What can cause impression loss without rank loss?

In google search console, if you see a keyword that hasn't changed but one or two positions, if any, but lost 30% - 200% impressions, would could you attribute that to?

I thought at first search intent. That perhaps the search volume was lower but it's across multiple phrases in an account I just took over.

What else can cause impression loss without rank loss?

Thanks in advance for any insight you have.
Cheers!
Barb

 

For that keyword did you compare (for say the last 3 months) the "Total Impressions" and "Average Position"? If impressions dropped I guessed position also dropped. Otherwise that particular keyword is getting less traffic during this particular time. That could be the case. If a keyword tool says it gets 500 searches a month, that's an average number. In some months it could get just 200 for instance.

Maybe analyze the particular keyword in keyword research tools e.g. KWfinder, it provides a "Trend" graph.

 

It can be that your niche is seasonal and just do better at other times than this.
It can be that your keywords where fads and have lost people's interest.
It can also be that you have lost ranking on the SERPs in a country that you haven't been tracking.

I can't think of anything else that could cause your situation.

 

Multiple reasons can be responsible for this, some of the most logical ones are as follows:
- Your keywords are outdated or the competition is using more effective keywords
- Your website isn't completely optimized or up-to-date
- Your local SEO might be lacking in some areas