Click-Through Rate Optimization

Owned by Mia Lupo (Deactivated)
Jul 11, 2022
2 min read

This SOP is a work in progress. If you notice anything that is out of date, could be more clear or could be more efficient please update the SOP or add a comment to start a conversation.

Purpose

We update metadata based on research in Google Search Console to improve click-through rates and bring more visibility to high-value pages.

Procedure

Inputs:

  • Client has had SEO for over 1 year.

  • Client is in need of refreshed content to improve Click-Through Rates.

 

Google Search Console accounts either live in the seo@dealerspike.com profile or the sem@dealerspike.com profile.

Now we will navigate to the client’s account in GSC.

  • Enter the URL in the “Search Property” bar.

 

Find pages with high impressions but low click-through rates.

  • Go to Performance → Search results on menu to the left.

  • Make sure Total clicks, Total impressions, & Average CTR are selected.

  • Select Pages.

  • Sort by Impressions (high to low).

  • Choose 3 pages with low-performing CTRs.

Helpful Hint: Make sure they’re pages we can optimize.

Now we’re going to find keywords with high clicks that we can optimize for.

  • Click on the chosen page.

  • Select Queries.

  • Sort by Clicks (high to low).

  • Choose keywords/queries that would be valuable to optimize for (look at search volume) and use those keywords in the refreshed metadata

  • Do this for every chosen page.

Helpful Hint: No need to remove/replace exisiting valuable keywords in metadata, simply add more valuble keywords where possible. (Do remove keywords with low search volume).

Now that you’ve chosen a few valuable pages to optimize and a few valuable keywords to use, you can begin your metadata optimizations.

Outputs:

  • Selected pages are optimized with valuable keywords to yield better click-through rate performance.

FAQs