Our Brand Search Gets 9% Clicks, Our Festival Query Gets 0.2%: Reading a Search Console Export for Titles

I help out with FRQ, a marketplace where shoppers find local clothing shops nearby and shop owners list for free. Our Search Console export for 28 Sep to 27 Oct 2026 shows 6,886 impressions and 86 clicks across the site. Most of what we learned sits in one row and one group of queries.

Three numbers

The Queries sheet is a partial export. It covers 2,340 of the 6,886 impressions, so read the last row as a sample, not a total.

The row that stands out is "karwa chauth 2026 shopping". It had 452 impressions, an average position of 6.6, and one click. Position 6.6 is near the top of page one. People saw the page and mostly did not click it. Ranking is not the whole story; the title and the snippet decide the click.

Pull the numbers yourself

import pandas as pd

q = pd.read_excel("frq_search_console_2026-10-29.xlsx", sheet_name="Queries")
q["ctr_pct"] = (q["Clicks"] / q["Impressions"] * 100).round(1)

brand = q[q["Top queries"].str.contains(r"\bfrq\b", case=False, na=False)]
karwa = q[q["Top queries"].str.contains("karwa|karva|करवा", case=False, na=False)]

for name, g in [("brand", brand), ("karwa chauth", karwa)]:
    print(name, len(g), g["Impressions"].sum(), g["Clicks"].sum(),
          round(g["Clicks"].sum() / g["Impressions"].sum() * 100, 1))

Output on our export: brand 8 108 9 8.3 and karwa chauth 129 1556 10 0.6. The regex grouping is a judgment call. A query like "frq contact" counts as brand, and "karwa" catches both spellings.

What I would test first

Searching for our name converts. Searching for the festival barely does, and the festival search is where the shoppers are. So the job for the page is to look like the answer before someone clicks:

• Put the item and the date in the title, the way the query is typed.
• Say in the first line of the description that local shops are listed, not only that the guide exists.
• Keep the same queries and compare CTR 28 days later, using the same export.

Caveats

This is one month, one partial export, and no control group. The average position is an average over the impressions, and the grouping is my own. I would treat this as a lead to test, not a finding. Shaadi season runs into 2027, so the same check can run again in December.

If you have seen a title change move CTR on a seasonal query, I would like to hear what you changed.

(I help out with FRQ.)