Because my content provides a ridiculous amount of value on a single page, it ranks in the top 5 for my target (Medium Tail) keyword: SEO Tools.
But more important than that, RankBrain understands that my page is about concepts like: “SEO Tools”, “SEO software”, “keyword research tools” etc.
That’s why this single page ranks for 1,800 different keywords (according to SEMrush):
That’s the power of optimizing amazing content around a single, Medium Tail Keyword.
Chapter 4:How to Optimize Titles and Description Tags for CTR
As you saw in chapter 1, organic CTR is a key RankBrain ranking signal.
The question is: how can you get people to click on your result?
Well, that’s exactly what I’m going to cover in this chapter.
Pack Your Title Tags With Emotion
There’s no doubt about it: emotional titles get more clicks.
This is something copywriters have known for years. And in recent years this idea has been backed up with data. In fact, CoSchedule found a clear correlation between highly emotional headlines and social shares.
For example, here’s a generic SEO-optimized title tag:
Productivity Tips: How to Get More Done
Not bad. But it lacks the “umph” that pushes people to click.
Here’s how you could turn that title tag into an emotional powerhouse (while keeping it SEO-friendly):
Crush Your To-Do List With These 17 Productivity Tips
Now it doesn’t always make sense to create highly-emotional titles. But whenever you can, you should.
Add Brackets and Parentheses to the End Of Your Titles
This is my all-time favorite CTR hack.
I first discovered this tip from a study that HubSpot and Outbrain did a few years back…
In that study they analyzed 3.3 million headlines. And they found that brackets outperformed bracketless titles by 33%:
In fact, this little tactic works so well that I tend to include parentheses in most of my titles:
Here are some examples of brackets and parentheses you can use:
As you can see, I included not one, but TWO numbers in the title.
Don’t Forget to Optimize Your Description Tag for CTR
Yes, description tags don’t directly help with SEO anymore. That said, I’ve found that an optimized description can significantly boost your CTR.
Here’s how to create a description tag that gets results:
First, make it emotional.
Just like with a title tag, you want your description tag to convey some emotion.
Here’s an example:
Next, sell WHY someone should click on your result.
Is your content comprehensive? Based on research? Funny? Sell that in your description:
Then, copy words and phrases that paid ads (AdWords) use.
For example, when I search for “bone broth” I see this phrase appear in two ads:
So you’d want to include the phrase “grass fed” in your meta description.
Finally, include your target keyword.
Google will make it bold, which can help your result stand out:
That’s all there is to it.
Chapter 5:How to Optimize Your Content for Bounce Rate and Dwell Time
OK so you used my CTR-boosting tips. And more people are clicking on your result than ever before.
Now what? Well, you need to show Google that your result makes their users happy.
And the best way to do that? Improve your dwell time.
Does Google REALLY Use Dwell Time? Yup!
Dwell time is the amount of time a Google searcher spends on your site after clicking on your result.
Obviously, the longer someone spends on your page, the better. This tells Google: “Man, people are LOVING this result. Let’s bump it up a few spots”.
And if someone bounces from your site after 2 seconds, that tells Google: “This result stinks! Let’s drop it down a few spots”.
So it’s logical that RankBrain would measure Dwell Time — and shuffle the results around based on this signal.
In fact, a Google employee recently said that Google used to rely 100% on off-page signals (especially backlinks). Even though Google still uses backlinks, this employee pointed out that:
And the data backs this up. When we analyzed a massive set of Google search results we found a correlation between high rankings and low bounce rate:
How to Reduce Bounce Rate and Boost Dwell Time
Now it’s time for me to share a few simple strategies that you can use to increase your site’s dwell time.
Push Your Content Above the Fold
When someone clicks on your site from Google, they want their question answered NOW.
In other words, they don’t want to scroll down to read your content.
That’s why I highly recommend removing anything that pushes your content below the fold, like this:
Instead, you want the first sentence of your content front-and-center:
That way, you’ll hook your reader right off the bat.
Use Short Intros (5-10 Sentences MAX)
Believe it or not, but I spend MORE time on my intros than my headlines.
That’s because your intro is where 90% of your readers decide to stay… or go.
And after A LOT of testing I’ve found that short intros work best.
When someone searches for something in Google, they already know about that topic. So there’s no need for a massive intro.
Instead, use your intro to sell the content they’re about to read, like this:
When someone searches for “white hat SEO” reads that intro they think: “Awesome! I’m in the right place.”
