Archiv für den Monat: November 2020

Simple guide to creating an expert roundup post that drives website traffic

30-second summary:

  • Roundup posts are pieces of content in which a list of selected experts give their insights on the same topic, in short descriptions that include their opinions, predictions, or reviews.
  • Creating an expert roundup post for your website or blog can take some preparation and organizing efforts, but it brings undeniable long-term benefits in terms of traffic, authoritativeness, and peer recognition.
  • In the following guide, I will take you through every step of creating an enticing expert roundup post for your website.

Publishing valuable content is a constant challenge when it comes to the formats and topics to cover. As a blogger, digital marketer, or content creator, you already know how much thought goes into offering your audience fresh, engaging content on a regular basis. Readers appreciate formats they are familiar with and can consume easily. A roundup post is an example of a successful approach to topics of interest in your industry.

Roundup posts are pieces of content in which a list of selected experts give their insights on the same topic, in short descriptions that include their opinions, predictions, or reviews.

Creating an expert roundup post for your website or blog can take some preparation and organizing efforts, but it brings undeniable long-term benefits in terms of traffic, authoritativeness, meaningful relationships, and peer recognition. By gathering a group of experts to answer the same question, you will not only generate relevant content for your website but build a strong relationship basis with experts in your industry.

Having a list of selected experts answer a well-placed question gives you a valuable piece of content that is highly shareable, so let’s see what it takes to do it right. In the following guide, I will take you through every step of creating an enticing expert roundup post for your website.

1. Brainstorm potential questions

The first step you need to take after deciding to publish an expert roundup post is to find the perfect question to ask the experts. This will be the key element of your post, and it will dictate whether it will be successful or not.

The perfect question might not be easy to find, but take enough time to find it. Brainstorm as much as you need before you decide who to invite in. All the further efforts of finding influencers and experts could be in vain if the topic you choose does not fit the roundup format, or doesn’t spark interest in your readers‘ minds. So I’d recommend you find a question that resonates well with both your readers and experts.

Things to consider when brainstorming

To better understand what kind of questions are fit for a roundup post, you should picture the end result. You want to have your experts give your readers a piece of their own judgment, advice, or insight on a subject that your readers are familiar with. It won’t be a 101, a critical debate, or brain-picking for ultra-specialized information.

Your question needs to be:

  • Easy enough to give your respondents room to elaborate and get ample answers from them without the need for extra-questions.
  • General enough to give you a reasonably long list of influencers, experts, and peers. Go to niche and you might be able to talk to a handful of people about it.
  • Original enough to get your readers curious about the topic, and what experts have to say about it.

What about the topic will you be asking about? Naturally, it has to be specific to your website or niche and what you usually write about. The key is to find a subject that your audience is curious or interested in. Perhaps a trend, or a subject that usually sparks debate or behind-the-scenes type of information that regular posts don’t really get into.

You have the chance to get insights about the latest trends everyone is wondering about, or tips and tricks, good practices that expert peers have discovered through their experience and expertise.

Examples of questions:

  • What’s one piece of advice you’d give to beginner bloggers?
  • What’s one thing you would’ve done differently when starting your blog?
  • What do you think the future of blogging is?

How to get ideas

Easier said than done? If you don’t already have a topic you’ve been pondering about, compile a list of possible questions for your roundup with a little research.

Use tools like the Ahrefs Content Explorer to find trends in your industry, and subjects that seem to attract a lot of readers. You can filter results by their social shares, number, and quality of referring industries so that this tool and similar ones can give you a good idea of what subject should be pursued.

With these things in mind fuel that creative engine and start putting ideas on paper, whether they seem perfect candidates or just potential pursuers. It’s best to have a long list to start from when drafting the winning question for your roundup post.

2. Find talented experts

After finding your question, you should have a good idea about the expertise of your respondents. Assuming that you are active in your industry for a reasonable time, you should already know who the experts in your niche are. You want to compile an extensive list of experts of at least 50+ because not all will reply to your inquiry.

