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Google Search Console API + Google Data Studio: Big Data + Laser Focused Context for the Win - Whitespark Local Search Summit 2021

Google Search Console API + Google Data Studio: Big Data + Laser Focused Context for the Win - Whitespark Local Search Summit 2021

In this deck I show how to use the Google Search Console API as a smaller site to compete against Enterprise sites in Local SEO.

A lot of the features mentioned are available in https://branch.tools

896cc6532454c7ba3deab3e45b269566?s=128

Noah Learner

August 03, 2022
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  1. noah@twooctobers @noahlearner noah@twooctobers.com @noahlearner #WLSS Google Search Console API +

    Google Data Studio: Big Data + Laser Focused Context for the Win
  2. noah@twooctobers @noahlearner noah@twooctobers.com @noahlearner #WLSS Why are we here?

  3. noah@twooctobers @noahlearner noah@twooctobers.com @noahlearner #WLSS The Google Search Console (GSC)

    API Revolution
  4. noah@twooctobers @noahlearner noah@twooctobers.com @noahlearner #WLSS The GSC API Revolution What

    is It?
  5. noah@twooctobers @noahlearner noah@twooctobers.com @noahlearner #WLSS It’s a new way to

    find traffic growth opportunities.
  6. noah@twooctobers @noahlearner noah@twooctobers.com @noahlearner #WLSS The GSC API Revolution Big

    data from the GSC API To provide context & Take Action.
  7. noah@twooctobers @noahlearner noah@twooctobers.com @noahlearner #WLSS The GSC API Revolution Why?

  8. noah@twooctobers @noahlearner noah@twooctobers.com @noahlearner #WLSS Google Search Console Just isn’t

    good enough.
  9. noah@twooctobers @noahlearner noah@twooctobers.com @noahlearner #WLSS 1,000 rows?

  10. noah@twooctobers @noahlearner noah@twooctobers.com @noahlearner #WLSS 1 dimension at a time?

  11. noah@twooctobers @noahlearner noah@twooctobers.com @noahlearner #WLSS It’s also slow and tedious

    to work with.
  12. noah@twooctobers @noahlearner noah@twooctobers.com @noahlearner #WLSS Cloud Technology has evolved.

  13. noah@twooctobers @noahlearner noah@twooctobers.com @noahlearner #WLSS Making it possible to get

    & store search data for pennies!
  14. noah@twooctobers @noahlearner noah@twooctobers.com @noahlearner #WLSS The Revolution is for ALL!

  15. noah@twooctobers @noahlearner noah@twooctobers.com @noahlearner #WLSS Small sites can be nimble

    + compete for the long tail in ways larger sites can’t.
  16. noah@twooctobers @noahlearner noah@twooctobers.com @noahlearner #WLSS It’s Google Search Console Made

    Meaningful.
  17. noah@twooctobers @noahlearner noah@twooctobers.com @noahlearner #WLSS

  18. noah@twooctobers @noahlearner noah@twooctobers.com @noahlearner #WLSS

  19. noah@twooctobers @noahlearner noah@twooctobers.com @noahlearner #WLSS The API delivers 25x the

    data.
  20. noah@twooctobers @noahlearner noah@twooctobers.com @noahlearner #WLSS 25x the data is pretty

    cool, where’s the money?
  21. noah@twooctobers @noahlearner noah@twooctobers.com @noahlearner #WLSS HOW MUCH IS HIDDEN? Clicks

    x Conv Rate x AOV
  22. noah@twooctobers @noahlearner noah@twooctobers.com @noahlearner #WLSS 7k Clicks x Conv Rate

    x AOV
  23. noah@twooctobers @noahlearner noah@twooctobers.com @noahlearner #WLSS 1% Clicks x Conv Rate

    x AOV
  24. noah@twooctobers @noahlearner noah@twooctobers.com @noahlearner #WLSS $570 Clicks x Conv Rate

    x AOV
  25. noah@twooctobers @noahlearner noah@twooctobers.com @noahlearner #WLSS $40k = ~2% of revenue

    is hidden
  26. noah@twooctobers @noahlearner noah@twooctobers.com @noahlearner #WLSS That is 1 of 285

    brands on the site.
  27. noah@twooctobers @noahlearner noah@twooctobers.com @noahlearner #WLSS HIDDEN BOF TERMS $380k

  28. noah@twooctobers @noahlearner noah@twooctobers.com @noahlearner #WLSS The API offers an astonishing

    amount of data.
  29. noah@twooctobers @noahlearner noah@twooctobers.com @noahlearner #WLSS Create UIs that match your

    workflows.
  30. noah@twooctobers @noahlearner noah@twooctobers.com @noahlearner #WLSS Layered filtering takes us from

    large data to actionable insights
  31. noah@twooctobers @noahlearner noah@twooctobers.com @noahlearner #WLSS What are the Advantages?

