If you’ve recently noticed a drop in your website’s impressions reported in Google Search Console, you’re not alone. Google made a change that’s affecting impression data across the board- but the good news is, this isn’t a reflection of declining performance. 

Here’s what you need to know: 

Google Search Console Impressions: What Changed and Why It Matters

  • Google updated how impressions are reported in Search Console. 
  • Many websites are seeing a noticeable decrease in impressions, especially for desktop searches. 
  • This is not a sign that your website is losing visibility or ranking power. 

The “Why” (The Simple Explanation) 

  • In the past, SEO tools and bots used a Google parameter (“&num=100”) to load 100 results on one page. 
  • Each of those results was counted as an impression, even though no real person was seeing them. 
  • Google has now removed that parameter. As a result, those inflated impressions are no longer being recorded. 
  • What you’re seeing now is a more accurate reflection of actual human visibility in search results. 

The “So What” (The Reassurance) 

  • Clicks Remain Stable: Your website continues to attract the same traffic and clicks, proving that the drop comes from bots, not real visitors.
  • Better Metrics Going Forward: We focus on the numbers that truly matter- clicks, CTR (click-through rate), and quality traffic that turns into leads and clients.
  • No Action Needed: You don’t need to change your SEO or website strategy. This update gives you data that is now more accurate and actionable.

Google Search Console Update: What You Should Do Next

If you have questions about how this update affects your reports or want to better understand the numbers you’re seeing, reach out to your Align Marketing Group project manager. They’ll walk you through the details and help you keep the focus on the metrics that truly drive results for your business. 

The Bottom Line on Google Search Console and Your Website Performance

This change is a correction in how Google reports data, not a signal that your marketing performance is dropping. Your website is still showing up for the people who matter most –  your future clients. Align Marketing Group helps your firm make sense of updates like these and stay focused on the metrics that drive real results. From interpreting Google Search Console data to optimizing your SEO strategy, we provide the guidance and support you need to attract quality traffic, convert leads, and grow your business confidently. Contact Align Today

 

FAQs:  

 Google updated how impressions are counted, removing inflated numbers from bots and tools. This reflects real human visibility. 

No. Clicks and traffic remain stable- only the reported impressions have changed.

No action is needed. Your website performance and SEO strategy remain effective. 

Impression data is now more accurate, allowing you to focus on meaningful metrics like clicks, CTR, and quality traffic. 

Your project manager at Align Marketing Group can walk you through the new reports and what the numbers mean for your business.