Krishna needs help finding out why his website impression is acting weird

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

• 
  Simon Fryer: Hey there. Just a couple of points which might help you.
  
  Impressions will always vary. The same way a business won't sell exactly the same amount of products day on day. ;
  
  There are 2 factors which impact impressions; search rankings and the number of searches being performed (demand). Demand will fluctuate depending on the day of the week, or the season, so it's important to bear this in mind. ;
  
  Try to see patterns of demand so that that when you're impressions drop you know it matches your usual trend.
  
  Monitor your rankings. If they don't drop, but your impressions do, this suggests it's due to demand fluctuation. ;
  
  Also bear in mind that Penguin is now an algorithmic update, so if you're seeing a steady pattern of decline (looks like attrition) there's a chance that it could be an algo issue. ;
  
  Hope this helps! ;
• 
  Ranu Jain: I agree with Simon here. ;
  
  The very first thing I would suggest here is to check rankings of your targeted keywords. There are chances that your targeted keywords might have lost the rankings. ;
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  Krishna eTravelSmart: thanks +Simon Fryer ;
• 
  Simon Fryer: No problem +Krishna eTravelSmart let me know if you need any more pointers.