If your real estate website’s impression numbers recently took a hit, you’re not alone. A recent change by Google has caused disruptions across the SEO world, impacting how ranking and impression data are reported. While this may seem alarming, it’s more a matter of system adjustment than a reflection of your site’s true visibility.

What Changed with Google’s Data Reporting?

Google recently disabled the “&num=100” URL parameter, which allowed SEO tools to request 100 results per page instead of the default 10. In simpler terms, this change forces tools to make ten separate requests to gather the same data as before, leading to temporary disruptions, increased costs, and slower data collection for SEO platforms.

Additionally, Google Search Console has reportedly been displaying inconsistent ranking and position data since the middle of September. According to reports by Search Engine Land, some SEO tools are struggling to scrape accurate rank-tracking data, resulting in data gaps and errors. 

Why Did Google Make These Changes?

As with everything Google does, we don’t really know for sure. Google hasn’t shared any official explanation, and it’s unclear if these updates are permanent or part of a temporary experiment. Some theories suggest it might be an attempt to curb automated scraping or improve data accuracy by reducing inflated impression counts caused by bots. Whatever the reason, these changes are currently disrupting some data and making things a bit tricky for now. 

How This Impacts Your Real Estate Website

If you love digging into data like we do, you may have noticed a sharp drop in impressions in Google Search Console, starting around mid-September. This is likely due to Google’s changes—not a drop in actual traffic or visibility.

The decrease in impressions could also lead to an artificial boost in average ranking positions, as the data adjusts. Rest assured, these metrics are more of a technical correction than a reflection of real-world performance. 

Your Next Steps

While the data may look different, the fundamentals of SEO remain unchanged. Here’s how to adapt:

• Stay calm and monitor your metrics: The drop in impressions is a widespread data adjustment, not an indication of a problem with your site.
• Focus on meaningful metrics: Look at clicks and conversions rather than impressions, as these better reflect real user engagement and business impact.
• Stick to your SEO strategy: Continue to prioritize high-quality content, optimize your listings, and enhance the user experience on your site.

As tools and platforms adjust to Google’s updates, the data inconsistencies should stabilize. In the meantime, stay focused on long-term growth and providing value to your audience.

Union Street Media Can Help

In times of flux like these, a strong digital partner is more crucial than ever. Union Street Media’s tailored marketing packages for real estate professionals are designed not only to navigate these changes but to turn them into opportunities. We provide tailored website design, integrated digital marketing, seamless property listing integrations, and dedicated support to ensure your online presence is robust and resilient, helping you thrive no matter what updates come your way!