If you’ve been looking into your website’s performance data using Google Search Console (GSC), one of the key metrics you’ve probably noticed is “average position.” But what exactly does this number mean? Sometimes it can be higher than you’d expect- even for branded terms where you know your site ranks well. Knowing how to understand and interpret these SEO tools can make all the difference in the success of your strategy. In this blog, we’ll break down what average position represents, how it’s calculated, and tips for using it to guide your SEO efforts.
What is Average Position in Google Search Console?
In simple terms, average position tells you where your website appears in Google’s search result pages (SERPs) for specific queries. It reflects your average ranking across all searches where your site showed up. For example, if you rank 2 for one query and 8 for another, your average position would be 5. But it’s not always that straightforward.
Google doesn’t just consider your top ranking for a page. The algorithm calculates average position based on every impression your page receives across all queries. In order to see these individual numbers, click on the average position box on top of the graph and scroll down to analyze each query and page. Keep in mind that this includes different variations, like desktop vs. mobile, location, and personalized results, which can all impact the final number. Average position, in short, is just an average, not a fixed rank.
Why Does Average Position Fluctuate So Much?
If you’ve been tracking your rankings over time, you might notice that your average position bounces around, even if you haven’t really changed your SEO strategy. This can happen due to impressions. Google counts every time your website appears in search results as an impression, whether or not the user clicks on it. And it tracks the position of your URL for each impression. If your website suddenly gains impressions for less relevant or long-tail queries where you rank lower, your average position could dip, even though your core keyword rankings haven’t changed.
Another factor to consider is Google’s blended search results. With the recent addition of AI Overview, mixed with other media types like images, videos, news articles, and maps, traditional organic listings can be pushed further down which can affect your average position.
How Should You Use Average Position in Your SEO Strategy?
While average position is a helpful metric, it shouldn’t be the only one you use to evaluate SEO performance. Consider it a starting point for identifying opportunities for growth and improvement. For example:
- If your average position is in the 6-10 range for an important keyword, you can benefit from on-page optimizations and building more backlinks.
- If you’re already in position 1-3 but CTR (click-through rate) is low, try updating your metadata and calls-to-action to make content stand out in search results.
- If a branded keyword is showing a low position, look into whether local map listings or ads are pushing your organic result down.
Contact Boston Web Marketing Today
Average position in Google Search Console is a useful, but sometimes misunderstood, metric. It gives you an overview of how your pages rank on average across all impressions, but there’s more to the number than you might think. The key is to look at average position alongside impressions, clicks, CTR, and conversions. By understanding how it’s calculated and what factors influence it, you can better interpret your data. Need help making sense of your SEO data? Contact Boston Web Marketing today! Whether you’re trying to improve rankings, boost traffic, or just understand the numbers, we’ve got you covered. Contact us today at 857-349-5062 and learn more about our services here.