CTR For SEO & Ads: The Ultimate Guide


I built everything on my website, and all of it is OK, but I didn’t get any visits! (Low CTR For SEO).


The answer is that you are not getting enough organic search traffic.

It’s a bit satisfying but looks real.

The first page of Google is the only place you want to bring in free traffic.

By the way, there is a funny joke in the SEO world that if you are looking for an excellent place to hide a dead body, then Google’s second page is a trustworthy one!

In this guide, we will speak about the CTR (click-through-rate) and its impact on SEO (CTR For SEO), and we will give you the best practices to improve CTR For SEO.

However, let’s div into some important concepts:

What Is The Meaning Of The CTR Concept?

Before we move on, let’s briefly explain the concept of CTR.

CTR (Click-Through-Rate) measures the number of people who click a link divided by the total number of people who had the opportunity to do so (impressions).

So, if a link to your site appears as a listing on the search engine results page (SERP), and 35% of visitors click on that link, then the CTR, in this case, is 35%.

Everyone knows that the first position is much better than the ninth position.


Because CTR varies for each position in search results (first positions always have better CTR).


What Is The Organic CTR Average?

Organic click-through-rate (SEO CTR) is the percentage of searchers clicking on a free list in SERPs divided by the total number of impressions (number of views).

Organic CTR = Organic clicks ÷ Impressions.

What Is The Importance Of CTR For SEO?

Without talking a lot, and as we mentioned before, CTR is a measurement for traffic (Real traffic), so the more it is, the better your business will be.


How Does CTR Relate To SEO (CTR For SEO)?

Even if you are in the first SERPs (for many reasons) but you have a few numbers of clicks, then you are not optimized.

Traffic and conversion are what matters, not impressions, so in common sense, improving CTR is an essential part of SEO.


Websites with a higher click-through rate (CTR) are rewarded from Google, while sites with a lower than expected CTR either remain in place or will be converted into lower positions.

That was the CTR For SEO!

However, let’s look at this objectively:

Google is trying to provide the most relevant result for any given search, and many factors influence the perceived relevance.

But what will happen when a website in a lower position gets more attention than a site that Google thinks it is most relevant (for some reasons like DA (Domain Authority), or Technical impacts)?

After all, if researchers dictate the more beneficial alternative outcome, the answer will be to switch the position of the previous sites.

So, the one with more CTR will be converted to a higher position!

And that is a huge impact of CTR For SEO!

What Are The Best Practices To Improve CTR For SEO?

After we got to know the concept of CTR For SEO, let’s give you the most beneficial practices that you should follow to optimize CTR For SEO:

1) Understand Your Audience:

Effective Audience

If you want to improve your CTR For SEO, start understanding your audience.

Enter their minds.

Think about how to describe the service or product they’re looking for.

Learn their language and use their terms.

Ignore things that may seem important to you, but not just them.

This is not as easy as it appears!

It involves a deep understanding of your business and complex analysis- but more importantly, it means talking to your customers directly.

Every interaction between you and your customers is an opportunity to learn more about them.

Do not leave this vital information untapped!

Find out what your ideal customer’s personality and attitudes look like, then take advantage of them at every opportunity.

2) Optimize Your URLs (Make SEO Friendly & Clickable):

Urls For SEO

URL structure is a vital SEO factor.

In general, it comes to some easy-to-follow best practices.

Note that the URLs must be:

  • Readable by humans.
  • Contain keywords.
  • Dynamic parameters are excluded when possible.
  • Not too long & not too short.
  • Free from unnecessary words (such as: and, but, or, etc.).
  • Removing / controlling non-practical punctuation characters.
  • Avoid meaningless keyword stuffing and repetition.

3) Optimize The Title Tag (Which Has A Direct Impact On CTR For SEO):

Title Tag

Writing is a challenging skill to master, especially short writing like titles.

Fortunately, some principles can help you write compelling, short title tags to increase your click-through rate and optimize your SEO, such as:

  • Use emotions.
  • Use numbered lists
  • Be Relative.
  • Most importantly: Read about copywriting.
  • Make your titles the same as people’s search entities.
  • Choose your title keywords correctly and know how to compete.
  • Attract people by using numbers and questions in your titles.

This post is not long enough to explore every principle in our ad writing formula.

Therefore, I would like to refer to some of my favorite resources on this topic:

Look how attractive their titles are!

