Even with strong rankings, your website might not be boasting the click-through rate (CTR) it’s entitled to. In cases like this, the missing piece in your SEO puzzle might be the state of your search engine results page listing (SERP listing).

We’ve already discussed the key factors that drive click throughs from a SERP listing, but the core of it is that it’s how users interpret your meta data, not search engine algorithms.

There are 3 aspects of your SERP listing you can optimise to boost your CTR:

  • The title tag
  • The meta description
  • Structured data.

 

Optimising Your Title Tag

SERP Listing - Title Tag

The title tag is the most visible element, and some consider it the most vital part of your SERP listing. It’s basically an HTML element that passes the page title along to your browser and to search engines.

There’s no exact formula for a perfectly optimised title tag, but there are certainly some important points to consider. While testing our SEO Brisbane title tags, we found that addressing the following is important:

Include your name

If the page isn’t titled after your business (such as a homepage would be), be sure to include it at the end. Like this:

Optimise Your SERP Listing to Boost CTR | Search Factory

Be realistic with keywords

If you’re hunting a particular keyword, only include it if your page delivers information relevant to that keyword. If a highly searched keyword just isn’t something you can deliver value on, you’re better off not including it.

Don’t spam your own title

It’s easy to think that including every keyword in your title will maximise your exposure, but there are 2 problems with this. Firstly, if your title tag looks anything like our disastrous example below, search engines are capable of understanding variations on keywords, and will file your page as likely spam.

Terrible example: Brisbane Burgers, Brisbane’s Best Burgers, Brisbane’s Best Burger Restaurant

And even if you do rank, what user is going to click through on that?

Avoid using all caps

It just doesn’t read well for users, and will definitely impact your CTR.

 

Optimising Your Meta Descriptions

SERP Listing - Meta Description

Perfecting meta descriptions is also something we’ve looked at in the past, but there are always aspects that change over time. The most significant points for optimising your meta description that stand today include:

  • Concluding with a call to action (anything along the lines of “read more”, “shop now”, or any immediate and actionable step the reader can take).
  • Always include your USP if it fits the context.
  • Be true to the content on the page. If your meta description makes promises the page doesn’t keep, expect your bounce rate to skyrocket.
  • As our Content Strategist Craig has already noted (albeit in a content marketing sense), understanding the reader’s place in the conversion funnel is paramount. Someone searching ‘what is SEO’ isn’t looking for a sales pitch; they’re looking for information. And if you supply it, you’ll have a better chance of converting the customer in the long run.

 

Optimising Your Structured Data

SERP Listing - Structured Data

Structured data is your chance to not only improve your rankings, but to also give your link a competitive edge on competitors.

It’s basically the general term used to cover any organised data that exists on your website, in a format that search engines can decipher. Examples of ‘structured data’ elements you can have appear on the SERP include:

  • Page author
  • Average rating
  • Cost of an item
  • Dates of events
  • Location of your business.

It might seem like the ‘icing on your SEO cake’, but it’s possibly the most powerful tool for optimising your SERP. By giving readers a richer experience of what your page has to offer, you can dramatically improve your CTR.

 

Stay tuned to the Search Factory blog as we release more tips on boosting your CTR and implementing structured data in your SERP listings.

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