(Entry was posted by Jacob Elbaum on this post in the Dumb SEO Questions community on Facebook, 11/21/2019).

Decrease in CTR for the same period

Hi!I`d appreciate any kind of advice you can give here. Since May we`ve seen a double in search impressions according to GSC - from 344K to now 794K. However, we`ve seen a decrease in CTR from 2.4% to now 1.3% for the same period. Is this normal to see? My assumption is more impressions, but since some are low ranked, this pushes down both average ranking AND click-through rate.

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YOUR ANSWERS

Selected answers from the Dumb SEO Questions Facebook & G+ community.

Michael Martinez: Yes, it`s normal; and no, it`s not normal. Your assumption is correct. Some sites see these kinds of changes in search data but not all. So it`s hard to justify saying it is or isn`t normal.
Scott Clark: Remember that impressions is the denominator of the fraction.
Michael Stricker: Funny how Impressions donâ€™t need to be seen to count. Not laughing. Low-ranking terms, Mobile Search, answerboxes, People Also Ask and Image Search can all take a toll on CTR.