25 Jun '14, 12pm

eBay’s Jordan Koene on Improving Click-Through Rates for Better Rankings by @murraynewlands

eBay’s Jordan Koene on Improving Click-Through Rates for Better Rankings by @murraynewlands

The relevancy and the quality of your page, if improved, can have a dramatic effect on your click-through rate. The quality of your page can be improved through obtaining user feedback. Even the smallest changes can make a difference, like changing titles, tweaking content, or moving/replacing images. Those simple things can significantly improve the relevancy and overall quality of the page, which then in turn brings up the CTR of that page. Jordan uses internal data to guide the changes he makes to pages, and he also leverages partners like Searchmetrics to better understand the relevancy of queries and which competitors are showing up for those queries. It’s not all about analyzing data though, as Jordan also recommends getting feedback from human reviewers on the relevancy and quality of pages. The direct impact of improving CTR is a higher ranking. When optimizing a p...

Full article: http://www.searchenginejournal.com/ebays-jordan-koene-imp...

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