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AI search visibility means how often your brand appears in answers from AI tools like ChatGPT, Perplexity, Claude, and Gemini. If you're not showing up, you're losing traffic, visibility, and potential revenue — even if your SEO is strong.

How to Identify Declining Keywords in Google Search Console (GSC)

Name: SpotRise AI SEO Platform
Brand: SpotRise
Price: 69.00 USD
Availability: InStock

Date Published

October 24, 2025

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To identify declining keywords in Google Search Console, compare search performance over time, focusing on drops in clicks, impressions, and average position across historical data.

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Key Takaways

Use the 'Compare' feature in GSC to track performance trends over selected timeframes.

Monitor click-through rate (CTR) drops—this often signals reduced visibility or relevance.

A declining average position can indicate heightened competition or content decay.

Filter sorted data to spot high-opportunity keywords losing traction.

Declining impressions paired with falling clicks are red flags of visibility loss.

Act fast—optimizing declining keywords can restore and grow traffic.

Frequently Asked Questions

What causes keywords to decline in Google Search Console?

Monthly reviews are ideal. However, higher-traffic sites may benefit from bi-weekly keyword health checks.

How often should I check for declining keywords?

Monthly reviews are ideal. However, higher-traffic sites may benefit from bi-weekly keyword health checks.

Can I recover traffic from declining keywords?

Yes. Updating content, improving relevance, and optimizing pages can help keywords recover ranking and traffic.

Is a lower CTR always a concern?

Not always. If impressions rise significantly, CTR may drop. Focus on keyword intent and user engagement as well.

What metrics are most important when tracking keyword decline?

Clicks, impressions, average position, and CTR—all offer insights into your SEO health when analyzed comparatively.

Step by Step Plan

Access Google Search Console

Log into your GSC property and head to the 'Performance' section under 'Search Results.'

Choose a Time Range for Comparison

Click the date filter and select 'Compare' (e.g., last 28 days vs previous 28 days). This highlights keyword trends.

Filter by Queries

Scroll to the 'Queries' tab and sort by difference in clicks or impressions to find declining keywords.

Filter by Queries

Look for queries with decreasing average position or CTR—they may be slipping due to algorithm changes, competition, or outdated content.

Export and Validate

Export the data to Google Sheets or Excel. Use filters or conditional formatting to identify meaningful declines worth acting on.

Comparison Table

Healthy Keyword

Declining Keyword

Stable or increasing clicks

Falling clicks across two periods

Consistent impressions over time

Sharp decline in impressions

Improving average position

Dropping from Page 1 to Page 2+

CTR remains steady or increasing

CTR falling below benchmark

Aligns with current search intent

Outdated or under-optimized content

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Your new AI assistant will handle monitoring, audits, and reports. Free up your team for strategy, not for manually digging through GA4 and GSC. Let us show you how to give your specialists 10+ hours back every week.

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