Clicks Increased and Impressions Decreased in Google Search Console Performance Report

 In the realm of Google Search Console, observing a decrease in impressions alongside an increase in clicks can be a perplexing occurrence. Typically, a decline in impressions signifies that web pages have dropped from Google's Search Engine Results Pages (SERP). This is a significant issue that demands attention.

A reduction in clicks, on the other hand, can be attributed to various factors. It may indicate that our meta titles and descriptions are not aligning with user intent, paid ads may be competing for visibility, or competitors may have more enticing meta titles and descriptions that better cater to the user's search intent.

However, in my specific case, an interesting scenario emerged: an increase in clicks accompanied by a decrease in impressions. This anomaly was a direct result of specific actions taken on our website, notably the implementation of "canonical" and "noindex" tags. The Google Search Console (GSC) screenshot serves as a clear illustration of this.

Our website, housing approximately 1 million pages, encountered a predicament due to a multitude of identical pages, which resulted in multiple instances of impressions across Google. Furthermore, certain pages that were not intended for public viewing were also obtaining impressions.

To address this issue, we strategically implemented the canonical tag for identical pages and the noindex tag for those unimportant, non-public-facing pages. As a consequence, the impressions gradually dwindled.

For an SEO analyst, comprehending the nuances of such a situation and conducting a thorough analysis becomes crucial. This understanding helps in articulating the reason behind the drop in impressions, which might otherwise prompt inquiries.

Sharing this experience is valuable, as it sheds light on a real-time SEO scenario and provides insights into resolving issues with impressions and clicks in Google Search Console. Understanding these dynamics can be immensely beneficial for anyone navigating similar challenges.

The intricacies of SEO and its constant evolution necessitate a keen eye and a methodical approach to troubleshooting. I hope this real-time experience proves insightful and practical for fellow SEO professionals and website managers encountering analogous situations.