Summary
Travel & Tourism client sought ways to increase organic website traffic through their existing catalog of blog content and category landing pages.
The Strategy
We identified an opportunity to improve Click Through Rate (CTR) for Organic Search results by optimizing title tags & meta descriptions on a page-by-page basis in order to increase keyword relevancy. If successful, this would allow us to substantially increase the value of existing content and drive an increase in organic traffic.
- Utilized Google Search Console and Semrush keyword research tool to identify relevant, high volume keywords that were commonly being used to discover individual pages on the client’s website
- Naturally inserted keywords into page title tags & meta descriptions in a way that increased relevance across common search queries
- Optimized the length of both title tags & meta descriptions so that they were long enough to stand out to users yet short enough so as to not be truncated or rewritten by Google
The Bottom Line
Through a combination of in-depth keyword research and targeted meta tag optimizations, we were able to increase sitewide CTR by +29% over a three month period YoY and drive an additional 77,000 website clicks through organic search. That’s 77,000 clicks that might have otherwise gone to a competitor’s website had we not implemented the above strategy.