  32. noah@twooctobers @noahlearner noah@twooctobers.com @noahlearner #WLSS HOLY MOLY it’s fast.

  33. noah@twooctobers @noahlearner noah@twooctobers.com @noahlearner #WLSS You’ll get more done in

    less time.
  34. noah@twooctobers @noahlearner noah@twooctobers.com @noahlearner #WLSS Segment your traffic with filters

    in meaningful ways.
  35. noah@twooctobers @noahlearner noah@twooctobers.com @noahlearner #WLSS Using GMB Queries To Drive

    ROI!
  36. noah@twooctobers @noahlearner noah@twooctobers.com @noahlearner #WLSS GMB Filtering Services, entities, brands,

    and verbs associated with your GMB categories.
  37. noah@twooctobers @noahlearner noah@twooctobers.com @noahlearner #WLSS Combine this data with GA

    data for $$$.
  38. noah@twooctobers @noahlearner noah@twooctobers.com @noahlearner #WLSS Where do they go next?

  39. noah@twooctobers @noahlearner noah@twooctobers.com @noahlearner #WLSS Store pages 1. GA Audience

    > Users Flow 2. Change Category to Landing Page for a store page
  40. noah@twooctobers @noahlearner noah@twooctobers.com @noahlearner #WLSS Store pages 1. Add content

    to store page to grow sales: a. Popular products b. Popular brands c. Popular categories
  41. noah@twooctobers @noahlearner noah@twooctobers.com @noahlearner #WLSS Position Bucketing THIS IS $$$

  42. noah@twooctobers @noahlearner noah@twooctobers.com @noahlearner #WLSS • Target queries by position

  43. noah@twooctobers @noahlearner noah@twooctobers.com @noahlearner #WLSS • Target queries by position

    • Target low hanging fruit
  44. noah@twooctobers @noahlearner noah@twooctobers.com @noahlearner #WLSS • Target queries by position

    • Target low hanging fruit • Target queries just outside the local pack (4-15).
  45. noah@twooctobers @noahlearner noah@twooctobers.com @noahlearner #WLSS Branded Terms

  46. noah@twooctobers @noahlearner noah@twooctobers.com @noahlearner #WLSS • Are people searching more

    for my Brand?
  47. noah@twooctobers @noahlearner noah@twooctobers.com @noahlearner #WLSS • Are people searching more

    for my Brand? • Is my site ranking for more: ◦ Head terms?
  48. noah@twooctobers @noahlearner noah@twooctobers.com @noahlearner #WLSS • Are people searching more

    for my Brand? • Is my site ranking for more: ◦ Head terms? ◦ Services?
  49. noah@twooctobers @noahlearner noah@twooctobers.com @noahlearner #WLSS • Are people searching more

    for my Brand? • Is my site ranking for more: ◦ Head terms? ◦ Services? ◦ Products?
  50. noah@twooctobers @noahlearner noah@twooctobers.com @noahlearner #WLSS

  51. noah@twooctobers @noahlearner noah@twooctobers.com @noahlearner #WLSS Product Brands

  52. noah@twooctobers @noahlearner noah@twooctobers.com @noahlearner #WLSS We saw huge demand for

    queries including “For Sale”
  53. noah@twooctobers @noahlearner noah@twooctobers.com @noahlearner #WLSS REVENUE UP 116% over 2020

  54. noah@twooctobers @noahlearner noah@twooctobers.com @noahlearner #WLSS Putting it all together: TOPIC

    EXPLORER
  55. noah@twooctobers @noahlearner noah@twooctobers.com @noahlearner #WLSS

  56. noah@twooctobers @noahlearner noah@twooctobers.com @noahlearner #WLSS Enter a head term to

    show relevant queries and URLS.
  57. noah@twooctobers @noahlearner noah@twooctobers.com @noahlearner #WLSS

  58. noah@twooctobers @noahlearner noah@twooctobers.com @noahlearner #WLSS Click a search term to

    find a target page to optimize
  59. noah@twooctobers @noahlearner noah@twooctobers.com @noahlearner #WLSS

  60. noah@twooctobers @noahlearner noah@twooctobers.com @noahlearner #WLSS We can see: the page

    to optimize
  61. noah@twooctobers @noahlearner noah@twooctobers.com @noahlearner #WLSS