Let’s make a profile for the ideal respondent in your expert roundup post:

  • They are directly related to the industry you are writing about
  • They have a good follower base and an audience that regards them as influencers
  • They have contributed to roundup posts in the past
  • They are continually sharing thought-provoking, original ideas on their social media and on personal or business blogs
  • They have authority in the field: company owners and founders, top positions in companies of the industry, public speakers, success bloggers, and more

A practical, fast way of identifying possible candidates for your roundup post is to check other roundup posts in the industry. Does this approach seem lazy at a first glance? The redundancy of a roundup article doesn’t come from the list of people contributing to it, but from the very topic, you will choose for it.

As long as you are able to provoke your respondents to bring something original to the table, selecting them from other roundup articles is absolutely fine.

Depending on your topic, you might find tens of experts already showing potential for accepting your invitation. But don’t put your eggs in one basket: there are other ways of finding strong, authoritative voices in your niche.

A simple search on social media can give you a good idea of who is interested in the topic you have selected and fits the ideal profile described above. Twitter and Facebook are also great platforms where you can find experts in your industry.

For our roundup post about blogging tips for beginners, we have gathered content from CEOs and founders of content marketing websites, authors, bloggers, and podcasters in digital marketing. They were all able to give us valuable insight into what blogging is like for beginners, and what they should do to thrive.

Web search is another simple solution to putting together your expert list. We were able to find several experts by simply typing in our keyword or phrase onto Google. Find bloggers who have been covering your subject, or similar ones, and dig a bit more in their previous posts, to have an idea of who you’re going to contact.

Ahrefs, BuzzSumo, and Hootsuite are other awesome tools to research hot topics and authoritative blogs, as they display real-time data on their referring industries, traffic value, and the number of shares they get for their posts.

3. Find their contact information

Once you have a list of experts, bloggers, and influencers who can give you valuable insight into the subject you want to cover, it’s time to start gathering their contact information.

It’s best to keep a database of their information, on a simple Google or excel sheet with their names, email addresses, URL to their website, the date when you contacted them, and a column where you check if they submitted content or not. You can get a little more advanced by using a CRM or email outreach tool like Mailshake.

Keeping your contact information organized will speed up the preparation process and will help you avoid awkward situations like sending an invitation twice, or forgetting to do a follow-up with them.

Some of the experts you’re trying to reach won’t have a visible email address but you can use tools like to find them by simply entering their first name, last name, and their domain name. It will give you a list of the results it found. Ideally, you would launch your invitation privately, but if you still can’t find their email address, don’t hesitate to send a tweet that mentions your plan or a simple message via the other social media platforms.

Here are more tips on how to find contact information for people who you want to reach, and what good practices you should follow.

4. Reach out to your experts

If it’s the first time you are contacting someone, it’s a good idea to look into the good practices of a cold email. Roundup posts are great for getting quality backlinks, and the persons you will contact are aware of the positive influence their contribution can have on your traffic and domain. But they can’t endorse a website or a blog that doesn’t prove to be valuable on a constant basis.

We can talk about cold email outreach best practices for days on end but that would take too long. What I highly recommend is that you be genuine, polite, and kind when reaching out to your experts. This goes a long way and they’ll be able to tell when someone is being genuine since they receive hundreds of spam emails every day.

I also recommend you personalize each and every one of your emails. Yes, this will take time but you will have a higher conversion rate than if you were to send the same bulk email to everyone.

I don’t have a template to help you get started, but below I have provided a screenshot of an email I sent out to one of the experts that we included in our roundup. Feel free to use it for some inspiration and to help garner some ideas.

Another fantastic way of reaching out to experts is by joining and engaging with them via their live streams. We used this tactic to reach one of our experts who had not replied via email. It worked out, and he gave us some awesome advice while on his live stream.

5. Put it all together

Getting enough contributions from the experts you have contacted is a great achievement in the process of creating a stellar roundup post. But your job is not finished yet. Putting together the content you have just received from your guests is very important, as it will have to be a high-quality presentation that they will gladly share on their channels, therefore getting you some exposure to new audiences.

