Search engines place a high premium on a good click-through rate (CTR).
After all, in the pay-per-click model, the more someone clicks, the more money that search engine makes.
But CTR is important to advertisers, too.
When a user turns to a search engine, they have a question and are looking for an answer. They are expressing a need or want.
What makes search so great is users are telling you exactly what they are looking for! They’ve already decided they need something and are now trying to find it.
