moment, even though it has fewer likes.

The important takeaway here is that social media content has to become more relevant and easier to consume. It is a privilege to have access to someone’s social media feed, and more brands will be focusing on the quality of content over going viral or amassing likes from people who may not be their core audience.

Using Social Media for True Digital Commerce

One of the knocks against social media sites like Twitter has been its inability to translate content into commerce. But this is changing as content creators are becoming more conscious of how their content can be used to get people shopping right from their social media feed. 

The old days of stock photos are giving way to branded photos and videos where actors are wearing the products they are trying to sell. Facebook and other sites are making it easier to pin these products with links to an online store. In other words, users can see it, click on a link, and buy it within a few moments of seeing the product.

Besides the direct sales benefits of this change, it also makes it easier for marketers to sell their social media strategies and budgets to C-level executives, who may be wary about spending money on something without a clear return on investment. 

Social media is now part of the fabric of how we share all our activities — personal, social, and commercial — and if you aren’t thinking about how to monetize your social media posts, then you are going to miss out on significant revenue in 2020.

The Rise of Video Content in the 2020s

Just as the text-based chat rooms and discussion forums of the early Internet gave way to photo-driven social media, we are now seeing a rapid transition from text/photos to video, even on sites such as LinkedIn. By 2022, online videos will make up more than 82% of all consumer Internet traffic — an astounding 15 times higher than in 2017.

This is being driven by the growth of smartphone cameras, video-based apps such as Snapchat and TikTok, and the application of next-gen technologies such as augmented and virtual reality (AR/VR). 

But it’s also about being more personal and authentic on social media. In a world where people are Skyping into work and video conferencing with family and friends, nobody wants to sit down and read a long string of posts on Facebook anymore. Both B2C and B2B brands are using video to be more personal and intimate with their content, and integrating more video from their fans and customers (UGC or user-generated content).

It’s no longer just about having a social media content plan with a certain number of posts a month, it’s about having a real conversation and being more spontaneous with different kinds of content. That might even mean fewer posts but better quality with each post.

The Evolution of Messaging Apps as Social Media

Finally, messaging apps are not only growing in popularity, but they are becoming social media channels in their own right. This was pioneered by China’s WeChat and Tencent which combined text messaging with in-app services such as bill payment and virtually anything else. The dominant messaging apps in the U.S. such as WhatsApp and Facebook Messenger are evolving in a similar way.

The “dark social” dilemma — where users share links or others engage in other activity privately in a messaging app — is going away and brands will have to approach messaging apps as true social media channels, where they can track and measure results, and even provide customer service.

Twenty-twenty is the start of a new decade, and social media is no longer the “younger brother” of digital marketing. In a way, social media is now synonymous with digital marketing and the very idea of “content” is evolving in new and unexpected ways.

Is your brand prepared to adapt to the changing technology and get the most effective results from your digital marketing strategies? Let Cobalt Digital Marketing help you craft a social media and content strategy that delivers results and helps turn clicks into leads, sales, and revenue.

Don’t let 2020 pass you by with minimal revenue growth and less-than-mediocre search engine results.

Our Cobalt Formula™ can help your business prosper, reach one of our catalysts today at (866) 224-5705.

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