Things you want to include

  • A headshot
  • Their reply
  • Short bio
  • Social media and website handles
  • And your own comments

As you can see in our roundup post example, each contributor’s section starts with a professional picture of the contributor, the content that they have submitted, finished with our own thoughts on their commentary. We have added easy-to-follow social media icons that take you to their Twitter, Instagram, Facebook, or LinkedIn profiles, the titles they hold, and links to their main projects: companies they work for, blogs, YouTube channels, and others.

We wanted to make it easy for our readers to follow and engage with our experts via their blogs, businesses, and social media accounts.

While you want to emphasize the value of each contributor, you must also have your reader’s interest in mind, and clearly answer a need or a question your audience has.

6. Promote your post

Promoting your posts should be done in the interest of all your contributors, yourself, and your audience. The effort you have invested in compiling these pieces of content will ideally be rewarded with significant organic traffic, a good number of quality backlinks, and most importantly the start of new and meaningful relationships.

You should also edit the content carefully so that each contributor gets the same level of attention and appreciation. Take your time to thank each one of them for their contribution and don’t hesitate to personalize your message with your personal impression of their content.

Backlinks are certainly welcome, but asking them explicitly might not be appreciated by all the persons you will contact. The best ways of getting your contributors to share the roundup post are to simply ask them if they could share it with their audience.

Infographics, tweets, quotes included in an image, newsletters, and paid ads are all great ideas for getting your content everywhere and promoting it like crazy.

Conclusion: Creating an expert roundup post is totally worth it

Publishing an expert roundup post might not be everyone’s style of content, but for certain industries and domains, it can be a long-term valuable resource, both for your audience and your peers. And, of course, for you.

Keeping your focus on the value your post should bring to your readers will help you choose an enticing topic, ask the right question, and select the right people to answer it. While no one can ignore the advantages a roundup post has for contributors and creators alike, backlinks and traffic should not be your singular concern.

Ultimately, the success of such a compilation is given by the shares, referrals, and traffic you get from your audience. Create a fantastic expert roundup post by asking a question your readers are interested in, and your contributors can easily answer.

Give this type of content the time and effort it needs and it will prove to be a fruitful initiative, both amongst your peers and as a relevant post for your website.

The post Simple guide to creating an expert roundup post that drives website traffic appeared first on Search Engine Watch.


Gratitude In Uncertain Times: What the TopRank Marketing Team is Most Thankful For

Family gathered for Thanksgiving for video call with remote family members.

Family gathered for Thanksgiving for video call with remote family members.

Have our views on thankfulness changed in the turmoil and uncertainty of 2020?

As the U.S. celebrates Thanksgiving Day, the pandemic continues to have a profound global impact, making this start to the holiday season one unique in modern history.

This doesn’t mean that we have less to be thankful for, however — indeed the opposite may be true, based on what our team here at TopRank Marketing have taken the time to reflect on for our traditional post sharing messages of thankfulness.

Our ability to see and express gratitude in difficult times can be especially meaningful and replenishing. This may be a prime year to consider the words of writer G. K. Chesterton.

[bctt tweet=““I would maintain that thanks are the highest form of thought, and that gratitude is happiness doubled by wonder.” — Gilbert K. Chesterton“ username=“toprank“]

Let’s open our hearts and take in messages of thankfulness from our team during this unprecedented pandemic year, shared with the hope that you’ll also be inspired to reflect on some of the silver linings that may be hidden in our lives if we take the time to listen.

What the TopRank Marketing Team is Most Thankful for in 2020

Lee OddenLee Odden

CEO and Co-Founder

2020 has been a remarkable year for many reasons. With all of the challenges, uncertainty and obstacles, I could not be more proud of my team at TopRank Marketing for how they have adapted quickly, with care and quality to every speed bump to roadblock they have encountered.

Amidst the significant changes and challenges, new leaders have emerged, processes have been refined and accountability for work quality has improved.

Most of all, the attention and responsiveness to customer needs that have been a hallmark of TopRank Marketing for many years were rewarded with incredible customer retention rates, program expansion and the addition of some of the largest client engagements we’ve ever had in our 20 years in business.

