Direct answer
Query-page analysis is more diagnostic than a property-wide average because it preserves which landing pages served which searches and how that relationship changed.
Practical steps
- Export query and page together.
- Normalize carefully without collapsing real URLs.
- Aggregate clicks, impressions and weighted position.
- Review meaningful multi-page queries and comparable changes.
Common mistakes
- Averaging averages.
- Calling every multi-page query cannibalization.
- Comparing unequal periods.
Limitations
- Privacy filtering hides some rows.
- Position and CTR remain contextual, not causal.
Primary sources
- Creating helpful, reliable, people-first content — Google Search Central; 2025-12-10; 2026-08-14.