Click-Through Rate (CTR) is the percentage of users who click on a link after seeing it, calculated by dividing clicks by impressions and multiplying by 100.
CTR formula: (Clicks / Impressions) x 100 = CTR%
CTR in traditional search:
- Measures effectiveness of title tags and meta descriptions
- Higher positions typically have higher CTR
- Used to optimize snippet presentation
- Influences rankings (user engagement signal)
CTR in the AI era:
- AI Overviews may reduce clicks to websites
- Users may get answers without clicking
- CTR still matters for traditional results
- Brand recognition affects click behavior
Implications for strategy:
- Optimize titles and descriptions for traditional CTR
- Build brand recognition for AI mentions
- Create content that earns both clicks and citations
- Track both CTR and citation rate for complete picture
Understanding CTR alongside AI visibility metrics helps optimize for both traditional and AI search.