I am thankful for the leadership of our management team, the next level organizational and relationship management skills of our account team, the unrivaled creativity of our content and creative teams, the tech and marketing mastery of our SEO team, the industry leading capabilities of our fast growing influencer marketing team, our internal marketing for keeping this blog and our social media accounts a source of insight for hundreds of thousands of people and how operations has been able to make sure everything we need to do business is working properly.

I am thankful for the continued confidence and partnership with our clients who represent some of the top B2B brands in the world. The opportunity to collaborate and create influencer content experiences with these brands is a source of inspiration to our team and to the B2B marketing community at large as we get to share success stories through case studies and industry awards.

I am thankful for the TopRank Marketing community of industry influencers who have raised the bar on our collaborations with clients and helped us produce meaningful, impactful marketing resources that customers actually love.

I am thankful for our community of marketers who visit us here on our B2B Marketing Blog, read our newsletter, attend event presentations and engage with us on our social media channels.

2020 has been remarkable not just because of the challenges, but because of the way those in our community, amongst our clients and team have responded. The clarity of our purpose in creating content experiences that inspire by helping B2B brands become the best answer for their customers has served our clients and company well. 2020 will be one of our most successful ever.

I am eternally thankful for the opportunity to live a dream of working with an agency dedicated to making a difference for our clients with care, creativity and impact. Thank you!

Jane BartelJane Bartel

Senior Account Manager

I’m thankful for everybody who learned and leveraged new ways to tell their stories, create their content, and reach their audiences this year. This includes many of our clients as well as my yoga and school-teacher friends, my travel-blogger parents, my trivia team, and everybody keeping in touch along the way — all of whom I admire very much. I’m a lucky person to be surrounded in both my work and home life by caring, compassionate, funny, kind people who value growth.

My amazing husband and our snuggly dog Monroe are endless sources of mood-boosters, and undisputed MVPs of our „quaranteam.“

Lane R. EllisLane Ellis

Social Media and Content Marketing Manager

In our uncertain 2020, I’m especially thankful for my wonderful family, friends, and associates.

Celebrating 19 years of marriage with my amazing wife and pandemic partner Julie Ahasay tops my thankfulness list, along with the joy of having my parents Konnie and Bob in my life, as well as my astounding and always-inspiring 103-year-old grandma Lilly Haldorsen, who is living through her second pandemic.

I’m thankful for over 36 years of using the Internet, and to still be able to run, mountain bike, and cross-country ski the beautiful trails of Duluth, and for our loving cats — Phineas Faustus and Kukla Francis Oliver.

It’s a great time to reach out and give the world and its endless opportunities a cozy wintery embrace, so here’s a big virtual hug to all of you I’m lucky enough to know, lovely family and friends. Thank you.

Elizabeth WilliamsElizabeth Williams

Senior Account Manager

In reflecting on 2020 there is so much more to be grateful for than meets the eye. So yes, my children got too much screen time. But they also got 5x more baking soda/vinegar science experiments, pillow tents and Friday movie nights with their parents. Yes, I miss getting out of the house, but I cannot rejoice enough for the innumerable moments my husband and I have had.

I am also thankful for our TopRank Marketing team – dealing with COVID and civil unrest in real, close-to-home ways – all the while coming to work ready to hustle, learn and drive results. I’m grateful and optimistic for all of the outstanding talent that has joined our team this year. And, I’m proud of the growth in each and every single one of us professionally and personally in 2020!

Speaking of growth… we are beyond grateful to announce baby number 3 coming to our locked down home in June 2021! And yes, we have confirmed – it is just one baby.

Joshua NiteJosh Nite

Senior Content Marketing Manager

In my professional life, I’m grateful for an amazing team that stays engaged and keeps in touch even when we can’t be in the office together.

Personally, I’m grateful for my at-home team — my wife, my 5-year-old daughter and 11-year-old son. We’re getting more together time than ever before, but we still enjoy each other’s company. Couldn’t ask for a better lockdown crew.

Debbie FriezDebbie Friez

Influencer Marketing Strategist

I’m thankful to be busy working with fabulous clients and amazing thought leaders every day. In a year that has hit many people very hard, I know that each day is a blessing. And, I am especially blessed to be able to get up every day and walk into my office and do work that I enjoy.

