Impressions count appearances, including positions far down the page that nobody scrolled to. Clicks count visits. Dividing clicks by impressions gives click through rate, and average position tells you roughly where you showed up. Reading them together is what makes them useful. High impressions with almost no clicks and a poor average position means you are ranking on page two or three. High impressions with a weak click through rate at a good position means your title and description are not earning the click, or an AI panel or map pack is absorbing attention above you.
This comparison is the fastest way to find easy wins on an existing site. Sort your queries by impressions, look for the ones where you sit between positions five and fifteen, and work on those pages first since they are close. Then look at well ranked pages with weak click through and rewrite the title tag and meta description to state the service and the location plainly. A plumbing company that changes a vague title to one naming the city and the service often picks up clicks without moving a single position.
Send the site over. We will tell you what is broken, what you could rank for, and whether AI search knows you exist. No charge and no pitch deck.
