Imagine if you searched for "Amazon" and result 1 was Amazon.com and result 2 was "Amazon Review - It is a major scam, do not shop there!"... that would turn heads and siphon off some of the traffic to Amazon. Now Amazon is not a scam site, but what we are targeting is a bad site and we want to divert their traffic to more responsible brands. */edit*
There is a brand that we don't like in a niche one of our websites operates in. This brand is not a competitor of ours, but a competitor of the companies we work with (and we think they offer a sub-par, possibly illegal service). My goal is to siphon traffic away from them. In order to do this we wrote a long-form and lengthy review of said company and their main product. With this review, we are trying to rank for as many keywords as we can in order to get our review seen by people searching for their brand/product. Thus far we have managed to get number 1 rankings in Google for "brand name review" "brand name reviews" and a juicy number 2 ranking for their actual "brand name"!
This has been excellent and we have gotten a fair amount of hits with this strategy. We are dominating the "reviews" searches and getting something like 50% CTR in the number one spot for "brand name review(s)" and other similar variations, so that is well under control. However, the simple "brand name" searches have far more volume than the review searches. "Brand name" search has about 40x the search volume of "brand name review".
Also, as you may know, when someone searches for a simple brand name, they often are trying to find the brand name's website and nothing else, so CTR are very low to other sites and results, but again the volume is very high. As such, I really want to increase our CTR for the brand name searches. To this end, I made a change with very positive results about 6 weeks ago. Here are some stats before and after our article title changes:
Title = Brand Name Review
CTR = "brand name" searches was 0.9-1.1%
Title = Brand Name Review - Read this before you deposit real money!
CTR = "brand name" searches now 2.2-3%
As you can see, the title change itself did wonders for CTR, resulting in 200-250% increase in organic CTR. I suspect this is because we have appealed to some sort of fear button as well as called the reader to action directly with "read this" & "you".
To those of you who are experts at title creation, are there any tweaks or outright title changes you might suggest that we could increase our CTR even further? I'd love to get 5% of their traffic and really put a dent in their business!