Publish Long, In-Depth Content
I’ve tested this ten ways to Tuesday. And I can tell you with confidence that:
Longer content=better Dwell Time.
Obviously, it takes longer to read a 2000-word guide than a 400-word blog post. But that’s only part of the equation.
The other reason that long form content improves Dwell Time is the fact that longer content can fully answer a searcher’s query.
For example, let’s say that you search for “how to run a marathon”.
And the first result that you click on is a 300-word post. It kinda sorta answers your question… but leaves you wanting more.
So you click on your back button to find something better (as you might remember, Google calls this “Pogo-sticking”).
And this time you hit the jackpot.
You find a comprehensive guide that covers EVERYTHING you need to know about running a marathon.
So you grab a cup of coffee and read the guide from start to finish. You even re-read certain sections. All this reading is racking up serious Dwell Time.
Long form content works so well that I tend to ONLY publish content that’s at least 2,000 words.
Break Up Your Content Into Bite Size Chunks
Let’s face it:
Reading 2,000 words is HARD.
And it’s even harder if those 2,000 words are presented as a giant wall of text.
Fortunately, there’s a simple way to get around this problem: subheaders.
Subheaders break up your content into digestible, bite-size chunks. This improves readability, and therefore, Dwell Time.
I use LOTS of subheaders at Backlinko for this exact reason:
Specifically, I try to toss in a subheader for every 200 words of content.
Pro Tip: Avoid boring subheaders like “Backhand Drills” or “Stay Hydrated”. Instead, pack your subheaders with emotion. For example: “3 Simple Backhand Drills The Pros Use” and “What New Research Says About Staying Hydrated.”
Chapter 6:Bonus RankBrain Optimization Strategies and Case Studies
In this chapter I’m going to cover a handful of quick strategies that you can use to optimize your site for RankBrain.
Increase Brand Awareness. Improve CTR
I already showed you how numbers, emotions and Power Words can improve your organic CTR.
But there’s another HUGE variable that I haven’t mentioned: brand awareness.
Needless to say, if someone knows your brand, they’re more likely to click on your site in the search results. In fact, data from WordStream found that brand awareness can increase CTR by up to 342%!
For example, take a look at these search results:
Which two sites are you most likely to click on? NYTimes.com and Simply Recipes of course!
In other words, you want people to know about your brand BEFORE they search in Google.
How can you increase your brand’s awareness?
First, try Facebook ads.
Even if people don’t click and convert, Facebook ads can put your brand in front of lots of eyeballs.
And when those eyeballs are scanning the search results, they’re MUCH more likely to click on your result.
Also, create an insanely valuable email newsletter.
Nothing increases brand awareness more than sending valuable content to people’s inboxes.
In fact, my open rates are well above industry average because I only send good stuff:
Needless to say, my subscribers have learned that my material is the best in the business. So when Backlinko shows up on page 1, they’re much more likely to click on my result.
Finally, do a “Content Blitz”.
A “Content Blitz” is where you release a ton of content in a short period of time. And trust me: this is WAY more powerful than dripping content over the course of the year.
In fact, I used a Content Blitz when I first started Backlinko.
I published guest posts:
I went on Podcasts:
I even co-authored a guide with Neil Patel:
(All within a span of a few months)
And this helped take Backlinko from “What’s that?” to “What an awesome site!” in record time.
Turn “Zeros” to “Heros”
Do you have a page on your site that didn’t do as well as you’d hoped?
I have great news: if you go back and optimize that page for RankBrain, you can give it a SERIOUS rankings boost.
For example, Sean from Proven.com had a huge guide on his site that was doing OK… but wasn’t ranking as well as he had hoped.
And Sean realized his page’s title tag wasn’t compelling to click on:
So he added a number, a Power Word and parentheses to his title tag:
And this single change increased Sean’s organic traffic to that page by nearly 128%:
Yes, some of that traffic boost was due to the simple fact that more people were clicking on Sean’s result.
But the BIG part of the story was that RankBrain noticed the CTR increase… and nudged Sean’s page up a few spots:
Use LSI Keywords to Fill in “Content Gaps”
LSI Keywords are words and phrases related to your content’s main topic.
Why are LSI Keywords important? Well, they give RankBrain the context they need to fully understand your page.
For example, let’s say that you’re writing a guide about link building.
LSI Keywords are things like:
And when RankBrain sees that your content includes these terms, they’re confident that your page is about link building…
…which means you’re more likely to rank for keywords related to that topic.