Billions of people from all over the world search the web every day. Whether to search for information on a professional or a company, a description of a product, an item to buy or a tutorial, these queries are generally made via the large Google search engine. Being present on Google is therefore essential.
To be visible on this search engine and to have a good one
location, a site must have effective natural referencing. This one
encompasses the different methods used to optimize positioning
pages from a website about the results returned by search engines.
The objectives of this technique are multiple. It allows
Internet users to find the subject of their documents more easily and more quickly
research. As for websites, it helps increase traffic and
increase their click through rate.
What does it really mean to be first?
SEO has only one real goal: to be
first on Google. Agencies specializing in SEO and web marketing do not
stop repeating it to us. And it’s not just out of pure interest
professional because a study of 5 million queries on Google found
shown how crucial this first place is for life (and
maybe survival) of a website and the company behind it.
The numbers speak for themselves. According to the Backlinko site, of the 10 organic results returned by Google, the first click rate is around 31.7%. This means that almost a third of Internet users click on this “first” result.
The second result has a click rate of 24.71%
only, which makes a big difference, just between these two
first lines. This is due to the fact that the majority of people click
instinctively on the first result. And of course, if a site arrives in
head during a request, it is because he is most likely to respond
to the expectations of Internet users. The first page brings together 10 sites, but the first result is 10 times more
chance of being clicked on last page.
Furthermore, according to the same study, the first three
results garner 75.1% of clicks. This means that few readers
take the time to explore the bottom of the page. And if your site is unhappy
to be positioned on page 2 or above, there is really very little chance that
people consult it.
On average, moving up one position will increase the click-through rate by about 30.8%. But this remains an average, because the impact is very different depending on the position from which you ascend. For example, passing from the 9e position at 8e, your clickthrough rate will increase by + 5%, compared to + 53% from 6e at the 5e position. The most important climbs are at 5e and towards 3e position. This could be explained in part by the size of the screen, where you typically see three to five results displayed.
From 6e position, you may already be invisible to a large number of Internet users!
Besides, the results of the 7e at the 10e positions have roughly the same click-through rate, about 3%. Let’s not forget that the web is used by a lot of hurried and lazy people. They represent a very important traffic which you could lose if you are badly positioned.
In addition, search engines, including Google, generate up to 300% more traffic to a site than social networks.
How to go back in positioning?
There are no miracle recipes for landing in
first position of the first page of the search results. Google
already explains the rules of the game in its documents for administrators
website, but the study we just cited also shows some
Use question headings
A title that includes an interrogative word (how,
why, what …) or a question mark is more popular than a title
simple. Concretely, this represents 14% more clicks, which is
already very appreciable.
Choose the right length of titles
Titles between 15 and 40 characters you
will earn more than 8% more clicks. It is therefore essential to
tweak your titles so they’re neither too long nor too short. he
must resist the temptation to explain everything in the title, which risks
finish in dotted lines and make you lose traffic.
Opt for titles evoking emotions
A title that arouses emotion (negative or positive) at
7% more chance of being clicked by internet users. So think about
rephrase your titles to create a feeling strong enough that
people click on it.
Write a relevant and incentive meta description
A useful and attractive meta description can generate almost 6% more clicks. Although it is not a determining criterion for SEO, it should not be overlooked. It’s your weapon to grab people’s attention and interest.
It’s important to include your keyword in your page’s URL. These optimized links have a 45% higher click-through rate than regular URLs.
Do not abuse superlatives in titles
To attract Internet users, we are tempted to insert flattering words like: perfect, incredible, the best, ultimate, etc. in the headlines. If this practice works on social networks, it is not the case on Google.
Indeed, these terms can be considered clickbait or click traps hence their uses can decrease the click-through rate by 13.9%.
And simple, but relevant titles are then to be preferred to gain traffic. In short, to be first on Google, it is important to take care of all the elements present on the result: title, meta description and URL.
It is essential to be in the first position of the first page. However, this goal requires time and a lot of work, especially in SEO. Fortunately, when you have improved your ranking in the organic results, you can stay there by operating an active watch and adapting your strategy according to the increase in competition.