To calculate CTR, take the number of impressions and divide it by the number of clicks. For the report in Figure 2, the CTR is 1.47% – which might seem a little daunting at first. But, since we already know that impression data includes hundreds of search queries (many of which may not be relevant), you need to perform your own numerical analysis to determine the CTR for the actual queries displayed in the report. You can do this by downloading the query report to Excel or Sheets - see Figure 3 (below). Note: I created sums for the Clicks and Impressions columns for the 16 queries that generated clicks, which is all data provided by Google. So 16 queries generated 49 clicks and 1,464 impressions: 49/1,464 = 3%
CTR. Remember that the 49 clicks is 28% of the total 177 clicks, so the 3% CTR is just a snapshot of your website's performance. Figure 3: Search Analytics Data in Excel Position Looking again at Figure 2 above, position refers to where your website's jewelry retouching service listing appears on the search engine results page (SERP). Google typically shows 10 organic listings per page, and these listings include shopping, images, videos, answer boxes, and card packs - and don't include up to four AdWords listings at the top (and sometimes bottom) of the SERP. A position of 9.4 means page 1; a position of 17 means page 2.
Now that you know how to read the search analytics report, you can use the data to help improve your SEO and content marketing efforts. Since the report lets you filter the data in different ways, I've listed some simple strategies on how you can use them. Strategy #1: Analyze search query data once a quarter Although Google won't give you 100% of your website's query data, the Search Query Report is still a wealth of information – if you take the time to look through it.