Measurement · Beginner

Click-through rate (CTR)

Click-through rate (CTR) is the percentage of people who click a result after seeing it: clicks divided by impressions. In SEO, it shows how appealing your title and description are for a search.

By Thryv StudioUpdated

Category
Measurement
Level
Beginner
Also called
CTR
Formula
Clicks ÷ impressions × 100
Affected by
Position, SERP features, title and description

What is CTR?

If your page appeared 1,000 times and got 50 clicks, its CTR is 5%. CTR depends heavily on position and on what else is on the results page: AI Overviews, ads and other features take clicks.

How to improve it

  1. Write titles that match the search and promise a specific benefit.
  2. Write descriptions that give a reason to click.
  3. Earn rich results where they fit (ratings, prices, dates).
  4. Target the searches where your page is the best answer.

Frequently asked questions

What's a good CTR?

It varies too much by position, query and SERP features for one benchmark. Compare a page with itself over time.

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