{"id":24776,"date":"2020-08-21T14:13:42","date_gmt":"2020-08-21T13:13:42","guid":{"rendered":"https:\/\/www.nettl.com\/us\/?p=24776"},"modified":"2020-09-03T14:32:28","modified_gmt":"2020-09-03T13:32:28","slug":"what-makes-people-click","status":"publish","type":"post","link":"https:\/\/www.nettl.com\/us\/what-makes-people-click\/","title":{"rendered":"What makes people click?"},"content":{"rendered":"\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-m6p6uk1-7d33f6ccf8dfbd4bd4de5d18cce03bd4\">\n.avia-section.av-m6p6uk1-7d33f6ccf8dfbd4bd4de5d18cce03bd4 .av-parallax .av-parallax-inner{\nbackground-repeat:no-repeat;\nbackground-image:url(https:\/\/www.nettl.com\/us\/wp-content\/uploads\/2020\/08\/pointer-background-1600-medium.jpg);\nbackground-position:50% 50%;\nbackground-attachment:scroll;\n}\n<\/style>\n<div id='av_section_1'  class='avia-section av-m6p6uk1-7d33f6ccf8dfbd4bd4de5d18cce03bd4 main_color avia-section-default avia-no-border-styling  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.av-image-caption-overlay-center{\ncolor:#ffffff;\n}\n<\/style>\n<div  class='avia-image-container av-l3g0d2p-8cae73ca78146aefe88077ac7d9cd238 av-styling- av-hover-grow avia-align-center  avia-builder-el-3  avia-builder-el-no-sibling '   itemprop=\"image\" itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/ImageObject\" ><div class=\"avia-image-container-inner\"><div class=\"avia-image-overlay-wrap\"><img decoding=\"async\" fetchpriority=\"high\" class='wp-image-24779 avia-img-lazy-loading-not-24779 avia_image ' src=\"https:\/\/www.nettl.com\/us\/wp-content\/uploads\/2020\/08\/click-logo-450.png\" alt='' title='click-logo-450'  height=\"450\" width=\"450\"  itemprop=\"thumbnailUrl\" srcset=\"https:\/\/www.nettl.com\/us\/wp-content\/uploads\/2020\/08\/click-logo-450.png 450w, https:\/\/www.nettl.com\/us\/wp-content\/uploads\/2020\/08\/click-logo-450-300x300.png 300w, https:\/\/www.nettl.com\/us\/wp-content\/uploads\/2020\/08\/click-logo-450-80x80.png 80w, 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.hr.hr-invisible.av-k5k9m1d-51091cc6eb2dd90d7c5815284b949ef3{\nheight:50px;\n}\n<\/style>\n<div  class='hr av-k5k9m1d-51091cc6eb2dd90d7c5815284b949ef3 hr-invisible  avia-builder-el-5  el_after_av_one_fifth  el_before_av_font_icon '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-jll44fl-3acd4dc2fb0a40730426464ff6ef8961\">\n.av_font_icon.av-jll44fl-3acd4dc2fb0a40730426464ff6ef8961{\ncolor:#ffffff;\nborder-color:#ffffff;\n}\n.av_font_icon.av-jll44fl-3acd4dc2fb0a40730426464ff6ef8961 .av-icon-char{\nfont-size:60px;\nline-height:60px;\n}\n<\/style>\n<span  class='av_font_icon av-jll44fl-3acd4dc2fb0a40730426464ff6ef8961 avia_animate_when_visible av-icon-style- avia-icon-pos-center avia-icon-animate'><a href='#click'   class='av-icon-char' aria-hidden='true' data-av_icon='\ue89f' data-av_iconfont='fontawesome' ><\/a><\/span>\n\n<\/div><\/div><\/main><!-- close content main element --><\/div><\/div><div id='click'  class='avia-section av-2qwy3ht-53030d8706b78742fbdf0f4ddf9b0703 main_color avia-section-default avia-no-border-styling  avia-builder-el-7  el_after_av_section  avia-builder-el-last  avia-bg-style-scroll container_wrap sidebar_right'  ><div class='container av-section-cont-open' ><div class='template-page content  av-content-small alpha units'><div class='post-entry post-entry-type-page post-entry-24776'><div class='entry-content-wrapper clearfix'>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-jp009ut1-c2a891abf735c7eb7a5c24d037e4b61f\">\n.flex_column.av-jp009ut1-c2a891abf735c7eb7a5c24d037e4b61f{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-jp009ut1-c2a891abf735c7eb7a5c24d037e4b61f av_one_fifth  avia-builder-el-8  el_before_av_three_fifth  avia-builder-el-first  first flex_column_div av-hide-on-mobile av-zero-column-padding  '     ><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-28z32gh-8306082e681bdb1a559cb023abad5737\">\n.flex_column.av-28z32gh-8306082e681bdb1a559cb023abad5737{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-28z32gh-8306082e681bdb1a559cb023abad5737 av_three_fifth  avia-builder-el-9  el_after_av_one_fifth  el_before_av_one_fifth  flex_column_div av-zero-column-padding  '     ><section  class='av_textblock_section av-1txvxe9-b00ea93861545631179200d41110c8e4 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><h1>What makes<br \/>\npeople click?