By the way, you can also use PPC to help you in testing new titles (A/B test).

Mainly if you are already using paid ads to promote your content, why not you test some titles to see which one has the greatest CTR For SEO?

Facebook is very easy for this purpose.

Just keep all the other items the same and test the title.

Here are some essential points to acknowledge when optimizing your title tags for search:

  • Natural Language: You absolutely must use natural language when you write your titles.
  • The Page’s Context Within the Site.
  • Topical Relevance Within the Page.
  • Unique Tags: Since page titles are such strong hints to search engines regarding the page’s topic, every page needs its title.
  • Keywords: Since it’s one of the most critical SEO parts, the title tag is one of the most remarkable places to use your target keywords.
  • Length: The ideal length for page titles is between 50 and 60 characters (spaces included), with an absolute limit of 65 characters.

4) Optimize The Description:

Although the meta description is not nearly as important as the title tag, it still plays a huge role in CTR For SEO.

However, here’s how to write a description that will push people to click.

Be Emotional: Emotional descriptions attract people’s attention.

You do not need to be shocking.


Still, The Most Important Notes Are:

  • Curiosity (when you need them to be clutched by an unshakable desire to click and read more):

For example, use words like “Secret, Confidential, Controversial, Unbelievable, Covert, No one talks about, Hidden, underground.

  • Urgency:

Want them to take action right now?

Then use words like “Magical, Instantly, Missing Out, Left behind,   Magnificent, Miracle, Most Important, Profitable.

  • Confusion and impotence (especially useful when interrogating the status quo, which makes them realize what they are missing or the content of the “we are against them” method):

Ex: “doubtful, uncertain, indecisive, perplexed, embarrassed, hesitant, disillusioned.”

  • Satisfied and Safe (great for sales pages when you want people to feel safe choosing them):

Words are like: “Accurate, instantly, Advantage, Always, A cut above, Bargain, Certain, Certainly, Confident, Convenient, Definitely, Delighted, Easy, Ecstatic, Effective.”

Note: you can use these words in the title tag sometimes as well.

  • Keywords: you should use your main keywords in the meta description, so people can really find what they need by reading your descriptions.
  • Character limit: Be sure not to exceed the character limit in the description (approximately 150-170 characters).
  • Sell ​​your content: your page competes with nine free search results on the first Google page.

Don’t be worried to tell people why they should see your achievement.

5) Enhance Featured Snippets:

Featured snippets are often a desirable position in the SERP.

By appearing above the search results page, immediately surrounded and designed to stand out, they can often increase the click-through rate (CTR) of your page.

Intend For The Full Snippet:

There are two main parts in most featured snippets: text and image.

Ideally, it would help if you aimed to secure both of these by writing great content, clearly answering the submitted search query, providing high-quality, relevant images, and using codes in the right places.


Provide The Snippet Image:

If you’ve been working on improving a premium snippet but still struggling to get a competitor out of the fore, the alternative strategy is to try to take the picture instead.

Leverage On Other Rich Results:

In many searches, featured snippets may not appear, and instead, another rich result will arrive.

Rich results cover everything from image platforms to job postings, to tweets that appear in SERPs.

By implementing different media and proper encoding on your page, along with producing the best possible page, you can display your site not only in key results but also in these additional panels, providing an additional opportunity to gain valuable clicks.

By Now, You understood the concept of CTR For SEO.

You should ask yourself:

What Is The Meaning Of CTR For Ads?

The Click-through rate is significant for advertising.

In many Pay Per Click platforms, including Google Ads, which is known as Google AdWords, and Bing Ads, your CTR helps define your ad ranking and CPC (cost per click).

The higher your CTR in Google Ads, the better your position and the lower your costs.

Unless a click is accidental, someone clicks your ad because he/she finds it exciting or interesting.

Conversely, if your ad’s click-through rate is low, you might be able to improve it by working on the ad copy, design, or message, to make it more engaging to your audience.

Take a look at your high-performance ads.

What words or phrases do you use?

How does the call to action look like?

Try repeating the things that make your ads work so that you can get better results.

How To Optimize CTR For Ads:

1) Create Posts With Pictures:

Pictures are essential for several reasons.

In the text, they create breaks for the reader so they can rest their eyes and look at something interesting.

In ads, it attracts customer attention, and when it comes to blog posts when shared on social media, images also help draw attention and clicks.

