There is much information these days out there about SEO and what to do and what not to do. Growing trends to follow, and of course the “if you don’t do this you’re doomed” rah-rah speeches. And with all of this craziness going on we sometimes forget that it’s good to stop and get back to the basics every once in awhile. Mainly, utilizing organic SEO. Now, we know that organic SEO seems to be a way of the past. But, it’s actually the main the source to gaining engagement and click through rates (CTR). After all, what good are your rankings if your listing itself isn’t compelling?
This article helps to establish 4 different practices that can help you get back to the basics of SEO and improve the quality of your listing. If you follow these, they can help rebuild a strong foundation for the rest of your SEO strategies to stand on.
- Find Your Pages That Have A Low CTR
The best way to go about doing this is go to Google Analytics, navigate to Acquisition, Search Console, click on Landing Pages. Then export the data into either an Excel or CSV document. Once that has been completed, study the date. Find which of your pages are receiving the least amount of engagement. This will allow you to see where you need to improve.
- Expand Your Title Tags
One of the most effective ways to increase CTR for a listing is to improve the effectiveness of the Page Title. In 2014 Google changed the tag limit to be based on pixel length. Resulting in significant reduction on the width of a Title Tag. However in 2016 Google re-increased that pixel limit, helping organic SEOers jump for joy. This increase should be taken full advantage of, in order to best utilize organic SEO within the Page Title. However, you should be aware that pixel limit isn’t the same as character count. For example, the letter M takes up more space than the letter J. So, keep that in mind when tagging your Page Titles.
- Make Your Meta Tags More Engaging
The best way to do this is by approaching your Page Titles like a newspaper article. It should be captivating, intriguing, and engage a user to want to click on your listing. It should pull on a user’s emotions, rather than just be filled with a bunch of keywords. For example, a good example would be” “5 Ways To Go From Hating Chiropractic SEO To Loving It”. You still want some keywords, but optimize for user intent first. A few tips on how to do this are:
- If your web page uses a list, state the number of items it uses. (Example Above)
- Mention if your page uses some form of video or presentation. (5 Ways How Not To Do Deadlift w/Video Examples)
- Use special characters. Just don’t go overboard
- Say something about pricing or sales numbers
- Time & relevant content is key. Provide a date. Example “10 Best Ways to Optimize Your Chiropractic SEO in 2017)
- Don’t forget about meta descriptions. Use these to expand upon and compliment your meta tags and Page title. They should be engaging, informative, and relevant to the topic at hand.
- Use Rich Snippets to Set Your SERP Apart
Even though structured markup is not as popular as it used to be, it still can be a useful strategy. By adding rich snippets, you can make your SERP stand out from your competition. Stealing clicks right out of their hands. For example, if you have a high star rating, include that as a snippet. That also goes for if you have a high number of positive reviews, a competitive price, and weather or not the product is in stock. Other snippets you can use include breadcrumbs, influencers, video content, events, and music. A combination of any of these things can be a powerful strategy to help give you an edge on the competition.
When it comes to SEO, sometimes getting back to the basics, like organic SEO can really be useful. Not only will help your CTR, but it can rebuild a solid foundation that will strengthen the rest of your SEO strategy.