Click through rate is not a ranking factor. Traffic on the other hand, be it organic or direct, does impact rankings. So, although CTR is not a ranking factor the impact of CTR is, and therefore
CTR is calculated by dividing the clicks by impressions (clicks ÷ impressions = click through rate).
So, if CTR is important to SEO and titles and meta descriptions are important to SEO, how do you write good titles and descriptions? Getting the click comes down to solving the problem, which in essence requires understanding searcher intent. Every searcher is looking to solve a problem, whether that’s a knowledge gap, a product they want, or a service they need. If you can prove in about 200 characters (or 1500 pixels) why you’ve got the solution to their problem, you’ll earn their click.
A little psychology goes a long way in writing title and descriptions. Understanding Maslow’s’ Hierarchy of Needs can help entice searchers by playing to their fundamental needs. Someone looking for gym equipment may be searching to meet self-esteem needs. While another searcher may be searching for a home security system to fill a void in their safety and security needs. Appealing to those needs in the meta description can increase CTR and traffic over basic item descriptions.