A measure of the typical spot a brand occupies when users ask an AI search system for related content, calculated by averaging the rank numbers of all impressions that returned the URLs.
01What it is and how it works
The metric takes each time an AI search engine shows one of your URLs, records the numeric rank (1 for the top result, 2 for the second, etc.), and then computes the arithmetic mean of those numbers. The lower the average, the better the visibility. The calculation runs on the raw impression data that the engine logs for every query that mentions your brand.
It is the mean rank of your pages in AI search results.
02What to do about it
Start by pulling the last 30 days of average‑position data from the dashboard. Identify pages with an average above 5 and prioritize them for on‑page SEO: improve headings, add structured data, and clarify brand mentions. Then run a targeted content audit to remove thin or duplicated pages that compete against each other. Finally, schedule a weekly check to see if the average moves down after each change.
03How it is measured or noticed
The platform aggregates every AI‑generated SERP impression that includes a URL from your domain. It records the position shown to the user and stores it in a time‑series table. The dashboard then divides the sum of all recorded positions by the total number of impressions. You can view the raw impression list in the “Export” tab to verify the underlying data.
04Common mistakes
- Assuming a single high‑rank query will lower the overall average dramatically.
- Changing URLs without updating the tracking configuration, which creates gaps in the data.
- Focusing only on the average and ignoring the distribution of positions (e.g., many #1s and many #10s).
05Limits and confusions
Average Position only reflects queries where your URL actually appeared; it does not account for impressions that never showed your brand. It also mixes organic and AI‑generated results, so a drop may be due to a shift in the AI model rather than your SEO work. Do not confuse it with Click‑Through Rate, which measures user clicks, not rank.
06Worked example
Suppose your brand appeared in five AI queries with the following ranks: 2, 4, 3, 7, and 5. The sum is 21, and dividing by 5 gives an average position of 4.2. This tells you that, on average, users see your content near the top of the list, but there is room to push the outlier (rank 7) lower.
"In the last week our average position dropped from 6.3 to 4.2 after we added FAQ schema to three product pages."
Frequently asked questions
Why does my brand sometimes appear at position 5 even though I thought it was ranking higher?
It depends on the specific AI query that generated the impression. The metric averages the rank numbers across all queries where your URL showed up, so occasional lower spots pull the average down.
How is this metric different from the total number of impressions?
It’s not about how many times your URL was shown, but where it appeared in the list each time. While impressions count visibility, the average position reflects the typical rank, giving insight into prominence.
Should I try to lower my average position number, and what should I aim for?
Usually you want a lower number, meaning higher placement in results. Targeting a position close to 1 or 2 can improve visibility, but the exact goal depends on your industry and competition.
What data does the platform use to calculate this figure?
It aggregates every AI‑generated SERP impression that includes a URL from your domain and records the numeric rank shown. Then it computes the arithmetic mean of those rank values.
If the AI search algorithm changes, will this metric still be reliable?
It can still be useful, but the numbers may shift as the algorithm re‑ranks results. Monitor trends over time to see if the changes affect your average position significantly.
What signs indicate that my average position is harming my campaign performance?
Usually a high average position (meaning a larger number) signals that users see your brand lower in the list, which can reduce click‑through rates. You’ll notice drops in traffic and engagement when the average position stays high.
Asked out loud
spoken, not typedThe same term in the words somebody uses speaking to an assistant rather than typing into a box — written from the situation, which is why each one carries the situation it came from.
Usually it's because the average rank across recent queries is still high, meaning your URLs often appear lower down. Improving content relevance and targeting can bring those positions up over time.
Yes, a lower average rank indicates better visibility, which is a positive talking point for the client. Focus on optimizing the top‑performing queries to shift the average upward before the meeting.
It depends; the metric can take a few weeks to reflect changes as the AI system gathers enough impressions. Keep monitoring, and if after a reasonable period the position stays the same, consider revisiting your optimization strategy.