You log into Google Search Console, ready to check progress, and suddenly you see it: impressions have dropped off a cliff. Panic sets in. Did your site traffic drop? Is there a penalty? Have you been outranked overnight?
Before you lose sleep, let’s get something straight. A drop in Google Search Console impressions does not always mean your business is losing traffic. In fact, if you saw a big fall around September 9 to 13, 2024, the most likely explanation is not your SEO at all; it is how Google reports the data.
I have seen this firsthand across dozens of sites at Australian Internet Advertising (AIA). More than 80% of the websites we manage showed an impression drop in Google Search Console during that period, despite clicks and users being steady or even increasing.
Let’s walk through what is going on, what else could cause impressions to fall, and how you can tell the difference.
First Things First: What Do Search Console Impressions Mean?
An impression is counted every time one of your pages appears in Google Search results, whether someone clicks it or not. That means your impression numbers reflect how often your site is visible in search results, also known as SERPs.
So when impressions go down, fewer people are seeing your listing. But here is the key: it could be because of a real ranking shift, or because of changes in how Google measures and displays impressions.
The Main Reason for the Recent Drop: The “num=100” Change
The clearest culprit for the sudden drops in September is Google’s quiet removal of the “num=100” parameter.
This setting allowed people and tools to load up to 100 search results per page instead of the default 10. Many rank tracking tools and SEO tools relied on this to gather impression data. When Google disabled num=100, it effectively changed how impressions are counted in Google Search Console.
Here is what we saw:
- Impressions plummeted across most sites
- Clicks stayed the same or even grew
- Traffic in Analytics stayed consistent
This is why many SEOs called it the great decoupling of impressions and clicks. For many sites, the drop is not real, it is a data discrepancy.
At AIA, the evidence is clear. From September 9 to 13, over 90% of our managed sites saw impression declines, even though their organic traffic was stable. If you are in the same boat, this change is probably your answer.
Other Common Reasons for Falling Impressions
While the num=100 change is the biggest factor recently, there are still many legitimate reasons your Google Search Console impressions may go down. Let’s run through the main ones.
AI Overviews Taking Over the SERPs
Google’s AI Overviews now give direct answers on the search page. This means fewer people scroll to organic listings, reducing your impressions. Even if your ranking has not dropped, visibility may have.
Ranking Position Drops
If your average position falls from page one to page two, impressions will inevitably decline. This is why it is crucial to monitor keywords in rank trackers alongside GSC.
Rich Results and SERP Features
If a competitor gains a featured snippet, video carousel, or rich result, your listing gets pushed further down. That equals fewer impressions, even without ranking changes.
Seasonal Demand and Fewer People Searching
Some queries just attract fewer users depending on the time of year. For example, tax advice peaks in June and July in Australia, then dips afterwards. A natural site traffic drop does not mean anything is broken.
Technical or Site-Wide Issues
Indexing errors, a site migration, or a URL parameter gone wrong can cause big drops. Always check the Coverage report and Manual Actions in Search Console to rule out problems.
Competitor Moves and Market Shifts
If new competitors arrive or existing ones improve their content and link building, your ranking position can slide, bringing impressions down with it.
How to Analyse and Confirm What’s Happening
When you see a significant drop in impressions, here is how to investigate.
Step 1: Compare Data Ranges
In the Performance report, compare the last 28 days with the previous 28, and also year on year. If the drop happened specifically around September 9 to 13, it is most likely the num=100 issue.
Step 2: Check Queries and Pages
Look at which queries and pages lost impressions. If the decline is site-wide, it is probably reporting or technical. If it is a single page, it might be a ranking or SERP feature issue.
Step 3: Analyse Average Position
If impressions dropped but your average ranking position stayed steady, you are likely dealing with reporting changes or reduced search demand.
Step 4: Use Other Tools for Context
Cross-check with rank tracking tools like SEMrush, Ahrefs, or even manual rank trackers. If clicks and organic traffic look stable, do not worry about the impression graph alone.
Real-Life Examples From the Field
- A blog post we tracked for a client lost half its impressions overnight when a competitor won the featured snippet. The page was still ranking, but it was less visible
- An e-commerce client thought they had been hit by a penalty. On review, their clicks were growing steadily. It turned out to be the num=100 measurement change and not a penalty at all
- A travel site saw impressions cut after AI Overviews started surfacing for their queries. CTR drops were noticeable, but traffic stayed consistent from branded searches
What To Do Next
- Do not panic if clicks are stable. Impressions are not the same as traffic
- Double-check in Search Console. Look for errors, coverage issues, and manual actions
- Stay tuned to SEO news. Voices like Barry Schwartz on Search Engine Roundtable often report on these shifts first
- Focus on creating value. Rich results and AI will not replace content that users genuinely need
Need Expert Help? AIA Has You Covered
If your Search Console impressions are going down, do not jump to conclusions. With Google constantly changing search features, measurement methods, and even disabling parameters like num=100, it is no wonder many SEOs feel confused.
At Australian Internet Advertising (AIA), we specialise in cutting through that noise. We have seen the data discrepancies, confirmed trends across hundreds of pages, and helped businesses distinguish between real issues and Google’s quirks.
Whether it is a site-wide issue, a technical fix, or simply making sense of your Google Search Console data, our team has the expertise to keep your organic traffic on track.
Let’s turn those confusing impression graphs into clarity and growth. Contact us today and find out how we can help.
