2

On Google search console, for the same specific page (not site), I can see a bit difference between 2020 and 2021.

It surprises me that for the same average rank position (or even a better one), now I got thousands of impressions less than the previous year. How is this even possible?

Isn't position directly related to the number of impressions that you will get as long as the search volume is stable over time?

enter image description here

On the picture we can see the following:

top queries Impressions 2020 Impressions 2021 Difference Position 2020  Position 2021 Difference
javascript window resize 940 258 682 36.2 33.5 2.7
window resize 706 138 568 59.6 55.4 4.2
7
  • 1
    Where is the search volume data? Sep 19 at 4:41
  • @MuhammadDyasYaskur I don't think we can see this on Google search console? However, it wouldn't make sense for the volume of those keywords to go down as much as 73% in one year. I would say, that's definitely not possible.
    – Steve
    Sep 19 at 11:32
  • @MuhammadDyasYaskur here are the google trends for those keywords. Seems quite stable: trends.google.com/trends/… Not 73% less?
    – Steve
    Sep 19 at 11:35
  • 1
    Why would the search volume be stable over time? Sep 19 at 14:55
  • 1
    @Trebor I can't really see a strong reason for these keywords to decrease 75% on searches?
    – Steve
    Sep 19 at 21:06
4

There are a ton of reasons you might receive less impressions for a certain term over time. Nowadays a single SERP is not bound to a single exact match (or close variant) keyword. Since RankBrain and BERT, Google have become much smarter about how they serve results for a given query.

Keep in mind this is your average position. So if you're seeing less impressions it probably means your actual rank is decreasing.

If your actual position is roughly the same, I'd say that the decrease in impressions is likely due to an increase in new terms or a decrease in interest on the topic. Users' search history is definitely a factor here as well.

Ultimately, it's hard to say since I haven't been monitoring it for months how the overall data has been moving. Even the most subtle things matter.

The best way to tell what's important on a given SERP is to test and see what see what makes it go up! For this reason, I'm going to help you get started on improving the page.

Make Sure Keyword Cannibalization is Ruled Out

Often times if a site has 2 or more pages that get impressions for the same terms, Google (in lieu of being unable to decide which to rank) will suppress both.

Essentially what they're saying is like:

We notice that more than one of your pages are competing for the same term, but we can't rank them both. Work it out between them, and until then we'll hold them both back to be fair.

In cases of keyword cannibalization, I typically see the competing pages sitting between position 20-40.

I'd Consider Position ~15-30 to be Within "Striking Distance"

Striking Distance keywords are those that are very actionable to get onto page 1 - they are your "Low Hanging Fruit" as the pundits say.

To a seasoned SEO, it is usually pretty clear what has to be done to in order to rank. However, the higher in position, the more ambiguous it becomes.

Look at Everything Pages Between position 30 and 1 Do and Do it Better

Here's page 1 of the SERP for "JavaScript Window Resize" (In the US):

enter image description here

The only result(s) in the top 5 I can see getting bumped out are the one occupying position 4 - it has the least amount of links, and the least Page Authority (which I opt to look at over DA because Google Ranks pages not websites). The Stack-overflow answer probably get's the most clicks and highest time on page (there's a lot of answers).

What about page 2?

enter image description here

Here's Your Strategy

  • Include a section with relevant background info/docs:
  • Address why the user is looking for info on this, what were they likely just doing? What is their next query going to be?
  • List the top situations window resize implementations get caught up with bugs. There's a good chance your reader has been pulling their hair out for awhile and is extremely ticked off.
    • The reader is either a noob (syntax errors) or an experienced developer (updated docs/specs, equivalents in other JS flavors). So perhaps organize your content by skill level - provide a way to take both groups to the answer they need quickly.
  • Figure out the top things that people are looking to do with window resize and create as "copy and paste-able" (RIP Larry Tesler) boilerplate as possible examples that people can drop into their project.
  • Anything else that is relevant that pages between 30 and 1 do not address.
  • I don't see a whole lot of videos, and sometimes for "guide"/"how to" stuff adding one is seen as a big value add.
  • Build 1-3 solid quality links to your new page.

Don't implement them all at once - request indexing after each new addition and and monitor to see the marginal effect. Build the links last.

4
  • Many times when I make a big update to a piece of existing content, I can sort of spot what appears to be the page getting moving in the index because impressions will spike way up and average position will completely tank (and then shoot back up hopefully higher. Sep 19 at 21:15
  • 1
    Awesome answer!! Thanks for that! What do you mean by "What do you mean by "Anything else that is relevant that pages between 30 and 1 do not address."? So, from page 2 and onwards on Google results? Regarding the idea of applying a change at a time. I've read Google can take months to update their indexed results? How often should I check for changes?
    – Steve
    Sep 20 at 22:19
  • 1
    @Steve I meant like any other relevant information to the topic that the sites ranking 1-30 do not cover. I didn't go looking through all of them. But if you spend a day and go through all of those pages and give them a thorough analysis...you're bound to find something! Sep 23 at 0:38
  • 1
    I'm a bit confused. Why wouldn't I cover anything that is relevant on a topic in pages that rank between the 1st position in Google search results to the 30th? Isn't my goal to be in their position too?
    – Steve
    Sep 23 at 10:44

Your Answer

By clicking “Post Your Answer”, you agree to our terms of service, privacy policy and cookie policy

Not the answer you're looking for? Browse other questions tagged or ask your own question.