Click-through rate (CTR)
Click-through rate is the share of people who saw a result in search and clicked it, calculated as clicks divided by impressions.
Its value in SEO is comparative. Expected CTR falls predictably with position, so a page earning well below the expected rate for its position usually has a title or description problem rather than a ranking problem. That is a cheap fix with a fast read.
A CTR gap on a page already ranking well is often the single highest-return change available, because nothing has to move in the rankings for it to pay.
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