Average position is the mean ranking of your site in Google’s search results, averaged across all the times it appeared, as shown in the Performance report of Google Search Console. A figure of 4.2 for a query means that, on average, your highest-placed result for it appeared roughly fourth on the page.
How average position works
Each time your site appears in a search result, Search Console records an impression and the position of your highest-ranking link in that result. If two of your pages appear for the same search, only the top one counts. Average position is the mean of those recorded positions across all impressions in the selected period.
Positions are counted down the whole page, including many search features. A link in a top carousel, a featured snippet or an image block can each take a position, so position 1 is not always the first blue link, and a result on the second page only registers an impression when someone actually loads that page of results.
Because it is averaged across every query, device and country, the site-wide figure blends very different situations. A page that is first for its brand name and thirty-fifth for a broad term might show an average of 18, which describes neither.
Why it matters
Used carefully, average position tells you where you are close to winning. Queries where a page averages 5 to 15 often respond well to improvements to the content and internal links, because you are already being considered. It also helps you spot drops on important pages early.
For a UK business, the geography matters. Search Console shows all countries by default, so a site that receives some overseas impressions, perhaps from Ireland, the US or India, will see an average that mixes in markets you do not serve. To see your UK picture, open the Performance report, choose “+ Add filter”, select Country and pick United Kingdom. Every figure on the report, including average position, then reflects UK searches only. Save that view or bookmark the URL so you do not forget it next month.
Shifts can also come from changes in how impressions are counted rather than real ranking changes. Around September 2025, many sites saw impressions fall and average position improve at the same time, widely attributed to Google ending support for a results parameter that some rank-tracking tools relied on. Always check impressions alongside position before drawing conclusions.
Common mistakes
- Reporting the site-wide average position as “our ranking”, when it mixes every query and page.
- Reading the figure without filtering to the United Kingdom.
- Celebrating a better average when it improved only because impressions on weak queries disappeared.
- Ignoring click-through rate: a page can hold position 3 and still get few clicks if an AI Overview or ads sit above it.
- Confusing it with the old Google Ads average position metric, which Google removed in 2019 in favour of top and absolute top impression rates.
How to act on it
In the Performance report, add the UK country filter, switch on average position, clicks, impressions and CTR, and work at the level of queries and pages. Sort queries by impressions and look for ones averaging between about 5 and 20 where the matching page could be improved. Check each by searching from a UK location to see what actually sits above you.
Compare periods of equal length, and use a rank tracker for a fixed list of priority terms if you need a stable daily view. Turning this data into a prioritised fix list is part of my SEO audit.