People aren`t clicking through to our website?

Selected answers from the Dumb SEO Questions Facebook & G+ community.

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  Anna Clark: Recently going through a rebrand, our company is now back in the top ranks for our keyword on SEO. We know that people searching for our keyword can see us, yet we still aren't getting the traffic we want. ;
  Most people coming to our site are graduates and young people looking for careers, and although this is good and shows our recruitment campaign is working, barely any of our traffic is actual potential customers. ;
  Does anyone know why this might be? Our site title and metadata etc. is SEO optimised and looks good in Google, but people still aren't clicking through to our website. ;
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  Mursel Kukic: Reevaluate your keywords. They maybe to general, build a list of long tails that target potential customers and check your meta description in the serps. Make sure it's displays how you want it to and that it's exact to the directed page.
  
  My guess is that ur keywords are not matching the search intent, you need words that match the intent your targeting
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  Aaron Bohlman: Agree with +Mursel Kukic ;, there's no point ranking well for very generic keywords which don't lead to conversions. Long tail kws might be have lower search volume but at least they're relevant. ;
  
  Also might be worth reviewing meta descriptions, try and make them a bit more appealing to encourage click through, just a thought. ;
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  promoz seo: You may haven't used right keywords for your business and demographics. Use keyword planner, ubersuggest and webmaster to jot down most important keywords with all data and then sort and finalize them. Target one primary and two variation keywords for each page/topic.
  If you do not target right keywords then you are bound to get high bounce rates. People will tend to go back to the SERP again, after closing your site and trust me it has a very bad effect on ranking. So target right keywords intelligently.
  You can also use structured data, depending on your business it may come just above the description on SERP which may get you a better CTR.
  Also check your ranking on incognito or private browser to be sure that you are not seeing any personalized ranking on Google.
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  Anna Clark: Thanks everyone for your help. +promoz seo ;I'll definitely check out those sites to help find more keywords. ;
  We are a niche company so have quite specific keywords already (embedded software development, embedded systems etc.), and on incognito we are definitely ranking near the top for those. ;
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  Gregory Kristan: +Anna Clark ;I would test this out in PPC first. I would run an A.B test with a different Title and Description Ad. You can target the same keywords (or add new ones) and see if you achieve what you are looking for in Paid Search.
  
  Then if you are comfortable with the results you can then alter that actual page for your SEO strategy. ;
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  Gregory Kristan: +Anna Clark ;and just to add also it might be less about the keywords and more about the message of the Title Tag and Meta Name Description. With Google not providing keyword passing data you can spend a long time trying to figure out what the keyword was and why it bounced. Instead, it could just be a misleading title tag or description ;