In my last post, I gave you an introduction to Google RankBrain and explained how it’s being utilized to determine your page rank in a search result.
If you missed it – essentially, it’s Google’s machine learning program that monitors how users interact with search results. It uses what it observes to increase or decrease search rank for a website page related to keyword phrases that were searched for.
It has two main factors that it uses when determining what to do with the rank of a result. The first is Organic Click-Through Rate.
Essentially, Google wants to show the users the best result for a given keyword. If more people are clicking on your page in the search results, then something about your search result listing is enticing. This indicates to RankBrain that users feel that your result matches their expectation.
So how can you increase your CTR and page rank? The top ways include:
1) Be Emotional.
Emotional hooks are great at catching attention and drawing people in. This includes emotions like optimism, love, submission, awe, disapproval, remorse, contempt, aggressiveness, and many more.
For example – a typical SEO focused title would be “Breast Cancer: 5 Things You Need to Know.” If you make this more emotional it would look like this: “With Early Breast Cancer Screening, Survival Rate Increases 22% – Get Screened Today”
2) Be Relatable
When you write your title, do it as one of these 4 personas: The Bearer of Bad News, The Hero or Villain, The Comedian, The Feel Good Friend.
For example: “Wife Cheating? How to Find the Truth” would turn into “Who is Your Wife Sleeping With NOW? Get Revenge and a Smile On Your Face”
3) Use Numbers
Research has shown that simply using a number increases CTR by 36% on average. For example: “5 Hacks to Boost Your SEO” would typically perform better than “How to Boost Your SEO”
Stay tuned for the next post where I’ll dive into more about RankBrain’s second ranking factor – Dwell Time and show you how to get that boost! #webtrafficwednesday