Google Search Engine uses the click rate of users and websites to rank the paid websites on their search results. This works by Google ranking a website higher according to how many clicks an advertisement gets. The reason you want to consider your click through rate (CTR) is because the top ten search results will all have the same kind of click partners. A percentage of users will click on the first result, and there will be a trickledown effect from there. Typically, the amount of clicks on different search results has a similar pattern no matter what keyword is being used.



Google uses this pattern to detect odd behavior among the ratings and websites. Since most users click on the number one ranking in search results and then gradually work their way down the line to the least amount of users clicking on the least popular website results, Google can tell if there is sporadic behavior somewhere in the middle.

This kind of activity triggers Google to see what is causing this odd pattern in the search results. They do this because they want to give their users the most popular and relevant search results available. If there is a lower ranking search result that seems to get more clicks, Google may want to move it up to a higher ranking. Something to keep in mind with this is that it is not just the ranking of your website that drives the clicks and business to your site; it is also how your website is presented to users when they are reading through the search results. Even if your site is ranked number one, if it does not attract users to click on it, they will move down the list. So even if Google does not always use this technique, you only would be helping increase the clicks to your website by giving your title a little pep.

So what can this mean for your website? Well, although it is not proven that Google does in fact use this method for ranking sites, it certainly would not hurt to form your heading and title of your website link in an alluring fashion to try to get more clicks. Using descriptive and catchy titles in your search result can be enough to make users scan further down the search result page and choose your site over some of those above it that do not seem so interesting. And if it is in fact more than a coincidence that Google may look at that and move your ranking up, it is definitely worth the try.

Another helpful idea is to use an optimizer editor to quickly and creatively edit the descriptions and titles of you web pages in order to optimize the appeal of your listing. If you are wondering if your website has what it takes to get up to the top ten rankings on Google, try the IPB Top Ten Optimizer on your website to see how you rank.