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Measurement · Citation & Visibility Measurement

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Definition

Organic click-through rate (CTR) is the percentage of users who click on a search result after seeing it — calculated as clicks divided by impressions. It is measured per query and per page via Google Search Console. Organic CTR is declining across the board as AI Overviews, featured snippets, and other zero-click features answer queries without requiring a click. This does not mean CTR is irrelevant — it remains a meaningful signal of title and meta description effectiveness, and it is the primary way to measure how much traffic a page is actually capturing versus how often it appears. For brands tracking the impact of AI search on their traffic, comparing impressions-to-CTR ratios over time is one of the clearest ways to quantify zero-click displacement.

Zero-click search

SERP feature

AI Overviews

Impression share

Visibility gap

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Relevant PLC Services

AI Search Visibility Assessment Context Map