For those who were unable to attend SMX, Chris Silver Smith at SEM ClubHouse appears to have taken a few questions from his presentation and turned them into a good blog post on how to increase CTR by improving your search engine listings.
There are a lot of people I’ve met who tend to be hyperfocused on whether their pages rank, and don’t spend as much attention on how those pages’ entries appear within the search results pages.
It seems like common sense that if the entry looks like what a user is seeking, they’d be more likely to click upon it. Therefor, if you were to improve your search engine results page entries, you’d also likely improve your click-through rate — increasing your traffic.
Optimize Your Search Engine Listing for Improved CTR | SEMClubHouse - Key Relevance Blog