It looks like I'm doing it wrong. That's probably why I seem to be trending the wrong way in pace times. Great that I could discover this now - but I need to introduce some better time goals into my running.
When I type in 30 minutes as a 5k target it tells me that my:
(1) 2k tempo run should be between 12:00.1 to 12:20.8 minutes time (compare 13:01 now)
(2) longer endurance runs should be 7:16 to 7:53 minutes pace/k (compare 7:23 /k)
(3) EZ runs should be 7:16 to 7:35 minutes pace/k (compare 8:01 /k pace)
So to me that means I can slow down the longer runs and not try so hard to run them as quickly as I am and set my mind to run the tempo runs on Wednesday much faster.