If you’ve noticed a sudden drop in reported impressions in Google Search Console in September 2025, you’re not alone. Many websites have experienced this shift, which has caused confusion and concern. The good news is that this change is primarily related to how Google counts impressions, not necessarily a reflection of your site’s actual traffic.
What Changed in September 2025?
In mid-September 2025, Google made a significant change to how impressions are tracked in Search Console. This update removed the ability to view 100 search results on a single page by eliminating the &num=100 parameter. This parameter had previously allowed SEO tools and automated scripts to access a broader set of search results, including those that were lower on the page or generated by bots. With its removal, Search Console now focuses on reporting impressions from higher-ranking results, leading to a noticeable decrease in reported impressions, especially for pages ranking lower.
Why Did Impressions Drop?
The removal of the &num=100 parameter means that impressions are now counted only for search results that are more likely to be seen by users. As a result:
- Reported impressions may appear to drop significantly, particularly for pages ranking lower.
- Bot traffic and impressions from search results further down the page are no longer counted.
- Clicks and impressions are no longer as tightly correlated, as impressions now reflect more meaningful user interactions.
It’s important to note that this change is a reporting adjustment, not an algorithmic penalty. If your site’s traffic remains steady or continues to grow, this indicates that the update has not negatively impacted your SEO performance.
How to Assess Your Site’s Performance
To accurately gauge your site’s SEO health in light of this update, consider the following steps:
- Monitor Real User Traffic: Use Google Analytics or server logs to track actual user visits. This will provide a clear picture of your site’s performance and help you determine if the drop in impressions corresponds with a decline in traffic.
- Evaluate Click-Through Rates (CTR): Analyze your CTR in Search Console. A stable or improving CTR suggests that your content remains relevant and engaging to users, even if impressions have decreased.
- Focus on Conversions: Ultimately, the goal of SEO is to drive conversions. Track metrics such as form submissions, purchases, or other key actions to assess the effectiveness of your SEO efforts.
- Review Content Quality: Ensure that your content aligns with Google’s E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness) guidelines. High-quality, authoritative content is more likely to perform well in search results.
- Check for Technical Issues: Use Search Console’s Coverage and URL Inspection tools to identify any crawling or indexing issues that could affect your site’s visibility.
What Does This Mean for Your SEO Strategy?
While the September 2025 update may have caused a temporary fluctuation in reported impressions, it’s essential to focus on metrics that directly impact your business objectives. By monitoring real user traffic, CTR, and conversions, you can maintain an effective SEO strategy that aligns with your goals.
At TruNorth Advisors, we are closely monitoring these changes and their impact on our clients’ SEO performance. If you have concerns or notice significant changes in your site’s metrics, please reach out to us. We’re here to help you navigate these updates and adjust your strategy as needed.
If you have any further questions or need assistance in analyzing your site’s performance post-update, don’t hesitate to contact us. We’re committed to helping you adapt to these changes and continue achieving your digital marketing objectives.