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What you’re seeing actually lines up with what we’ve noticed on a few B2B / IT sites too.
The spike in impressions + drop in avg position usually means Google is testing your pages for a wider set of queries. You’re showing up more often, but not always in the top slots yet. That’s why impressions go up while clicks stay flat.
Here are few suggestions that might help you to stay stabilized:
1.Check GSC queries where impressions jumped but CTR dropped. This signals intent mismatch or weaker titles/meta.
2.Pages ranking for broader keywords now may need clearer topical focus (tighten H2s, examples, use-case depth).
3.If competitors added fresher content in Dec, that can push positions down even if relevance is fine.
It’s too early to get panic. If impressions are rising, it’s usually a sign Google still “likes” the content, it’s just recalibrating where it belongs. Give it another few weeks and optimize for the new queries showing up.
