Easy Tactic to Grow Search Traffic – Optimise High Impression Pages with Low Click-Through Rate

There are some great sources on the internet about how to improve your organic search rankings from Google, Bing and other search engines. However, my though leader in terms of everything search is Neil Patel, whose extensive list of blog posts over the years has helped me create some awesome personal websites, helped build Friends of Brands, and helped me in my previous work as an Analyst for big brands such as General Motors.

Why would you want your organic search rankings to go up? You probably know the answer, but if you’re new to online marketing, you want your organic rankings on search engines to go up because that [can] constitute a direct increase in the overall visits (or sessions as Google calls them) on your website – and everyone should aim to get more visits – but carefully so, and that is an article for another day.

As mentioned, there are a lot of tips out there on how to grow your search rankings and therefore traffic, however, the following is just one I’ve recently found useful and are currently scaling for Friends of Brands’ clients’ websites.

Want to know more about how we help websites rank higher on Google and other search engines? Send us your details and we will contact you to see how we can be your trusted partner.

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You Need to Optimise Search Results that Don’t Get Clicks

Not all keywords are equal! However, each keyword and/or its related phrases have a lot of potential to drive the traffic you need for your website. An amazing tool to help you with this is Google Search Console, formerly known as Google Webmaster Tools. It’s a pretty powerful but extremely underused product from Google, and what’s great is that it’s absolutely free!

I won’t onto the detail of the step-by-step use of Search Console – some of the resources below can help you out – however, what I want you to look at is identifying those keywords that have high impressions but low click-through rates or CTRs.

In case you don’t know what the above metrics are, here are some simple definitions:


This is the number of times that your website’s URL has appeared on the SERPs when someone searches using a keyword, image search, video search or any other form of search that triggers your website to appear in Google’s search properties which include YouTube.

Click-Through Rate

This is the ratio of clicks on your website URL to the impressions that URL receives due to a search. CTR is possibly one of the most important metrics you should be always on the lookout for because it can tell you a lot about how people perceive your website before they visit it.

A higher CTR suggests that users like what they see on the results page and are very enticed to click. The exact opposite is true for lower CTRs, which is where the opportunity to increase your search traffic lies.

By identifying your high impression, low CTR URLs, you can do 2 very easy things to optimise.

  • Tweak the title tag of your URL to be more descriptive and clear. Below are 2 different URLs for the same search, one on page 1 and the other on page 3. One reason that the one ranks higher is likely because people understand exactly what the specific URL is about and its relation to their search query and therefore are more likely to click than on the URL that appears on page 3, whose title is vague.

  • Change the meta description to be more concise. If your website sells something, mention the product name, put a price in there. That sort of wording empowers users with even more information before they click to the website. Google can change the meta description of your specific URL depending on whether it feels yours may not result in a click as much as its own would. However, it is very important that each URL has its own unique meta description that you craft.

Neil’s and other experiments have all shown positive results by conducting this form of tactic, and I also highly recommend it. It is something that I have used for clients during my previous employment and it is one of the experiments that we are running with some of our clients right now. Neil’s results showed an average 28% increase in organic search traffic for one of his clients, and I will be updating this blog to share the results from our own experiments.

Optimising the title tag and meta description of pages with high impressions but low click-through rates needs to be considered in a bigger strategy however. Think about it – if you operate an ecommerce website, getting website clicks is only just one stage of the complete buyer path – you need your content and offer to be appealing, which means although you may have succeeded in using the tactic above to get organic search traffic up, your website’s content might be not that great. Thus, the next step to what is actually a bigger strategy is optmising your content to ensure users actually convert. This is not only true for ecommerce websites but publishers and any websites as well.

Let Friends of Brands help you build a powerful online marketing strategy that will directly impact your company’s profitability for the better. Contact us and we’ll get you started.

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