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How To Use Click-Through Rate To Influence Google Search Results

person doing search and click in google

Click-through rate (CTR) is one of the most important factors Google’s algorithm considers when determining how to rank search results – if it’s done properly.

And by properly, I mean:

  • Having real people do the clicks (not bots or VPNs)
  • Having them geo-targeted (by Country, State, or DMA)
  • Getting natural-looking engagement (i.e. not everyone follows the same pattern of engagement with your website)

We can provide you with real people, geo-targeted, randomized engagement clicks that can help move websites up (or down) in Google search results. Skip to our Click Through Rate Case Studies for online reputation management or for search engine optimization.

What Is Click-Through Rate?

Click-through rate (known as CTR) is the rate at which users “click through” to your website after performing a search in Google.

If the click-through rate for your website is higher than expected based on the current ranking position of your website, it is likely that Google will move it up in search results.

The super simple version of this is, if you Google something like: “how to make spicy thai sauce” and click on the 2nd result more often than the 1st result, it only makes sense that Google would move up the 2nd result, given the data that more people are clicking on it.

click through rate example

Video: Understanding Clicks and Click-Through Rate

Rand Fishkin explains click through rate and why it’s so important to have real humans doing the search+click+engage in the video below.

I recommend watching all 11 minutes, but my quick highlights are below.

What to watch:

4:00 to 4:37 – He explains how click through rate can improve your search ranking.

4:37 to 5:01 – He explains that you must have “real” searchers and enough of them.

6:56 to 7:51 – He shares that real human beings searching provide much better results than bots/proxies doing automated searches.

8:13 to 8:37  – “Manipulation is going to be very tough…If you don’t get real searchers…and real patterns that looks like …. they are real, normal people searching….this stuff is not going to work.”

That quote pretty much says it all. You’re not going to get results using bots and proxies – you need real people.

I’d add that public crowd source sites are also not going to give you a reliable result because many of the people on those sites are overseas workers using VPNs.

Our Click-Through Rate Case Studies (Suppression)

All case studies below have been redacted to preserve the anonymity of our clients. Rankings are tracked using Serpbook and all screenshots taken from Serpbook.

#1 Suppression For Company

Overview: This company is a global brand in the healthcare industry.

Goal: Promote positive links in white shown below above the negative links shown below in yellow.

Strategy: 2 month campaign, 200 clicks/month to each of 7 positive links.

click through case study for company

Results:

  • 1 negative link dropped 4 positions
  • 5 of 7 positive links improved a total of 19 positions
  • 1 of 7 positive links dropped 3 positions
  • 1 of 7 positive links disappeared

#2 Suppression For Company

Overview: This company is in the make money niche.

Goal: Promote positive links in white shown below above the negative links shown below in yellow.

Strategy: 7 month campaign, 100 clicks/month to each of 10 positive links.

click through rate improves serps for company

Results:

  • 2 negative links dropped a total of 13 positions
  • 4 of 10 positive links improved a total of 19 positions
  • 3 of 10 positive links dropped a total of 16 positions
  • 3 of 10 positive links stayed the same

#3 Suppression For Attorney

Overview: This is for an attorney.

Goal: Promote positive links in white shown below above the negative links shown below in yellow.

Strategy: 7 month campaign, 87 clicks/month to each of 8 positive links.

attorney suppression using click through rate

Results:

  • 2 negative links dropped combined 26 positions
  • 6 of 8 positive links improved a total of 31 positions
  • 2 of 8 positive links dropped a total of 4 positions

#4 Suppression For Educator

Overview: This is for an educator.

Goal: Promote positive links in white shown below.

Strategy: 3 month campaign, 25 clicks/month to each of 10 positive links.

click through rate suppression case study

Results:

  • 6 of 10 positive links improved a total of 65 positions
  • 4 of 10 positive links dropped a total of 9 positions

Our Click-Through Rate Case Studies (SEO)

#1 Keyword Ranking Improvements – Local Business SEO

Overview: This is for local businesses.

Goal: Promote client website for targeted keywords shown below.

Strategy: 3-5 month campaign, 100 clicks/month for each of 15 local keywords.

click through rate improves local seo rankings

Results:

  • 13 of 15 positive links improved a total of 117 positions
  • 1 of 15 positive links dropped 2 positions
  • 1 of 15 positive links disappeared

#2 Keyword Ranking Improvements – Local Business SEO

Overview: This is for local business who is an attorney.

Goal: Promote client website for targeted keywords shown below.

Strategy: 3 month campaign, 25 clicks/month for each of 2 local keywords.

Results:

  • 2 of 2 keywords improved a total of 34 positions

#3 Keyword Ranking Improvements for SEO Agency

Overview: This is for local business who is an attorney.

Goal: Promote client website for targeted keywords shown below.

Strategy: 3-5 month campaign, 25 clicks/month for each of 12 national keywords.

click through rate improves search rankings for seo agency

Results:

  • 10 of 10 keywords improved a total of 65 positions

#4 Keyword Ranking Improvements – Individual SEO

Overview: This is for two individuals who wanted to move up specific search results upon Googling their names.

Goal: Promote client-specific web page for their name.

Strategy: 4 month campaign, 25 clicks/month for each of 4 individual’s names.

click through rate to improve an individuals online reputation

Results:

  • 3 of 4 keywords improved a total of 25 positions
  • 1 keyword disappeared

Click-Through Rate Summary

If you reviewed the case studies above, you can see that click-through rate is not a magic bullet. It doesn’t work all the time.

If you’re doing online reputation management suppression work, click-through rate can be a helpful tool when trying to promote positive search results for yourself or your client.

But if your budget allows, I’d still recommend content and link building in conjunction with click-through work for best results.

For SEO, I’d still follow all the basics on great on-page optimization to give your web page the best chance of ranking for your targeted keyword.

Then use click-through as a way to improve your search rankings in Google.

Whatever your specific needs are, I am here to help, and as long as you understand our click-through rate services do not GUARANTEE a result, they do work more often than they don’t.

Fill out the form for a quote; I’ll need that info before I can quote you.

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