Lesson 4 · 16 min
A page with lots of impressions and few clicks seems to need a new title. Sometimes it does; sometimes the impressions come from people who searched for your brand and clicked the homepage, and the title is not to blame. In this lesson you look at where the impressions come from before changing anything, rewrite only what's worth it, and measure for two weeks.
Start the lesson
Goal: find out where a page's impressions come from before rewriting the title and description, and measure the change for two weeks.
Click each block.
Only the last path needs a pen. The others call for patience or another lesson.
Click each step.
List the pages with the most impressions and low CTR over the last 28 days.
Use the non-branded file from lesson 2: it already removes the brand queries.
The page /guias/trilha-iniciantes.html had 730 impressions and 4 clicks at position 1.7. The baseline report flagged it as a "quick title win".
Filter by page and read the queries. Add up how much is branded.
If it's almost all branded, the "weak title" diagnosis falls apart.
When the page's queries were opened, almost all the impressions came from searches for the brand. The title proposal ended up light: say what the page is, for when topic searches show up. It stayed as a draft, with no result measurement.
Title: what the person gets, with a number or a concrete scope, in about 60 characters or fewer. Description: what's on the page, in one or two sentences.
Don't promise what the page doesn't deliver.
Note the date of the change, the CTR and the position from before. Wait two weeks before judging or changing again.
If your position changed a lot during the period, the CTR comparison isn't valid.
Replace what is between < > with your own.
<title><What the person gets>: <concrete angle or number> | <Brand></title> <meta name="description" content="<What is on the page, in 1 or 2 sentences, with the term the person searched for.>">
| page | changed on | queries (branded/topic) | before: impr. / CTR / position | 2 weeks later | decision | |---|---|---|---|---|---| | </page/> | <dd/mm> | <topic> | <i> / <%> / <p> | <i> / <%> / <p> | <keep / revert / test another> |
Before: Complete guide | My Store
After: How to choose clay for beginners: 4 types compared | My Store
Made-up example from a ceramics shop: the new title says what the person gets and the angle.
E2 asks for a two-week wait.
Pick 3 pages with impressions and low CTR. For each one, open the queries and classify them: branded, non-branded far, non-branded close.
Done when: each of the 3 pages has its classification and its 3 queries with the most impressions noted down.
On the "non-branded, close" page (if there is one), rewrite the title and description and fill in the log. Two weeks later, complete the "after" column.
Done when: the log has the swap date, before and after numbers, and a written decision; or one sentence saying why none of the 3 needed a swap.
The explanation appears after your answer.
Question 1 of 4
A page has 730 impressions and 4 clicks at position 1.7. What is the first step?skill
Question 2 of 4
The page's queries are topic-based, but the position is 38. Does changing the title fix it?
Question 3 of 4
You changed the title 3 days ago and the CTR hasn't moved. What should you do?
Question 4 of 4
What makes a title good for the person searching?
Pick an answer. The explanation shows up after you try.