On a personal note, I am thankful for my health and that of loved ones who have recovered from sickness. And in a time when I don’t leave my house, I am especially blessed to have my husband and fur babies keeping me happy and busy.

Mike Odden

Research Analyst

I am mostly thankful for my wonderful family, my wife of 56 years, our three children and seven wonderful grandchildren.

I feel blessed to be father of this great family! May the new year bring enlightenment.

Birdie ZepedaBirdie Zapeda

SEO Strategist

While these are things I’m always appreciative of, 2020 has me extra thankful for family, friends, and good health. I’m thankful for discovering sports like roller skating to keep me active during these tough times.

I love working alongside the amazing businesses we, at TopRank Marketing, partner with, and I’m grateful I can continue to do so and achieve great results.

Keith WiderskiKeith Widerski

Account Manager

I’m thankful for the amazing team and collaborative work environment we have at TopRank Marketing. All throughout this wild ride we call 2020, we’ve stuck together and have been able to achieve some incredible milestones and results for clients.

On a personal level, I’m thankful for the health and support of my friends and family. Thank you all for continuing to challenge me and make me a better person each and every day. And of course, my new puppy Chief who we got in the middle of this pandemic. He has certainly helped keep us plenty busy and can always help brighten up a Zoom call.

Mairi MorganMairi Morgan

Senior Influencer Marketing Manager

Bizarrely, I’m thankful for 2020 and all of the curveballs it’s thrown. Personally, I’ve been grateful for all the extra time with immediate family — even virtual schooling a 7 year old while trying to entertain a 4 year old! — as I’ve realized we have a lot of fun together and are very fortunate.

All of our wider family lives abroad so we’ve not been able to see them in almost a year, which has been really sad, but made me value them all the more and be tremendously excited for travel and reunions in 2021!

And professionally, if 2020 didn’t go the way it did, I may never have landed at TopRank Marketing, as I was lined up for another role which quickly evaporated as Covid took hold. I’m so grateful to now be working alongside such a stellar crop of people and being at the cutting edge of B2B content and influencer marketing for some amazing clients. Every day is invigorating and brings a new challenge, and a lot of collaboration and laughter. All things to be celebrated : )

Nic MichaelNic Michael

Influencer Marketing Strategist

In a year that has felt like a decade, I am thankful that me, my family, and loved ones are all healthy and still standing. I also started at TopRank Marketing this year which was scary and exciting, but the team is amazing and supportive which I am truly thankful for.

Lastly, I would like to thank quarantine for allowing me to hone my cooking skills — I’m no Gordon Ramsay, but an air fryer does wonders.

TopRank Marketing Gives Thanks For You

All of us at TopRank Marketing are grateful for you, and thank you for being the supportive fans, amazing clients, and enthusiastic influencers that have allowed us to achieve personal, professional, and brand success.

Happy Thanksgiving!


The TopRank Marketing Team

The post Gratitude In Uncertain Times: What the TopRank Marketing Team is Most Thankful For appeared first on B2B Marketing Blog – TopRank®.


Scène 21

Mehr Bilder…

Scène 21 ist eine Anthologie von Theaterstücken zeitgenössischer Autorinnen aus Frankreich, Belgien, Kanada und der Schweiz in deutscher Übersetzung. Die schwarzweiße Gestaltung weckt Assoziationen wie Licht und Schatten, Drama und Spiel. Die plakative Typokomposition auf dem Cover erzeugt zusätzlich Spannung und weckt Neugier. Drei charakterstarke Schriften strukturieren die unterschiedlichen Textebenen. Im Layout werden die verschiedenen Textformate immer wieder neu inszeniert.

Die Buchreihe Scène wird 1999 vom Bureau du Théâtre et de la Danse des Institut français Deutschland initiiert.


Henning Reinke

Ragnar Schmuck


Five great ways responsive web design benefits your SEO

Responsive web design benefits your SEO - Website usability

30-second summary:

  • COVID-19 pandemic emphasizing the practicality of internet mobile for all-around daily tasks.
  • Mobile web browsing skyrocketing fuelled by consumer shopping intent.
  • Half the world’s population browsing the internet on a mobile device, with 61 million UK mobile internet users by 2021.
  • Google’s webmasters announcing the mobile-first index launch in March 2021, with a knock-on effect on desktop-only and m-dot websites.
  • Davies, an SEO expert at UENI reveals the top five ways of complementing SEO efforts with responsive web design to improve websites‘ performance in Google’s SERP.

