Optimizing website performance. The process of analyzing Search performance data can be an issue, but more so when you’re dealing with lots of long-tail search queries that are difficult to comprehend and visualize. In this article, we’ll offer some tips to help you identify ways to improve your website’s Google Search performance.
If you’ve not read our recent blog posts about Connecting Search Console in Data Studio and monitoring Search traffic using Data Studio, consider checking out our posts to find out more about the capabilities you can access accomplish using Search Console within Data Studio.
Today, we’ll look at the use of a bubble chart to assist you in understanding which queries are performing best for your site and which ones could be enhanced. We’ll begin by explaining the major components of the chart, and then describe the specific settings and how they impact the data. Then, we’ll give some suggestions on what to search for when you’re analyzing data.
The good news is You don’t need to design your chart completely from scratch; you can make use of this template and join your existing data and alter the settings you like.
Without any further delay…
Understanding the chart
The Bubble chart is a fantastic way to visualize data in the event that you are dealing with multiple dimensions and metrics because Optimizing website performance lets you observe patterns and relationships within your data more efficiently. In the case shown here, you can view various attributes of traffic (click-through rate and mean position) as well as volumes (total clicked) for various dimensions (query or device) simultaneously.
We’ll look at certain elements of the chart to understand what they show and does not.
In this chart, we’re employing for this chart, the site impression table that is available via the Search Console data source, which contains Search performance data, which is aggregated by query and site.
Controls for data and filters
To simplify your ability to effectively manage your data We’ve included five different choices for customization in the chart:
- Control of data Selects the Search Console property you’d like to study.
- The date range Select the dates you’d like to display in the report. By default, you’ll only see the last 28 days.
- Search: Add or remove queries that you want to concentrate on. It is possible to use regular expressions similar to how they are used to use them in Search Console.
- Country Add or remove countries.
- Device: Include or exclude device categories.
The axes of the graph are The average positions (y-axis) along with Site CTR (x-axis) however, we’ve made three major changes to improve the clarity of the chart:
- Reverse the y-axis’s direction The y-axis displays how many people are in the same position at any given time, reverse it implies that 1 is on the top. For the majority of charting purposes, the ideal spot is located in the upper right corner, which is why it’s more intuitive to flip the y-axis if you want to show an average of the position.
- The log scale A logarithmic scaling can be described as “a way of displaying numerical data over a very wide range of values in a compact way (…) moving a unit of distance along the scale means the number has been multiplied by 10”. The use of log scales for both axes lets you to get a better understanding of the queries that lie located at the edges of your chart (very low CTR or average position as well as both).
- Referencing lines Reference lines can be very useful to identify numbers that are over or below a specific threshold. The median, average or a certain percentage could highlight any deviations from the norm.
Each of the bubbles in the chart is a single query. In order to improve the utility of the chart we applied two styles of properties:
- Dimension: Utilizing the number of clicks to determine the size of the bubble helps you identify in an instant which queries drive the majority of traffic. The larger the bubble, the greater traffic the query is generating.
- Color Utilizing the device’s device category as the color for the bubble will help you to understand the difference between desktop and mobile search performance. You can choose any dimension for the color, but the number of colors increases the more difficult Optimizing website performance becomes to discern patterns.
Examining the information
The aim of this visualization is to assist in identifying queries that could be optimize. The chart shows the performance of queries in which the y-axis is an average position and the x-axis is CTR the size of the bubble represents the total amount of clicks and the color of the balloon indicates the category of device.
The red lines represent the averages for each ax, which divide this chart into quadrants depicting four different types of performance for queries. Your quadrants will likely appear different from those shown in this article. it will depend on the way your site’s queries are dispersed.
The chart will highlight four categories that you can study to determine the best place to spend your time when it comes to optimizing the performance of your queries.
- Top position, very high CTR It’s little you need to do as you’re already doing a fantastic job already.
- Low ranking and high CTR These queries appear relevant to users. They have an impressive CTR even when they rank less than the typical search on your site. They could make a substantial contribution if their ranking goes up – make sure you optimize these queries!
- Low position, low CTR In the case of queries with a low CTR (this as well as the following bullet) It’s particularly interesting to examine the size of the bubbles to determine the queries that have an extremely low CTR however, they still generate significant traffic. Although the queries within this quadrant may not be worthy of your time They can be categorized into two categories:
- Similar queries If the query is significant for you, then it’s a great start to see it appear on Search already. Make sure to prioritize these queries over those that don’t appear in the search results since they’ll be more straightforward to improve.
- Non-related searches If the query is not related to your site, it’s the perfect time to tweak your content to focus on queries that result in relevant traffic.
- Top spot, lowest CTR These queries could have the lowest CTR due to various reasons. Check the largest bubbles to look for indications of these:
- The competitors you are competing with may use an organized data markup and are displaying extensive results. This may make users click on the results of their competitors instead of yours. Think about activating Search results on your website.
- Your site may be been optimize, or “accidentally” ranking, for an inquiry that people aren’t intereste in relating to your website.
- The users may already have the info they required such as your business’s hours of operation address, address, or even your phone number.
Optimizing your website performance
When you have identified queries that merit the time and effort, be sure you optimize your site for them by taking advantage of the SEO starting guide. Here are some suggestions:
- Be sure that you’re
Titleelements as well as description meta tags as well as
the altattributes are precise, descriptive, and exact.
- Utilize heading elements to highlight important information and to build a hierarchy for your documents which makes it easier for readers as well as search engines to navigate your document.
- Use structured data markups to provide your content’s information to search engines. This will make it capable of displaying your content in interesting (and visually appealing) ways in the results of searches.
- Consider the keywords that users might search for in order to locate a portion of your website. It is possible to use Google’s Keyword Planner provided by Google Ads to help you identify new variations in keywords and to find the approximate volume of searches per keyword. You can also utilize Google Trends in order to discover ideas from topics that are trending and search queries that are related to your site.