Organic click through rates (CTR) are incredibly important because it refers to the number of internet users in London who are clicking on a particular website. If click through rate is high, the chances of conversions and sales increase by a huge margin and a SEO consultant improves their client's business. Numerous studies have proven that there is a strong and direct correlation between website organic ranking and organic CTR, hence if click-through rates are high then search engines raise the rank of the website.
However there are several SEO agencies that do not give top priority to organic CTR rate, this is partly attributed to the lack of concrete data surrounding organic CTR. Google Analytics which is the top source for website traffic data based on keywords does not provide the sufficient volumes of information that a SEO consultancy can use to pick up meaningful trends to increase organic CTR. It is much easier for a SEO company to gather meaningful data on CTR through paid sources, such as Google Adsense. Many SEO experts in London can improve organic CTR by making changes to the website's headlines.
How To Convert 'Donkey' Headlines Into 'Unicorn' Headlines
When it comes to on site SEO, there are unicorn headlines and donkey headlines, the former refers to type of headlines that generate a high volume of organic CTR, while the latter refers to headlines that draw only a small level of click throughs. If a SEO consultancy can convert 'donkey' headlines into 'unicorn' headlines, then they can increase the rate of click throughs by a significant margin. This will only increase the organic rankings for a website on the local SERP for London, and in turn increase the volume of conversions and sales.
The first step a SEO consultant in London must take the first step in increasing the rate of organic CTR is to download data for click through rates per keywords and organize it into a graph. The graph should reveal the correlations between the organic CTR and the average position on the SERP. SEO professionals can use the graph to select the 'donkey' headlines, that must be converted into 'unicorn' headlines by using a completely different combination of keywords, the headlines must be carefully optimized because optimizing too many headlines at once has a severe affect on rankings. It should be noted that changing headlines to increase organic CTR does not negate the importance of content.
Source : http://seolover.page.tl/The-Importance-Of-Improving-Organic-Click-Through-Rates-And-How-A-SEO-Consultant-In-London-Can-Increase-CTR.htm