So someone came in with a pretty common problem that a lot of people run into and don’t totally understand. Their client sells womens exotic leather bags. They can see in Google Search Console that impressions are going up, meaning the site is showing up in search results more and more. But the click through rate is still really low. People are seeing the listing and just not clicking on it. What’s going wrong?
The honest answer is pretty simple even if it stings a little to hear. Your title sucks and your description sucks. That’s really what a low click through rate usually comes down to. If people are seeing your listing and not clicking it, whatever your showing them in that title and description isn’t interesting or compelling enough to make them want to know more. It’s that straightforward.
There’s also a second possibility which is that your showing up for the wrong searches. If your page is somehow getting impressions for keywords that don’t actually match what your selling, your going to get a ton of people who see your listing and immediately know it’s not what they were looking for. So before you assume it’s a copywriting problem make sure your actually showing up for relevant stuff.
Assuming the targeting is right though, the fix is to make your title and description actually interesting. This is where most people fall flat because they treat those fields like a form to fill out rather then an ad to write. Something like “exotic leather purses, handmade, available online” is boring. Nobody reads that and feels compelled to click. But something that creates a little bit of curiosity or emotion? That gets clicks.
Think about it like this. If a podcast episode just says “welcome to the show, we’re going to talk about marketing” nobody is gonna choose that over an episode that says “the 10 things that will completely change how you market your business in 2026.” The second one makes you feel like you might miss something if you don’t listen. That’s the energy your meta titles and descriptions need to have.
You don’t have to be misleading about it either. You can be accurate and still be interesting. The goal is just to make the person scrolling through results stop and think “okay I actually want to see what that is.” If your current title doesn’t do that, it needs to be rewritten.
A clean URL helps too. Long messy URLs with a bunch of random characters and slashes make people hesitant because they can’t tell at a glance where they’re being sent. Keep it short and descriptive.
So if your impressions are climbing but your clicks aren’t following, go look at your titles and descriptions right now. Read them like your a stranger who doesn’t know your brand. Would you click that? If the honest answer is probably not, you know what to fix.
