You probably already know that there’s a Google algorithm, governing how the world’s leading search engine returns its results. It’s the search giant’s secret sauce, locked in a black box. But did you know that the decisions made about what appears on those SERPs (search engine results pages) are partly made by a series of sub-algorithms that have been added over the years?
RankBrain, introduced in 2015, is a key component of Google’s search engine. It uses machine learning, a form of artificial intelligence, to interpret search queries, understand context, and deliver highly relevant search results. RankBrain excels at deciphering the millions of diverse, complex searches made each day, many of which Google’s system has never encountered before.
Its role in Google Search is substantial, acting as the silent gatekeeper of the internet’s vast repository of information. If we can get it to refine and re-order those search results in our favor, the traffic gains could be huge.
In this research from First Page Sage (below), we can see what a massive difference each position makes in terms of click-through rate, and therefore traffic. Going from the 7th spot to the 2nd represents over 5x the traffic!
| Google Search Feature | CTR |
| Ad Position 1 | 2.1% |
| Ad Position 2 | 1.4% |
| Ad Position 3 | 1.3% |
| Ad Position 4 | 1.2% |
| Search Position 1 | 39.8%* |
| Search Position 2 | 18.7% |
| Search Position 3 | 10.2% |
| Search Position 4 | 7.4% |
| Search Position 5 | 5.1% |
| Search Position 6 | 4.5% |
| Search Position 7 | 3.4% |
| Search Position 8 | 2.6% |
| Search Position 9 | 2.4% |
| Search Position 10 (if present) | 2.2% |
If snippet, then 27.4%
So how do we make those apparently small improvements that yield such massive gains? Well there are two key metrics that RankBrain rewards, and they both stem from the reason RankBrain was created in the first place – to give searchers the most useful content.
- CTR
- Dwell Time
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Improving Click-Through Rate (CTR)
CTR is a key metric in SEO. It measures the number of clicks advertisers receive on their ads per number of impressions. Achieving a high CTR is a goal for any digital marketing strategy because it directly affects your Quality Score, influencing how much you pay every time someone clicks your Google Ad. Here are some practical steps to improve CTR:
1. Optimize Title Tags: Title tags should be relevant, compelling, and include your target keyword where possible. Adding emotional triggers can also increase CTR.
2. Use Numbers and Brackets in Titles: According to a study by HubSpot and Outbrain, headlines with numbers and brackets outperform those without by 33%.
3. Optimize Meta Descriptions: While meta descriptions don’t directly impact SEO rankings, they can boost your CTR. Make sure your meta description clearly explains why someone should click on your result, includes your target keyword, and uses other search intent trigger words to help it stand out.
Boosting Dwell Time
Dwell time is the amount of time a user spends on your page after clicking on your listing on the SERP. The longer the dwell time, the better, as it signals to Google that users find your content valuable. Here are some strategies to increase dwell time:
1. Create Engaging, Above-The-Fold Content: The first piece of content users see when they visit your website is crucial. Make sure it’s engaging and relevant to the user’s search query.
2. Write Compelling Introductions: Good introductions hook the reader and tell them exactly what they’re about to get. This goes back to search intent.
3. Cover the Topic Thoroughly: Ensure your content provides a comprehensive answer to the user’s query. Leaving no missing pieces increases the likelihood that users will stay on your page longer.
4. Add a Personal Touch: Sharing personal experiences or insights can help build trust with your audience and make your content more engaging.
5. Make Your Text Easy to Read: Break up your content with bullet points, headings, bold text, and images to make it easy on the eyes.
Deploying the ‘Striking Distance Strategy’
To start, pinpoint the pages on your website that are within the ‘striking distance’ of ranking higher in search results. These are the pages that are close to securing a prominent position but require some optimization. By identifying these pages, you can focus your efforts on maximizing their potential and increasing their visibility.
