Google Search Console may have a weird glitch in the performance report average position data. For some reason, many are seeing huge declines in average position in the chart but when they look at their rankings in Google Search, everything seems normal.

This has been going on since shortly after the release of the Google June 2025 core update but I suspect it is unrelated. I do wonder if this may be related to Google doing away with its ccTLDs but I am not sure.

First to notify me of this was Jose Rivolta on July 4th on X – he wrote, “any issue or change in how GSC tracks ranking positions? No change in rankings (checking manually), nor CTR, Impressions and organic traffic. Yet a massive drop in Avg ranking position.”

He shared these two charts:

Juan C Vargas also posted on X on July 9th, “Is there a bug in GSC when filtering by country -since June 30th? Seeing unexpected ranking drops and impression increases. Wonder if this is related to AIO/feature snippets reporting? Avg ranking could help to identify algo update impact.”

Koen Leemans also posted on X on July 8th and wrote, “Observing this trend across several properties using the country filter tied to the specific ccTLD. GSC glitch, or core update fallout?”

Alexander Außermayr also posted about this on LinkedIn yesterday as well.

I have not yet seen a comment from Google on this possible issue.

Forum discussion at X and threads above.

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TikTok has denied a Reuters report claiming it’s building a standalone U.S. app with a separate algorithm.

• TikTok strongly denies it is developing a separate U.S.-only version of the app.
• Reuters cites anonymous sources claiming such a project exists, under the codename “M2.”
• The report highlights the uncertainty around TikTok’s future in the U.S.

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This week, we finally had an official Google update, the June 2025 core update, which seemed to have kicked in on July 2nd. We also had an unconfirmed update on June 28th, days before the core update was announced. Google Search Console updated its Insights report. Google promoted AI Mode with an animated not Google Doodle. Google is testing AI Mode in Chrome. A study from Similarweb shows that clicks from Google dropped 13 percentage points since the launch of AI Overviews a year ago. I posted the monthly Google webmaster report. Bing placed the Copilot Search tab at the beginning of all tabs. Google Ads has a new broad match experiment testing. Google Ads AI Max is a search match type. Microsoft removed over one billion ads and 475,000 advertiser accounts. Microsoft Advertising will do away with TCPA and TROAS. Google AdSense will fill empty in page ads with contextual relevant suggestions, by default, in 30 days. Microsoft is laying off 9,000 jobs. And Cloudflare announced it will block AI crawlers by default and offer a Pay Per Crawl initiative. That was the search news this week at the Search Engine Roundtable.

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Google has relaunched its Search Console Insights as a standalone tab and report within the main Google Search Console tool. Previously, Search Console Insights was its own sub-reporting tool and now, it is part of the main Search Console site.

Google wrote that Search Console Insights has been “integrated directly into the main Search Console interface, replacing the current standalone beta experience.” I see this report now but Google said if you don’t, don’t worry, it is rolling out “over the coming weeks.”

“The report offers a more cohesive experience, bringing valuable insights closer to the full suite of tools available in Search Console,” Google added.

Google first rolled out Search Console Insights as a beta in June 2020 and then in June 2021 rolled it out to everyone. Then last December, Google removed the Google Analytics data from Search Console Insights.

Here is where the new tab is:

Here are some of the revised reports that “offers even more insights and a deeper integration with Search Console’s Performance report. With this change, we aim to streamline your workflow, make it easier to find opportunities to improve your site’s performance, and provide more ways to explore specific areas of interest,” Google wrote:

The report is based on performance metrics from Google’s Web Search results, and organized into the following cards:

• Clicks and impressions: How often your site was clicked by users and how many times it appeared in Search results during the selected period. Monitor how often your site appears in Search and how effectively your content leads to clicks.
• Your content: How your content (pages/URLs) performed in Search during the selected period, categorized as top, trending up, and trending down. See which pages resonate most with your audience and identify opportunities to grow or improve your content.
• Queries leading to your site: How different search terms (queries) that led to your site performed during the selected period, categorized as top, trending up, and trending down. See the exact search terms your audience uses to find your content and identify opportunities for new or improved content.
• Top countries: The location of users who clicked your site in Search results during the selected period. This helps you understand your primary geographic audiences and how to better serve them with tailored content.
• Additional traffic sources: Clicks your site received from sources other than Google’s Web Search results. This could include Image search, Video search, News search, and Discover. These are distinct from your Google Web Search results. Learn how users are finding your content beyond traditional web search and how to optimize for these diverse platforms.

For more details, check out this help document.

