How to improve SEO using a bubble chart in Google

An analysis of data on search activity is always a challenge, especially when your site has many long key phrases that are more difficult to visualize and understand. The bubble diagram can help you see which requests bring the greatest traffic to your site and which require improvement.

If you want to test the methods set forth in this text, you can connect your data to Looker Studio and configure the diagram.

If you have not yet read the articles “How to connect Search Console to Looker Studio” and “Monitoring of traffic using Looker Studio”, we recommend that you familiarize yourself with them to understand what opportunities the Search Console is opening in the Looker Studio to analyze the search traffic of your site.

What is a bubble chart in Google

A bubble diagram is an excellent means of visualization of data, when you need to display several metrics and measurements, allowing you to better see connections and patterns in the data. For an example that we will consider, metrics such as the CTR indicator are shown, the average position and number of clicks for different requests for devices.

In this section, we will analyze in more detail the elements of the diagram to understand what it displays and what does not.

Data source

To build a bubble diagram, the Site Impression table is used from the Search Console data source, which includes search activity data aggregated in the site and queries.

Filters and data management elements

The diagram has five data settings that will help you effectively control the displayed information:

Data management element: Select the Search Console property for analysis.
Date range: Select the period that you want to display in the report; By default, data is displayed over the past 28 days.
Request: Turn on or exclude requests that you want to analyze. You can filter data in the same way as it is done in Search Console.
Country: Add or exclude countries for analysis.
Device: Turn on or eliminate the categories of devices.

The axis of the diagram

The axes of the diagram display the average position (axis Y) and CTR (axis X). This diagram contains three important axis transformations:

The reverse direction of the Y axis: since the Y axis displays the average position, the inverting of the axis means that position 1 will be on the upper part of the diagram. For most diagrams, it is better that the best positions are located in the upper right corner, which makes the axis inverting more intuitively understandable.
Logarithmic scale: the use of a logarithmic scale for both axes helps to better understand the requests that are on the edges of the diagram (with a very low CTR or medium position).
Screening lines: These lines help to highlight values exceeding or not reaching a certain threshold, and help pay attention to deviations from the pattern.

The bubbles of the diagram

Each bubble in the diagram is a separate request, with such characteristics:

Size: The size of the bubble is proportional to the number of clicks, which helps to quickly understand what requests generate the main traffic to your site.
Color: The color of the bubble shows the category of the device, which helps to see the differences in the search activity between mobile and desktop devices. You can use any category as color, but the more values, the more difficult it is to identify clear patterns.

How to analyze the data

The purpose of this visualization is to help identify opportunities to optimize requests. The diagram shows the performance of requests where the Y axis displays the average position, the X - CTR axis, the size of the bubble is the number of clicks, and the color of the bubble is the category of the device.

Red dashed lines show the average values along the axes, dividing the diagram into quadrants, which allows you to distinguish four types of queries. Your quadrants may look a little different, depending on how the requests are distributed on your site.

The diagram is highlighted by four groups of requests that you can analyze in order to understand which of them it is worth directing to improve SEO:

High position, high CTR: these requests are already well optimized, and they are not required to improve them. You are already achieving excellent results.
Low position, high CTR: these requests have a high CTR, despite the low position in the search results. Having improved their position, you will receive a significant increase in traffic. For example, a request for a horticultural site "How to build a wooden shed" can be improved by creating a separate page or adding content to an already existing one.
Low position, low CTR: Despite the low CTR values, some of these requests can bring a significant amount of traffic to the site. It is important to highlight two types of such requests: related and not related to the content of your site. For related requests, it is worth increasing optimization, and for irrelevant - to review the content strategy.
High position, low CTR: Despite good positions, a low CTR may be associated with competitors who use expanded results, or with the fact that users are not interested in your content according to these requests. Check large bubbles to understand what the reason is.

How to improve SEO for specific needs in Google

As soon as you determine the requests that require optimization, it is necessary to improve or create pages devoted to these requests.

Using visualization, you can create a filter for specific requests via the Search Console interface or create a consolidated table in Looker Studio to see all the pages that receive traffic at a certain request. After that, use it SEO manual for beginners To optimize content. Here are some tips:

Make sure your elements of headlines, meta-tags of descriptions and ALT attributes are accurate and descriptive.
Use the elements of the headings to highlight important sections and help users and search engines are easy to navigate in the contents of the page.
Think about other words that users can use to search for your content, for example, synonyms and related requests. To do this, you can use tools such as Google Planner of keywords or Google Trends.

For SEO questions, you can contact the company "SEO.COMPUTER" by email: info@seo.computer or through WhatsApp: +79202044461.

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