Google AIO SEO

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Click-through rate (CTR)

Click-through rate · CTR

The CTR is the percentage of impressions that result in a click. With AI summaries it often drops even when positions hold: Pew Research finds a click on a traditional result in 8% of visits when an AI summary appears, versus 15% without.

Standalone definition · 43 words

Category: Measurement & tools · Published on October 17, 2026 · Updated on October 17, 2026 · By Aslane Samai, SEO & GEO consultant

How is it read in Search Console?

CTR is clicks divided by impressions for a query, page, country or device. It depends on position, the title and the elements of the results page: snippets, AI summaries, maps. Search Console’s generative AI report isolates AI impressions but does not provide CTR to date.

What does Pew Research say?

Across 900 U.S. adults in March 2025, users who saw an AI summary clicked a traditional result in 8% of visits, versus 15% without a summary. A link in the summary is clicked in only 1% of visits, and the session ends in 26% of cases versus 16%.

What to do with CTR in GEO?

Read it by query type and cross it with AI impressions and share of voice: a CTR drop without an impressions drop may reflect a zero-click effect rather than a title problem. Also steer brand and conversion, not just traffic.

Frequently asked questions

Should you still optimize titles?

Yes. The title and snippet remain the click lever on traditional results, even on a page that contains an AI summary.

Do Pew’s figures apply to France?

No. The study covers U.S. users in March 2025 and does not transpose as is.