With AdWords, your CTR is one of the key components of your quality score. In search engine optimization, your CTR determines whether you maintain your ranking. CTR is a term that comes up frequently in relation to paid search, and it’s easy to forget that CTR is a term that applies to Internet marketing in general. At the same time, use CTR and changes in CTR over time as a benchmark for the strategies you use.

SERP scores with a higher CTR than expected are known to improve, and results with lower CTR are known to decrease.