Drive clicks via enhanced website UX

New Ideas in MarketingEssential news for marketers, summarised by YouGov
April 07, 2021, 10:41 AM GMT+0

Track click-through rates (CTRs), average session duration, conversions via Google Analytics to attribute click signals.

To improve SEO, optimise websites for CTRs, also known as first-clicks, and drive long-clicks through enhanced website engagement, regardless of whether Google uses click signals for ranking. Brands can also entice users to return by matching their search query in the last click.

Using structured data, developing persuasive and meaningful title tags, and crafting keyword-rich meta descriptions can all help brands achieve higher CTRs. Enhance the user experience by matching the user's search query with appropriate content to improve viewing time and SEO.

Having a good long-click ratio by crafting useful, informative, complete, and engaging content can increase users time-on-site, thereby enhance UX and search ranking. Delivering superior content experiences helps meet site visitors' expectations and be their last click, encouraging them to return to the site.

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