Glossary
Click-through rate
Click-through rate is the share of people who saw your result or advert and clicked it.
In search it is impressions divided by clicks, and it is the clearest signal of whether your title and description are doing their job. In advertising it also feeds what you pay per click.
Why it matters to you
A page that ranks well with a poor click-through rate is a page whose title is letting it down. That is a rewrite, not a ranking problem, and it is one of the fastest wins available.
An example
Two results in position three can differ by a factor of three on clicks. The difference is usually a title that answers the search rather than naming the company.
Where this comes up: search engine optimisation .