Are you struggling with high impressions but low clicks in the age of Generative AI?
Generative search is transforming how users access information, but it’s also reducing click-through rates. While well-optimised sites may achieve high impressions, clicks have significantly declined, leading to lower conversions.
If this is the case with your content, it likely lacks compelling value, engaging CTAs, or relevance. Users might see it but don’t find it unique enough to engage further.
For one of our SaaS client, we faced this exact challenge: their content was visible but wasn’t compelling enough to drive user engagement. Over six months, we implemented strategies that not only reversed this trend but also delivered explosive growth.
First, the results..
Comparing the previous six months to the last six months:
- Clicks increased by 745.26%, rising from 1.22K to 10.3K.
- Impressions grew by 592.18%, surging from 41.7K to 288K.
- CTR improved by 24.14%, from 2.9% to 3.6%.
- Average position improved significantly, moving from 11.5 to 7.2.
Breaking down the top-performing pages:
- One page saw a click growth from 40 to 2,545.
- Another surged from 47 to 2,450 clicks.
- Additional pages followed suit.
Challenges and strategies
Despite ranking high on search results, the content was not resonating with users enough to compel them to click because:
- Overly generic content that lacked the depth and unique insights users sought.
- Unoptimised titles and meta descriptions that failed to grab attention.
- Lack of clear calls to action (CTAs) giving users no reason to engage further.
- Perceived low quality of AI-generated content that felt impersonal or lacked credibility.
To address these challenges, we developed a tailored strategy:
- Enhanced content relevance and quality: Rewrote AI-generated content with deeper insights, unique perspectives specific data points, and actionable takeaways tailored to the industry.
- Optimised titles and Meta Descriptions: Crafted compelling, keyword-rich titles, MDs with engaging hooks that piqued curiosity while accurately reflecting the content.
- Clear Calls to Action (CTAs): Integrated CTAs like “Learn More,” “Get Started,” and “Discover How” to guide users toward the next step.
- Focus on user intent: Aligned the content with specific user queries and search intent, ensuring users felt their questions were fully addressed.
- Continuous monitoring and refinement: Regularly analysed performance metrics to identify gaps and refine content strategies.
In today’s generative AI-driven world, it’s not enough for content to appear in search results — it must compel users to click. By refining our strategy and prioritising user intent, we turned the tide for our SaaS client.
The lesson is clear: optimisation is no longer optional; it’s essential. Are you ready to turn impressions into conversions?
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