Social Media Management Waterloo, Describing Content to Raise CTR

The business of social media management waterloo is complex, always changing, and ultimately at the mercy of its users. There are all sorts of fancy terms that define its structure, but it is still all about appealing to people and providing quality.

So what does anyone go about it? Aside from making better content and hiring a professional, they need to understand the layers of search engine optimization. This means understanding the details of click-through and appealing to how users interact with content in social media and the search engine.

Click-Through Rates in the Engine

The click-through rate, or CTR is applied in a number of ways. Perhaps the most important is through the direct search engine results page, or SERP. After a search for a keyword, 20 results are made. If one of these results only earns 1% of every click, this displays to Google that perhaps this content is not suitable here. The algorithm will ‘readjust’ to discourage that content. This is also why content can rank third and subsequently rank on page 2 a month later.

CTR in Social Media

CTR is a bit different in the social media environment. Facebook ties content to users on a very specific level. For example, users that have ‘rap music’ as a key interest may not ever see, say, content promoting the sale of ‘country pop.’ The click-through rates are usually much higher because of how personalized and specifically tied the content is. Social media platforms also have their equivalent of a meta description. It is the description of the link. Unlike a meta-description, it can be a lot more individualized. It can refer to the exact individual page, or have a more casual slant. The goal; of a meta description for a Facebook ad is to inspire curiosity and be persuasive. This is a bit different from a search engine description that is more focused on being clear and descriptive.

This makes a lot of sense considering the demographic, where social media users and enthralled to the next buzzworthy and curious headline, and they did not necessarily seek that information right then and there. In a search engine, they are often attracted to their specific search that they already went out of their way to finds directly.