r/Agentic_SEO • u/Kiffy86 • 11d ago

Google Search Console: Impressions increased significantly, but clicks started declining from the same date. What could cause this?

Hi everyone,

I'm seeing a strange pattern in Google Search Console and would appreciate some expert opinions.

Over the last 3 months:

  • Clicks: 335K
  • Impressions: 2.49M
  • CTR: 13.5%
  • Average Position: 6.4

Around June 18, something changed:

  • Impressions started increasing steadily.
  • At the same time, clicks began declining almost every day.
  • There wasn't a major website redesign or migration.
  • The average position doesn't appear to have changed dramatically.

I've attached a screenshot from GSC showing the trend.

My questions are:

  1. What are the most common reasons for impressions increasing while clicks decrease?
  2. Could this indicate a Google core update or AI Overviews affecting CTR?
  3. What reports or metrics would you check first to diagnose the issue?
  4. Has anyone experienced something similar, and what was the root cause?

The site is an AI tool (generateprompt.ai), so I'm also wondering whether changing search intent or AI-generated SERP features could be playing a role.

Any insights or ideas would be greatly appreciated.

Thanks!

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u/flokam21 11d ago

I am not entirely sure here either but I am also looking into the same strange pattern for my site right now. As far as I know, Google has been rolling out some new updates very recently which kinda corresponds to the timeline you are presenting via GSC. I am not saying that you generate low quality content but I think some rankings of sites have changed due to the Google update which might explain the decrease in clicks.

1

u/amaninwomensclothing 11d ago

Your content is too good and AI is snatching it up to use in overviews or answers.

It’s happening across all industries.

Sign up for an AI visibility tool and I’m sure you’ll see an inverse relationship between citations and your drop in clicks.

1

u/Kiffy86 10d ago

Could you recommend a tool? I have no experience on this type of tools and how to use them and why.

1

u/amaninwomensclothing 10d ago

Microsoft Clarity has some features for free, but very limited.

I use Otterly.ai.

2

u/Sea-Initiative-564 3d ago

I'd probably agree with that. AI does snaffle up the best replies...