Impressions

The number of times your page appeared in search results, regardless of whether it was clicked.

Impressions in Google Search Console count every time a URL from your site appeared in search results for a user's query. An impression is counted even if the user never scrolled down to see your result (for lower positions). Impressions indicate the breadth of your search visibility — how many queries your site is eligible to appear for.

Impressions vs. clicks: impressions measure visibility, clicks measure traffic. Impressions growing while clicks stay flat suggests CTR is declining — possibly because SERP features (AI Overviews, PAA) are appearing above your result and satisfying queries without clicks. Clicks growing while impressions stay flat means CTR is improving.

Use impressions to find keyword opportunities: queries where you have impressions but low average position (10–20) indicate pages that could rank on page 1 with optimisation. These are often quick-win opportunities compared to targeting new keywords with no existing impressions.