Why Your Google Search Console Impressions Just Dropped (And Why That’s Not a Bad Thing)

Google just changed the game.

In mid-September 2025, marketers and SEO specialists around the globe reported a sharp drop in Google Search Console (GSC) impressions. At first glance, it looked like a traffic collapse. But dig deeper, and you’ll realise this change might actually be a good thing, especially for those focused on quality, not quantity.

In this article, we’ll explore:

• What exactly changed in GSC
• Why your impressions have dropped but your average position improved
• How Google is clamping down on scrapers and third-party SEO tools
• What this means for your business and marketing strategy
• How to adapt with smarter, cleaner SEO practices

Let’s break it down.

Google Search Console Update: The Facts

According to ILIAS ISM (@illyism), a respected voice in the SEO and AI community, Google has rolled out a major change impacting Search Console data:

1. Impressions have decreased.
2. Average position has improved.

Why? Because Google has started filtering out non-human traffic, specifically impressions generated by bots and scrapers. These inflated metrics are now gone.

As seen in the Google Search Console screenshot he shared:

• Total impressions over 3 months: 3.41M
• Average position: Now improved to 27
• CTR: 1.3%

In short: you're getting less traffic, but the traffic is more real and the rankings more meaningful.

What Does This Mean for Marketers?

1. Cleaner, Human-Centric Data

The removal of bot impressions is a blessing in disguise. Yes, your metrics may look worse, but they’re now more accurate. You’re no longer competing with automated crawlers in your data.

This allows marketers to:

• Make better decisions with clean, reliable data
• Focus on real user behaviour
• Build trust with stakeholders who demand transparency

2. Improved Average Position = Better Visibility

If you’re appearing in search results now, you’re more likely to be in the top 10.

Why?

• Google is filtering out junk impressions
• Fewer results = more focused competition

That means higher-quality ranking opportunities and a real shot at capturing meaningful search traffic.

3. Scraping is Dead (Or Dying Fast)

One of the biggest implications is Google's shift to limit scraping:

• Ignoring the parameter in search queries, capping visible results at 10.
• Only Google’s internal AI tools (like AI Overviews) can access full result sets.

This means third-party tools that rely on scraping 100 results per keyword (like some functions in SEMrush, Ahrefs, or Moz) are currently broken or delivering distorted data. As confirmed by SEO Roundtable, most third-party SEO tools are struggling to adapt.

Why Google Made This Change

Google is likely making this move to:

• Protect data integrity
• Reduce data extraction for AI model training (RAG and similar frameworks)
• Improve user experience by prioritising quality content
• Consolidate its advantage in the AI search space

It also allows Google to keep its search results proprietary while feeding Google AI tools with deeper access to all 100+ results per query.

In other words, Google is protecting its data moat while still benefiting from it internally.

Impact on Australian Businesses

If you're an Australian business using third-party SEO software, expect:

• Short-term disruption in your keyword tracking tools
• Lower impressions in your reports
• Increased importance of internal tools like Google Search Console and GA4

This is especially critical for local SEO and businesses in competitive niches where data accuracy can drive smarter location-based campaigns.

For tailored support, consider working with a marketing strategist who understands the nuances of Google's evolving ecosystem.

How to Adapt Your SEO Strategy

1. Focus on Content Depth, Not Just Keywords

With bots removed and real users prioritised, Google's ranking algorithm is rewarding content that:

• Offers in-depth answers to specific queries
• Demonstrates real experience and authority
• Uses semantic SEO to provide complete topical coverage

This aligns with Google’s EEAT (Experience, Expertise, Authoritativeness, Trustworthiness) framework.

2. Track What Matters: Clicks & Conversions

Now that impression data is thinner and cleaner, shift your focus to:

• Click-through rate (CTR)
• Time on page
• Conversion paths

These metrics reflect true engagement and business impact.

3. Upgrade Your Analytics Stack

Make sure you’re not overly reliant on tools that scrape Google. Instead, lean into:

• Google Search Console
• GA4 with event-based tracking
• Server-side analytics platforms

If you need help transitioning, consider bringing in freelance marketers who can implement and optimise these tools without long-term overheads.

4. Update Your Benchmarks and Reporting

If stakeholders see falling impression counts, they may panic. Be proactive:

• Explain the context: less noise, better data
• Highlight improved average positions
• Re-align KPIs to focus on quality traffic, not quantity

Use our marketing consultant rate guide to understand how much support might cost.

Strategic Implications for CMOs and Marketing Leaders

For those in senior marketing roles or overseeing large campaigns, this shift changes how you manage:

• Performance reviews: Historic benchmarks may no longer apply.
• Tool procurement: Ensure your vendors can adapt to these changes.
• Reporting to executives: The story is no longer about reach, but relevance.

Working with a Fractional CMO might be a smart move if you need strategic realignment without hiring full-time.

Don’t Panic, Optimise Instead

A drop in GSC impressions isn’t necessarily a problem. It’s a sign that Google is cleaning house, and you can use that to your advantage.

Focus on real users, better content, and smarter reporting. If you play it right, your business can thrive in this new, cleaner SEO environment.

Need help navigating the change?

Get matched with an experienced marketing consultant or Fractional CMO through Cemoh and future-proof your marketing strategy today.