<\/h1>\n<p>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-v4g6ak-1d639df38b074c4c8eeb90b09a79d152\">\n.av_font_icon.av-v4g6ak-1d639df38b074c4c8eeb90b09a79d152 .av-icon-char{\nfont-size:1em;\nline-height:1em;\n}\n<\/style>\n<span  class='av_font_icon av-v4g6ak-1d639df38b074c4c8eeb90b09a79d152 avia_animate_when_visible av-icon-style- avia-icon-pos-left av-no-color avia-icon-animate'><span class='av-icon-char' aria-hidden='true' data-av_icon='\ue862' data-av_iconfont='entypo-fontello' ><\/span><\/span>\u00a0<em><strong>approx 8 minute read<\/strong><\/em><\/p>\n<\/div><\/section><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-jp00gvdr-98d064f8eb1dbe52dc1f9fd3cb904193\">\n#top .hr.hr-invisible.av-jp00gvdr-98d064f8eb1dbe52dc1f9fd3cb904193{\nheight:50px;\n}\n<\/style>\n<div  class='hr av-jp00gvdr-98d064f8eb1dbe52dc1f9fd3cb904193 hr-invisible  avia-builder-el-12  el_after_av_textblock  el_before_av_textblock '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<section  class='av_textblock_section av-1txvxe9-710f911796c69cef6efb7ae739ec3b3a '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><h2>Ever had a question on your mind, no matter how trivial, and you just need to find the answer to it?<\/h2>\n<p>You could be working on an important assignment, enjoying dinner with a hot date, or lying in bed mulling it over at 1 am. It doesn\u2019t matter what you\u2019re doing at that moment in time. Like an information addict, it\u2019s more important you find out the answer to your nagging query.<\/p>\n<p>So what do you do? Head to Google, right?<br \/>\nYou ditch what you\u2019re doing (or should be doing) and open a new tab. Or whip out the smartphone. Or wake up your smart speaker.<\/p>\n<p>That\u2019s because the &#8216;not knowing\u2019 creates a knowledge gap. It means we can\u2019t close off a mental task in our head and this unfinished business leads to an uncomfortable feeling of unrest. So we need to fix it.<\/p>\n<\/div><\/section><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-jp00gvdr-98d064f8eb1dbe52dc1f9fd3cb904193\">\n#top .hr.hr-invisible.av-jp00gvdr-98d064f8eb1dbe52dc1f9fd3cb904193{\nheight:50px;\n}\n<\/style>\n<div  class='hr av-jp00gvdr-98d064f8eb1dbe52dc1f9fd3cb904193 hr-invisible  avia-builder-el-14  el_after_av_textblock  el_before_av_image '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-h2771v5-2131ae6ed8375977d4d8e5abaad878ef\">\n.avia-image-container.av-h2771v5-2131ae6ed8375977d4d8e5abaad878ef img.avia_image{\nbox-shadow:none;\n}\n.avia-image-container.av-h2771v5-2131ae6ed8375977d4d8e5abaad878ef .av-image-caption-overlay-center{\ncolor:#ffffff;\n}\n<\/style>\n<div  class='avia-image-container av-h2771v5-2131ae6ed8375977d4d8e5abaad878ef av-styling- avia-align-  avia-builder-el-15  el_after_av_hr  el_before_av_hr '   itemprop=\"image\" itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/ImageObject\" ><div class=\"avia-image-container-inner\"><div class=\"avia-image-overlay-wrap\"><img decoding=\"async\" fetchpriority=\"high\" class='avia-img-lazy-loading-not- avia_image ' src=\"https:\/\/www.nettl.com\/uk\/wp-content\/uploads\/2020\/08\/man-shocked-900.jpg\" alt='' title=''   itemprop=\"thumbnailUrl\"  \/><\/div><\/div><\/div><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-jp00gvdr-98d064f8eb1dbe52dc1f9fd3cb904193\">\n#top .hr.hr-invisible.av-jp00gvdr-98d064f8eb1dbe52dc1f9fd3cb904193{\nheight:50px;\n}\n<\/style>\n<div  class='hr av-jp00gvdr-98d064f8eb1dbe52dc1f9fd3cb904193 hr-invisible  avia-builder-el-16  el_after_av_image  el_before_av_textblock '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<section  class='av_textblock_section av-1txvxe9-710f911796c69cef6efb7ae739ec3b3a '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><h2>Fill the knowledge gap<\/h2>\n<p>The need to fill a knowledge gap is pretty much the only reason people head to search engines for, well, anything. They\u2019re looking for something. An answer to a question, or useful information.<\/p>\n<p>Oh, you\u2019re thinking <em>&#8216;Not always. Sometimes people just want to be entertained. They\u2019re heading to the internet to find cat memes\u2019<\/em>. We hear ya.<\/p>\n<p>But the thing is, people don\u2019t head to Google to find cat memes. They head to google to <strong>find out where<\/strong> they might find cat memes.