Glossary

Click-through rate (CTR)

Click-through rate is clicks divided by impressions: the share of times your result was shown that someone clicked it. In Google it depends heavily on position.

By SupaVisible Editorial

Click-through rate, or CTR, is clicks divided by impressions: the share of times your result was shown that someone clicked it. 30 clicks from 1,000 impressions is a 3% CTR.

In Google, CTR depends mostly on position. In Backlinko's study of 4 million results, the first organic result averaged 27.6%, and page two collected 0.63% of clicks in total. An AI Overview above the results lowers it further: a Pew Research Center study found people clicked a normal result on 8% of visits with an AI summary against 15% without.

A low CTR at a high position usually means the title or description does not match the search. See why you get impressions but no clicks.

Quick answers

What is a good click-through rate in Google Search?
There is no single good number, because CTR depends mostly on position and on what else is on the results page. In Backlinko's study of 4 million results the first organic result averaged 27.6%. Compare a page with its own history at a similar position.

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