This week’s Ask an SEO question is:
“Why have page impressions increased so much in GSC, but my page traffic is reducing? I thought it might be AIO, but when I look into this, not all pages have AI Overviews – what else could be causing impressions to increase so much?”
Good question, and there are a few reasons why this could be happening.
New Content Ranking
Sometimes new blog posts, product or collection pages, or groups of pages get indexed and begin to show up in the top pages of Google. When this happens, impressions start to increase, but you may not be in a traffic position yet.
SERP Layout Changes
You may have the same rankings, or all of a sudden have new rankings but no clicks (including positions 1 and 2). This happens when the layout of the search engine results page changes. It can happen short-term or long-term, and it is virtually impossible to track because it also changes based on where the person is located.
Some of the SERP features that stop SEO results from getting clicks include:
- AI Overviews.
- Featured snippets (also known as answer boxes).
- PPC ads (sponsored listings that look like SEO results are a huge traffic killer and likely money maker for Google).
- Shopping ads (there are sometimes two or four rows of these).
- Map packs and local business listings showing up.
- People Also Ask, things to know, and other rich results.
- Video thumbnails being shown.
- Social media and forum results.
Each of these will push or distract from the SEO result getting traffic. If you’re listed on the first page, but these stop you from getting the click, your impressions will increase, but your traffic will not. In this situation, try modifying your title and description, look to create multiple types of media, including video and image content when relevant, and if you have a physical location, optimize it for the local packs.
Irrelevant Pages
Sometimes you’ll show up for a large phrase, but it isn’t something you sell, a service you provide, or a type of content that is on your page. I see this happen regularly with strong websites that are clean SEO wise and have the ability to rank.
Ecommerce sites will launch a new collection of products, which can be themed like colors or brand collaborations. If the homepage and brand are strong, the keyword-rich internal link pointing to the new category or collection page powers it up and can boost it to show up for phrases that are irrelevant. This can include colors, the brand you collaborated with, other brands’ terms that have the same name as your new product collection, etc.
I’ve seen service providers show up for irrelevant phrases to their services. An exterminator may specialize in termites, and their SEO decided to overoptimize their page with keyword-stuffed headers and content. The title and meta tag are all about the service, but the query “termites” is aligned with anatomy, biology, ways to remove them yourself, etc. The other sites showing up better meet the…
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