CTR (Click-Through Rate) is the ratio of clicks to impressions for a URL in search results, expressed as a percentage.
CTR varies dramatically by SERP position, search intent, and rich-result eligibility. Approximate 2026 averages for organic results:
| SERP position | Typical CTR |
|---|---|
| 1 | 25–35% |
| 2 | 10–17% |
| 3 | 6–10% |
| 4–5 | 3–6% |
| 6–10 | 1–3% |
| Below 10 | <1% |
These numbers shift with: presence of AI Overviews (-5–20% CTR), rich snippets like star ratings (+10–30%), Featured Snippets in position 0 (capture of position 1 CTR), the type of query (informational vs. commercial vs. navigational).
CTR is one of the few metrics directly visible in Google Search Console. Watching CTR for top-converting queries is the fastest way to detect SEO regressions (rich-snippet loss, AI Overview cannibalization) and improvements (schema additions, title rewrites).