So, for the last two days I'm observing a rather unsettling trend for two of the sites I work on (not related, not linked and in two different WMT accounts). The amount of daily impressions on the graph in WMT->Traffic->Search Queries jumped to about twice the usual amount during the preceding month and yet the amount of clicks on the same graph is either unchanged or even slightly down. Even more worrying to me is that looking at the server access logs, the actual Google visits are definitely down (10% on average).
So, I'm bracing for a possibility of a steep drop after this impression frenzy is over because how long would they keep showing my pages in results if no one clicks on them?
Does anyone have experience with these impression spikes? Anything can be done about the sudden decrease in click-through rates? I'm still trying to find a sample of the title/description they would show for the listings not generating clicks but so far all I see are "normal" listings - nothing out of the ordinary, they look just like they've always been. Do you guys know to what degree they personalize the SERP listings in terms of changing the title and description and could this possibly lead to getting consistently lower CTR? If that has to do with personalizing the listings, do they have a way to automatically correct this issue, I wonder?