Jan 09

5 tips to drive traffic and increase CTR

This post will you drive through some tips to increase traffic and improve the click-through rate (CTR) for your website. Some tips are based on the latest update announced by Google with its “30 search quality highlights (with codenames!): December” and published on January the 5th 2012.

Title of page

Every html document must have a TITLE element in the head section. Consider that Page title is a powerful search engine ranking factor. Google displays this element in SERPs (Search Engine Results Pages). The Title The element should be not longer than 63 characters. If the title is longer Google may cut off the title before 69 characters and display … at the end of your page title. The title should represents your primary keywords and it shouldn’t be a list of keywords. Whenever it’s possible a call to action will be always appreciated by internet-netizen.

Meta description tag

A part from the title of the page Google also displays a couple of lines below each item in SERP (search engine results page) to help people to know a bit more about each page displayed among its results. If no meta description tag is found Google displays the part of the text of the page that best is related to the search query in use. If the Meta description tag is found and it’s related to the search query, then the Meta is displayed under the title. Consider that the description should be 156 characters long. This may be a good sample of meta:

Rich snippets

The latest update announced by Google includes: “We improved our process for detecting sites that qualify for shopping, recipe and review rich snippets. As a result, you should start seeing more sites with rich snippets in search results.”

Rich snippets are tiny excerpts of actual content identified via semantic markup and selected to display inline with search results. Since June 2011 Google, Bing and Yahoo but also Facebook (hCard) support microdata as the HTML5 standardized format for semantic markup.
There are a lot of markup types that you can apply to your content. Reach snippets will become a Click-through rate (CTR) factor along 2012.

There are a lot of documents available that will conduct you through the possible usages, the most significant snippets are nowadays used for: Creative Works, Books, Movies, Music Recordings, Recipes, TV Series, Audio Object, Image Object, Video Objects, Events, Organizations, Persons, Places, Local Businesses, Restaurants, Products, Offers, Aggregate Offers, Reviews, Aggregate Ratings …

One of the new rich snippets to be used is used to confirm the publisher and eventually the authorship of a web content. The snippet will allow Google to display the icon of the publisher or of the author and a direct link to the Google Plus profile of the Publisher or of the Author. If you don’t have a Google Profile, do it now!

SERP and rich snippet in Google

SERP and rich snippet in Google

You can check if your rich snippet is correct through Google tester.

Here you have the most significant docs suggested by Google for your rich snippets:

Microdata (http://schema.org)
Microdata (http://data-vocabulary.org)
Microformats (http://microformats.org)
RDFa (http://rdfa.info)

Mobilize Yourself (old possum)!

The latest tip is related to the Google update about mobile websites and it can offer us a good idea to increase the cick-through rate (CTR) to our website. From now Google mobile will displays the mobile website directly to the browser device in mobile SERP. The mobile browser will access directly to the mobile version of the website, if it’s available.

If you don’t have a mobilized version of your website, it’s time to realize it.

The script that redirects mobile devices to the mobile version of your website will be used by the Googlebot-mobile robot to offer to your mobile customers the mobile version of the website during their search queries. This will save a couple of seconds to access to your mobile website.


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