Use Social Media to Boost Search CTR

It’s no secret that social media has begun to influence search engine rankings, but a recent comScore report reveals that social media actually increases search click-through rates by 94 percent. The report, led by GroupM, looked at consumer behavior patterns and their purchase pathways. According to a Search Engine Land article, GroupM stated that, “40 percent of consumers who use search in their path to purchase are motivated to use social media to further their decision making process.” 48 percent of the consumers in the study that used social media and search together during their purchase process ended up converting, while 51 percent that converted used only search. Consumer reviews were found to be the most popular reason for the social media usage, which confirms how much people value other people’s opinions, especially when considering a purchase. With all of this said, it’s important to not only optimize your website for search engines, but to monitor your online reputation, connect with clients through social networks, as well as provide optimal customer service at all times in order to boost search CTRs and conversions.