Click-Through Rate (CTR)
Click-through rate (CTR) is the percentage of users who click on your search result after seeing it in the SERP, calculated as clicks divided by impressions.
CTR varies dramatically by position: position 1 averages ~28% CTR, position 2 ~15%, position 3 ~11%, dropping below 3% for positions 6-10. Featured snippets and rich results can boost CTR above what position alone would predict.
Improve CTR by writing compelling title tags (include numbers, power words, or brackets), crafting meta descriptions that sell the click (preview the value, include a call to action), winning rich results (FAQ schema, breadcrumbs, ratings), and matching search intent precisely.
Monitor CTR in Google Search Console under Performance. Look for queries with high impressions but low CTR — these are pages that rank but fail to attract clicks. Improving CTR on these pages is often the highest-ROI SEO activity because the ranking work is already done.
Related terms
SERP
SERP (Search Engine Results Page) is the page displayed by a search engine in response to a query, containing organic results, paid ads, featured snippets, knowledge panels, and other search features.
Meta Description
A meta description is an HTML meta tag that provides a brief summary of a web page's content. Search engines often display it as the snippet below the title in search results.
Title Tag
The title tag is an HTML element (`<title>`) that specifies the title of a web page. It appears in search engine results, browser tabs, and social media shares as the primary clickable headline.
Bounce Rate
Bounce rate is the percentage of sessions where a user leaves your site after viewing only a single page without any meaningful interaction, as redefined in Google Analytics 4 (GA4).
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