Posted at 09:12h
, Strategy Plus
The first question as to why you should increase your click-through rate seems obvious, but there's more to it than you may think.
Let's just say you are ranked 3rd organically within Google for 'luxury watches' and there are 1000 people searching for this term. You now need to get as many of those thousand searchers to click on your link. The more people that click on your link the more chances you have to sell your fancy watches, however, what does Google think if you are getting a higher or lower percentage of click-throughs?
Google's job is to serve up the most relevant and trustworthy sources for its users; if it serves up a website that nobody clicks on, would this not raise suspicions on whether it is actually the best website/link to deliver?
Direct or indirect ranking factor?
There are theories as to whether the CTR (click through rate) is a direct or indirect factor in Google's rankings (see a useful video from Moz below), but we would certainly look to ensure you increase your CTR to not only increase traffic but to ensure your rankings continue to do well.