SEO

Click-Through Rate (CTR)

Quick definition

Click-Through Rate (CTR) is the percentage of impressions on a search result that turn into clicks.

CTR is a critical KPI in organic search. The same ranking position can drive very different traffic depending on how compelling your title, URL, and description are.

Why Click-Through Rate (CTR) matters

Average CTR varies sharply with position: roughly 30%+ for position 1 and dropping rapidly. AI Overviews and SERP features have further depressed CTR in many niches.

How Click-Through Rate (CTR) works in practice

Improve CTR by tightening meta titles, writing benefit-led descriptions, earning rich results (FAQ, review stars, sitelinks), and matching SERP intent precisely.

Best practices

  • A/B test titles on your highest-impression pages.
  • Front-load primary keyword and benefit.
  • Use numbers and brackets sparingly but effectively.
  • Earn rich results where eligible.

Back to glossary