On September 14, 2026 we rewrote the title and the
meta description of 15 pages on this site. Just that: no new paragraph,
no link, no image. Two English pages that had been showing a Spanish title, six
service pages, and seven articles with impressions.
We waited two full weeks and pulled the data from Search Console. We
compared it with the two weeks prior to the change. Here’s what we found, including what
we didn’t want to see.
Impressions: from 69 to 183
Across the 15 pages, in the 14 days before the change (August 31 to September 13)
they totaled 69 impressions and 1 click. In the 14 days
after (September 16 to 29): 183 impressions and 1 click.
Impressions up 2,7x. Clicks, same as before.
Page by page, here’s the breakdown:
- /paginas-web-en-cancun/ — from 1 impression to 100.
This is the big mover of the whole experiment. - /diseno-grafico-en-cancun/ — from 10 to 22 impressions, and it lost
its only click. - /creacion-de-contenido-web-en-cancun/ — from 0 to 10. It wasn’t showing
at all; now it shows. - /publicidad-en-internet/ — from 1 to 8.
- /seo-youtube-posicionamiento-canal/ — from 16 to 18, but dropping
from position 29,5 to 55,7. - /el-arte-de-resumir-noticias/ — from 20 to 11 impressions, climbing
from position 29,1 to 12,7. - /estrategias-para-reducir-costos-en-publicidad/ — from 7 to 0.
And the whole site lost clicks
Here’s the part a success story wouldn’t tell you. In the same period, the entire site
went from 2.141 impressions and 24 clicks (September 7 to 17) to
1.977 impressions and 11 clicks (19 to 29). CTR dropped from 1,12% to
0,56%, while average position improved from 10,7 to 9,6.
Nothing above says the title changes tanked clicks: the ones we lost were on pages we
didn’t touch, and fourteen days is a tiny window. But it doesn’t let us say the opposite
either, which is what people usually publish.
Why more impressions didn’t mean more clicks
The answer is where those new impressions show up. The page that went from 1 to 100
impressions did it at average position 16,7: page two. The design
page rose to 22 impressions at position 37,7. And at position 16 or 37, CTR isn’t low;
it’s practically zero.
A better title does two different things you shouldn’t confuse. It helps Google
understand which queries to show you for — and you’ll see that in impressions, fast —;
and it helps someone pick you among ten results — and you only see that once you’re
already among those ten. Changing the title of a page sitting at position 30 won’t lift
CTR, because nobody gets to read it.
What you can say after two weeks
- The change moved coverage. Four pages that were
practically invisible now show up for something. Two of them had zero
impressions. - It didn’t move the needle. One click before, one click after. If you
do this expecting visits in fifteen days, you’ll be disappointed. - Positions move both ways. One page climbed 17 spots, another dropped 26.
That swing is normal when Google reindexes and tests your result on new queries.
How we’d measure it if it were your site
With three rules that saved us from fooling ourselves:
- Save the before. Export Search Console data for the 14 or 28 days
prior, on the day you make the change. Without that file there’s no experiment,
just memory. - Change one thing at a time. If you tweak titles, content, and
internal links on the same day, any result is unattributable. - Look at impressions and position before clicks. Clicks are the
last signal to arrive. Above position 15, the useful signal is whether Google
started showing you for queries it didn’t before.
The next read on this same experiment will be at 30 days, on October
14, and we’ll publish it too, whatever it says.
If you want to do this on your site and don’t know which pages to start with,
write to us: we’ll tell you which of yours have impressions with no
clicks, which are exactly the ones worth touching first.
Google Search Console data for graphemics.net, downloaded on September 30,
2026. Periods compared: 31/08–13/09 (before) and 16/09–29/09 (after),
with the change applied on 14/09. Search Console figures are consolidated over
a few days and may vary slightly in later revisions.
Versión en español: Cambiamos solo el título de 15 páginas. Esto pasó
Versión en español: Cambiamos solo el título de 15 páginas. Esto pasó
