It is an average across every search where you appeared, so it moves when you start ranking for new, lower-ranking queries even if nothing got worse. Read it per query, not for the whole site.
Pair it with impressions and clicks. A falling site-wide average alongside rising impressions usually means growth, not decline.
Build linked JSON-LD for 26 types, validate it against Google’s current rules, audit any page for AI-answer readiness, and manage AI crawlers and llms.txt.
Related terms
- Strike-distance keywordsStrike-distance keywords are search queries where a page already ranks close to…
- CTR (click-through rate)CTR is the share of ad impressions that result in a click.
Part of the growth marketing glossary by Shiva Sharma.