Click-through rate (CTR) is the percentage of people who click on a search result after seeing it, calculated by dividing the number of clicks by the number of impressions. It’s a key metric for understanding how compelling a page’s title tag and meta description actually are to searchers.
CTR varies significantly by ranking position — results in position one typically see dramatically higher CTR than those on page two, which is why even small ranking improvements near the top of page one can produce outsized traffic gains.
A page can have a strong ranking position but still underperform on CTR if its title and meta description aren’t compelling, don’t clearly match search intent, or fail to stand out against competing results on the same page.
CTR optimization through better titles and descriptions is part of our On-Page SEO service.