Click-through rate (CTR)
The percentage of users who click a result after seeing it — a visibility-conversion metric tracked in Search Console.
In long form.
CTR varies dramatically by SERP position and feature: position 1 organic averages 25–35%, position 5 around 5%, position 10 around 2–3%. Featured Snippets and AI Overviews can compress these — sometimes raising CTR for a single result, sometimes cannibalizing all clicks (zero-click searches). CTR is also influenced by the title tag, meta description, URL structure, brand recognition, and SERP features around the result. Search Console reports CTR per query and per page.
When a page has high impressions but low CTR, the title and meta description are usually the lever. Rewriting them is a 30-minute exercise that often lifts CTR by 30–50% within a week.
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