How can you identify underperforming search queries with data analysis?

1 What are underperforming search queries?

Underperforming search queries are the ones that have a low click-through rate (CTR), a high bounce rate, or a low conversion rate compared to your average or expected metrics. These queries indicate that your website is not meeting the search intent or expectations of the users who typed them in. Underperforming search queries can hurt your ranking, traffic, and revenue potential, so you need to identify and fix them as soon as possible.

2 How to find underperforming search queries with data analysis?

The first step to find underperforming search queries is to use your analytics platform, such as Google Analytics, to collect and filter the data related to your organic search traffic. You can use the Search Console report in Google Analytics to see the queries that bring users to your site, along with the impressions, clicks, CTR, and average position for each query. You can also segment the data by device, country, landing page, or other dimensions to get more insights.

The next step is to analyze the data and look for patterns and anomalies that indicate underperformance. For example, you can compare the CTR, bounce rate, and conversion rate of each query to your site's average or industry benchmarks, and see which ones are below the norm. You can also look for queries that have a high impression count but a low click count, or a high position but a low CTR, which means that your site is visible but not attractive or relevant enough for the users.

4 How to measure the impact of your optimization efforts?

The final step to identify and optimize underperforming search queries is to measure the impact of your optimization efforts and see if they have improved your site's performance and user satisfaction. You can use the same data analysis methods and tools that you used to find the underperforming search queries, and compare the before and after metrics. You can also use A/B testing, surveys, and feedback tools to evaluate the user experience and behavior on your site.

Data analysis is a valuable skill for any website owner or marketer who wants to improve their search engine performance and user satisfaction. By using data analysis to identify and optimize underperforming search queries, you can boost your site's visibility, traffic, conversions, and revenue, and provide a better service to your audience.

5 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?