Google Search Console counts impressions according to how a result is displayed. Some results can count when the results page loads; others need to be scrolled or expanded into view. An impression is different from a click and does not establish that someone read the page. Source: Google Search Console: Impressions, position and clicks

Compare like with like

Keep the search type, date range and device filter consistent when comparing reports. Review the queries behind a rise in impressions. This helps establish whether the extra visibility relates to the holidays or services the business wants to sell.

Look at clicks as well

Review impressions beside clicks and the page’s search appearance. If a useful query attracts impressions but few clicks, check whether the title accurately answers the searcher’s need. Use the finding to choose a specific improvement, then review the same measures again.

Written and updated by Travelgenix. Sources checked on 19 October 2026. Practical advice and examples are Travelgenix editorial guidance.