With mobile internet accessibility and usability growing year-on-year, it is undeniable that websites must meet users‘ expectations for a smooth and relevant experience. Moreover, 2020 generated valuable insights into the relevance of mobile devices to people’s lives. Still questioning the importance of responsive web design for your website’s SEO? To weaken skepticism, Jos Davies, an SEO expert at UENI reveals the top five ways of complementing SEO efforts with responsive web design to improve websites‘ performance in Google’s SERP.

1. Site usability

Mobile visitors are usually impatient, longing for on-the-spot solutions to their needs – which is not to say that desktop visitors like wasting their time! Google endorses this by saying that 53% of mobile users will bounce off a page that is not loading in less than three seconds.

Source: ThinkwithGoogle

Within a highly competitive market, fast loading websites manage to stay competitive, while the rest are subject to traffic fluctuation and inconsistency due to a drop in ranking.

Responsive web design helps optimize websites for mobile search, improving your site’s functionality, and design by scaling the content to users‘ devices, thus providing a consistent user experience across all devices.

Since Google is all for serving users the most relevant results, it will then favor and promote the websites that are providing a good user experience by all means: content, design, and functionality across all devices.

It goes without saying that a drop in traffic harms sales. On top, an unresponsive website on mobile devices is missing out on valuable opportunities to attract customers and make them convert.

2. Faster web page loading

Starting with Google Speed Update, back in 2018, Google uses mobile site speed as a ranking factor in mobile search.

Google’s updates are aligned to user’s behavior: an increase in mobile device use means a paradigm shift for how Google bots crawl, index, and display results in SERP to satisfy people’s needs, expectations, promoting customer satisfaction.

Responsive web design benefits your SEO - Google ranking factors that consider fast page speed load

Source: Uptimiser

In a mobile-centric world, having a mobile responsive design is a fundamental part of a successful SEO strategy. Responsive web design will help you rethink both the layout and the content of your website to offer a smooth user experience from desktop, to laptop, tablet, and smartphone without any inconsistencies.

Failing to do so, your SEO efforts would be compromised and a drop in traffic is foreseeable beyond question with your desktop only and m-dot website versions being removed from Google’s index no later than March 2021.

3. Lower bounce rate

The bounce rate reflects the percentage of users landing on a page and deciding to leave before continuing the website journey. Google takes it into account for weighting the relevancy of a webpage for a given search query.

A high bounce rate will thus generate a drop in ranking, reflecting thin or irrelevant content, or a poorly designed website, just by looking at user’s interaction.

Responsive web design benefits your SEO - Reduced bounce rate

Source: ThinkwithGoogle

It is still safe to say that content is king but keeping up to speed with the latest tech insights, the content will only remain king if is properly optimized for all devices.

Good content can only do so much, if not supported by an appealing design. Responsive web design does just that by adjusting the layout of the page, displaying the same content, to any device.

4. Boosted social sharing

Social media is not a ranking factor, but that doesn’t make it less important when it comes to your overall marketing strategy. It sure does play an instrumental role in an SEO campaign, complementing each other, and helping you leverage website traffic.

Responsive web design makes content sharing accessible across all social platforms, expanding your audience.

How? By making it easier for site visitors to access the same content on desktop and mobile devices, share it with their peers, and on their social media profiles. This uncovers great opportunities to reach a wider audience.

Responsive web design benefits your SEO - Boosts social sharing

Source: GlobalWebIndex

More traffic means more chances for your visitors to convert. Now, more than ever, responsive web design is the foundation that makes it possible for you to boost your sales. What if a desktop user shares a link to a mobile user and the website is unresponsive? Or, imagine your visitors struggling to find the share button, and simply giving up. This robs you of the opportunity to expand your potential consumer market and get more traffic.

