WEBVTT

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Better rankings do not guarantee more organic clicks.

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Average position only describes where a result appeared after a search happened.

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Clicks also depend on demand, impressions, click-through rate, and the shape of the results page.

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Start in Search Console with query-by-page data.

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Split brand from non-brand, then compare devices, countries, and page types.

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If impressions fell, investigate demand and coverage.

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If impressions held but CTR fell, inspect the live result and the snippet.

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Diagnose the layer that changed before rewriting the page.