Every digital marketer is familiar with click-through rate (CTR), and for paid advertising, a high CTR can show whether your Ads succeeded or not. However, CTRs also play an important role in organic search. What are the limitations of your organic CTR, and what are the factors that stop your organic CTR from increasing? We will discuss them in the following parts.
Why must you measure your organic CTR?
Before we talk about it, we need to make sure what is organic CTR? The organic click-through rate is the number of clicks on your website received through search results divided by the number of times it impressed on the SERP.
Maybe you could not predict your CTR, but you can calculate your organic CTR, which can help you understand and evaluate the value of each ranking position for your website. You also can use the calculation to the organic traffics of your website. For instance, if you see the CTR dropped from the second position to the eighth. You will find a significant drop in traffic-related to some keywords. When you understand the traffic clearly, you would know how to optimize your campaign and your marketing goals can become more realistic. In addition, organic CTR can help you learn more about your target audience. Before making any changes to your marketing campaign, you should analyze who are the visitors, what they are interested in and their behaviour to drive traffic to your website.
The limitations of Organic CTR
- It cannot provide high-quality traffic. Users who click on your website may not be in your location, for example, if a user in Auckland found a good deal on your website, but the seller is in Sydney and cannot offer mailing service for the time being.
- It could not guaranty the improvement of your conversion rates. Even if your visitors click on the link, they probably will not complete the purchase or download the PDF or videos.
- It probably won’t enhance your SEO ranking because there’s not much direct correlation between them. However, optimizing either one will have a positive influence on your website.
Branded Keywords: A Factor influence your Organic CTR
Generally, the organic CTR of branded keywords is higher than the non-branded keywords. Because it is easy to search for a particular brand, and search engines can provide previously recorded relevant search information. When users search for some branded keywords, the top search results are often related to the company’s website, which is not easy to ignore and can easily be navigated to the website. However, non-branded keywords and other related keywords are distributed on the search results page (SERP), providing opportunities for clicking.
Learning to use your CTR Curve
Drawing a curve, you can select some tools. If you choose the Google Search Console, you will find the traffic of Google Search, the frequency of impressions for your website in Google search, which queries match your website, and how often users click the searching results corresponding to those queries. Download an Excel spreadsheet and conclude the most important keywords in a group by rank. Then you can calculate the average CTR of the ranking – add up the number of clicks for each position and divide by the total impressions to obtain your CTR. How to increase these numbers to ensure more clicks can be driven to your website in increase your conversions will be an important task for the marketing team in the next stage.
In this article, we explained the importance of organic CTR. The CTR curve may help you understand you’re the resource of the traffic, provide the directions of optimization. Before you start to draw your CTR curves, you need to understand the logic and analysis methods. If you need experts to review your organic CTR or draw the curve, feel free to contact Webzilla’s digital marketing experts for professional advice or proprietary strategies.