06/24/2026
Your impressions are up. Your traffic is down. And your SEO report looks like a contradiction.
It's not. It's actually a pretty clear signal about where search is heading.
AI Overviews, featured snippets, People Also Ask boxes, and shopping ads are all eating the clicks that used to flow to your organic results. You can rank on page one and still lose traffic — because the SERP has changed around you.
More impressions just means more people saw your listing. Whether they clicked is a different question entirely.
Search Engine Journal breaks down four reasons this happens and what to actually do about it. Worth a read if your GSC data has been making you nervous lately.
Impressions rising but traffic dropping? Learn why SERP layout changes, AI Overviews, irrelevant rankings, and new features cause this common SEO issue.