My free tool out-impressed 29 of my 32 blog posts. Its ranking got five times worse.

Two numbers off my Search Console this morning, same 28-day window, same site. The free landing page roast tool: 42 impressions, average position 38.0. The blog post I wrote to support that tool: 11 impressions, average position 21.1. Six weeks earlier it was the other way round. On July 4 the tool sat at position 7.5 on 18 impressions and the article was at 17.8 on 38 impressions. So the tool has more than doubled its reach since then, and its average position has gotten roughly five times worse over the same stretch. Both of those things are true at once, and working out why changed how I plan the next tool.

The tool favors.dev/roast takes a URL and gives back a conversion score out of