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So you’re an SEO strategist/growth strategist and you are putting your heart and soul into getting your website – or your client’s website – the best possible page rank and traffic. And while you see results and traction, there is always room to improve. To take a step back, analyse what’s not working, what is working, and capitalise on it.
But to strategize effectively, you need to be able to see your data from more than just one angle. You need to look at CTR, geographies, total clicks, devices and more, so that you have a holistic picture.
Analysts like you would have to take separate data points, compile them into a format which would be easy to understand and access, and then get to work on analysis and strategy. Phew!
But the folks at Google are all about organising the world’s information better…and that includes your website performance information too!
Google has rolled out a great new feature: the templated, easy to load Bubble Chart, which presents data in a cohesive manner which gives you a broad overview and allows you to dig into finer details.
A bubble chart is a data visualisation tool, much like graphs, bar charts and pie charts. It is especially helpful when you have multiple metrics and dimensions to account for/keep track of, because it helps you see relationships and patterns in your data more effectively.
The Google Bubble Chart gives you search data and website performance data based on device (desktop, mobile, tablet) along with query and country, plotted along an X and Y axis. (X axis = site CTR, Y axis = Average position).
And Google has given users a really sweet deal: they’ve made their bubble chart in a ready to use format for all users of the Google Search Console. Simply head over to the template they have created, add your data, and voila! You’ve got a data-rich bubble chart.
(Google has a detailed blog post on how to connect Search Console to Data Studio to build a data visualisation that works for you, along with tips on how to enhance that data. You can read it here.)
Since you may be new to this, we thought we’ll break down what you see. Here’s a little guide or “map key” of sorts to the elements in the Google Bubble Chart.
Once you have loaded your data into the chart, Google makes it easy for you to find what you are looking for. The data can be filtered based on the following:
The red lines dissect the chart into 4 sections or quadrants. These four sections can be used to analyse and help you decide where to invest your time when you optimise query performance.
So, what next? Once you study the bubble chart and identify the queries and terms that will be worth investing in to boost your site performance, you further optimise them by ensuring that your titles, description meta tags and alt attributes are specific and accurate.
The data gathered will also help you incorporate the right queries to structure your page better, making it easier for users to navigate the page. Adding and modifying structured data markup to describe your content to search engines will help display your content in useful and attention-grabbing ways in search results.
For one, it’s an easy to follow visual representation of your website performance and search data that gives you a broad view of who’s clicking on what (and from which device!) at a glance.
Google also offers tips on how to use the bubble chart template to separate or isolate your critical data points.
You get to uncover multiple dimensions/metrics in one easy graph, which loads automatically (thanks to the template) once you connect your Search Console to Data Studio. Prior to the launch of the Bubble Chart feature, web and SEO analysts had to rely on third-party tools to create and plot such a graph.
SEO is not dead — and in our opinion, will likely not become obsolete. For as long as there is Google search, businesses, creators and publishers will have to optimise their sites to make their content easy to find on the web.
The Google Bubble Chart will now make it easier for analysts and SEO specialists to check in and measure the effectiveness of their strategies and uncover better insights into user behaviour – and use those learning to course-correct and pivot if necessary.
Do you have the basics of your SEO strategy in place? Download upGrowth’s Ultimate SEO Checklist to get started!
Amol has helped catalyse business growth with his strategic & data-driven methodologies. With a decade of experience in the field of marketing, he has donned multiple hats, from channel optimization, data analytics and creative brand positioning to growth engineering and sales.
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