What are Impressions vs Clicks? In Plain English

In Plain English

Impressions and clicks are two key metrics in SEO and digital marketing.

• Impression: Each time your page or link is shown to someone in search results, it counts as an impression — even if they don’t click it.
• Click: Each time someone actually clicks your link, it counts as a click.

Think of it like a shop sign:

• Every person who walks past and sees the sign = an impression.
• Every person who walks in through the door = a click.

Why They Matter Together

• If you get lots of impressions but few clicks → your site is being shown, but people aren’t choosing it.
• If you get fewer impressions but many clicks → your site is appealing, but it isn’t shown enough.

This relationship helps you understand whether you need more visibility (higher rankings, more keywords) or better appeal (stronger titles and descriptions).

CTR: Connecting the Two

CTR (Click-Through Rate) is the percentage of impressions that turn into clicks. For example:

• 1,000 impressions, 50 clicks = 5% CTR.

It’s the bridge between impressions and clicks, showing how effective your listing is at attracting attention.

FAQs

Q: What is an impression in SEO?
It’s when your page appears in search results, whether or not the user clicks.

Q: What counts as a click in SEO?
When a user selects your page from search results and visits your site.

Q: Why do impressions matter if no one clicks?
They show your site is being displayed for a keyword, which helps you track visibility and spot opportunities to improve your titles and descriptions.