Click-Through Rate (CTR)
The percentage of people who see your listing in search results and actually click it. A good title tag and meta description directly improve CTR. Higher CTR can reinforce rankings.
Why It Matters
Ranking on page one means nothing if nobody clicks your listing. CTR is the bridge between visibility and traffic. A page ranking #3 with a 15% CTR drives more traffic than a page ranking #1 with a 5% CTR.
While Google won't confirm CTR as a direct ranking factor, the evidence is compelling. Pages that consistently outperform expected CTR for their position tend to climb. Pages that underperform tend to drop. At minimum, CTR is a powerful proxy for how well your listing matches search intent.
In Practice
Your title tag and meta description are your ad copy in search results. Treat them that way. Write titles that are specific, include the target keyword naturally, and give a reason to click. Write descriptions that expand on the title and include a clear value proposition.
Use Google Search Console to find pages with high impressions but low CTR. These are your biggest opportunities - you're already ranking, you just need a better listing.
Test different title and description formats. Numbers, questions, brackets with qualifiers ("2026 Guide"), and power words can all improve CTR. Measure and iterate.
Related Terms
Glossary
Title Tag
The clickable heading in search results - one of the strongest on-page ranking signals.
Glossary
Meta Description
The text snippet below your title in search results - your ad copy for organic search.
Glossary
Impressions
How many times your page appeared in search results, whether anyone clicked or not.
Glossary
SERP (Search Engine Results Page)
The page Google shows after a search - the competitive landscape you're fighting in.
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