Organic Search Performance | Example Analysis

What business question am I trying to answer? 

I am a new content creator for my company's blog. I am trying to update our customer persona to help develop a strategy for my blog content, so I want to see what our customers are searching for on Google.

What metrics from this product help you answer that question?

To assist in my research, I will need to look at query count, impressions, click-through rate, and average position. 

What visuals from the dashboard tell this story? 

First, I will set my dashboard to previous quarter. This will allow me to see recent trends without trying to analyze too much data. The comparison date range will then let me compare to the previous quarter. 

Observation #1

My KPI scorecards show me that I'm averaging around the 46th position in searches, which probably accounts for the low Click-Through Rate of 1.1%. I can see that my impressions have gone up, but the clicks have gone down, showing a drastic drop in the Click-through-rate.

Observation #2

If I break this down by device type, I can see that most of my users find me through Desktop. While my click-through-rate is very high for tablet, the impressions are very low, so it's not a lot of data to go off of. My customer persona will most likely be a desktop user. This table also shows me that only Desktop viewers convert on my website. 

Observation #3

If we go to the Query Summary page, we can sort by clicks and see what people are actually clicking on. This information will give us an idea of what type of content our users are interested in. I also see that most of these are in the top 10 for weight average position, but I saw previously my average position is above 40. Therefore, I might want to to do a few checks to ensure my website is running as fast as possible to improve my average position, and thus my clicks. 

Recommendation 

• Synch with my website manager to analyze loading speed and ways to improve it. 
• Create a blog content schedule around topics from the queries with a highly weighted average position and a high click-through rate. 
• Continue research my Website Performance dashboard to analyze the behavior of these users once they arrive on my website.