If you’ve been checking Google Search Console (GSC) lately, you might have noticed something worrying: your impressions have dropped. Suddenly, it can feel like all your hard work isn’t paying off. But don’t worry; this isn’t about your site losing visibility. It’s actually Google giving us a cleaner, more accurate view of how real people are interacting with your website.
Let’s break down what’s happening, why it matters, and how you can turn this change to your advantage.
What’s Changed in Google Search Console?
In September 2025, Google made a significant update to how GSC counts impressions. Think of it like tidying your inbox; removing spam and keeping only the messages that actually matter.
Here’s what’s different:
- Automated traffic is excluded: Impressions from bots and automated systems no longer inflate your numbers.
- Deep search results are ignored: Pages further down in the search results, which most users rarely scroll to, are no longer counted.
- Focus on real users: Now, impressions reflect actual human interactions with your content.
In short, GSC is now showing data that’s far more meaningful for your business.
Why Your Impressions Dropped (And Why That’s Fine)
If your numbers have suddenly fallen, it might feel like a setback. But this drop isn’t a red flag. In fact, it’s a positive change.
Here’s why:
- Old numbers were inflated: Bots and automated tools were previously counted as impressions.
- Deep results didn’t matter: Your content might have been “seen” on pages users rarely visited.
- Real engagement now shines: The impressions you see today represent actual people engaging with your content.
So, while it might look like a big drop, your website is still performing, just with more meaningful, real-world data.
How This Impacts Your SEO Metrics
The update doesn’t just affect impressions; it also changes how other key metrics are interpreted. While raw impressions may drop, metrics like clicks, click-through rate (CTR), and average position now give a much clearer picture of performance.
Keep an eye on these:
- Total impressions: Expect lower numbers, but they’re now accurate.
- CTR: Could increase since impressions now reflect real engagement.
- Average position: Likely to look better as deep, rarely-seen results are removed.
- Organic traffic: Your traffic numbers may stay steady—or even increase.
Essentially, this change provides a more accurate snapshot of which pages and keywords really resonate with your audience.
How Bureau42 Can Help
Change is always easier with a bit of support. That’s where Bureau42 comes in. Our team can help you interpret these new metrics and adjust your SEO strategy, so your website keeps performing at its best.
- Digital Consulting: We provide expert guidance to help you optimise your digital strategy and drive measurable results. Learn more
- Content Marketing: We craft content that connects with real people and boosts SEO performance. Explore content marketing
- Digital Advertising: Targeted campaigns on Google, Facebook, and Instagram to reach the right audience at the right
time. Discover digital advertising
FAQs About GSC Impressions
Does a drop in impressions mean lower traffic?
Not necessarily. Your traffic may stay steady, or even grow. The drop is simply more accurate reporting.
Will my CTR be affected?
CTR often improves because impressions now represent real user interest.
How should I report this to stakeholders?
Focus on meaningful metrics like clicks, CTR, and conversions. The new data is far more actionable.
Will Google keep updating these metrics?
Yes! GSC continues to evolve, helping you focus on what really matters—real user engagement.
Key Takeaways
The GSC impression drop is a shift towards more useful, user-focused data. While lower numbers can be unnerving at first, they give you a much clearer picture of what’s working.
- Concentrate on metrics that matter: clicks, CTR, and conversions.
- Reassess your content and SEO strategies using the new data.
- Work with Bureau42 to make smarter decisions and drive growth.
Ready to optimise your digital strategy?
Contact Bureau42 today and let us help you get the most out of your website, focusing on real users, not bots.
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Written by
Richard Wassell
“With 20+ years in digital marketing, Richard helps brands grow online through SEO, SEM, Google Ads, GA4, and compelling content. He combines technical know-how with practical strategies to deliver real results — all while keeping the human side of marketing front and centre.”
