What Is CTR (Click-Through Rate)?
Click-through rate (CTR) is the percentage of people who click a search result or link after seeing it, calculated as clicks divided by impressions. In Search Console, it's shown per query and per page, and it varies enormously by ranking position and query type.
Why does CTR vary so much between similar pages?
Position on the results page is the biggest driver: the top organic result typically earns a much higher CTR than position five for the same query, even with identical content quality. Query type matters too, a branded search for your own product name tends to have a far higher CTR than a broad, informational query with many competing results.
Title tags and meta descriptions also shape CTR directly, since they're the text a searcher sees before clicking. Two pages ranking in the same position can have meaningfully different CTR based on how compelling and accurate that snippet is.
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