Checklist: How to Make Your Content More Discoverable and Clickable

Beyond technical SEO, tools like Ryte, Raven, or Semrush can be utilized. They are user-friendly and provide even more insights into the competitor’s website or your own. How are they found? What does the traffic look like? What are the key keywords? This helps structure the content and understand what interests users and potentially, which topics resonate with the target audience.

#3 On-Page Optimization

Once it is clear which pages are the most important, it's time to optimize. First, the headings are structured. A headline that describes the topic is supplemented with subheadings. It is important to ensure the order makes sense. For example: h1 -> h2 -> h3 -> h3 -> h2.

Keywords are defined as topics. However, they should not be repeated as this would harm the Google ranking. Readers also do not enjoy sifting through repetitive content. It is much better to write short sentences and break them into many sections. This is more organized and makes reading easier.

Additionally, scroll depth can be used for observation. With Google Tag Manager, "tags" (conceptual flags) can be set on the page via Google Analytics. These provide additional information to Google Analytics, such as how far the reader scrolls. The content of pages with a scroll depth over 75% could then be used to optimize other pages (with poorer performance).

#4 Click-Through Rate (CTR)

The click-through rate (CTR) is an important indicator showing how often a page is clicked relative to its appearance in search results. If a page has a very good position for a keyword in the Google ranking but is displayed often and rarely clicked, it is often a sign that the title and description are not appealing.

Title and description should be revised to create an incentive for the searcher to click. The topic must be clearly and concisely presented. Readers want to see from the search results if the content of the displayed page provides value to them. If the search result is clicked more often, Google recognizes a higher relevance for the keyword in the context of the page.

#5 User Dwell Time on the Website

The more time spent on the page, the more valuable it appears to Google. This impacts the ranking. But how do you ensure that users are interested in the page and stay on it? The crucial point is: Does the page provide all the information a searcher needs? (see #7) The introduction should already spark interest.

Short sentences and not too long paragraphs improve readability. Images should also be adapted to the text. They don’t need to be overly large. It’s enough if they are easily recognizable and don’t span the entire width of the page. If an image does appear smaller, a zoom function helps. This not only saves space but also creates a pleasant experience on the page. The rule is: A text must be easy to read and engaging.