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Significant increases in impressions, decreases in clicks YOY

We are in an extremely competitive industry that relies heavily on SEO. It is essentially us and 2 other main competitors in the space. One of these competitors is way ahead of us and ranks #1 for all of our industry's highest value terms. They have spent years building their backlink profile and are incredibly difficult to outrank.

My efforts over the last year have increased our impressions for our high-value terms significantly. Like 80k+ impressions per month compared to where we were a year ago. However, clicks have not followed, in fact clicks have decreased in some instances. Our average position has also improved an average of 2-3 spots for most of these terms site-wide. My hunch is that this is a result of paid and AI starting to overtake SERPs and I'm working to prove that, but I would love some additional input from other experts as to what might be happening here.

submitted by /u/thrice1187
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from Search Engine Optimization: The Latest SEO News https://ift.tt/TPvn3SB
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