Yea, all this time invested into these reports but they don’t give us data on AI Overviews or AI Mode. 🙁

Forum discussion at X.

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Most SEO reports go unread.

Or, worse — they get skimmed, misunderstood, and ignored.

But knowing how to create an SEO report that demands attention can change everything.

It’s not just a performance recap.

It’s a strategic tool that helps you build trust with decision-makers. Win bigger budgets. And keep your SEO efforts on track.

In this article, you’ll learn how to:

• Create SEO reports that people actually read (and act on)
• Tie SEO performance to business goals
• Highlight wins and uncover growth opportunities

What Is an SEO Report and Why Is It Important?

An SEO report is a tool for measuring performance and shaping strategy.

It tracks key metrics like traffic, rankings, and conversions.

Then, connects them to business outcomes, opportunities, and priorities.

A strong SEO report helps answer:

• What changed?
• Why did it happen?
• What should we do next?

For example, let’s say you run SEO for a workplace furniture ecommerce company.

You notice a spike in traffic and rankings for your category page on ergonomic office chairs.

Here’s how a useful SEO report would break that down:

It’s a clear, focused snapshot that distills the data into what improved, why it happened, and why it matters.

How to Create an SEO Report That Drives Results

Too many SEO reports dump data without insight.

Traffic, rankings, and top pages might look impressive — but they don’t tell the full story.

And without context, stakeholders are left guessing.

The best SEO reports connect the dots. They tie performance to business goals, spotlight what’s working, and make the next move obvious.

Here’s how to build one that actually drives results:

Step 1: Determine the Stakeholders

Before pulling data or building charts, get clear on who you’re reporting to.

Knowing your audience should shape your whole report, from the SEO stats you’re using to how you communicate them.

Ask yourself:

• Who will read this?
• What do they know about SEO?
• Who will be making the decisions?
• What decision do I want them to make?

And here’s one more that’s just as important:

Have I asked what metrics actually matter to them?

A quick conversation can surface priorities that no dashboard will show you.

From there, tailor the format, metrics, and language accordingly.

(This is where many SEO reports go sideways — too much data, not enough direction.)

Here’s a quick breakdown of how to match your audience to your data and format:

For example, if your primary audience is a CEO or CMO, you probably wouldn’t lead with details about unindexed pages or on-page engagement time.

Likewise, a report for a small business owner with zero SEO background shouldn’t be packed with complex metrics or jargon.

They need simple wins, clear summaries, and next steps they can act on.

How to Report to Non-SEO Audiences

Working with clients who don’t speak SEO?

You can help them level up their knowledge by translating industry terms into easy-to-understand language.

Add simple explanations to your reports and introduce new concepts one at a time.

Here are three ways you can do this in your SEO reports:

1. Include key takeaways to clarify complex points.

2. Add links to educational resources on SEO concepts.

3. Add short videos with explanations of the client’s data or performance.

Step 2: Decide Which Metrics Matter Most

Start with the key SEO metrics every report needs, no matter the audience.

You can find the majority of your must-have metrics in SEO tools like Google Search Console (GSC) or Semrush.

Add-On SEO Report Metrics

Once you’ve covered the essentials, you can layer in additional metrics depending on your team’s strategy and goals.

Step 3: Turn Raw Data Into Actionable Insights

Raw data doesn’t drive decisions — clear stories do.

Knowing how to create an SEO report means turning numbers into narratives.

It needs to clearly tell a story around these questions.

• Is our SEO strategy working?
• What changed?
• Why did it change?
• What should we do next?

One of the best ways to tell the story is through time-based comparisons.

Show how SEO performance has changed month-over-month (MoM), quarter-over-quarter (QoQ), or year-over-year (YoY).

Highlighting changes over time makes it easier for stakeholders to spot trends. And understand why they matter.

For most SEO teams, the challenge isn’t collecting data. It’s translating it into context stakeholders care about.

Raw numbers might make sense if you’re inside the tools every day.

But executives and cross-functional teams need more than charts. They need meaning.

The best reports go beyond what changed. They explain why —and connect the dots to business impact.

Like this:

Translate percentages and numbers to what actually happened:

• What new pages were published?
• Did your development team ship technical fixes?
• How many backlinks were earned?
• Are algorithm changes or seasonal searches a factor?

Most importantly, link the SEO impact to business terms.

For example, let’s say your top product page jumped from position No. 9 to No. 3.

In the same month, inbound demo requests doubled.

That’s not just a ranking improvement. It’s a signal that higher visibility on the right terms is driving qualified traffic.

