Calculate organic click-through rate and compare it with the expected rate for the position.
Comparing actual CTR with the benchmark for the position separates ranking problems from snippet problems. Underperforming at a good position points to the title and description rather than to authority. Snippet optimisation is far cheaper than ranking improvement, so a low performance ratio is the best opportunity on the page.
Organic CTR
CTR = clicks ÷ impressions × 100, compared against the empirical rate for the position
CTR = clicks ÷ impressions × 100, compared against the empirical rate for the position Comparing actual CTR with the benchmark for the position separates ranking problems from snippet problems. Underperforming at a good position points to the title and description rather than to authority.
Snippet optimisation is far cheaper than ranking improvement, so a low performance ratio is the best opportunity on the page.
This calculator takes 3 inputs: Clicks received, Impressions, Average position. The pre-filled defaults are a realistic starting point — replace them with figures from your own environment for a result you can act on.