For many years, “average position” has been the metric most site owners used to watch in their Google Search Console.
It looks simple and at first glance, it tells you where your pages show up in Google’s search results.
But today, that same number can mislead you. As search results get more complicated with new features, the meaning of “average position” is changing. It’s time to look at what’s really happening and what metrics now matter most.
Table of Contents
How Google Search Has Changed
A decade ago, searching on Google meant seeing a straight list: ten blue links, one after another. That’s no longer the case. Now, search results pages have a patchwork of new sections and features:
- Summaries at the top that answer the search without a click.
- Extra boxes that show facts or information.
- People Also Ask question boxes that invite deeper exploring.
- Video results with preview thumbnails.
- Maps highlighting local businesses.
- Carousels for images or news articles.
Because of this variety, not every “search position” is the same. Where your link appears, and how users interact with it, can differ wildly. Users sometimes get what they need without ever leaving the search page. This shift is pushing the old idea of “ranking” down the list of what matters.
What Is “Average Position,” Really?
“Average position” means the usual spot where your site shows up when people search for their queries. Google calculates it by looking at the highest place your site appears for each search and averaging those numbers over time. For example, if your site ranks second for one search and fourth for another, your average is (2+4)/2 = 3.
But here’s the catch: this number considers every place your site appears on the result page, not just the main links. It counts maps, video boxes, “People Also Ask,” and more. Sometimes, a part of your site briefly shows up on page six or in a side box, and that pulls your average down even if no one saw it there.
Also, search results are now personalized and depend on where the user is searching from. What you see might not be what everyone else sees.
How New Search Features Distort “Average Position”
Let’s say your page appears as a quick answer at the very top of the results, and it’s also the fourth link in the main results. Google Search Console will average these together. That might show your page at “position 2.5.” Sounds great, right?
But in real life, almost all users still click the blue link at position four. The fancy summary box—while visible—may get fewer clicks. So your “average position” looks better, even though not many visitors arrive from those top spots.
Older versions of Search Console used to drop your average if, say, you only showed up as a little-used option deep in a “People Also Ask” box. Now, those rare slots are offset by the much weightier boxes at the top of the page.
The Problem With Relying on “Average Position”
When your dashboard reports your site average at “position 2.3,” it looks like your content is on fire. Bosses and marketers start celebrating.
But here’s the danger:
- You may shift focus away from keywords at positions 5 to 10 that bring better conversions.
- Teams might waste effort chasing summary box spots that look good in reports but don’t actually bring visitors.
- Budgets can be spent on making your numbers look good, while real sales and leads don’t improve.
If visitors and clicks are flat or even dropping while your “average position” goes up, you could miss the warning signs. Revenue might fall without anyone noticing until it’s too late.
Why Click-Through Rate (CTR) Matters
Not every spot on the search page was created equal. For a long time, being in positions 1 to 3 was the goal. But new research shows CTR is what counts. A high spot doesn’t guarantee clicks, especially with so many extras on the results page.
Some numbers make this very clear:
| SERP Feature | Position 1 CTR | Position 2 CTR |
|---|---|---|
| Featured Snippet | 29.8% | 18.7% |
| Local Pack + Organic | 18.3% | 8.77% |
| People Also Ask + Link | 45.2% | 13.2% |
| Knowledge Panels | 46.6% | 3.1% |
When a feature appears—say, a featured snippet or map pack—users may not notice or click your blue link at all.
What SEO Metrics Make Sense Now?
“Average position” is no longer enough. To really understand how you’re doing, start tracking more meaningful numbers:
- Break down your rankings: Is your result a standard link, a box, an image, or a map listing?
- Track click-through rates for each kind of result, not just overall.
- Watch organic search traffic for your best keywords and compare with last year.
- See how long visitors are staying on your page.
- Most important, notice if people complete goals or buy things after visiting (conversions).
Here’s more you can measure:
- Median ranking (P50): The middle value for your rankings—gives a steadier picture than the average.
- 90th percentile (P90): Shows where 90% of your rankings fall under, leaving out odd highs and lows.
- Try a trimmed mean: Remove the highest and lowest 5% of your rankings for a smoother picture.
Understanding Zero-Click Searches
A big change in recent years: many people now search, find what they need directly in the results, and never click a link. About 60% of searches in 2024 ended with no click at all. Features like quick answers and summary boxes are a big reason for this.
That means to win in search, your goal is not always to get the highest rank, but to get your information chosen for these summary sections, if they drive real traffic.
How to Analyze Results the Right Way
Here’s a simple step-by-step process you can follow:
- Export your Google Search Console data for the time and terms you care about.
- Assign each query a label: standard link, quick answer, video, map result, “People Also Ask,” and so on.
- Use these labels to see which result types get the most clicks and visits.
- Add up your organic clicks. See which pages keep people interested.
- Update your dashboard. Instead of a simple chart showing “average position,” use graphs to show clicks and engagement by result type.
- Show how search visibility ties to real-world results—more sales, calls, or sign-ups.
Many SEO tools now help tag each result type automatically, making this process much quicker.
Optimization Tips for Today’s Search
- For classic blue links, write strong titles and clear descriptions that make users want to click.
- If your result appears in an answer box or video result, structure your content to provide clear, direct answers to common questions.
- Use structured data (schema) so Google knows what information you offer—this can boost your appearance in people also ask, videos, and other special results.
- Keep pages updated, and fill any content gaps. User questions not covered by you might be covered by others, pushing you down.
- Rethink what visibility means: if a summary box shows your answer, check if that actually brings users to your site.
Teaching Your Team and Stakeholders
In larger businesses, it helps to show colleagues and leaders why “average position” isn’t enough. Share visuals comparing your performance before and after new search features arrived.
Walk through real examples: a page that moved from position five to the top summary box, but got the same or even fewer visits. This helps everyone focus on what truly drives results: real engagement, not vanity metrics.
Common Myths and Facts About “Average Position”
Myth: “If my average position is better, I’ll get more traffic.”
Fact: That’s not always true. It depends where your result appears and what search features are on the page.
Myth: “Search Console numbers match what I see.”
Fact: Your location and search history affect what you see. Google’s numbers use data from many real users and average them together.
A Good “Average Position” Isn’t Always Enough
People often ask what a “good” average position is. Usually, being between 1 and 3 gives the best chances to see higher clicks and visits. But with all the features crowding the results page, being in the top three is no longer a guarantee for success.
It’s more important now to track what happens after people see your link: do they click? Do they read or stay? Do they complete a sale or fill out a form?
Final Thoughts
Google search is changing rapidly. With new features vying for attention, the old “average position” can no longer tell you enough about how your site is performing.
Focus on tracking who visits, who clicks, and who takes action on your pages. Stay up to date by watching how new features shape user behavior. Update your reports, adjust your strategy, and keep testing what works for your audience. By looking beyond average rank, you’re much more likely to find what really drives growth for your website.
Tip: Revisit your main SEO dashboard every few months. Even little tweaks in Google’s search results can change how your data looks—and what your best opportunities are.
