Unlocking SEO Opportunities with Bubble Charts: Finding Low-Hanging Fruits

Alexander Soliman
May 4
2 min read

In the evolving world of SEO, data visualization can unlock insights that raw numbers often conceal. One powerful technique is using bubble charts to analyze queries based on their performance metrics from Google Search Console, especially when segmented by device using Looker Studio.

This method offers a strategic way to identify low-hanging fruit—queries that are rich in potential but currently underperforming. Here's how you can approach this analysis.

Step 1: Visualizing Queries with Bubble Charts

Start by building a bubble chart in Looker Studio using three core metrics:

Average Position
Clicks
Impressions

Each bubble represents a search query. Here's how to interpret them:

X-axis: Average position of the query in Google search results.
Y-axis: Clicks received in your selected timeframe.
Size of bubble: Reflects the number of impressions, acting as a proxy for search volume.
Color of bubble: Indicates the device type (desktop, mobile, tablet).

Step 2: Segmenting the Chart into Quadrants

To make analysis actionable, divide the chart into four quadrants, each representing a unique query behavior:

1. Top Position, Low Clicks

What it means: Keywords ranking high but not driving clicks.
Likely cause: Low search volume or poor SERP visibility.
Action: Little can be done here—most are highly relevant but rarely searched terms.

2. Top Position, High Clicks

What it means: These queries are already strong performers.
Action: No immediate optimization needed. Monitor and maintain.

3. Low Position, High Clicks

What it means: These are mostly branded queries.
Insight: Even at lower ranks, your brand drives clicks—evidence of strong brand recognition.

4. Low Position, Low Clicks (Your Goldmine)

What it means: Keywords with high impressions but few clicks—the real low-hanging fruits.
Action: Focus your optimization efforts here. These queries have enough interest (as shown by impressions), but need better positioning or meta enhancements to drive clicks.

A Word of Caution: Beyond CTR and GSC Defaults

This framework was inspired by the official Search Console Training on “Analyzing Search Performance Data with Bubble Charts,” but after auditing 13 websites, I recommend a few important adjustments:

1. Search Volume ≠ Impressions

Search Console doesn’t provide actual keyword search volume—only impressions tied to your site. A keyword may have 1,000 monthly searches, but if your page ranks low, you might only see 50 impressions. For optimization, combine this chart with external keyword tools to assess true volume and potential.

2. CTR Can Be Misleading

Don’t over-rely on CTR:

Query A: 1,000 impressions, 100 clicks (CTR = 10%)
Query B: 5 impressions, 1 click (CTR = 20%)

Which would you rather rank for? Exactly.

3. Clicks Reveal Intent

Clicks—especially on low-position keywords—tell you where your content is still performing. Often these are branded terms, meaning users actively seek your brand, not just generic information.

Conclusion

Using bubble charts for SEO isn’t just about pretty visuals—it’s about uncovering hidden insights. When done correctly, it helps you prioritize optimizations, focus on queries with real potential, and avoid wasting time on low-impact tweaks.

Pro Tip: Regularly update your charts, analyze by device, and combine with keyword research tools to stay ahead in your content strategy.