The click-through rate (CTR) is a measure of how often website visitors click a certain advertisement or link to another web page. It tells the website owner which content is generating further interest in a certain topic and which post or page isn’t. CTR is expressed as a percentage that calculates how many of the people who viewed a link actually clicked on it. A low CTR means it’s time to reexamine the content.
It is important to fix a low CTR because it is used by some search engines to rank websites, rendering online marketing or SEO efforts ineffective. The higher the CTR, the more likely a high position in search engine results. It is important, however, to strive for organic click-throughs rather than using click bait or other unscrupulous means to generate higher CTR, as search engines look for and punish this type of practice.
Measuring CTR is important, but can be difficult. Fortunately, many software programs and web hosting services provide the necessary tools for tracking both the page views and clicks. From there, it is simply a matter of dividing the number of clicks by the number of views to determine the CTR percentage.
If CTR is measured and found to be low, there are several ways to improve it. Do so by carefully selecting keyword and links and making sure web content is relevant and interesting. Update the company’s website often to keep things fresh and make sure the content is compelling. Giveaways also work well as do attractive headlines that inspire curiosity.
How to Increase Your CTR in 7 Easy Steps, Outbrain, July 16, 2014