CTR Magnet Technique

This may not come as a shock to you, but here it goes:

The higher you are on Google’s first page, the more clicks you get.

(Like I said, not mind blowing)

In fact, a study by Advanced Web Rankings discovered that the first 2
positions in Google received 45% of all clicks.

Like I said, the higher you rank, the more clicks you get.

But is that always true?

Actually, no.

Let me show you an example.

This is data from my Google Webmaster Tools account.

Let’s look at two different keywords where I rank #1:

First, the keyword “Google Ranking Factors”. As you can see, my CTR is 50%:

Next, let’s look at another keyword, “how to get high quality backlinks”:

Even though I also rank #1 for “how to get high quality backlinks”, my CTR is
half of “Google Ranking Factors”.

What’s going on here?

Adwords ads explain some of the difference. Certain keywords bring up a lot
of Adwords ads…which eat into your organic CTR.

But that’s not the whole story.

The other factor that influences organic CTR — and one that many people
overlook — is how your listing looks.

And when you know how to make your listing compelling (using the CTR
Magnet Technique), you’ll get more search engine traffic from your current
rankings.

Pretty cool, right?

But wait, there’s more:

In addition to more traffic, a better organic CTR can also boost your rankings.

Here are two studies that have proven this to be the case.

The first is by a little known German SEO site called cleveres-webdesign.de.

Thomas (the owner of this site), asked friends in several Google+
communities to search for a keyword and click on his site in the results.

As you can see, in a period of 10 days, his site went from #7 to #1.

Let’s look at one more case study, this one by Rand Fishkin.

Like Thomas, Rand asked people to search for a keyword and click on his
result:

In his case, the change in rankings didn’t take nearly as long.

Hours later the page shot up to the #1 spot:

This makes total sense.

If Google sees more people clicking on a certain listing on the page, it tells
them that it must be a highly-relevant listing for that keyword.

One word of warning:

In both of these studies, dozens of people suddenly clicked on a single result.

Without that type of manipulation you’re not going to see this kind of
dramatic change.

But even boosting your CTR a little bit can help boost your rankings.

And even if it doesn’t, you’ll get more traffic. So it’s a win-win.

The question is:

HOW?

The answer: the CTR Click Magnet Technique.

It’s a simple strategy that makes your organic listing stand out and generate
more clicks.

Let’s dive into the step-by-step process:

Step #1: Study Keyword-Specific Adwords Ads

Your first step is to look at words and phrases that appear in Adwords ads for
your target keyword…and related keywords.

Why?

As you may know, Adwords Quality Score is based almost solely on CTR.

That means Adwords advertisers test and tweak like crazy to maximize their
CTR.

In other words, they use copy that’s proven to generate clicks from people
that search for your keyword.

And when you include that copy in your organic listings, your CTR will shoot
up.

Example: 17 Insanely Actionable List Building Techniques

 

When I first published this post I forgot to use the CTR Magnet Technique on
it. In fact, I let Google choose my title and description tag for me.

Big mistake.

After studying Adwords ads for my target keyword (“list building”), I noticed
that almost all of them used the words “email list” or “email lists” in their ad
copy:

I assued that anyone searching for “list building” knew that my post referred
to email list building.

But based on these ads, my assumption was wrong. People want to see the
term “email list” when they search for “list building”.

So I went back and modified my description tag to include the term “email
list”:

Note: you only want to include Adwords copy if it makes sense for your
content.

Many of the ads for “list building” talked about buying email lists, which is
something I don’t cover in my Power Page:

So I ignored that copy.

Step #2: Study the Organic Results

After you’ve added any relevant copy from Adwords ads into your title and
description tag, it’s time to apply the same approach to the organic results
that rank above you.

Look for words and phrases they have in their title and description tag that
you don’t. Add any that seem like a good fit to your title and/or description
tag.

Example: 17 Insanely Actionable List Building Techniques

I noticed that many of the top 10 organic listings used the word “build” or
“grow”.

So I made sure my description tag also used the word “build”.

 

Step #3: Use Proven CTR Boosters

Once you’ve exhausted and words and phrases from Adwords ads and
Organic listings, it’s time to add these three proven CTR boosters.

One word of warning:

If you feel that your listing looks great after completing steps #1 and #2, you
may want to leave it as-is. These boosters aren’t 100% required. But I’ve
found that — when mixed with Adwords and organic result copy — they boost
CTR significantly.

CTR Booster #1: A Specific Number

Marketers have known this fact for decades:

People love to read content with a specific number of items.

Just look at any magazine cover:

Whenever possible, include a specific number in your title or description
tag…even when it’s not an Expanded List Post.

For example, let’s say you had a Go-To Guidebook about low carb recipes.
Your description tag could be:

8 proven approaches to creating delicious, low-carb recipes that help you
lose weight.

CTR Booster #2: Fast Results

Remember:

When people are searching in Google, they’re in a big hurry.

And when you can promise someone fast results, they’re much more likely to
click on your result.

In other words, give people a timeframe for when the tips in your content will
kick in and help them.

For example, if you have an ELP titled, “17 ways to declutter your garage”, you
could make a title tag that says:

17 ways to declutter your garage today

 
And a description tag that says:

17 practical techniques to declutter your messy garage. Some take only 5minutes.

Example: 17 Insanely Actionable List Building Techniques

To emphasize that these techniques worked fast, I included the word
“quickly” in my description tag:

CTR Booster #3: The Clear Benefit

I still see a lot of title and description tags that include the theory or general
approach from the content:

In this case, the title tag is pretty solid. But that description tag does NOT
speak to what someone searching for “weight loss tips” wants to see.

This is what they want to see (from the #1 result):

Simple yet effective.

Another example: 17 Insanely Actionable List Building Techniques

In this description tag I don’t say things like “An email list is important
because…”. I get straight to the point:

“Learn how to quickly build your email list”.

So you might be wondering:

How did the changes work?
Literally 2-weeks later my post went from the top of the 2nd page to the 1st
page…without any link building

Simple but straight to the point.

That’s all there is to it.
Download the worksheet to get started with the CTR Magnet Technique.