Statistics show that posts on social media that have pictures are better than posts that don’t.


Tweets with images receive 20% more clicks and 155% more retweet, and Facebook posts with photos get more than five times interaction compared to posts that don’t.

Also, the click-through rate is 49% higher on websites with images.

To properly optimize images, you need to understand the three elements that accompany the image on the web:

Alt-Text: It is your duty to help search spiders understand your images with alt text.

This applies to everything from blog pictures to ads by copying ads and banner ads as well.

Image Title: The image title provides additional information about your image.

The ideal way is to use one title tag description and another different alt text.

Image Caption: A caption is a description of an illustration in the printed text.

You can use the caption to attribute the source or owner if you are using a licensed Creative Commons image.

2) Ad Extensions:

You have multiple ad extensions to choose from.

So, you can occupy a valuable position on a search engine results page (SERP).

Take advantage of extensions and improve your CTR For Ads.

Everyone should use site-link extensions, and you can now enhance them with new features.

If you only do business locally, add a location extension with your address, so people know where you are before they click on your ad.

If you accept phone calls, include a call extension with your ads.

3) Pricing Discrimination In The Ad Copy:

So, this is mainly for e-commerce websites, and yes, you indeed have additional information to do so, but adding product price in ad copy can improve your CTR For Ads.

This is especially apparent when someone sees your ad alongside your competitors’ price.

Why does it work?

It works because it gives the person who sees your ad information without having to do anything yet (such as clicking on your ad).

The easier it is for people to see your offers, the more likely they are to click on your ad until purchase.

That was a practical implementation of improving CTR For Ads.

Why You Should Always Repeat And Make Regularly Tests:

It sounds straightforward, but the best tip to improve your CTR For both SEO and Ads is the constant repetition and testing over time – just as you do any other SEO or SEM work.

Try different variations, run tests split across different pages within the same area of ​​the site, and monitor the final metrics to ensure that the SERP level tests don’t negatively affect other areas of your website.

Regular Tests

Over time, you’ll start to know what fits your audience and what works best.

Ultimately, this will help you to develop an SEO and CTR “Operation Guides” to use them continuously while updating old pages and adding new pages to your site.

Some General Notes To Increase CTR For SEO and Ads:

1) Call-To-Action Buttons To Increase CTR For SEO & Ads:

Everybody knows that it is crucial to use the call-to-action buttons properly.

Since it enables visitors to implement actions on your website.

Call to actions

Such as purchasing products and services or signing up for newsletters.

They play a role in increasing the CTR of blog posts as well.

Let’s say someone saw one of your blog posts on social media.

The picture and title caught their attention, so he/she clicked on the link.

Another example is if your readers like your article, they read the whole text and reach the end of the page.

But what will they find there?

They should find some excerpts from other blog posts you’ve written, that are attractive, related, and exciting.

Include your previous blog post list below and call-to-action buttons next to it that says something like “Read more.”

2) Improve Your Site Speed:

A click is not counted if your page does not load in a timely fashion.


Site speed is critical to enhance clicks and the overall user experience.

If your webpage is down, it won’t load quickly, and people will leave.

On mobile devices, an increase in site speed from one to three seconds increases bounce rates by 35%.

This makes improving site speed a top priority to maintain a reasonable CTR, and also, it’s essential for SEO.

There are a lot of free tools to check the speed of your site.

There are tools like Pingdom, Google PageSpeed Insights, GTmetrix, and many more.

Some Quick Notes For Increasing CTR:

  • Use Your Main Keyword In The Title.
  • Put It On The Meta Descriptions (On The First Positions).
  • Try To Use It In The URL.
  • Use Feature Snippets.
  • Include Your Keywords In The Ads Headers.
  • Put Them On The Ads Descriptions.
  • Follow SEO Techniques In Writing.
  • Be Attractive.
  • Stay Clear.
  • Try to be Searchable (Use Your Customers Language).
  • Solve Your Visitors Problems By Some Sentences In The Descriptions.

In Conclusion:

After we covered the basics of CTR For SEO & Ads.

You should continue to improve other SEO and UX factors, such as page speed, page design, navigation, visibility, content, technical, etc.

Most importantly, you must ensure that your page is linked to the desirable results.

You are ready to go and achieve your desired success!

And always say NO to low CTRs!

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