Click Through Rate [CTR]

Click Through Rate
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The Click-Through Rate refers to the ratio of users who click on a specific link or element of a web page to the number of total users who view the content. In SEO, it can also refer to the number of people who click on a URL after seeing the result in a SERP. In wider marketing, the CTR is also used to calculate the success of a campaign.

Put more simply, clicks ÷ impressions x 100 = CTR.

By calculating the CTR, SEOs can measure how appropriate, relevant or attractive the meta description is for the target audience.

A page with a low click-through rate along with high rankings can suggest that the page’s result in SERPs is not good enough. If this is the case, you could consider optimising the content with a better page title and/or meta description, or you could make better use of Structured Data to enable Rich Results.

Having said that, a low CTR could also mean that the page is completely irrelevant for the keyword, and Google is adjusting the rankings accordingly.

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