Author: Ryan Walsh

Topic: Google Search Console

Date: 14/10/2025

 

Table of contents:

– How impressions are being calculated differently
– Why its important to know about position zero in Google Search Console
– How AI is now answering more questions in the SERP’s
– Why impression numbers are lower in GSC because of the 1-10 serps now being taken into account
– How our agency can help
There’s been a lot of talk into SEO community that from around September 2025 Google Search Console data has changed. A lot of businesses are stating that the impressions have dropped, which means that us marketing agencies need to figure out, well why- why has this happened?

The important thing to know is not to worry, the reason being is that, your business is not alone.

Its actually stated by many leading digital marketing businesses, that it’s something that’s happening across a wide range of websites.

Now, as we are one of the best in the business in this local area, we represent many local businesses. Therefore we can now analyse what exactly is happening, what’s happening to the information within Google Search Console.

What do you think that Google Search Console has changed?

Impressions have declined

The number of impressions is the purple line which has dropped a lot for some businesses. Now there is much speculation that this is due to changing shopping habits, for example more shoppers using Chat GPT-5 or perhaps Perplexity, to shop for local businesses, and to use the citations as a way of finding a business that they may want to purchase from.

However, its also stated that Google is changing what it deems as an impression

 

Much confusion in the SEO community

Last year in 2024 we seen so many Googe updates is was dizzying to say the least. Some businesses didn’t know whether they were going or coming, because there organic rankings were all over the shop.

However, now this year, there is confusion as to how Google Search Console is counting impressions. Some businesses believe that this large seismic drop in impression is due to AI tools now becoming more popular.

However, as we are a leading agency, we have looked closely at this matter, and we believe that its just a reporting change that Google is making to Google Search Console. We think that this change is long over due, the reason being is, how often do you as a shopper click beyond page 1?

Not often, so why count a website as having a impression, if its on page 7? Its not really an impression if the vast majority of shoppers don’t click past page 1.

Now, when you talk to any good agency, they will tell you that for donkeys years, Google has only counted an impression, when your business result in the SERP’s comes into view of the search results page.

Now what does that even mean to the average person who’s not an SEO geek?

Its means that an impression will only be noted on your Google Search Console account, when the meta title / meta description, that’s your business result comes into view of the search results page.

 

In laymen’s terms if your business was to appear on page 1 it would count as an impression. However if your business appears on say page 7, no shopper reasonably goes back that far in the search results, it wont therefore count as an impression.

 

Now this the fundamental change

This is the part where you really need to grab your espresso and listen up- in the past, Google Search Console hasn’t worked like that. Impressions were often counted, when yoru business website was on say page 7 and the shopper only visited the first page.

 

Now there’s also position zero

Now theres also position zero, which basically means that businesses which appear in the AI overviews are often mentioned position zero.

This is something brand new, because AI is still a relatively new change that’s changing search engine optimisation.
So, if you do see position zero appear in your Google Search Console this is actually a really good sign. The reason is, your business might be cited as a Google AI Overview answer which means that you stand out brighter than the north star.

The reason being is that the Google AI Overview answers are actually appearing well above the organic business results. Therefore they are grabbing the shoppers attention, sure the shopper may not click through to your website, however, you can be mentioned as a citation, which could bring in more customers over the long term.

Lets have a look at the key take-aways

Impressions are changing

It used to be the case that when your business was indexed by Googlebot, then often you would have data flowing into your businesses Google Search Console account. This often would cite impressions based on the whole range of pages, regardless of whether the shopper clicked past page one or not.

However, SEO experts globally now feel that the impressions are lower in a businesses Google Search Console account because, quite simply, whats happening in the top 1-10 organic results are now being recorded instead.

Position 0 could be the new goal to achieve

It used to be the case, that if a business, such an SEO agency got their client to position 1, then they would crack open a nice bottle of champagne to celebrate. However, the goal posts have now changed, now position 0 could be the new standard to achieve, as this indicates that your business is being displayed in the AI overview answers.

 

Who are Walsh & Partners?

Walsh & Partners are one of the best known and respected SEO companies in Cardiff today.

There are very few company owners who have 10 years of experience in organic search engine optimisation, helping businesses not just to survive but to thrive.

The business is owned by Ryan Walsh who is one of the country’s leading SEO minds.
Forget your agencies with inexperienced staff, who are just implementing basic SEO tactics.

We are a strategic agency which really cuts the mustard.

If you would like a no obligation quote then do not hestistate to contact us, an agency that’s one of the best in the business.