For quite some time now, Google has been using your logged in behavior and interests to try to deliver a more relevant experience to each user. For marketers, this means a less “aggregate” view of the search environment from things like keyword rankings. To help us still understand some aggregation, Google Webmaster Tools reports on “Average Position.” With the continued enhancements of personalized search, this metric is becoming more important to understanding how your website is visible in search engines, and it won’t mean the same thing it used to.
What Is Average Position?
Average position indicates the position of your site on search results where you have an impression. In the image example below, our site appears (on average) in the first position for 163 impressions on the query “marcel media.”