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Optimize Website Performance with Search Console Bubble Charts | GoogleSearchCentral Blog | Google Developers


Wednesday, April 6, 2022

Analyzing search performance data is always a challenge, but it becomes even more difficult if you have a lot of long-tail queries that are difficult to visualize and understand. This post provides tips to help you find opportunities to optimize the performance of your site’s Google search.

If you haven’t read recent posts about connecting SearchConsole to Data Studio and monitoring search traffic in Data Studio, consider checking them out to understand what Data Studio’s SearchConsole can do. please give me.

today Bubble chart
This will help you understand which queries are working well for your site and which queries can be improved. We’ll start by discussing the main elements of the graph, and then discuss the specific settings and their impact on the data. It then provides some guidance on what to look for when analyzing the data.

Let’s start with the good news. You don’t have to create the chart from scratch. You can use:
This templateConnect to the data and fine-tune the settings as needed.

Without difficult stories …

Data Studio report showing bubble chart with search console data

Understand the chart

A Bubble chart Great visualization when you have multiple metrics and dimensions, as you can see relationships and patterns in your data more effectively. In the example shown here, you can see the traffic attributes (click through rate (CTR), average position) and volume (total clicks) of different dimensions (query, device) at the same time.

Examine some of the chart elements to clarify what is displayed and what is not.

Source of information

In this chart, Impressions of the site Tables available through
Search console data source
For this Searching performance data Aggregated by site and query.

Filters and data control

To help you manage your data effectively, the chart contains five customization options.

  1. Data management: Select the properties of the search console you want to analyze.
  2. Date range: Select the date range to display in the report. By default, the last 28 days are displayed.
  3. Query: Include or exclude queries to focus on. You can use regular expressions similar to those used in the search console.
  4. Country: Include or exclude countries.
  5. device: Include or exclude device categories.

shaft

The axis of the chart is Average position (Y-axis) and Site clickthrough rate On the (x-axis), we have made three important transformations to make the graph more insightful.

  • Reverse the y-axis direction: The y-axis shows the average position, so when flipped, 1 is up. For most business charts, the best position is in the upper right corner, so it’s more intuitive to flip the y-axis when using it to display the average position.
  • Logarithmic scale: A Logarithmic scale “How to compactly display numerical data for a very wide range of values ​​(…) Moving a unit of distance along a scale means multiplying a number by 10.” Using a logarithmic scale on both axes gives you a better understanding of the queries at the edges of the graph (very low CTR, average position, or both).
  • Reference line: Reference lines are very useful for highlighting values ​​above or below a certain threshold. You can focus on deviations from the pattern by looking at the mean, median, or specific percentile.

foam

Each bubble in the graph represents one query, and I used two to make the graph more convenient.
Style properties:

  • size: Use clicks as bubble size to see at a glance which queries are driving the majority of traffic. The larger the bubble, the more traffic the query will generate.
  • colour: Using the device category as the bubble color will help you understand the difference in performance between mobile search and desktop search. You can use any dimension as the color, but the larger the number of values, the harder it is to recognize the pattern.

Data analysis

The goal of this visualization is to help surface query optimization opportunities. The graph shows the performance of the query.Where the y-axis is Average positionX-axis Click rateBubble size
ClicksAnd the color of the bubble Device category..

The red reference line shows the average of each axis that divides the graph into quadrants and shows the four types of query performance. Your quadrant may look different from what is shared in this post. They depend on how the queries on your site are distributed.

Graph showing 4 types of query performance

In general, graphs show four groups that can be analyzed to help determine where to spend time optimizing query performance.

  1. Top position, high click rate: There isn’t much you need to do for them. You are already doing a great job.
  2. Low position, high click rate: These queries seem to be user related. CTR is high even if it ranks lower than the average query on your website. If their status rises, they can represent an important contribution —
    Invest in those optimizations!
  3. Low position, low click rate: When looking at low CTR queries (this and next bullets), it’s especially interesting to look at the bubble size to understand queries that have low CTR but still drive a lot of traffic. .. Queries in this quadrant may not seem worth your efforts, but they can be divided into two main groups.
    • Related queries: If the query in question is important, we recommend that you already see it in your search. Prioritize these queries over queries that don’t appear at all in search results for ease of optimization.
    • Irrelevant queries: If the query isn’t related to your site, it might be a good time to tweak the content and focus on the query that brings the relevant traffic.
  4. Top position, low click rate: These queries can have a low CTR for a variety of reasons. You should check for the largest bubbles to find the next sign.
    • Competitors are using structured data markup and may be displaying a wealth of results. This will cause users to click on their own results instead of their own. Consider enabling the search results feature on your site.
    • It may be optimized or “wrongly” ranked for queries that users are not interested in related to your site.
    • Users may have already found the information they need, such as company hours, addresses, and phone numbers.

Optimize website performance

If you find queries that are worth the time and effort, make sure you optimize for them with the help of your SEO Starter Guide. Here are some tips:

  • your title Elements, descriptive meta tags, and alt The attributes are descriptive, specific, and accurate.
  • Use heading elements to emphasize important text and create a hierarchical structure of your content to make it easier for users and search engines to navigate your document.
  • Add structured data markup to write your content to search engines so that you can view your content in a convenient (and eye-catching) way to your search results.
  • Think about the words that users might search for to find some of the content.You can use
    Keyword planner It helps you find new keyword variations from Google Ads and see the approximate search volume for each keyword.Can also be used
    Google Trends To find ideas from featured topics and queries related to your website.

feedback

As always, if you have any questions, Google Search Central Community or Data studio community.. Also, if you are using Twitter, make sure that: follow usI will announce future posts.





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