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Ranking and keyword performance across devices

Ever since Google’s big mobile update – the infamous Mobilegeddon – SEO became far more complicated as there are now two “big” device categories: “mobile” and “desktop”.

Tablet use is also increasing, and these users again behave differently. Monitoring rankings and performance of keywords across multiple device categories has become increasingly difficult. Keyword Hero helps you to split your organic keywords across devices, so you can compare them and analyze them.

Splitting keywords across devices

To divide your keywords into device categories, you need to add a secondary dimension. You’ll find the drop down above the table in the keyword view (Acquisition > Overview > Organic Search). Select “Device Category” as the secondary dimension.

Next to your keywords, you’ll see the corresponding devices, which your users use to find you:
device categories in google Analytics

Now it’s effortless to analyze the performance of individual keywords or keyword clusters. Equipped with this information you can make data-driven decisions that will result in more sales for your business. Let’s look at this example:
traffic of a keyword from different devices

More than half of people that search for “dog food”, perform that search on mobile devices. However, mobile users have significantly worse metrics, both behavioral as well as transactional, compared to tablet and desktop users.
That means that there is a massive potential to generate more sales if the site gets optimized for mobile.

Updated on November 30, 2020

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