Click-through rate optimisation is increasing the share of people who click on your result after it is shown to them. It is the cheapest source of traffic, because it does not require improving your position – you work with what you already have. Start with an overview of pages with a high number of impressions and a low click-through rate; these are places where people see you and go elsewhere. The most common cause is a title that does not answer the question asked, or a description that is generic and promises nothing specific. It helps to state the exact term in the title, add the year for topics where currency matters, and promise a specific outcome in the description. Bear in mind that the search engine may rewrite the title if it judges it not to match the page's content.
See also: Updating Existing Content, SERP Analysis Before Writing, Keyword mapping to pages.
