When your site appears in Google for any search query, it’s called an impression. Then what is click-through rate (or CTR)? It’s the number of clicks on your search results divided by the number of impressions, and then multiplied by 100%. Or much shorter and prettier as a math formula:
CTR = Clicks/Impressions * 100%
Organic CTR is extremely important. Not only does it represent your site’s popularity with the users and the quality of your search snippets’ optimization, but Google also uses it to determine your ranking positions. If your CTR is high, Google moves you up in rankings. If users don’t give you clicks, you’ll be pushed down even from the #1 position as Google will realize your site isn’t relevant to them. That’s why you want your click-through rates to be reasonably high at all times.
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