If you haven’t seen them already the ‘jump to’ links look like the image on the right:
There are two huge advantages of having this on your website listings, not to mention a big SEO benefit.
We’ll go in to that now.
The first advantage is more obvious than the others, the CTR benefits of having an increased amount of ‘highlighted’ text within your ad will boost the click through rate massively.
Compare these two results, what would you click on?
Improving your CTR on SERPs is a sure-fire way to improve your SEO with little effort.
SEO traffic is the best converting channel online. It doesn’t matter what you’re selling, if you can push SEO traffic, it will turn in to customers far better than the rest.
Problem is it’s difficult to get more organic traffic and to improve your conversion rate of the website.
But your CTR on ads can make a huge difference, it’s possible to 4x your CTR utilising ‘jump to’ links – instantly you get 4 times the traffic. 4 times the sales.
It’s a no brainer.
The second huge benefit to having ‘jump to’ links is about user experience.
Google creates these links because your content is easily navigable, you’re using content that is clearly separated, has a table of contents or uses page-links.
Inherently this means that your content is easy to use, easy to find the information that is requested by the searcher.
Remember Google’s only job: To answer the searchers question accurately and as quickly as possible.
So, by utilising easily navigable content, Google is able to pin point the exact part of your page that answers those questions, the ‘jump to’ link takes the user straight to that section.
Make it easy for Google and they will rank you better.
The third benefit to having these links is SEO based.
For anyone who has worked in SEO for a long time being able to create a single page with multiple keyword targets is a relief.
You can now avoid creating landing pages for all keyword variants, creating one master piece of content to cover as many bases as you like.
How do I action this?
The easiest way to set up ‘jump to’ links is to utilise a clear heading structure and a table of contents.
Wikipedia has been using this structure for years.
This enables Google to understand each paragraph and each heading, so it can point searchers in the right direction.
If you’re familiar with code just set up your page with lots of <h2>’s – or utilise the easy format options if you’re on WordPress – These headings should be structured to be words that potential customers will search. Below are some good examples of these:
These are the types of search terms that Google utilises the ‘jump to’ links for. Set up your headings and content to answer these questions and you’re well on the way to 4x’ing your CTR.