SEO User Interactions Looker Studio Report Template
Find out how users interact with your content on the SERP and on the page itself
Download the Template Here:
https://lookerstudio.google.com/reporting/e5485323-391d-439e-999b-2922f96112f5
Step By Step Template Setup Instructions & Setup Videos:
https://docs.google.com/presentation/d/1Uar7a6x_UcB1IO0SCCwiO1vMErqbXM66X2zxPey4ZEg/edit#slide=id.p
Users Interaction Report Discussion
Why Measure User Interactions?
In November 2023, the U.S. Department of Justice released a document titled The Life of a Click.
This document introduces the '3 Pillars of Ranking,' with a special highlight on 'User Interactions' as a fundamental component of modern SEO.
Three Pillars of Ranking
The “Three Pillars of Ranking,” highlighted in the Department of Justice's document, simplifies the complex world of SEO into three key elements.
Body: The 'Body' refers to what the document, or webpage, says about itself. This pillar emphasizes the need for high-quality, relevant content that effectively communicates the purpose and value of the website.
Anchors: 'Anchors' represent what the web says about the document. This highlights the significance of a website's reputation and authority in the digital ecosystem, as perceived by other websites and online entities.
User Interactions: This includes metrics like clicks, attention (hover/mouse movements), scrolls, and new Google searches. User interactions are a direct indicator of how well the content resonates with the audience. They reflect the relevance and appeal of a website in real-time user behavior.
Google's Metrics for User Interactions
Let's unpack these metrics that Google uses to gauge user engagement.
Attention (Hover/Mouse Movement): Tracks where users hover or move their mouse on the SERP.
Clicks: Measures the number of times users click on search results.
Scrolls: Observes how far users scroll down the SERP.
User Enters a New Google Search: Tracks when a user initiates a new search from the SERP, suggesting the initial search results may not have been satisfactory.
Why User Interactions Are Important
Direct Feedback Loop: User interactions serve as a direct feedback loop between your content and your audience. They provide real-time insights into what users find relevant and engaging.
Impact on Search Rankings: High engagement (like clicks and scrolls) can lead to better rankings, as they signal to search engines that users find the content valuable. Consider a webpage ranking on the first page for "Homeowners Insurance" that removes this keyword from its title tag. Such a change can lead to an immediate decline in rankings due to decreased user interactions, as searchers may no longer find the page relevant to their query.
Measuring User Interactions on SERPs
Focus on tracking and analyzing click-through rates (CTR) as a primary metric for user interactions on search results.
CTRs provide a direct measure of how well your listings resonate with searchers, indicating the effectiveness of your SEO efforts.
But there's more than just SERP interactions...
With the evolution of analytics tools like GA4, we can now scrutinize interactions on the page with greater granularity. GA4 offers insights into events such as external link clicks, downloads, form interactions, video plays, and more while moving away from traditional metrics like bounce rate, exit rate, and time on page. This shift indicates a growing emphasis on creating content that is not just informative but engaging, prompting user interactions that signal helpfulness and relevance.
This shift signals a move towards content that's not just informative but truly engaging. It's about creating interactions that reflect the helpfulness and relevance of your content.
Measuring User Interactions On Page
Clicks (External Links): Measures clicks on outbound links, providing insights into user interest in additional content or resources. Assists in understanding which external content is considered valuable by your audience.
File Downloads: Tracks the number of times users download files (like PDFs, ebooks, whitepapers) from your page.A strong indicator of the value and utility of the downloadable resources you provide.
Form Submissions and Interactions: Includes user engagement with forms for subscriptions, inquiries, or other interactions. Essential for assessing user interest in engaging further with your brand or content.
Video Plays and Interactions: Counts the number of times users play videos on your page. Indicates the level of user engagement and interest in multimedia content.
Scroll Depth: Measures how far users scroll down a page.Provides insights into content engagement and helps identify areas that hold user interest or where they disengage.
Conclusion
By measuring user interactions on SERPs and on your page, you gain insights into what truly resonates with your audience. This knowledge is key to tailoring your content and SEO strategies for better engagement and higher rankings.
Need SEO Help?
Email Dwayne & setup a consulting call: mail@dwaynehogan.com
Find Dwayne on LinkedIn: https://www.linkedin.com/in/dwaynehogan/
Report Setup Instructions
1) Set up SERP Clickthrough Rates Table in Google Sheets
We’ll need to create a Google Sheet that has current clickthrough rates for Google.
Make a copy of this Google Sheet: https://docs.google.com/spreadsheets/d/1QgbAcPyaeEWAH69jc7T6qrc7Bvm0sW2V2amyos172Ac/copy
Advanced Web Ranking has data for click through rates, based on which features are found in your SERPs. You can also get data for mobile or desktop. You can export a CSV of this data, then add to the “import” tab of the Google Sheet.
2) Create the Google Search Console Data Source
Go to https://lookerstudio.google.com/u/0/navigation/datasources
Click Create >> Data Source
Name your data source (example: User Interactions - GSC)
Search for “Google Search Console”
Select the site you are working on. Also, under Tables select “url impression,” and under “Search type” select “web.”
Click the “Connect” button
3) Create the Google Analytics 4 Data Source
Go to https://lookerstudio.google.com/u/0/navigation/datasources
Click Create >> Data Source
Name your data source (example: User Interactions - GA4)
Search for “Google Analytics”
Select the Account and Property you are working on.
Click the “Connect” button
4) Create the Clickthrough Rates Data Source
Go to https://lookerstudio.google.com/u/0/navigation/datasources
Click Create >> Data Source
Name your data source (example: User Interactions - CTR Table)
Search for “Google Sheets”
Under Worksheet, select “CTR Table.” Under Options, select “Use first row as headers” and “Include hidden and filtered cells”
Click the “Connect” button
5) Copy the Looker Studio Report
Template URL: https://lookerstudio.google.com/reporting/e5485323-391d-439e-999b-2922f96112f5
Go to File >> Make a Copy
On the popup screen, select your data sources:
1: The Search Console data source
2: leave blank
3 The Google Analytics 4 data source
4: The CTR Google Sheet data source
6) Set up the “GA4 Extract Data” source
GA4 has a daily usage quota that can be reached easily with Looker Studio reports. A workaround is to use an “Extract Data” connector, which will download your GA4 data once daily, preventing these quota errors.
Go to Resource >> Manage Added Sources
Click “Edit” for GA4 Data Extraction
In the “GA4 Connector” drop down, select your Google Analytics 4 data source
Turn on Auto Update to run daily at 8am.
Press Save and Extract
Where I can find your content template from your YouTube video. I subscribe to your newsletter and never got it
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