To find these candidate pages:
- Log in to Google Search Console
- Head to the Performance section
- Sort by impressions to see the biggest queries you rank for
- Look for queries where you rank between 8th and 20th place
- Search those queries to see how you look on those SERPs
Make a spreadsheet to capture the important information like so:
| Page URL | Query | Impressions | Clicks | CTR | Position | Meta Title | Meta Description | Dwell Time Improvement Ideas |
|---|---|---|---|---|---|---|---|---|
| https://willfrancis.com/marketing-kpis-examples-your-guide-to-measuring-success/ | what are marketing KPIs | 5,432 | 321 | 5.9% | 12 | Marketing KPIs Examples: Your Guide to Measuring Success | Get help choosing your marketing goals with these marketing KPIs examples and guide, with a full breakdown of KPIs per channel. | Add KPI explainer videoDownloadable KPI tracker template for Excel?More real-world examples |
Now, your to-do list is:
- Improve the meta title and description to be more clickable by humans. Yes, it should include your focus keyword, but ultimately the goal is to win the click.
- Improve the article, making it more in-depth and offering a more comprehensive resource to the reader, as explained in the Dwell Time section above.
- Check in on Search Console in two weeks to see if there is a difference in CTR – remember to change the date range for the data to compare before the change against the two weeks since your improvements.
- Look in Google Analytics, and compare the ‘Average Engagement Time’ metric (formerly ‘Avg. Time on Page’ pre-GA4) for your page before and after you improve the content.
Remember, the golden rule today is that what the algorithm rewards is that which is better for human users. This applies across all platforms with an algorithm. Don’t look for hacks and tricks, just make it better for real people.
Tracking and Analyzing Results
To gauge the effectiveness of your SEO efforts, it’s essential to track and analyze the results. Utilize tools like Google Analytics to monitor website traffic, user behavior, and conversions. Identify patterns and trends, and adjust your strategies accordingly. By regularly analyzing data, you can make data-driven decisions to optimize your website’s performance continually.
Scaling the ‘Striking Distance’ Strategy
Once you have successfully optimized the pages within the ‘striking distance,’ expand your efforts to other relevant pages on your website. By employing the same tactics and strategies, you can scale up your SEO success and increase website traffic across multiple pages. Consistency and persistence are key to achieving long-term results.
Conclusion
The Striking Distanced Strategy is a powerful method for improving your site’s CTR and dwell time, leading to higher search rankings. By understanding Google’s RankBrain algorithm and implementing the strategies outlined in this article, you can significantly enhance your SEO efforts.
Remember, SEO is not a one-time task but an ongoing process. Regularly monitor your site’s performance, stay updated with the latest algorithm changes, and continuously optimize your content. With time and effort, you’ll see your site climb the search rankings, leading to increased visibility and user engagement.
Event
AMA Digital Marketing Copywriting – June (Sold Out!)
Create Impactful Messaging Great marketing writers know that using the right messaging tailored to their customers’ needs through a specific platform can make all the difference in growing a business.
Will Francis is a digital marketing expert who upskills thousands of marketers every year through courses he runs at the American Marketing Association, Chartered Institute of Marketing (UK), University College Dublin and more. As host of the Digital Marketing Institute’s podcast, and a regular contributor in the media to share his expertise, he brings marketing and tech insights to an even wider audience.
A former member of the MySpace team during its 2000s heyday, he later worked in major ad agencies before founding his own digital agency in London, delivering campaigns and content for some of the world’s most loved brands. Aside from being busy training others, he writes books for an imprint of Penguin Random House about popular culture.
Will Francis is a digital marketing expert who upskills thousands of marketers every year through courses he runs at the American Marketing Association, Chartered Institute of Marketing (UK), University College Dublin and more. As host of the Digital Marketing Institute’s podcast, and a regular contributor in the media to share his expertise, he brings marketing and tech insights to an even wider audience. A former member of the MySpace team during its 2000s heyday, he later worked in major ad agencies before founding his own digital agency in London, delivering campaigns and content for some of the world’s most loved brands. Aside from being busy training others, he writes books for an imprint of Penguin Random House about popular culture.