Weird GSC statistics

[Aleksander]

Hi,

Since a while a see some weird keywords in my stats.

1. My statistics are not trustable
2. I have no idea why google shows my website on these keywords. I am not related to those domains at all.
Does anyone have an idea?

[abidseo]

Hi Aleksander, your stats are still trustworthy — those are real impressions, just not traffic you should worry about. What you're seeing is very common in iGaming, especially on sites that cover several languages or geos.

When someone searches for another casino's brand or domain, Google sometimes tests a few topically close non-brand pages alongside the brand result. Your pages got pulled into that test because they're about casinos in the same language/geo — in your screenshot the queries are all Polish, German and Dutch casino brand searches.

What I'd check, in this order:

1. Click one of those queries in Search Console and switch to the Pages tab. That tells you exactly which of your URLs got the impressions, and the average position. If the position is somewhere like 30–100 with zero clicks, it's just Google probing your pages. Nothing is broken.

2. Look at that page and see whether those brand names appear anywhere on it — title, headings, a comparison table, internal links. A review or comparison page that names several brands is the usual trigger.

3. Rule out the bad cause: check the Security issues and Manual actions reports in Search Console, and do a quick check that no strange pages were added to your site. If none of your pages mention those domains and the impressions are attached to odd URLs you don't recognise, that deserves a closer look. But brand-name queries on their own are not a sign of a hack.

4. If it's noise, filter it out of your reporting instead of chasing it. In Search Console you can add a query filter to exclude those domains, and I'd only pay attention to queries that actually bring clicks. Trying to rank for someone else's brand query is wasted effort.

One question: are those impressions attached to one or two pages, or spread across the whole site? If it's one page, that page is your answer.

[arix]

quick way to confirm it is nothing: filter those queries in the performance report and look at position and clicks together. sitting at position 40 to 80 with impressions and no clicks is a page being shown somewhere far down the results, which is exactly what a test looks like. if any of them sit in the top 20, that is different and worth a look.

one thing i would still check: click through to the pages getting those impressions and search the rendered page for those brand names. comparison tables, alternatives blocks and anything pulled in from a feed often mention operators you never meant to cover, and that is a real reason google associates you with them. if the brand genuinely is not on the page, it is noise and you can leave it alone.

[Aleksander]

I have gone through all the tips you provided above. It only concerns the homepage, yet there is nothing on that page that could possibly be relevant to these keywords. For now, I will keep monitoring the situation and try to filter out as much as I can.