CTR

CTR stands for click-through rate: the share of impressions that turn into clicks. If 1,000 people see your result in Google and 20 of them click, your CTR is 2%. The metric travels across channels, from SEO to Google Ads to email, and in search you find it in Google Search Console.

There is no single answer to what counts as a good CTR. It depends on position and query type: the click share drops steeply down the SERP, and branded searches click far better than generic keywords. General benchmarks say very little, which leaves your own historical numbers per page and per keyword as the only meaningful comparison.

A large share of all searches ends without a single click, because Google answers the question in the SERP itself. When CTR falls while rankings hold steady, the explanation usually sits in how the result looks rather than in the page behind it.

In organic search the click is decided by the snippet: title, URL and meta description are everything the searcher sees beforehand. The common misreading is to treat CTR as a verdict on the page. It measures how convincing the listing looks in the search results and says nothing about what meets the user afterwards. The snippet is where the work sits, and the guide to titles and meta descriptions goes through it.