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 If you notice anything that is out of date, could be more clear or could be more efficient please update the SOP or add a comment to start a conversation.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

To clearly communicate to QA the work we’ve done for the client that month, be sure to leave those details in the Work Done section of the SEO Work Done tab in the client sheet.

  • List the URLs you optimized.

  • Specify that you conducted research in Google Search Console to find pages in need of CTR optimization and you optimized the metadata for those pages with valuable keywords.

Outputs:

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

FAQs

Answer…