OK so you’ve got a client that has hit a bit of a wall in terms of rankings and SEO traffic, what can you look at doing to help them continue to see a return on investment. Improve their CTR (click through rate). This is the biggest get out of jail free card that an SEO has in his pocket, especially on an inherited campaign. You can start to see results from click through rate optimisation very quickly, here are a few things that you should be implementing across the board on all your campaigns (where possible we all know that sometimes getting things changed on site is a nightmare).