I've got a site that's showing a 9% CTR for a phrase in Google Webmaster Tools, but the average position for my site is 14th (this includes 7 local results for this phrase).

I was a little confused as to what the CTR actually meant, is it :

  • for each person who searches for that phrase 9% of them click my site.


  • for each person who actually sees my site in the search results 9% of them click through (bearing in mind 14th is high on page 2 when the local listings are used).

2 Answers 2


The CTR is always a calculation of clicks divided by actual impressions of your link. The Webmaster Tools help page says the same, so the last statement would be true.


Google personalize search results. So it could be that for the exact same phrase your webpage sometimes comes on page 1 and sometimes on page 2. Therefore it is possible to still get a relatively high 9% CTR and average position of 14th.

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