While being ranked high in a search engine is a big accomplishment, the ultimate goal is to convert that to site visits and sales.
You may have seen the letters CTR thrown about, and this is your Click-Through-Rate, which is the number of users that actually click on your link out of the total number of people who may have viewed it in a search engine. The CTR can depend on how great your site looks in search results. Pictures, key words and ratings go a long way to attracting a user to click on your websites link over the others, so spending some time on these is worthwhile.
In Google webmaster when you open the “Search Analytics” report you are able to see clicks, impressions, CTR and position as above when you check the boxes along the top. You will want to look for keywords that have a high number of impressions but a low CTR, as this means people are seeing your title and not wanting to click on it. As you can see in the example above, one term had 179 impressions, the most in the analytics, yet only a 2.23% CTR, the lowest. This means you can improve these listings and get your CTR rate up which means more visits to your site and more sales.
Including Rich Snippets to increase your CTR is a great way to drive traffic, which we will explain in the next post.
This is a three part introduction on how to get the most out of your search engine rankings. Part 1 here.