If the impressions are very high and clicks are very low, should the keywords be changed?

Question

i have worked very hard for my website. We update it every two days. The site's impressions are good but the click through rate is like 0. Its been 6 months but it has not performed well in searches. Can anyone advice what should be the strategy in such a condition? Should I consider changing the keywords I want to rank for? Thanks in advance.

Answer 1

This is really hard to answer. There is no reason why what you have is or isn't desireable, but it depends on the ROI / conversion rate etc.

However, I assume the reason it's not doing well is for a few reasons which include;

1) Poor use of the title tag - why put your company name in the title - it's on the website and is not important to searches (if some one searches by your company name they already know you and will find you). Make the title tag longer and relevant about each page. If you can't, then maybe break down each page into smaller pages so the title becomes relevant to the content.

2) You only use H2 tags - at one point, this 'was' the most popular tag to use, not any more. Set your H tags like a news paper (my results suggest this works effectively). Heading (H1) at the top, 2 or 3 max second headings (h2) and even a few smaller headings after (5 max H3).

3) You could improve the URL pages - for example, if I click on your site menu's 'IPHONE' the URL is uncategorized! That doesn't seem like a sensible decision.

There a few things to get going.

Answer 2

The keyword quality will influence impression numbers: if the keyword is good and you rank high, you will get impressions.

CTR is determined by other factors: as mentioned by Dave Rook, title is one of them (although it also influences keywords you want to rank for). Other factors are:

• Position in the page: if you rank #10 in each page, CTR it is thought to be naturally around 1-3%.

• Meta description: if you have a good catchy snippet, more people will click through

• Rich Snippets: Author Thumb, app thumb, stars of reviews, etc will increase your CTR

There are probably more factors, but I could only think about the ones mentioned above right now.

However, it might be that your keyword are targeting the wrong audience (for example, you want to rank for apple pies, and a lot people interested in Apple products are finding you in their searches, therefore they wont click on your links). If this is the case, I'd suggest to target different keywords (less generic). Otherwise you could "just" improve your CTR

Answer 3

What is your exact ranking for that keyword? you are # in serp?

Besides what has been suggested (inviting tittle, good description, wrong audience), it could be that you are simply not ranked high enough for this keyword. Notice that first 1-4 results of the search page receive most of the total traffic/impressions of the keyword.

90K is impressions of the first page on google, if you are #1 you get around 50% of this traffic, if you are #2 you get 20% and so on. I just made up the numbers but you get the idea...

From your CTR, I would say your exact position is around #7-8.