In this case, the takeaway isn’t just “rankings are up” — it’s that SEO is contributing directly to revenue growth.

Step 4: Showcase the Results

A great SEO report doesn’t overwhelm your reader — it guides them.

It frames wins. Flags issues. And makes the next move crystal clear.

Executive Summary

Start with a snapshot that shows where things stand.

The Executive Summary gives a high-level view of key metrics and overall performance trends.

So, stakeholders can get the big picture fast.

Keep it sharp and clear. Spotlight what’s working, what’s driving it, and where to go from here.

Performance Metrics

This section covers your core SEO performance data — like traffic, rankings, keywords, and backlinks.

Include context and key takeaways.

When showcasing trends, show the progress over time, not just one-off wins.

And use visuals as much as possible.

Charts, graphs, and annotated screenshots really can make your performance insights pop.

Next Steps

What needs to be tackled next?

Here’s your chance to include those thoughts for your stakeholders.

Include clear, actionable recommendations, like a fresh SEO audit or doubling down on high-performing content.

Appendix

This optional section includes deeper data for teams, stakeholders, and ongoing projects.

It helps keep the main report focused, while still delivering the context others may need.

Mistakes to Avoid in Your SEO Report

Even with the right data, your SEO report can still fall flat if it’s hard to interpret, misaligned with business goals, or missing a clear takeaway.

Here are some common mistakes to avoid — and how to fix them.

Reporting Data Without Context

Don’t just drop data into your report. Make it meaningful.

Show how it relates to business goals and your site’s overall SEO performance.

For every metric, briefly explain what it means, why it matters, and what action it might prompt your team or your client to take.

Surfacing Issues Without Providing Solutions

Reporting on every issue isn’t helpful unless it impacts your site’s SEO performance.

For example, say you note that a group of pages are experiencing index issues.

Include a hypothesis on why this is happening and how you might recommend fixing it.

Listing Every Keyword Ranking

A full list of keyword shifts (especially minor ones) can bury your most important wins.

Instead, spotlight high-impact keywords — non-branded terms driving traffic or tied to revenue pages.

Including Every. Single. Page.

Reporting on every page creates noise, not insight.

Focus on the top 10 pages for organic traffic, or spotlight the top page in each key topic cluster.

Ignoring Business Outcomes

Your report might show SEO progress. But, does it show business progress?

Tie your work to signups, revenue, pipeline, brand visibility — whatever matters to your decision-makers.

Telling, Not Showing

You shared the data. But did you explain the story?

Use visuals, comparisons (e.g., MoM or QoQ), and commentary to walk the reader through what changed, why, and what’s next.

Show the Impact. Earn the Buy-In.

SEO reporting isn’t just about checking a box.

It’s your opportunity to show impact, earn trust, and steer strategy.

Surface insights that get stakeholders aligned and excited about what’s possible.

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Google is testing new report reviews options in the Google Business Profiles reviews section. You can access it, if you are in the test, by looking at your local reviews in Google Search and clicking on the report / alert icon next to any review.

The current and old one from 2021 is what I currently see, or approximately still see.

Here is the new one that Amy Toman posted on LinkedIn:

You can see, she highlighted the new options but you can compare all of them to the old one:

Amy wrote, “For Google listings, I’m seeing the two top fields for review reporting have been reworded. The top used to be called “Off-topic,” and the next was “Spam.” These seem to be a bit better, but the best judge is if the reviews are actioned. We’ll see…”

Tim Colling also noticed this a couple of weeks ago, it is not fully live for all, but he posrted about it on Local Search Forum.

This is indeed a test, because we don’t all see this across all accounts.

Forum discussion at LinkedIn and Local Search Forum.

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It seems the Google Search Console performance report for Google Discover has reported zero impressions and clicks starting Thursday, June 5th, or has underreported impressions and clicks significantly since that date. I am seeing a lot of complaints about this, and I am able to replicate this for several publishers I have GSC access with.

Update: After I posted this story, Google added an annotation to the Discover chart, symbolizing there is an issue:

Here is what some of those charts look like:

Here are some of the complaints I spotted across social and on this site:

@rustybrick something seems really wrong with Discover. Not counting the correct data…

— Rasmus Hellmyrs (@mobilanyheter) June 7, 2025

Same in Italy

— Floriana Giambarresi (@fgiambarresi) June 8, 2025

Happening with us. too from Pakistan

— Opportunities Corners (@corner_oc) June 7, 2025

I suspect this is some sort of reporting bug but we have not heard from anyone at Google about this yet. I will keep you posted on what I hear.