<\/p>\n<p>At least for now anyway. Google is doing their best to monopolize the information too, <a href=\"https:\/\/www.nettl.com\/us\/topspot\/\" target=\"_blank\" rel=\"noopener noreferrer\">but that\u2019s another story<\/a>.<\/p>\n<p>The fact is, when people search, they\u2019re looking to find something, or someone, that can help solve whatever problem is on their mind. <strong>There\u2019s a reason they\u2019re called search queries.<\/strong><\/p>\n<\/div><\/section><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-jp00gvdr-98d064f8eb1dbe52dc1f9fd3cb904193\">\n#top .hr.hr-invisible.av-jp00gvdr-98d064f8eb1dbe52dc1f9fd3cb904193{\nheight:50px;\n}\n<\/style>\n<div  class='hr av-jp00gvdr-98d064f8eb1dbe52dc1f9fd3cb904193 hr-invisible  avia-builder-el-18  el_after_av_textblock  el_before_av_image '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-h2771v5-59c6589dd343443bb7fb4c67d7a3b082\">\n.avia-image-container.av-h2771v5-59c6589dd343443bb7fb4c67d7a3b082 img.avia_image{\nbox-shadow:none;\n}\n.avia-image-container.av-h2771v5-59c6589dd343443bb7fb4c67d7a3b082 .av-image-caption-overlay-center{\ncolor:#ffffff;\n}\n<\/style>\n<div  class='avia-image-container av-h2771v5-59c6589dd343443bb7fb4c67d7a3b082 av-styling- avia-align-  avia-builder-el-19  el_after_av_hr  el_before_av_hr '   itemprop=\"image\" itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/ImageObject\" ><div class=\"avia-image-container-inner\"><div class=\"avia-image-overlay-wrap\"><img decoding=\"async\" fetchpriority=\"high\" class='avia-img-lazy-loading-not- avia_image ' src=\"https:\/\/www.nettl.com\/uk\/wp-content\/uploads\/2020\/08\/click-search-bar-900.jpg\" alt='' title=''   itemprop=\"thumbnailUrl\"  \/><\/div><\/div><\/div><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-jp00gvdr-98d064f8eb1dbe52dc1f9fd3cb904193\">\n#top .hr.hr-invisible.av-jp00gvdr-98d064f8eb1dbe52dc1f9fd3cb904193{\nheight:50px;\n}\n<\/style>\n<div  class='hr av-jp00gvdr-98d064f8eb1dbe52dc1f9fd3cb904193 hr-invisible  avia-builder-el-20  el_after_av_image  el_before_av_textblock '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<section  class='av_textblock_section av-1txvxe9-710f911796c69cef6efb7ae739ec3b3a '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><h2>No shortage of suitors<\/h2>\n<p>Luckily for us, there\u2019s no shortage of suitors to answer our query. Usually millions of results, in around half a second. A carefully selected assembly awaits our consideration on the page before us and we\u2019re spoiled for choice.<\/p>\n<p>Like a \u2018America\u2019s Got Talent&#8217; audition, we get to click through and sample the content. If it\u2019s not what we\u2019re looking for, we can click \u2018back\u2019 on the browser and light up our big red X buzzer. If the page looks good, it\u2019ll no doubt captivate our attention a little longer.<\/p>\n<p>But what if we, as businesses, are the auditioning hopefuls on a search engine result page? Our website, standing nervously on stage. As marketers, we\u2019re the family members waiting in the wings, anxiously clutching on to Terry Crews.<\/p>\n<p>In Britain\u2019s got talent auditions every contestant gets a chance to shine. However, people searching on Google certainly don\u2019t click every single result.<\/p>\n<p>Using the same analogy, you\u2019d have 100 hopefuls come along to the audition, 10 get to stand on the stage, but only a chosen few get the chance to show what they can do.<\/p>\n<p>Some websites won\u2019t leave the green room. It\u2019s like turning up to the auditions each year and not getting a chance to show what you can do.<\/p>\n<p>If you were a budding entertainer, you\u2019d want to do all you can to increase your chances of getting through.<\/p>\n<p>And if you\u2019re serious about increasing the amount of attention your website receives then you\u2019ll want to do all you can to improve your CTR.