Impressions
The number of times your page appeared in search results, whether anyone clicked or not. Impressions without clicks means your listing isn't compelling enough - or you're ranking for the wrong queries.
Why It Matters
Impressions tell you about visibility. If a page is getting thousands of impressions but few clicks, you know Google considers it relevant enough to show - but searchers aren't compelled to click. That's a CTR problem you can fix with better title tags and meta descriptions.
If a page is getting zero impressions for your target keywords, it's either not ranking at all or ranking so low it never appears on screen. That's a content or authority problem that requires a different fix.
In Practice
Use Google Search Console's Performance report to see impressions by page and by query. Sort by impressions to find your most visible pages, then check their CTR.
High impressions + low CTR = optimise your title tag and meta description. You're already visible, you just need to be more clickable.
Rising impressions with stable clicks = you're gaining visibility but not capitalising. Declining impressions = you're losing rankings and need to investigate why.
Related Terms
Glossary
Click-Through Rate (CTR)
The percentage of searchers who see your listing and actually click it.
Glossary
Google Search Console (GSC)
Google's free tool showing how your site actually performs in search - essential data.
Glossary
Title Tag
The clickable heading in search results - one of the strongest on-page ranking signals.
Glossary
Meta Description
The text snippet below your title in search results - your ad copy for organic search.
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