{"id":1776,"date":"2025-10-13T13:56:11","date_gmt":"2025-10-13T12:56:11","guid":{"rendered":"https:\/\/daveashworth.co\/blog\/?p=1776"},"modified":"2025-12-02T17:37:28","modified_gmt":"2025-12-02T17:37:28","slug":"google-update-why-you-are-seeing-a-drop-in-impressions-increase-in-average-position","status":"publish","type":"post","link":"https:\/\/daveashworth.co\/blog\/google-update-why-you-are-seeing-a-drop-in-impressions-increase-in-average-position\/","title":{"rendered":"Google Update: Why You Are Seeing a Drop In Impressions & Increase In Average Position"},"content":{"rendered":"\n

Each month I carry out an audit of site and search performance<\/a> for clients who I provide performance insights support<\/a> for.<\/p>\n\n\n\n

For each one, in September, I noticed a strange pattern in search performance.<\/p>\n\n\n\n

Each site saw a drop in search impressions, but an improvement in average position.   This didn\u2019t make sense.   If the site was seeing an improvement in rankings, why are impressions dropping.   The following shows this across my and 3 other client sites:<\/p>\n\n\n\n

\"GSC<\/figure>\n\n\n\n

Further to that, you will see for the most part, clicks have not been affected massively either way, so it was all seemingly a bit odd and didn\u2019t stack up.<\/p>\n\n\n\n

Over recent months (years even), I\u2019ve seen a number of shifts in search results due to the inclusion of things like shopping results, AI overviews, video result, image results etc – the Google SERPs are an ever changing landscape which always seem to chip away at your organic traffic.<\/p>\n\n\n\n

So the first thing I do when I see something like this is search \u201cGoogle alogrithm Update + month<\/em>\u201d.<\/p>\n\n\n\n

And this is what I found out:<\/p>\n\n\n\n

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