Find the pages Google shows but nobody clicks

What is a CTR opportunity?

A page can rank well and still lose. If it sits at position 4 and gets half the clicks a position 4 result normally gets, the ranking isn't the problem. The search snippet is: the title, the description, or a promise that doesn't match what the searcher wanted.

These are usually the cheapest wins in Search Console. The page already ranks. You're changing a title, not earning new links.

How does Copilot SEO find them?

It reads the last few weeks of complete Search Console data for each site. Search Console runs about two days behind, so the window ends on the last day Google has finished reporting, not today.

For each page that ranks near the top of the results and gets enough impressions to judge, it works out the click-through rate a result at that position should get. Pages well below that are listed, with the clicks a better snippet could win back, biggest first.

The estimate is shown as a range, from a cautious figure up to the full gain, rather than a single number. Signed-in customers can see exactly how the benchmark and the estimate are worked out in the handbook.

What you see in the app

On the Reports page, the CTR tab lists each page with its impressions, current clicks, current click-through rate, the expected rate and the extra clicks it could get. The same pages go onto the Action plan as "Improve the search snippet" items, sorted by how much they could gain. A snippet change is the quickest kind of fix the Action plan suggests.

What should you change?

The Action plan's advice is deliberately narrow: review the title, meta description and visible promise against what the searcher wants, make one change, then mark it implemented.

• Check which queries the page ranks for. Open the page in Copilot SEO to see them. The title should answer the main one.
• Search the main query yourself and read the other results. If your snippet promises something different, that's usually the gap.
• Change one thing at a time, so the result tells you something.

Marking an item implemented adds an annotation to your charts and schedules a review 28 days later. The review compares the page's latest clicks and position with the baseline stored on the item, and calls the result positive, negative or inconclusive. It also says plainly that this is directional evidence: it doesn't prove causation or control for seasonality.

For a proper before and after, run the change as an SEO experiment. And if two of your pages are splitting the clicks for the same query, that's keyword cannibalisation, which a better title won't fix.