<\/p>\n<\/div><\/section><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-jp00gvdr-98d064f8eb1dbe52dc1f9fd3cb904193\">\n#top .hr.hr-invisible.av-jp00gvdr-98d064f8eb1dbe52dc1f9fd3cb904193{\nheight:50px;\n}\n<\/style>\n<div  class='hr av-jp00gvdr-98d064f8eb1dbe52dc1f9fd3cb904193 hr-invisible  avia-builder-el-22  el_after_av_textblock  el_before_av_image '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-h2771v5-db1b93cc91ef08ee8b163fb68e9492c0\">\n.avia-image-container.av-h2771v5-db1b93cc91ef08ee8b163fb68e9492c0 img.avia_image{\nbox-shadow:none;\n}\n.avia-image-container.av-h2771v5-db1b93cc91ef08ee8b163fb68e9492c0 .av-image-caption-overlay-center{\ncolor:#ffffff;\n}\n<\/style>\n<div  class='avia-image-container av-h2771v5-db1b93cc91ef08ee8b163fb68e9492c0 av-styling- avia-align-  avia-builder-el-23  el_after_av_hr  el_before_av_hr '   itemprop=\"image\" itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/ImageObject\" ><div class=\"avia-image-container-inner\"><div class=\"avia-image-overlay-wrap\"><img decoding=\"async\" fetchpriority=\"high\" class='avia-img-lazy-loading-not- avia_image ' src=\"https:\/\/www.nettl.com\/uk\/wp-content\/uploads\/2020\/08\/suitors-900.jpg\" alt='' title=''   itemprop=\"thumbnailUrl\"  \/><\/div><\/div><\/div><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-jp00gvdr-98d064f8eb1dbe52dc1f9fd3cb904193\">\n#top .hr.hr-invisible.av-jp00gvdr-98d064f8eb1dbe52dc1f9fd3cb904193{\nheight:50px;\n}\n<\/style>\n<div  class='hr av-jp00gvdr-98d064f8eb1dbe52dc1f9fd3cb904193 hr-invisible  avia-builder-el-24  el_after_av_image  el_before_av_textblock '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<section  class='av_textblock_section av-1txvxe9-710f911796c69cef6efb7ae739ec3b3a '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><h2>What is CTR?<\/h2>\n<p>CTR stands for Click Through Rate. Simply put, it&#8217;s about how many clicks you get vs how many people saw your search listing (or advert, or email).<\/p>\n<p>For Organic Search Listings, we\u2019re specifically talking about how many clicks your website received in relation to how often your website listing appeared for that search term.<\/p>\n<p>It\u2019s calculated as a percentage.<br \/>\n<em><strong>Number of Clicks \/ Number of Views (or \u2018impressions\u2019) = CTR<\/strong><\/em><\/p>\n<p>So if your ad is shown 1000 times, and received 150 clicks, the calculation would be:<br \/>\n150 \/ 1000 = 0.15<br \/>\nYour click-through rate would be 15%<br \/>\nCongrats, that\u2019s not bad. We\u2019ve seen much worse. And better.<\/p>\n<h2>Oh really? What\u2019s a good CTR?<\/h2>\n<p>It depends. And what\u2019s good for you will depend also.<br \/>\nBut just to give you some context, the average CTR on Google Ads is around 2%<\/p>\n<p>Email and social media CTR\u2019s hover around 2.5 and >1 respectively. Although emails 2.5 isn\u2019t so bad when you factor in how many engaged people you can reach in one go extremely cost-effectively. That CTR also has to first hurdle the open rate, which is often much higher (at around 30-50%) and can convey a lot of important messaging.<\/p>\n<p>For comparison, high listing organic content pieces can typically get click-through rates of 30% or more. The top organic position in Google\u2019s search results has an average CTR of around 32%.<\/p>\n<h2>Why improve CTR?<\/h2>\n<p>Why there are simply oodles of benefits my friend\u2026<\/p>\n<ul>\n<li><strong>More clicks = more visitors.<\/strong><\/li>\n<li><strong>A better CTR correlates with a higher Conversion Rate.<\/strong><\/li>\n<li><strong>Organic listings achieve significantly better CTR results than Ads.<\/strong><\/li>\n<li><strong>Having a better CTR improves your Ranking Position.<\/strong><\/li>\n<\/ul>\n<p>And the best bit? It\u2019s like compound interest. Another <a href=\"https:\/\/www.nettl.com\/us\/flywheel\/\">Flywheel Effect<\/a>.<br \/>\nImproving CTR by 3% can move you up one position. And moving up one position in Google will increase your relative CTR by an average of 30.8%.<\/p>\n<p><em><strong>&#8220;Moving up from #6 to the #5 spot will result in 53.2% more clicks&#8221;<\/strong><\/em><\/p>\n<\/div><\/section><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-jp00gvdr-98d064f8eb1dbe52dc1f9fd3cb904193\">\n#top .hr.hr-invisible.av-jp00gvdr-98d064f8eb1dbe52dc1f9fd3cb904193{\nheight:50px;\n}\n<\/style>\n<div  class='hr av-jp00gvdr-98d064f8eb1dbe52dc1f9fd3cb904193 hr-invisible  avia-builder-el-26  el_after_av_textblock  el_before_av_image '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-h2771v5-060518151cdb6c1e33489d052f693865\">\n.avia-image-container.av-h2771v5-060518151cdb6c1e33489d052f693865 img.avia_image{\nbox-shadow:none;\n}\n.avia-image-container.av-h2771v5-060518151cdb6c1e33489d052f693865 .av-image-caption-overlay-center{\ncolor:#ffffff;\n}\n<\/style>\n<div  class='avia-image-container av-h2771v5-060518151cdb6c1e33489d052f693865 