SEO Term Definition
CTR (Click-Through Rate)
CTR is the percentage of impressions that result in a click. In SEO, it measures how often users click your result when it appears in Google Search.
Reviewed by Alexander Yarovenko · Updated: 2026-06-22
What is CTR?
Click-through rate (CTR) = clicks ÷ impressions × 100. In Google Search Console, CTR measures how frequently users click your listing when it appears on a search results page.
Average CTR by Position
| SERP Position | Average CTR |
|---|---|
| 1 | ~27–39% |
| 2 | ~13–18% |
| 3 | ~8–12% |
| 4–5 | 5–8% |
| 6–10 | 1–5% |
CTR varies significantly by query type, device, and SERP features present.
Factors That Affect CTR
- Title tag — the main clickable element; compelling titles outperform generic ones
- Meta description — not a ranking factor but influences click rate
- SERP position — positions 1–3 capture the vast majority of clicks
- Rich snippets — star ratings, FAQs, prices increase visibility and clicks
- URL — clean, readable URLs improve trust
- SERP features — featured snippets, ads, and knowledge panels can divert clicks
How to Improve CTR
- Use numbers, power words, and questions in title tags
- Write meta descriptions as ad copy — highlight the benefit
- Add schema markup to qualify for rich results
- Test different titles using Search Console CTR data