Search Console Impressions Better Than Keyword Planner Says Google’s John Mueller


I’ve got a new SEO project starting and as part of my standard set up i gather data from loads of different sources (including PPC) and create a groovy pivot table that highlights where opportunities and quick wins exist.

When visiting Google Search Console to identify organic keywords that have been clicked in the past 90 days  a colleague (Hi Kim!) asked why i was including impressions. I explained that as Google was reporting actual clicks etc then it stands to reason that this is more accurate than Google Keyword Planner.

“Surely not!” she exclaimed.

So I suggested why not ask arguably Google’s best known representative (post Matt Cutts – Sorry Gary Illyes) John Mueller what he thought as he’s proven to be pretty helpful in the past both on Twitter and in the Google Hangouts he holds on a regular basis.

google search console impressions better than keyword planner

Which sparked the question of whether impression data for keywords ranked on the first page would be the most accurate,

google search console impressions better than keyword planner

My suspicions confirmed, the impressions data for organic keywords that rank page 1 is more accurate than the average monthly search volume displayed in Google Keyword Planner. This is obviously with the caveat that Search Console includes any personalised or localised listings.

Pretty powerful stuff i’m sure you’ll agree.


About the author

Mark Rushworth

With over 14 years experience in online design and marketing I, like many others, began my professional life as a web designer before realising my talent for digital marketing. This I have pursued as my primary career focus since 2007. Since then Ive worked across all sectors for clients big and small delivering the best bang for your buck.

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By Mark Rushworth

The SEO Team You Need!

I work as Technical (SEO) Account manager for a UK top 5 Digital Marketing Agency who in turn handle campaigns for some of the UK's largest high street brands. Our approach is to use a broad range of on-page analysis and Link Building techniques to holistically build high quality traffic to your website.

Call me today on 07719181166 for free, honest and open advice about your online projects or email


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