av-styling- avia-align-  avia-builder-el-27  el_after_av_hr  el_before_av_hr '   itemprop=\"image\" itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/ImageObject\" ><div class=\"avia-image-container-inner\"><div class=\"avia-image-overlay-wrap\"><img decoding=\"async\" fetchpriority=\"high\" class='avia-img-lazy-loading-not- avia_image ' src=\"https:\/\/www.nettl.com\/uk\/wp-content\/uploads\/2020\/08\/green-people-curve-900.jpg\" alt='' title=''   itemprop=\"thumbnailUrl\"  \/><\/div><\/div><\/div><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-jp00gvdr-98d064f8eb1dbe52dc1f9fd3cb904193\">\n#top .hr.hr-invisible.av-jp00gvdr-98d064f8eb1dbe52dc1f9fd3cb904193{\nheight:50px;\n}\n<\/style>\n<div  class='hr av-jp00gvdr-98d064f8eb1dbe52dc1f9fd3cb904193 hr-invisible  avia-builder-el-28  el_after_av_image  el_before_av_textblock '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<section  class='av_textblock_section av-1txvxe9-710f911796c69cef6efb7ae739ec3b3a '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><h2>How do I improve CTR?<\/h2>\n<h3 style=\"padding-bottom: 24px;\">Here are 10 tried and tested strategies to help you improve your CTR<\/h3>\n<h3>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-36rsvno-2308e468ae259852f11fa587a3e690d8\">\n.av_font_icon.av-36rsvno-2308e468ae259852f11fa587a3e690d8{\ncolor:#97c700;\nborder-color:#97c700;\n}\n.av_font_icon.av-36rsvno-2308e468ae259852f11fa587a3e690d8 .av-icon-char{\nfont-size:25px;\nline-height:25px;\n}\n<\/style>\n<span  class='av_font_icon av-36rsvno-2308e468ae259852f11fa587a3e690d8 avia_animate_when_visible av-icon-style- avia-icon-pos-left avia-icon-animate'><span class='av-icon-char' aria-hidden='true' data-av_icon='\uf059' data-av_iconfont='fontawesomeregular' ><\/span><\/span> #1 Question?<\/h3>\n<p>Title tags that contain a question have a 14.1% higher CTR vs. pages that don\u2019t have a question in their title. Makes sense. We\u2019ve established that people head to Google to search for answers. Using a question suggests you have the answer in the article. You\u2019d be miffed if it didn\u2019t.<\/p>\n<h3>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-2n1egn8-2ddf1001da8a576355e77eeb2c69a8b1\">\n.av_font_icon.av-2n1egn8-2ddf1001da8a576355e77eeb2c69a8b1{\ncolor:#97c700;\nborder-color:#97c700;\n}\n.av_font_icon.av-2n1egn8-2ddf1001da8a576355e77eeb2c69a8b1 .av-icon-char{\nfont-size:25px;\nline-height:25px;\n}\n<\/style>\n<span  class='av_font_icon av-2n1egn8-2ddf1001da8a576355e77eeb2c69a8b1 avia_animate_when_visible av-icon-style- avia-icon-pos-left avia-icon-animate'><span class='av-icon-char' aria-hidden='true' data-av_icon='\ue87a' data-av_iconfont='fontawesome' ><\/span><\/span> #2 Keywords<\/h3>\n<p>Be sure to include some of your targeted keywords and key phrases in your Title and Description. It\u2019s reassuring for people to see and, often pulled out in bold text, helps to subconsciously match your site with their expectations. But don\u2019t be too keyword heavy. Keep it natural, relevant and remember to \u2018write for humans\u2019, not bots.<\/p>\n<h3>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-1zr8f7o-03ccfae4339d264ade6f014cf55d43db\">\n.av_font_icon.av-1zr8f7o-03ccfae4339d264ade6f014cf55d43db{\ncolor:#97c700;\nborder-color:#97c700;\n}\n.av_font_icon.av-1zr8f7o-03ccfae4339d264ade6f014cf55d43db .av-icon-char{\nfont-size:25px;\nline-height:25px;\n}\n<\/style>\n<span  class='av_font_icon av-1zr8f7o-03ccfae4339d264ade6f014cf55d43db avia_animate_when_visible av-icon-style- avia-icon-pos-left avia-icon-animate'><span class='av-icon-char' aria-hidden='true' data-av_icon='\ue804' data-av_iconfont='entypo-fontello' ><\/span><\/span> #3 Use descriptive URL&#8217;s<\/h3>\n<p>Using descriptive URL&#8217;s (rather than generic ones) improve CTR by as much as 25%. A very simple fix if you\u2019re not already doing it. All it means is include words that describe the content, not generic terms and numbers. So <em><strong>nettl.com\/uk\/how-to-improve-your-ctr\/<\/strong><\/em> rather than <em><strong>nettl.com\/uk\/?p=41095<\/strong><\/em><\/p>\n<h3>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-1mqdkbo-d8963f1728d6d9873806c50b02993bbb\">\n.av_font_icon.av-1mqdkbo-d8963f1728d6d9873806c50b02993bbb{\ncolor:#97c700;\nborder-color:#97c700;\n}\n.av_font_icon.av-1mqdkbo-d8963f1728d6d9873806c50b02993bbb .av-icon-char{\nfont-size:25px;\nline-height:25px;\n}\n<\/style>\n<span  class='av_font_icon av-1mqdkbo-d8963f1728d6d9873806c50b02993bbb avia_animate_when_visible av-icon-style- avia-icon-pos-left avia-icon-animate'><span class='av-icon-char' aria-hidden='true' data-av_icon='\ue837' data-av_iconfont='entypo-fontello' ><\/span><\/span> #4 Write effective description tags<\/h3>\n<p>Your copy should explore emotions and feelings. Tap into emotions the user is feeling right now. How might they feel once you help them? Power words are good, but avoid using too many. Amazing, simple, exclusive, proven, inspiring &#8211; all good in moderation. But <em><strong>&#8220;12 Astonishing secrets for unprecedented awesome success&#8221;<\/strong><\/em> might be a bit click-baity for most.<\/p>\n<h3>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-1alb950-68188fe9a50f9129687eecef27f491eb\">\n.av_font_icon.av-1alb950-68188fe9a50f9129687eecef27f491eb{\ncolor:#97c700;\nborder-color:#97c700;\n}\n.av_font_icon.av-1alb950-68188fe9a50f9129687eecef27f491eb .av-icon-char{\nfont-size:25px;\nline-height:25px;\n}\n<\/style>\n<span  class='av_font_icon av-1alb950-68188fe9a50f9129687eecef27f491eb avia_animate_when_visible av-icon-style- avia-icon-pos-left avia-icon-animate'><span class='av-icon-char' aria-hidden='true' data-av_icon='\ue87d' data-av_iconfont='fontawesome' ><\/span><\/span> #5 Match intent<\/h3>\n<p>The first four points all have one thing in common &#8211; user intent. We\u2019re matching our copy with how we believe the user is feeling right now, and what we think they\u2019re looking to do. The closer we can match intent, throughout the entire journey, the more relevant our content will become and the better the UX will be for the individual. A match made in heaven. Better buy a hat.<\/p>\n<h3>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-jn14kk-a5a1ed7fa0745827c97de54501d55665\">\n.av_font_icon.av-jn14kk-a5a1ed7fa0745827c97de54501d55665{\ncolor:#97c700;\nborder-color:#97c700;\n}\n.av_font_icon.av-jn14kk-a5a1ed7fa0745827c97de54501d55665 .av-icon-char{\nfont-size:25px;\nline-height:25px;\n}\n<\/style>\n<span  class='av_font_icon av-jn14kk-a5a1ed7fa0745827c97de54501d55665 avia_animate_when_visible av-icon-style- avia-icon-pos-left avia-icon-animate'><span class='av-icon-char' aria-hidden='true' data-av_icon='\ue80e' data-av_iconfont='entypo-fontello' ><\/span><\/span> #6 Add some structure<\/h3>\n<p>Let&#8217;s get visual, visual, I wanna get visual. Let&#8217;s get into visual. If Olivia Newton-John had anything to say about <a href=\"https:\/\/www.nettl.com\/us\/seo\/\" target=\"_blank\" rel=\"noopener noreferrer\">search engine optimization<\/a>, it\u2019d be all about going to town on the structured data \/ schema markup. That\u2019s all the extra visual elements you might see on a listing. You know, images, recipe info, show times. Reviews and ratings are the best, massively improves click through rate. As long as they\u2019re any good, obvs.<\/p>\n<\/div><\/section><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-jp00gvdr-98d064f8eb1dbe52dc1f9fd3cb904193\">\n#top .hr.hr-invisible.av-jp00gvdr-98d064f8eb1dbe52dc1f9fd3cb904193{\nheight:50px;\n}\n<\/style>\n<div  class='hr av-jp00gvdr-98d064f8eb1dbe52dc1f9fd3cb904193 hr-invisible  avia-builder-el-36  el_after_av_textblock  el_before_av_image '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-h2771v5-d127d02890f5a38ed0f7f86dba5b9549\">\n.avia-image-container.av-h2771v5-d127d02890f5a38ed0f7f86dba5b9549 img.avia_image{\nbox-shadow:none;\n}\n.avia-image-container.av-h2771v5-d127d02890f5a38ed0f7f86dba5b9549 .av-image-caption-overlay-center{\ncolor:#ffffff;\n}\n<\/style>\n<div  class='avia-image-container av-h2771v5-d127d02890f5a38ed0f7f86dba5b9549 av-styling- avia-align-  avia-builder-el-37  el_after_av_hr  el_before_av_hr '   itemprop=\"image\" itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/ImageObject\" ><div class=\"avia-image-container-inner\"><div class=\"avia-image-overlay-wrap\"><img decoding=\"async\" fetchpriority=\"high\" class='avia-img-lazy-loading-not- avia_image ' src=\"https:\/\/www.nettl.com\/uk\/wp-content\/uploads\/2020\/08\/soup-900.jpg\" alt='' title=''   itemprop=\"thumbnailUrl\"  \/><\/div><\/div><\/div><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-jp00gvdr-98d064f8eb1dbe52dc1f9fd3cb904193\">\n#top .hr.hr-invisible.av-jp00gvdr-98d064f8eb1dbe52dc1f9fd3cb904193{\nheight:50px;\n}\n<\/style>\n<div  class='hr av-jp00gvdr-98d064f8eb1dbe52dc1f9fd3cb904193 hr-invisible  avia-builder-el-38  el_after_av_image  el_before_av_textblock '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<section  class='av_textblock_section av-1txvxe9-710f911796c69cef6efb7ae739ec3b3a '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><h3>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-1ir4o6c-678d35df9e6a7c1ce3b9e95328ddb19e\">\n.av_font_icon.av-1ir4o6c-678d35df9e6a7c1ce3b9e95328ddb19e{\ncolor:#97c700;\nborder-color:#97c700;\n}\n.av_font_icon.av-1ir4o6c-678d35df9e6a7c1ce3b9e95328ddb19e .av-icon-char{\nfont-size:25px;\nline-height:25px;\n}\n<\/style>\n<span  class='av_font_icon av-1ir4o6c-678d35df9e6a7c1ce3b9e95328ddb19e avia_animate_when_visible av-icon-style- avia-icon-pos-left avia-icon-animate'><span class='av-icon-char' aria-hidden='true' data-av_icon='\ue808' data-av_iconfont='entypo-fontello' ><\/span><\/span> #7 What makes you so special?<\/h3>\n<p>The Search Engine Results Page is an audition. What makes you so special? There\u2019s not an awful lot of genuine uniqueness left in the world these days, but do take the opportunity to let people know what product and service values you believe in. Are your organic gluten-free cookies baked by Buddhist alpacas who volunteer on weekends? Well, why didn\u2019t you say so? I\u2019ll take two-dozen.<\/p>\n<h3>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-1bt0gxw-e538045daa6fb0377e93e40f3c3939da\">\n.av_font_icon.av-1bt0gxw-e538045daa6fb0377e93e40f3c3939da{\ncolor:#97c700;\nborder-color:#97c700;\n}\n.av_font_icon.av-1bt0gxw-e538045daa6fb0377e93e40f3c3939da .av-icon-char{\nfont-size:25px;\nline-height:25px;\n}\n<\/style>\n<span  class='av_font_icon av-1bt0gxw-e538045daa6fb0377e93e40f3c3939da avia_animate_when_visible av-icon-style- avia-icon-pos-left avia-icon-animate'><span class='av-icon-char' aria-hidden='true' data-av_icon='\ue827' data-av_iconfont='entypo-fontello' ><\/span><\/span> #8 Include promotions<\/h3>\n<p>Depending on what stage people are at in the buying journey, people will often head to google when they\u2019re ready to make a purchasing decision of some sort. If you have a promotional offer available, let them know in your listing. That could be a limited time discount, a free trial period, initial consultation. Or perhaps you\u2019re offering an incentive like a free download, calculator, or custom report. Dangle the carrot right there in the results and let them know what to expect.<\/p>\n<h3>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-m7qbgk-4328f21793e2ddc751a23dfa3b191e4d\">\n.av_font_icon.av-m7qbgk-4328f21793e2ddc751a23dfa3b191e4d{\ncolor:#97c700;\nborder-color:#97c700;\n}\n.av_font_icon.av-m7qbgk-4328f21793e2ddc751a23dfa3b191e4d .av-icon-char{\nfont-size:25px;\nline-height:25px;\n}\n<\/style>\n<span  class='av_font_icon av-m7qbgk-4328f21793e2ddc751a23dfa3b191e4d avia_animate_when_visible av-icon-style- avia-icon-pos-left avia-icon-animate'><span class='av-icon-char' aria-hidden='true' data-av_icon='\ue832' data-av_iconfont='entypo-fontello' ><\/span><\/span> #9 Call To Action (CTA)<\/h3>\n<p>This old marketing chestnut ain\u2019t going nowhere. From the golden age of advertising right through to the UIUX architecture of today, giving a user a clear CTA to guide them towards the next step remains a major league principal. Sure, including promotions can increase urgency, that helps. But what next? Let your copy explain that the user will be able to browse, buy, book, download, signup, get a free consultation, or instant decision.<\/p>\n<h3>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-12t6fo1-1e442c1434aadc3e7c40609989ef0a6c\">\n.av_font_icon.av-12t6fo1-1e442c1434aadc3e7c40609989ef0a6c{\ncolor:#97c700;\nborder-color:#97c700;\n}\n.av_font_icon.av-12t6fo1-1e442c1434aadc3e7c40609989ef0a6c .av-icon-char{\nfont-size:25px;\nline-height:25px;\n}\n<\/style>\n<span  class='av_font_icon av-12t6fo1-1e442c1434aadc3e7c40609989ef0a6c avia_animate_when_visible av-icon-style- avia-icon-pos-left avia-icon-animate'><span class='av-icon-char' aria-hidden='true' data-av_icon='\uf0e4' data-av_iconfont='fontawesomeregular' ><\/span><\/span> #10 Test and Tweak<\/h3>\n<p>Some marketing works. Some don\u2019t. The goal is to find out what works best and do more of that. There are tried and tested principles, of course, activities that consistently produce results. But businesses that maximize their marketing results also embrace experimentation. To find out what copy works best, split test (A\/B test) headlines using google ads, email campaigns, and social media posts. It could make a huge difference.