5. No duplicate content

With the rise of mobile device use, most websites built a separate mobile version, but this approach is often raising duplicated content issues. Why? If highly similar content appears on more than one URL, then chances are you’re in for duplicate content issues.

Lesser duplicated content

Source: Statcounter

Due to the duplicated nature of the content, Google bots cannot tell which version should be indexed, nor if one version should absorb all link metrics, or should they be kept separate. On top, which version should rank for a given search query? Although chances that you will get a Google penalty are low, this doesn’t mean that your rankings will not be affected.

Installing a responsive web design will help solve your duplicated content issues on account of using one URL across devices and adapting the layout and content to fit any screen size while offering a consistent and pleasant user experience.

What is the takeaway?

Google says webmasters do! If Google announces an algorithm change, we follow. And Google recommends responsive web design for a smooth transition to the mobile-first index, with a series of benefits reflected on your overall website’s SEO performance.

Jos Davies is an SEO expert at UENI.

The post Five great ways responsive web design benefits your SEO appeared first on Search Engine Watch.


10 Effective ways to boost click-through rate (CTR) using SERPs

How to increase click-through rate (CTR) - Stats

30-second summary:

  • Search engine ranking pages and algorithms are evolving quickly and you should keep pace with them to succeed.
  • Did you know, 51% of all searches end without a click?
  • Gone are the days when there are only organic text-based results on the page.
  • Today, there are paid listings, zero-click searches, images, videos, maps, featured snippets, people also asked for boxes, and even podcasts that result in dismal click-through rates (CTRs).
  • Branex’s digital marketing strategist, Irfan Ak has created a top 10 list that can boost your CTR in Google SERPs.

If you closely look at the first page of Google for any competitive keyword, you will find tons of elements on it. Gone are the days when there are only organic text-based results on the page. Today, there are images, videos, maps, featured snippets, people also asked for boxes, and even podcasts. Then there are paid listings which are visible on top of organic listings. SEO trends are changing quickly and it is impacting search engine results pages (SERPs). All this translates into declining organic reach, dismal click-through rate (CTR), and the rise of zero-click searches.

In fact, 51% of all searches end without a click. With search engines trying their best to fulfill user needs on search pages itself, fewer users will scroll down and click through your listing as they get the desired answer on the search page.

In this article, you will learn about ten effective ways to boost click-through rate (CTR) using SERPs.

Source: SparkToro

1. Optimize for featured snippets

The coveted number one spot is no longer the target for digital marketers and digital marketing agencies. The focus has shifted to Position Zero. According to Ahrefs study, 12.3% of search queries have featured snippets. Search engines like Google pull data from the top 10 results to show as a featured snippet. If your blog or website is ranking on the first page of Google, you have an opportunity to grab the featured snippet and boost your visibility.

To do so, you need to understand the purpose of featured snippets. The main reason why search engines show featured snippets is that they want to provide a direct answer to a search query and if your listing does that, you have a bright chance of getting featured on a much sought-after position zero.

Add featured snippets to increase click-through rate (CTR)

Source: Ahrefs

Secondly, featured snippets are displayed for long-tail keywords or questions-based queries. The focus is usually on offering short and precise answers to the user query and if your listing can do that while optimizing for long-tail keywords, it can rank on featured snippets.

2. Improve your rankings

According to a study conducted by Backlnko which analyzed 5 million Google search results, moving one spot up can increase your click-through rate by almost 30.8%. Even though, this might vary depending on your current position and the position you have moved to. The same study also found that jumping from 10th position to 7th position did not have the same impact as moving from 6th position to 5th position or 2nd position to 1st position might have on your click-through rate. Instead of striving for ranking on the first page of Google, you should focus on ranking in the top three positions as 75.1% of all clicks go to the top three spots.

Click-through rate (CTR) organic - breakdown stats

Source: Backlinko

3. Write captivating headlines

David Ogilvy, the “Father of Advertising” and Founder of Ogilvy & Mather, once said,

“On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.”

