What to change
A blended average can worsen when the site starts appearing farther down the results for additional queries. Ask the analyst to hold a relevant query set constant and compare that subset before declaring a loss. Review the added-query group separately to understand the mix change. Preserve the device, country and search-type filters so the comparison addresses the same audience instead of combining several changing dimensions into one alarming number.
A worked example
Illustrative example
Fictional simplified calculation: the established query set has 10 impressions with the top result at position 4. In the next period those same 10 impressions remain at position 4, while 90 new impressions have the top result at position 30. The combined average is (10 × 4 + 90 × 30) ÷ 100 = 27.4. The larger position number looks worse, but the established sample did not decline. Ask the analyst to separate established and newly appearing queries with matching device, country and search-type filters. This illustrates a mix effect; it is not a result from a practice account or a forecast.
What this means for your practice
Average search position combines many different appearances into one number. If your website starts appearing for additional questions lower down the results, the overall average can worsen even while familiar searches remain steady. Ask your analyst to compare a consistent set of relevant questions before declaring that established visibility has fallen. Review the newly appearing questions separately. Keep device, country and search type comparable so several changes are not mixed together. This does not mean a worsening average should be ignored; it means the investigation should identify what actually moved. Your team can then decide whether the issue is lost visibility, wider discovery or a combination of both.
How to check the result
The manager can distinguish mix change from deterioration in the chosen sample.
A mistake to avoid
A blended average can move without every individual query worsening.
Turn reading into a next step
Your action checklist
Work through these checks with your team or supplier. Tick the ones you have resolved and leave unknowns open.
Record what you know, what is still missing and the answer you need from your team or supplier.
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Further reading
These sources provide background for the topic. The practice examples and checklist are illustrative planning suggestions from Kay & Co.
Related guides
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