<\/p>\n<div><\/div>\n<h2>Want to learn more?<\/h2>\n<div>Serious about growing your business? Want to learn more about how SEO can help? <a href=\"https:\/\/www.nettl.com\/us\/seo-academy\/\">Watch our free webinar<\/a>. Or <a href=\"https:\/\/www.nettl.com\/us\/studio-locator\">contact your local studio<\/a> for a free audit.<\/div>\n<\/div><\/section><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-jp00gvdr-98d064f8eb1dbe52dc1f9fd3cb904193\">\n#top .hr.hr-invisible.av-jp00gvdr-98d064f8eb1dbe52dc1f9fd3cb904193{\nheight:50px;\n}\n<\/style>\n<div  class='hr av-jp00gvdr-98d064f8eb1dbe52dc1f9fd3cb904193 hr-invisible  avia-builder-el-44  el_after_av_textblock  el_before_av_button '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<div  class='avia-button-wrap av-jinlazj9-9670d4ca293aadea4f6d33f0bec76294-wrap avia-button-center  avia-builder-el-45  el_after_av_hr  el_before_av_hr '><a href='https:\/\/www.nettl.com\/us\/seo-academy\/#audit'  class='avia-button av-jinlazj9-9670d4ca293aadea4f6d33f0bec76294 av-link-btn avia-icon_select-yes-left-icon avia-size-large avia-position-center avia-color-theme-color'  ><span class='avia_button_icon avia_button_icon_left' aria-hidden='true' data-av_icon='\ue803' data-av_iconfont='entypo-fontello'><\/span><span class='avia_iconbox_title' >Get my free audit<\/span><\/a><\/div><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-jp00gvdr-98d064f8eb1dbe52dc1f9fd3cb904193\">\n#top .hr.hr-invisible.av-jp00gvdr-98d064f8eb1dbe52dc1f9fd3cb904193{\nheight:50px;\n}\n<\/style>\n<div  class='hr av-jp00gvdr-98d064f8eb1dbe52dc1f9fd3cb904193 hr-invisible  avia-builder-el-46  el_after_av_button  el_before_av_image '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-h2771v5-5083ee3f83425b00a15feeb098829f86\">\n.avia-image-container.av-h2771v5-5083ee3f83425b00a15feeb098829f86 img.avia_image{\nbox-shadow:none;\n}\n.avia-image-container.av-h2771v5-5083ee3f83425b00a15feeb098829f86 .av-image-caption-overlay-center{\ncolor:#ffffff;\n}\n<\/style>\n<div  class='avia-image-container av-h2771v5-5083ee3f83425b00a15feeb098829f86 av-styling- avia-align-  avia-builder-el-47  el_after_av_hr  avia-builder-el-last '   itemprop=\"image\" itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/ImageObject\" ><div class=\"avia-image-container-inner\"><div class=\"avia-image-overlay-wrap\"><img decoding=\"async\" fetchpriority=\"high\" class='avia-img-lazy-loading-not- avia_image ' src=\"https:\/\/www.nettl.com\/uk\/wp-content\/uploads\/2020\/08\/laptop-rocket-900.jpg\" alt='' title=''   itemprop=\"thumbnailUrl\"  \/><\/div><\/div><\/div><\/p><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-jp00a0tr-ca081bd21a4ac0057905c2c9922a0c55\">\n.flex_column.av-jp00a0tr-ca081bd21a4ac0057905c2c9922a0c55{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-jp00a0tr-ca081bd21a4ac0057905c2c9922a0c55 av_one_fifth  avia-builder-el-48  el_after_av_three_fifth  avia-builder-el-last  flex_column_div av-hide-on-mobile av-zero-column-padding  '     ><\/div><\/div><\/div><\/div><!-- close content main div --><\/div><\/div><div id='after_section_2'  class='main_color av_default_container_wrap container_wrap sidebar_right'  ><div class='container av-section-cont-open' ><div class='template-page content  av-content-small alpha units'><div class='post-entry post-entry-type-page post-entry-24776'><div class='entry-content-wrapper clearfix'>\n","protected":false},"excerpt":{"rendered":"<p>What makes people click? 10 indisputable tips you can implement to boost your click through rate and increase website traffic.<\/p>\n","protected":false},"author":188,"featured_media":24791,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[16],"tags":[],"class_list":["post-24776","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>What makes people click? : nettl.com<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.nettl.com\/us\/what-makes-people-click\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"What makes people click? 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