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SEO CTR: what it is and how to improve it

Understand click-through rate and write snippets that match search intent.

Author's note:

To improve CTR, my advice is to focus first on appearing in strong positions. Once users find you, the important thing is to make them feel attracted and interested. The look and trust your page conveys are essential. Focus on answering their question immediately.

Example of a search result optimized to improve SEO CTR

CTR in context

CTR is clicks divided by impressions, expressed as a percentage. It varies by query, position, device and result type, so compare like with like.

Improve relevance with a specific title, a useful description and a clear promise that the page fulfills. Avoid clickbait and measure changes over enough impressions.

Calculate yours with the CTR calculator.

How to interpret CTR

A CTR is meaningful only with context. Position, device, brand recognition, query type, rich results and seasonality all influence the percentage. Compare the same page over time or similar pages for the same type of query instead of using one universal benchmark.

Ways to earn more qualified clicks

  • Match the title to the exact problem the page solves.
  • Put the clearest benefit near the start of the snippet.
  • Use specific language instead of generic promises.
  • Make the description support, rather than repeat, the title.
  • Deliver the promise immediately after the click.

Review changes over a meaningful period and enough impressions. A higher CTR is useful when the additional visitors are relevant and the page fulfills their expectations.