But it is important to know that it seems everyone is noticing this issue right now and you are not alone.

Forum discussion at X.

Update: After I posted this story, Google added an annotation to the Discover chart, symbolizing there is an issue:

Update 2: John Mueller replied on Bluesky saying, “I need to check again, but I think it’s just reporting that’s stuck (also in the general performance report). If so, I’ll have more details tomorrow.”

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New research from ZipTie reveals an issue with Google Search Console.

The study indicates that approximately 50% of search queries driving traffic to websites never appear in GSC reports. This leaves marketers with incomplete data regarding their organic search performance.

The research was conducted by Tomasz Rudzki, co-founder of ZipTie. His tests show that Google Search Console consistently overlooks conversational searches. These are the natural language queries people use when interacting with voice assistants or AI chatbots.

Simple Tests Prove The Data Gap

Rudzki started with a basic experiment on his website.

For several days, he searched Google using the same conversational question from different devices and accounts. These searches directed traffic to his site, which he could verify through other analytics tools.

However, when he checked Google Search Console for these specific queries, he found nothing. “Zero. Nada. Null,” as Rudzki put it.

To confirm this wasn’t isolated to his site, Rudzki asked 10 other SEO professionals to try the same test. All received identical results: their conversational queries were nowhere to be found in GSC data, even though the searches generated real traffic.

Search Volume May Affect Query Reporting

The research suggests that Google Search Console uses a minimum search volume threshold before it begins tracking queries. A search term may need to reach a certain number of searches before it appears in reports.

According to tests conducted by Rudzki’s colleague Jakub Łanda, when queries finally become popular enough to track, historical data from before that point appears to vanish.

Consider how people might search for iPhone information:

• “What are the pros and cons of the iPhone 16?”
• “Should I buy the new iPhone or stick with Samsung?”
• “Compare iPhone 16 with Samsung S25”

Each question may receive only 10-15 searches per month individually. However, these variations combined could represent hundreds of searches about the same topic.

GSC often overlooks these low-volume variations, despite their significant combined impact.

Google Shows AI Answers But Hides the Queries

Here’s the confusing part: Google clearly understands conversational queries. Rudzki analyzed 140,000 questions from People Also Asked data and found that Google shows AI Overviews for 80% of these conversational searches.

Rudzki observed:

“So it seems Google is ready to show the AI answer on conversational queries. Yet, it struggles to report conversational queries in one of the most important tools in SEO’s and marketer’s toolkits.”

Why This Matters

When half of your search data is missing, strategic decisions turn into guesswork.

Content teams create articles based on keyword tools instead of genuine user questions. SEO professionals optimize for visible queries while overlooking valuable conversational searches that often go unreported.

Performance analysis becomes unreliable when pages appear to underperform in GSC but draw significant unreported traffic. Teams also lose the ability to identify emerging trends ahead of their competitors, as new topics only become apparent after they reach high search volumes.

What’s The Solution?

Acknowledge that GSC only shows part of the picture and adjust your strategy accordingly.

Switch from the Query tab to the Pages tab to identify which content drives traffic, regardless of the specific search terms used. Focus on creating comprehensive content that fully answers questions rather than targeting individual keywords.

Supplement GSC data with additional research methods to understand conversational search patterns. Consider how your users interact with an AI assistant, as that’s increasingly how they search.

What This Means for the Future

The gap between how people search and the tools that track their searches is widening. Voice search is gaining popularity, with approximately 20% of individuals worldwide using it on a regular basis. AI tools are training users to ask detailed, conversational questions.

Until Google addresses these reporting gaps, successful SEO strategies will require multiple data sources and approaches that account for the invisible half of search traffic, which drives real results yet remains hidden from view.

The complete research and instructions to replicate these tests can be found in ZipTie’s original report.

Featured Image: Roman Samborskyi/Shutterstock

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Google added a new type of data point to the Google Business Profiles performance reports named Chat Clicks. Chat clicks show you how many people are clicking over from your chat conversations in the local and maps results within Google Search and Maps.

It is unclear if this is relabeling the message clicks report or if this is something new.

This was spotted by OMG National on X and shared a screenshot of this new report:

If you don’t see it, that means you probably did not enable chat within Google Business Profiles.

I just looked at the example I sent last month. It is definitely relabeling the Messaging Clicks info pic.twitter.com/i2CMgGuGvl

— Brandon Schmidt (@brandonschmidt) May 28, 2025

Forum discussion at X.

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