But when dealing with SEO data, things are not always what they seem. Misunderstanding the relationship between impressions and rankingsUnderstanding the relationship between impressions and website’s average ranking metric can save you plenty of time when you’re reporting on SEO performance. Some clients are fixated on this metric and will be very concerned that the average ranking metric is performing “poorly.” But is it? Your website gets:One impression from keyword X ranking 2One impression from keyword Y ranking 1One impression from keyword Z ranking 3In this case, the average ranking is (6/3 = 2). Strive for accurate SEO data analysis and reportingWe must be thorough when looking at SEO data for auditing or reporting purposes.