In today's digital world, the competition among brands and companies to entice you to click on their ads has drastically increased. Virtual spaces online have now replaced actual physical spaces to relay information and advertise products to consumers. In 2019, online advertisers outspent TV advertisers by at least $40 Billion. When people talk about advertising nowadays, they are more often than not, referring to advertising done online, simply because,
online advertising has proven to be extremely profitable for both small and large businesses.
However, just because you are advertising online does not mean that your ad/promotion/web page will be clicked on. Recent statistics show that over 1,700 banner ads are shown to an average person each month, but only half of them are actually ever viewed. And, this is why we want to look at the concept of clickability.
Simply put, the content that you post online should have a high enough degree of desirability and functionality when placed as a link on a certain webpage. Links that grab attention, are attractive and have a distinct call-to-action in them have a high clickability score.
As a guide, the following are some of the formatting elements that affect the clickability of the content you place on your webpage:
- Colour
- Placement
- Grouping
- Shape
- Bold
- Underline
- Labelling
Paying attention to these details can make your brand appear more reliable, dependable, and trustworthy which can yield positive effects that will ultimately lead to your business goals being met online when using online ads. Another area where Clickability is important is in SEO. So, let's now look at how you can improve your Clickability in the SERPs. Again, the concept is a no-brainer. The more your results stand out in the SERPs the more likely you'll get the click.
Use these 4 concepts to improve your Clickability in SERPs:- Structured Data
- SERP features
- Optimise for Featured Snippets
- Google Discover
Firstly, we will take a look at structured data, which uses a specific vocabulary called schema to categorise and label elements on your webpage so that search engines understand it. Structured data is not a 'clickability factor', however, it does help to organise your content in a more enticing way to your potential visitor, as well as making it easy for search bots to understand, index, and potentially rank your pages more effectively.
A SERP feature is any result on the Google search engine results page that is not traditionally an organic search result. The most common are Rich Snippets which add a visual layer to an existing result. Earning any SERP feature will gain your website added visibility, credibility, or both. According to an Ahrefs study,
Featured Snippets steal away 8.6% of clicks from the organic #1 search result below it. The same study, also found when SERP features appear on a results page, clicks on that page drop overall. Probably because people are already getting the information they need from the SERP features!
So, let's look at how you can win SERP features:Be clear on what you're trying to rank for. One of the most important aspects of the process is to make sure that your content is relevant to the user's search query. Why not try putting your query as a question, then structure the content as the answer making sure to include relevant keywords?
When formatting your content use a numbered list or bullet points which tell Google you have a list. Then pair this up with an H2 heading. If you are comparing the specifications of two products, then make sure to use a table, again using H2 headers.
If you want a snippet of your content to make its way into a Featured Snippet, then when creating paragraphs for your content look at using around 45 words or 293 characters and use it as a summary, definition or quote that is key to your topic when trying to win this coveted spot. Oh, and make sure to place it towards the top of your content.
Here are a few other formatting rules to keep in mind:- Images – Make sure to use descriptive and topic-relevant alt tags
- Videos – Your title should contain the target query
On-page SEO – Get the basics right:- URL
- Page Title
- Headings and sub-headings
- Lists, Tables, Images, Paragraphs, Videos and Charts - they are all good!
Google Discover is the new name for Google Feed and shows you topics and news items around items that interest you, as well as providing better access to relevant topics even without searching for them. With over 50% of searches coming from mobile, it's no surprise that this relatively new algorithmic listing of content by category specifically for mobile users will need to be incorporated into your SEO plan to increase your 'clickability' in SERPs. But, first: Are you Eligible for Google Discover Visibility?
Your website must be verified and indexed in Google Search Console and your content must pass the Google News standards.
Enhance the quality of your content both newly published and optimisation of old content, which is a user-first initiative, would be recognised. With Google Discover, the use of "special tags" or "structured data" is not required. Google will rank the content algorithmically based on content quality and the strength of the match between the page content and user interests.
Accelerated Mobile Pages (AMP) enhance the overall user experience mainly because of their fast-loading and full-screen experience, so optimised AMP pages are important to ensure that users have the best experience possible. There is no need for over-optimising pages, as long as your content can cater to user search queries, you should be good to go. Focus on improving your content.
Increasing your 'clickability' both in advertising online or within SEO involves several things you need to keep in mind, as we've mentioned above, and to be honest we have only touched on a few key elements. Getting these right, however, will increase your engagement with potential customers, which is what all businesses need.
If you're struggling with 'clickability', then give us a call at (07) 5592 2685 or This email address is being protected from spambots. You need JavaScript enabled to view it. for a chat.
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