The SEO term impressions refer to the number of times a web page is displayed in the search results of a search engine(SERPs). In the context of SEO (search engine optimization) and performance marketing, this metric is crucial for online performance, as it indicates how often a web page is displayed to potential visitors.
Impressions show how often a website appears in the search results. Here, a relation between keywords used, the search intent of the user and many other SEO metrics could be established by the search engines.
Clicks represent actual visits to the page, i.e. when a user has selected a specific URL in the SERPs. Traffic refers to the total number of visitors to the website. Compared to impressions, clicks mark the transition from mere visibility to interaction with the website. More impressions mean more chances to generate clicks and eventually more traffic. However, they are not a statement about traffic and conversions of a site.
Monitoring KPI (Key Performance Indicator) impressions is particularly useful in relation to clicks, as es provides insights into the effectiveness of a website. A high impression value with low clicks can indicate a problem, such as a lack of relevance of the content or little meaningful meta data in the SERPs. For SEO experts, the impressions KPI tells which SEO optimization measures need to be taken to increase the click-through rate and make better use of the page's visibility. The key figure provides information about the visibility of a website in the search results, shows seasonal fluctuations or trends and enables the identification of weak points in the SEO onsite strategy.
In Google Search Console and other web tracking tools, this information can be easily read out. Search Console provides detailed reports on impressions, clicks and positions for specific keywords. Values from previous intervals can be compared here. Other tools such as Google Analytics or SEO platforms also track these metrics. Analyzing this data allows es SEO experts to adjust their SEO strategies to improve visibility in search engines and increase organic traffic.