“85% of content published (excluding videos and quizzes) is less than 1,000 words long. However, long form content of over 1,000 words consistently receives more shares and links than shorter form content. Either people ignore the data or it is simply too hard for them to write quality long form content.”
Sure, there are millions of web pages competing for any given keyword, but how many companies have made a sustained, strategic effort to rank? How many companies have even done the basics of #SEO?
Given what good search engine optimization can do, this is downright depressing. Search engine traffic matters – it makes up 51% of visits to most sites, according to BrightEdge. And search engine traffic converts: “SEO leads have a 14.6% close rate, while outbound leads (such as direct mail or print #advertising) have a 1.7% close rate,” according to Search Engine Journal.
We want to get you some of those goodies. So if you’ve been putting off your SEO work, or you’ve only done a little here and there, any one of these tactics can help. They’ll get you far more traffic to your site and give you a nice edge on your competition, too.
You know what click-through rate is, right? And you know how important it is. That’s why we all obsess over the click-through rates of our emails, our pay per click ads, and our #social media updates.
But what about the click-through rates of your pages in the search results? Are you doing anything to improve them? Because that’s the single easiest way to drastically improve your search engine traffic – without doing one smidge of other SEO work.
To find out what the click-through rates for your pages are, log into your Google Search Console account. Go to the “Search Traffic” > “Search Analytics” report. Select to view “Impressions”, “CTR” and “Pages”, as shown below:
That will show you the click-through rate for your pages. The next step is to click on the double arrow in the far right of each page’s row. This will bring you to a sub-report where you can analyze each page individually. You’ll be able to see which keywords the page is showing for and what the click-through rate of your page is for each of those keywords.
To see what your competition for these keyword terms is, just click the little gray square right after the keyword. It’ll show you the search results for that term.
Compare what you see in the top search results to what’s in the title and meta description tag for your page. Pay particular attention to any paid ads. These are often split-tested relentlessly to get higher click-through rates, so you might want to borrow some words and phrases from those ads to use in your title and meta description tag.
One caveat for this technique: Don’t write title and description tags for your pages that don’t accurately reflect what’s on the page. And you may want to circle back to the content of your page and rewrite/update it so it better matches searchers’ intent.
You have to use something for a file name for your images – so why not use a few keywords? Some sources say you’ll get even more results if you use dashes between the words in the file names, like this:
This one tactic isn’t going to catapult your page to the top of the SERPS (search engine results pages), but it gives a little lift. And if probably won’t take you more than two minutes per page to implement.
Bonus: Take the time to write out keyword-rich descriptions for the Alt tags of your images, too. This is easy to do in WordPress or most other content management systems.
The Google Search Console also lets you see where pages tend to rank in the search results. Go to the Search Analytics report again and choose this setting to see that information.
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