![]() ![]() Losing a snippet on a major search term (or more than one) can make a difference. If you’re using an Ad network like Ezoic, then they have a title tester facility for all their customers which enables you to experiment with your article titles without detriment to your search profile.Īnd if you use Ezoic only because they pay better ad revenue than Google Ads means it’s they’re well worth taking a look at. You just need to ensure enough of the title is seen that it will make sense to the searcher. And in fact, a longer title that is truncated is still given relevance from Google’s perspective in the initial search. However, just because a title is truncated doesn’t impact it negatively in search rankings. So titles should ideally be around 55-60 characters in length. Google measures titles in pixels because some letters like “w” are wider than “l” for example. It might be that your title is not reflecting the searcher’s intent quite as accurately as you’d hoped, perhaps it’s truncated or just not click-worthy. You’re getting more impressions, but you’re farther down the list.Īs we all know, going even slightly further down the list means just as many impressions but with fewer clicks. It only needs a few minor adjustments at Google HQ for your content to move further down the page. There are more ads, the ads are more blended with the page, more image carousels, image result galleries, graphs, and queries such as the weather or the exchange rate are answered right there on the SERP. It’s no secret that Google is claiming more and more of the SERP real estate for “Google-owned” results. So let’s go over those now… More Google content on the page GSC showing high impressions and low clicks over a 3 month period You can see over the course of three months, the impressions increased, but clicks decreased.Īlthough the trend lines follow the same path, the gap between the two has widened. Here’s an example of one site I’m working with where this exact situation occurred. ![]() Example of high impressions and low clicks The world is a beautiful place… but then it changes and it has you scratching your head as to what you’re doing wrong. Your website is happily moving along, gaining rankings, gaining clicks. Or that your title is less attractive, you’re losing snippets or other factors. ![]() There could be increased rich results and ads above your position, or competition is just better. Generally, high impressions and low clicks indicate that your articles are not inviting traffic. As well as why this happened in my most unusual encounter So that’s what I’m going to go through today and provide you with the reasons why this happens, and what to do about it. A google core update perhaps, a batch of new content, or even world events.īut one of the combinations, that I’ve had to deal with is where an established site begins to have high Impressions but low clicks. And there are numerous reasons why this might happen. Anyone who uses Google Search Console will tell you rankings can and probably will fluctuate, sitewide and per article. ![]()
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