Give Your Organic CTR a Boost With These Simple Tips

Singapore marketers can easily boost their CTR with a few easy steps.

If you have great content and a user-friendly website design and people still aren’t visiting, then you need to work on getting more organic traffic. And this means that you should work to get it on the first page of Google. The higher your ranking, the more click-throughs you get. In this article, we’ll discuss a few digital marketing tips that you can use in order to increase your organic traffic and click-through rates.

1. Perform Long-tail Keyword Research

Most SEO experts will agree that one of the most important parts of SEO is long-tail keyword research. When long-tail keywords are integrated into your content, it helps you to increase the number of organic search phrases that you rank for. And the more you use, the better your chances of getting to #1.

They are also a huge part of creating your sales funnel. Most Singapore business owners are familiar with single keywords. Single keywords usually appear at the top of your sales funnel, while long-tail keywords appear in the middle of it. For instance, if your visitor searches for ‘best gaming headsets under $50,’ they are much more likely to make a purchase than if they were to search for “headset.” Your click-throughs will be more qualified.


2. Create Compelling Meta Descriptions

When it comes to the SERPs, meta tags make up the bulk of your entry. This is what gives your potential visitors an idea of what they will see after they click. It’s also another factor that can increase your click-throughs. You have 160 characters to convince users that they should take a look at your page. So take special care to craft something that is compelling.


3. Execute Schema Markup

If you’ve ever searched Google for the best movie of the year, then you have probably noticed that it offers a carousel of movies for the year. And this carousel appears at the very top, above the rest of the search result. The same is also done for movie reviews. And these info boxes are becoming more and more prevalent as technology evolves. The good news is, your search results can appear this way too. All you need is the right schema markup, or structured data.

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4. Include Images in Your Posts

Research shows that an image can increase click-through rates by almost 50%. The best thing about images is that they engage users, especially on social media platforms. Infographics are ideal for search previews. This is why most marketers are sure to include as many images in their content as possible.

5. Create URLs that are Descriptive

If you would like to get the most out of your long-tail keyword strategy, then include one in your URL.When users see it in their link preview, they are much more likely to click. Ideally, your link should include the category, subcategory and your keyword. By including categories, you’re letting potential customers know that you have a wide range of products/services to offer. If you use Wordpress, visit ‘Permalinks’ under your settings.

6. Brand Your Title

One of the most important elements of any page is the title. And that’s because its one of the first things people see in the search results. So if you have a personal brand or would like for more people to the see the name of your company, then you could always include your name at the end of the time.

7. Create Localised Content

Since 2011, mobile searches have been rising steadily. In fact, Google recently announced that its search engine officially features mobile-first indexing. This is very significant because depending on where someone is, the context of what they search for will change on mobile devices. Research shows that between the years of 2015 and 2017, proximity became a huge factor in search rankings.

So if you want to increase click-through, then you need to localise your content. For instance, someone who searches for automotive repair in Tampines may search ‘automotive repair’ or ‘automotive repair Tampines.’ You need to ensure that both phrases are covered. You should also register your company with Google My Business as this will show users your location on a map during their search.

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8. Use Listicles

Ask any digital marketing agency what type of content they recommend, and many will tell you that you can’t go wrong with listicles. People love reading numbered lists. In fact, a recent study shows that people tend to prefer lists that contain at least 10-20 lists per article. Consider including lists of services you offer or even lists of ways in which your company can improve the lives of your customers.


9. A/B Test Headlines on Social Platforms

If you want to know how audiences will respond to your headline, test it out on social media. The number of click-throughs, shares and retweets you get is a good indication of how people feel about it. It’s also a great way to tell if you need to make changes to one of your current headlines. This strategy works best if your following is large. You can also use tools like Coschedule to check your headlines.


10. Use Yoast

When it comes to getting all of your SEO done in one place, Wordpress users will hardly find anything better than Yoast. And this is a great tool for ensuring that you get more click-throughs and organic traffic. It gives you the ability to see what your post will look like on Google’s SERPs, making it easier to find out if any of your keywords are cut out of the
Snippet. It even lets you know when you have reached the end of your character limit and integrated into each post.


11. Use Google AdWords

Singapore companies that don’t use Wordpress may consider using the Google AdWords Preview Tool. It allows you to optimise your website for both mobile and desktop. It also gives you the ability to experiment with different content ideas. Type your title into Headline 1 and then your site name into Headline 2. You can then create a short description.

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12. Check Your Click-Through Rate Status

Another crucial step of improving your click-through is checking your click-through rate status. Luckily, Google Analytics provides two places that you can find this information: Search query and Landing Pages. Search Query will provide a report that includes impressions, clicks, average SERP position, impressions and CTR (click-through rate). Landing pages will provide a report that includes impressions, clicks, sessions, bounce rates, conversions, as well as other important data. These reports can help you to A/B test your titles and descriptions.


13. Optimise the Speed of Your Site

If your page does not load in time, then that click will not count. Improving the speed of your website should be one of your main priorities. And that’s because it can have a huge effect on your bounce rate. Not only that, but it’s also a crucial part of SEO. The good thing is that there are several tools that you can use to check the speed. Pingdom Speed Test Tool is one that can give you a better idea of how well your site is performing. If you find that your website is loading slowly, then minimise your HTTP requests, enable compression, reduce the response time of your server, optimise your images, enable your browser caching, and prioritise the content that is above the fold.



If you would like to get the most out of your digital marketing plan, then you need to focus on getting more organic traffic. And the best way to get it is to improve your click-through rates. The key to success is structured data.

About the Author

Tom Koh

Tom is the CEO and Principal Consultant of MediaOne, a leading digital marketing agency. He has consulted for MNCs like Canon, Maybank, Capitaland, SingTel, ST Engineering, WWF, Cambridge University, as well as Government organisations like Enterprise Singapore, Ministry of Law, National Galleries, NTUC, e2i, SingHealth. His articles are published and referenced in CNA, Straits Times, MoneyFM, Financial Times, Yahoo! Finance, Hubspot, Zendesk, CIO Advisor.


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