Why Did Google Search Impressions Drop in September 2025? Here’s the Truth

If you’ve opened Google Search Console this month and seen a sudden drop in impressions, you’re not the only one. Across industries, website owners and marketers are reporting sharp declines since early September 2025. At first glance, it feels like something’s gone wrong with your SEO, but in reality, much of this change comes down to what Google itself has been doing behind the scenes.

A Change in How Impressions Are Counted

One of the biggest reasons for the sudden dip is a change in how Google measures and reports impressions. For years, SEO metrics such as impressions were often inflated because Google counted almost every possible appearance in the search results, including low-ranking listings buried on page five or beyond.

In September, Google quietly removed the &num=100 parameter - the setting that allowed search results to show 100 listings per page. Many tracking tools and reporting systems relied on this to capture more data. Without it, a huge number of long-tail impressions are no longer being logged.

That doesn’t mean your site has suddenly lost visibility or traffic. It simply means Google is now giving you a cleaner, more realistic picture of where you’re actually appearing in search.

The September Spam Update

At the same time, Google rolled out a broad spam update that finished in late September. This wasn’t about small tweaks; it was a serious effort to cut down on low-value and manipulative content. Pages that rely on thin text, duplicated templates, or aggressive keyword stuffing were hit hardest.

For businesses producing helpful, original content, the changes may not feel as dramatic. But if you saw impressions fall at the same time, it may be partly because competitors with weaker SEO services were pushed down, reshaping the results pages you used to appear on.

A Core Update Focused on Quality

Alongside the spam update, there’s strong evidence that Google adjusted its core algorithm with an even greater emphasis on experience, expertise, authoritativeness, and trustworthiness (E-E-A-T). Content that shows first-hand knowledge and a clear point of view now carries more weight than generic information.

This is exactly where on-page SEO services come into play. Well-structured, fast-loading pages with relevant content are rewarded more than ever. If your impressions dropped, it may be because Google is favouring websites that consistently meet these higher standards.

The Rise of AI Overviews

Another factor in the September impression drop is how search results themselves are changing. Google has been expanding AI-generated overviews, giving users direct answers at the top of the page. For some queries, this means fewer people even scroll down far enough for traditional listings to count as impressions.

While this can feel frustrating, it also highlights the growing importance of visibility through features like snippets, FAQs, and other elements that strong organic SEO services help you capture.

What It Means for You

The September 2025 impression drop is a combination of reporting changes, algorithm updates, and new search features. In other words, the numbers you’re seeing don’t always reflect a real decline in visibility or traffic.

The best response is not to panic but to take a measured look at your performance. Are clicks and traffic holding steady, even if impressions are down? Are your most valuable pages still ranking? These are the signals that matter more than impressions alone.

Moving forward, a balanced approach is key. Pairing off-page SEO services like link building and authority growth with ongoing content optimisation gives your site the resilience it needs to handle fluctuations. By keeping an eye on the right SEO metrics, you can see whether your strategy is really working and avoid overreacting to short-term drops.

Final Thoughts

The September update has shaken the numbers, but it hasn’t changed the fundamentals of building a strong online presence. Quality content and technical optimisation, as well as long-term authority building, remain the foundations of success.

If you’re concerned about what these changes mean for your business, remember that fluctuations are part of the process. With the right mix of SEO services, from on-page improvements to off-page growth, you can adapt and continue to thrive - even when Google makes sudden moves.

Take Action with Blended Digital

At Blended Digital, we help businesses cut through the noise of Google’s constant updates. From on-page SEO services that strengthen your site, to off-page SEO that builds lasting authority, our team focuses on sustainable organic SEO that keeps you visible no matter how the algorithm changes.

Get in touch with us today to discuss how our tailored SEO services can protect your performance and help you grow in the months ahead.

Published: 23/09/2025