Click Through Rate (CTR)

Click-Through Rate (CTR) measures the proportion of users who click on a link or advertisement after viewing it. It is calculated by dividing the number of clicks by the number of impressions (times seen) and multiplying the result by 100. In SEO, CTR most often refers to the percentage of users who click on a site’s listing in the search engine results pages (SERPs) when it appears for specific queries.

Several elements influence CTR, including the quality and persuasiveness of title tags, the effectiveness of meta descriptions, the clarity of URL structure, the presence of rich snippets or structured data, the SERP ranking position, and overall brand trust and recognition. A higher CTR generally suggests that content resonates with users, while a lower CTR may indicate a mismatch with search intent or under-optimized titles and descriptions.

In the context of GEO and AI-powered search, CTR functions as an engagement signal. Search engines may use CTR to gauge relevance and content quality, and AI systems can interpret consistently high CTRs as a sign of authority and trustworthiness. Content that receives strong click engagement is more likely to be recognized and possibly cited by AI models when generating responses, since it demonstrates proven user interest.

Improving CTR requires optimizing title tags to be compelling and intent-focused, writing descriptive and actionable meta descriptions, leveraging structured data for rich results, targeting high-intent keywords, and A/B testing different variations to refine performance.