Digging in to the data

When it comes to understanding how users search on mobile versus desktop, digging deeper into long-tail queries can reveal powerful insights. These queries, typically longer and more specific, can uncover user intent, identify trends, and inform content strategies. If you’ve ever wondered how to compare the performance of long-tail queries across devices, this guide is for you.

Let’s explore how you can use regex (regular expressions) in Google Search Console (GSC) to filter and compare long-tail queries effectively.

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Why Focus on Long-Tail Queries?

Long-tail queries are often less competitive and more targeted, making them essential for reaching specific audience segments. By comparing their performance across mobile and desktop, you can:

• Understand differences in user behaviour by device.
• Optimise content for mobile or desktop users based on unique patterns.
• Identify opportunities to improve your search visibility.

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Step-by-Step Guide: Using RegEx in GSC for Long-Tail Analysis

Step 1: Filter Long-Tail Queries with RegEx

To identify long-tail queries (typically 6+ words), you can use regex patterns. Here are two useful options:

RegEx for General Long-Tail Queries (No Specific Keyword)

\b\w+\s\w+\s\w+\s\w+\s\w+\s\w+

Breakdown:

• \b: Matches a word boundary (start of a word).
• \w+: Matches one or more word characters.
• \s: Matches a space.
• The repetition (\s\w+) identifies additional words. Add or remove these segments to adjust the query length.

RegEx for Long-Tail Queries Containing a Specific Keyword

\b(\w+\s){0,6}KEYWORD\s(\w+\s){0,6}\w+

Example Matches:

• “Keyword advice”
• “Top tips for keyword”
• “How does keyword impact…”

Adjustments:

• To modify query length, change the curly bracket values ({0,6}). For instance, {0,5} targets shorter phrases, while {0,8} captures longer ones.

Step 2: Apply the RegEx in Google Search Console

1. Navigate to the Performance section in GSC.
2. Click + New and select Query Filter.
3. Choose Custom (regex) and paste your regex pattern.

Step 3: Compare Mobile vs Desktop Performance

1. Add another filter for Device to isolate Mobile or Desktop.
2. Use the comparison feature to analyse differences in impressions, clicks, CTR, and position for your long-tail queries across devices.

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Why This Matters

Mobile and desktop users often search differently. For example, mobile users may use more conversational queries or search for immediate answers, while desktop users might perform more detailed research. By leveraging this RegEx trick, you can:

• Optimise your content to better match user intent on each device.
• Identify gaps in performance and opportunities for growth.
• Stay ahead in the evolving landscape of search behaviour.

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Exploring long-tail queries with RegEx in GSC is a simple yet powerful way to understand device-specific search behaviour. Whether you’re fine tuning your mobile strategy or enhancing desktop performance, this method helps you unlock actionable insights.