What is the first thing that users will read when they look at your listing? It is the headline. It can literally make it or break it for you. That is why it is important to write attention-grabbing headlines. Add an emotional element to your headline as research has shown that including positive or negative sentiments to your headlines can increase its click-through rate by 7%. Backlinko’s study I referenced above also found that titles that contain 15-40 characters have the highest organic click-through rate.

4. Meta description and URL

Have you ever seen a search result closely? What does it contain? A search engine listing usually comprises of three things

  • Title
  • URL
  • Meta Description

After optimizing your title, you should focus on optimizing your URL and meta description for click-through rate. Add your keyword in the URL as it will increase your clickthrough rate by 45% as compared to URLs that don’t contain the keyword.

Just like the title and URL, add your keyword in the meta description as well. Write a meta description in active voice and try to make it as actionable as possible. Don’t forget to add a call to action to persuade users to click on your listings. Make sure all the pages on your website have a meta description because pages that contain the meta description generate 5.8% more clicks than pages without meta description.

5. Add a schema markup

Search engines use a spider to crawl web pages and create an index of all those pages. The easier it is for search engines to crawl your website, the faster they will crawl your website and more likely your website to get indexed and ranked. By adding schema markup to your website, you can make it easy for search engines to understand what your website is all about and how different pages on your website covers.

There are different types of schema markups and implementing the right kind on your website can do wonders. For example, a review schema markup allows search engines to display ratings in your organic results. If your rating is good, it can increase your credibility, build trust, and help you attract new customers while increasing your click-through rate.

6. Optimize for Google My Business

Do you have a Google My Business page? If your answer is no, then you are missing out. Get your business featured on Google My Business and enter all the business details. Whether it is location-based searches, branded searches, or business-related or service-related searches, Google My Business results tend to show up.

Another advantage of using Google My Business is that it allows you to collect reviews and ratings from customers as well as allows your business to answer user questions. Both can help you build trust and win new customers. The more positive reviews your business has or the higher the rating, the better. It also offers some useful features to customers such as sharing business information with others or contacting the business directly.

7. Run well-targeted PPC ads

One of the best ways to overcome declining organic reach is to invest in PPC ads. Yes, they might be expensive in certain industries and might not work that well in other industries but if you are looking for quick results, PPC ads are your best bet, provided your PPC targeting strategy is on the money. Run PPC ads on branded keywords and prevent others from occupying your ad space.

When you run PPC ads, it attracts targeted traffic that is more likely to convert into paying customers. This means that it not only increases your click-through rate but also increases your conversion rates too. The key to success with PPC ads is to choose the right ad type according to your industry.

8. Optimize images and videos for SEO

As mentioned before, SERPs are no longer limited to showing organic results anymore. They also show images, videos, and featured snippets to name just a few. What’s even more interesting is the fact that SERPs showing images and videos are slowly but surely increasing in number. This means that you can optimize your images and videos to increase your chances of ranking on these SERPs.

Here are some of the ways you can use to optimize images for SEO.

  • Use targeted keywords in image and video title, description, and alternate text
  • Place the image and video in a section of the page or in content where it best matches the keyword intent
  • Compress large size images and videos
  • Add a caption to images
  • Use common image sizes and optimal image formats

9. Give an irresistible limited time offer

Create a sense of urgency and use tactics such as countdown timer or mention the number of items remaining. When a user sees these things on your page, they are rushed into taking the desired action. Give a limited time offer that your target audience cannot resist, and you will see your clickthrough rate shoot through the roof. Don’t forget to add a call to action that tells users which action they should take next.

10. Optimize social media channel to show up in knowledge panels

Last but certainly not least is to optimize social media pages for knowledge panels. Search engines display these knowledge panels in order to present all your business information in a concise way. As a business, you can use this as an opportunity to connect your social media accounts and let users contact you directly from search engine results pages. For this process to work, all your social media accounts should pass the verification by Google. You can also use schema markup to highlight your social media accounts.

How do you boost your click-through rate using search engine result pages? Let us know in the comments section below.

Irfan Ak is an experienced digital marketing strategist, growth hacker, digital transformation expert at Branex. He can be found on Twitter @irrfanAK.

The post 10 Effective ways to boost click-through rate (CTR) using SERPs appeared first on Search Engine Watch.