Understanding Recent Changes in Google Search Console Data

In mid-September 2023, a wave of discontent swept through the SEO community as professionals noticed significant drops in Google Search Console (GSC) data. Impressions fell, average positions shifted dramatically, and the number of reported queries changed almost overnight. This wasn’t a result of a Google ranking update; it was a fundamental change in how GSC reports visibility data, thereby altering our interpretation of crucial SEO metrics for the foreseeable future. Today’s discussion will delve into what these changes mean and how they will reshape our understanding of GSC data.

What Changed with GSC Impressions?

The decline in GSC metrics traces back to Google’s decision to discontinue support for the &num=100 parameter. This previously allowed tools and crawlers to retrieve up to 100 search results per query. With the cessation of this support, the availability of additional data points plummeted, particularly affecting the impressions and positional averages that many SEOs had been meticulously tracking.

While the actual search results did not undergo any modification, the reporting system in GSC was recalibrated to more accurately reflect user activity rather than the potentially misleading signals generated by automated crawlers. This shift has substantially changed how we view impressions, prompting experts to advocate for a revised understanding of these metrics.

Real-World Analogy: The Community Garage Sale

As one expert aptly phrased, Much like a community garage sale, where fewer choices often lead to better and more engaging transactions, Google’s decision simplifies its data reporting.” This change is not just a technical adjustment; it’s about streamlining and providing users with clearer, more actionable data. SEOs will need to reset their understanding of their visibility metrics with the new way GSC tracks impressions, embracing it as the new norm.

The Impact of the Alligator Effect

Earlier in 2023, SEO professionals observed what became known as the ‘Alligator Effect’. This term referred to a peculiar pattern in GSC charts that exhibited rising impressions alongside steady clicks, resembling an alligator’s open mouth. This phenomenon led many to believe the increase in impressions was linked to Google’s AI advancements and the proliferation of zero-click searches.

However, the alligator effect was silenced following the September 12th withdrawal of the &num=100 parameter. Experts now suggest that the previously inflated impression counts arose from automated crawlers, which did not accurately represent user activity. It signifies a more authentic baseline moving forward—one where clicks and visibility metrics are genuinely reflective of organic search behavior.

Understanding Inflated Impressions

Interestingly, some of the now-defunct impressions may have indicated exposure through Large Language Models (LLMs) such as ChatGPT. These models use third-party tools to scrape Google results, filtering down to a reality that may not necessarily exist within traditional GSC metrics. Although such unverified theories remain speculative, they serve as an important reminder that the landscape of SEO measurement requires constant vigilance and adaptation.

Reassessing Reporting Metrics

Despite the upheavals, Google Search Console remains an invaluable source for keyword ranking data, particularly in this new era where third-party tools are unable to effectively capture results broader than Positions 1–20. To adjust for historical shifts in GSC, SEO professionals are advised to annotate measurement changes effectively. The suggested annotations can be: “The data reported in Google Search Console from 9/13/2023 onwards is the most accurate record of how your brand appears in Google organic search.”

Integrating Historical Data

When historical data are needed, two methods of adjustment can be employed: the simple approach and the advanced approach. The simple method suggests reverting to prior-year impressions and just prior to the start of volatility noted in early February 2023, followed by utilizing GSC data post-September 13, 2023. Conversely, the advanced method involves a more detailed rebuild that considers fluctuation differences based on query types or ranking positions.

Preparing for Future GSC Trends

Going forward, GSC data should be viewed as a new baseline measurement with stabilized impressions at lower levels compared to prior trends in 2023. It’s anticipated that the number of unique queries reported in Positions 1–20 will stabilize, providing a clearer and more consistent picture of search activity.

Reinforcing the Value of Impressions and Average Position

Despite the recent recalibrations, both impressions and average position metrics remain key indicators of visibility and campaign performance.

• Consistency: GSC metrics are now more reliable, accurately representing real search activity.
• Visibility Tracking: They remain critical for tracking the impact of your SEO optimizations.
• Stability: Data trends of keywords in the top 20 positions will now showcase steadier fluctuations than previously seen with long-tail terms.

A Clear Baseline for Future Reporting

The new GSC metrics provide a streamlined view of actual user search behavior. The impression and average position levels observed after the parameter change should be treated as foundational data for your reporting going forward. If employing historical data in performance controls, use normalization methods to adjust this data effectively. However, in most cases, it’s advisable to continue with the current measurements as they are.

“Google’s adaptation means that we must also adapt. The simplicity brought forth by this shift provides clarity, which may turn out to be more beneficial for SEOs in the long run.” – Jane Doe, SEO Consultant.

In summary, the landscape of SEO based on GSC insights has undergone a notable transformation. As we progress through this post-change era, practitioners who remain flexible and evolve their strategies with these new baselines will undoubtedly thrive in the ongoing quest for visibility. The evolution of Google Ads automation and AI marketing will continue to intersect with these insights, elevating campaign performance and optimizing outcomes in a dynamic digital ecosystem.