Search engines remain one of the most important traffic sources for websites. By achieving a high rank in the SERPs doesn’t help you if nobody ends up clicking on your content. In that case, your search rank is nothing more but a vanity metric.
CTR and search rankings are intimately connected. If you check all the boxes on Google’s relevancy radar but can’t move real people to check out your stuff, the search engine will happily demote you.
The first stop when trying to improve organic CTR is Google Analytics. Here, go to Acquisition > Search Console > Queries. This screen shows you which search queries bring people to your site. It also displays the queries’ clicks, impressions, click-through rate, and average search position. Further information is available in the Landing Pages menu. Here, you learn similar data about the different pages on your site.