What your site is actually found for.
THE METRICS
- Impressions: how often your pages appeared in results
- Clicks: how often someone clicked
- Click-through rate: clicks divided by impressions
- Average position: where you typically appeared
WHAT TO LOOK AT
Queries, which shows what people actually searched to find you. Frequently different from what you assumed. Pages, showing which content performs. Countries and devices, showing who your audience is.
THE MOST USEFUL PATTERN
Queries with many impressions and few clicks. You appear but nobody clicks, which usually means the title and description do not match what the searcher wanted.
Rewriting those is the cheapest improvement available.
THE SECOND MOST USEFUL
Queries where you rank just below the visible results. A small improvement moves you into view, and those are the pages worth improving first.
WHAT NOT TO OVERINTERPRET
Average position is an average across many searches, locations and personalisations. It moves for reasons unrelated to anything you did.
Judge trends over months, not days.
