If you logged into Google Search Console this month and saw impressions fall off a cliff, you’re not alone.
Across Australia (and globally), marketers have noticed sharp declines in impressions since mid-September, 2025.
The good news is that it’s not a penalty or traffic collapse. It’s Google cleaning data so it’s more accurate and relevant to what really matters.
Here’s what changed:
- Bot traffic is gone: Google is filtering out impressions from scrapers and automated tools
- Cleaner data: Your metrics now reflect real human searches, not bots
- Improved positions: Many sites are reporting better average rankings, even as impressions fall
This is a shift from quantity to quality. It means fewer “phantom” impressions and more accurate visibility data.
For CMOs and marketing teams, the takeaway is to stop chasing impression volume and track what really matters: clicks, conversions, and engagement.
