Are the pages appearing in results the best place to take users? Do their URLs make sense for the query? If unsuitable pages (such as blog archives) are showing up, it is time to take action to correct that. Users may notice that the page showing up in results doesn’t specifically relate to their query and move on.

Consider reviewing how keywords are utilized within the pages you would prefer to see ranking. In certain scenarios it may even make sense to “de-index” archive pages or outdated content, but do so with caution.

Another tactic that can guide Google toward the correct page is by adding internal links. Start linking between pages on relevant keywords: Doing this can help Google understand which page best addresses that concept, plus it makes the site more navigable for users.

Here’s an example, using a pet supply store’s hierarchal site structure:

1. One of the most noticeable things you can do is add a favicon. As a search result, we have such little space to work with and a crisp logo can help legitimize your site and call attention to it. Note that Google may or may not show it depending on device, type of query, etc.
2. Also take a moment to refresh your title tags. To stay relevant and clickable, they should contain keywords, synonyms, and variations. Your titles also might benefit from a reorganization: Move the most important terms to the front.
3. Use schema markup in all of your site content. This can help Google show more relevant breadcrumbs (page hierarchy) and occasionally, you’ll earn a “FAQ” section below your site’s description. Sometimes you’ll even get review stars and a rating count below your meta description. SERP features like that can be eye-catching and boost CTR.
4. The meta description is considered “old school SEO” because it is so often rewritten by Google, but it’s still worth writing one out for each page. About 30% of the time it is still delivered to the user unaltered, plus you’re giving Google a framework from which they can start their customization. Chunks of your hand-written meta will still appear in algorithm-driven snippets. Always include a brief call to action and try to use a persuasive concept such as “offering 24 hour service” or “with free shipping to the lower 48.”
5. Make sure your URLs are descriptive and hyphenated. They should not contain unrelated technical things like “page,” “index,” “aspx,” or randomly generated numbers.

Consider which of these two search results you would click on:

Needs improvement:

Highly Clickable:

Adding new and highly-specific content pages can provide better results for certain queries and earn a better CTR. Searchers are more likely to click through to a page that is dedicated to their specific intent than a generic categorical page. Answering “long tail” searches with new content can increase both your overall search traffic and the rate at which your pages get clicked on.

Some site owners worry about having too much content, but as long as you can keep it updated (or write pages that are evergreen), there is typically no limit to how many pages a site can have. Be sure to link between new and old pages. Also make sure every page being added serves a purpose and won’t be redundant to a user coming from a similar page on your site.

One great way to add new pages without cluttering up your navigation menus is to publish a blog or FAQ section. Use each publication as an opportunity to directly address a common question or discuss something at length that is abbreviated elsewhere on your site. Blog posts and FAQs can be linked to within related pages and should always link back to relevant top-level content.

In this example, the college website needs additional content pages: