Lower Impression higher clicks and CTR Compared to Previous Month?

[davidwang]

I'm looking at our monthly traffic report and noticed that impressions were down in October compared to September but Clicks and CTR increased. I'm thinking it's because certain keyword increased in rank thus increase chances of a click through? Anyone else have any idea? Thank you in advance. Here is the data below:

September:
Total clicks: 5071
Total impressions: 83429
Avg. CTR: 6.08%
Avg. Position: 28.4

October:
Total clicks: 5695
Total impressions: 79366
Avg. CTR: 7.18%
Avg. Position: 28.9

[Joe_Stoffel]

Sure thing, David! Happy to follow up here if you have any additional thoughts or questions.

[davidwang]

Thank you Joe. I'll take a look at the areas you mentioned. But you might be on to something. We did recently increase PR efforts and got 3 industry mentions in October which may have contributed to this. I appreciate your insight.

[Joe_Stoffel]

Hi there,

Take a look at the queries report in Search Console (compared MoM) and see if there is a term (or grouping of terms) that saw a significant uptick in clicks and/or rankings. Increased rankings can certainly be a part of it. Perhaps you picked up an instant answer featured snippet(s) that you were not ranking for in the previous month. Perhaps seasonality is playing a role.

Was any work done this month to improve CTR? Review snippets, meta descriptions?

It is also possible that there was a small uptick around branded searches. Was there any exposure for your site/brand recently that would cause people to seek you out more than before?