  62. noah@twooctobers @noahlearner noah@twooctobers.com @noahlearner #WLSS We can see: cannibalization issues

  63. noah@twooctobers @noahlearner noah@twooctobers.com @noahlearner #WLSS We can see: internal linking

    opportunities
  64. noah@twooctobers @noahlearner noah@twooctobers.com @noahlearner #WLSS Perform serp analysis to understand

    search intent.
  65. noah@twooctobers @noahlearner noah@twooctobers.com @noahlearner #WLSS What page types are in

    the Serps?
  66. noah@twooctobers @noahlearner noah@twooctobers.com @noahlearner #WLSS Keep your page that aligns

    with the serps.
  67. noah@twooctobers @noahlearner noah@twooctobers.com @noahlearner #WLSS 301 redirect / deoptimize the

    other pages.
  68. noah@twooctobers @noahlearner noah@twooctobers.com @noahlearner #WLSS Initial 317K 15K Step 1

    25.6K 1.3K Step 2 1 5 Terms URLs
  69. noah@twooctobers @noahlearner noah@twooctobers.com @noahlearner #WLSS We can see content expansion

    opportunities
  70. noah@twooctobers @noahlearner noah@twooctobers.com @noahlearner #WLSS

  71. noah@twooctobers @noahlearner noah@twooctobers.com @noahlearner #WLSS FAQs anyone?

  72. noah@twooctobers @noahlearner noah@twooctobers.com @noahlearner #WLSS

  73. noah@twooctobers @noahlearner noah@twooctobers.com @noahlearner #WLSS Take it a step further

    with conditional formatting.
  74. noah@twooctobers @noahlearner noah@twooctobers.com @noahlearner #WLSS

  75. noah@twooctobers @noahlearner noah@twooctobers.com @noahlearner #WLSS

  76. noah@twooctobers @noahlearner noah@twooctobers.com @noahlearner #WLSS Process the data in BigQuery

    for even more $$$.
  77. noah@twooctobers @noahlearner noah@twooctobers.com @noahlearner #WLSS Trending Queries = $$$

  78. noah@twooctobers @noahlearner noah@twooctobers.com @noahlearner #WLSS

  79. noah@twooctobers @noahlearner noah@twooctobers.com @noahlearner #WLSS You can then create change

    columns that are sortable in GDS.
  80. noah@twooctobers @noahlearner noah@twooctobers.com @noahlearner #WLSS

  81. noah@twooctobers @noahlearner noah@twooctobers.com @noahlearner #WLSS GIMME GIMME GIMME!!!

  82. noah@twooctobers @noahlearner noah@twooctobers.com @noahlearner #WLSS How can I get this

    rolling?
  83. noah@twooctobers @noahlearner noah@twooctobers.com @noahlearner #WLSS Gathering the Data

  84. noah@twooctobers @noahlearner noah@twooctobers.com @noahlearner #WLSS BigQuery Data Studio GSC API

    The System
  85. noah@twooctobers @noahlearner noah@twooctobers.com @noahlearner #WLSS Build your own or use

    an ETL tool:
  86. noah@twooctobers @noahlearner noah@twooctobers.com @noahlearner #WLSS Getting the data into BQ.

    $10 - $$$$ / month / client
  87. noah@twooctobers @noahlearner noah@twooctobers.com @noahlearner #WLSS BigQuery costs between $0.02 -

    $0.25 / client / month
  88. noah@twooctobers @noahlearner noah@twooctobers.com @noahlearner #WLSS DATA STUDIO IS FREE

  89. noah@twooctobers @noahlearner noah@twooctobers.com @noahlearner #WLSS What have we learned?

  90. noah@twooctobers @noahlearner noah@twooctobers.com @noahlearner #WLSS The GSC API is the

    new table stakes.
  91. noah@twooctobers @noahlearner noah@twooctobers.com @noahlearner #WLSS The combo of API +

    BQ + GDS is crazy powerful.
  92. noah@twooctobers @noahlearner noah@twooctobers.com @noahlearner #WLSS You’ll build better content that

    ranks and converts.
  93. noah@twooctobers @noahlearner noah@twooctobers.com @noahlearner #WLSS Leave no data behind!

  94. noah@twooctobers @noahlearner noah@twooctobers.com @noahlearner #WLSS USEFUL LINKS Two Octobers Explorer

    for Search: https://bit.ly/388eAPC
  95. noah@twooctobers @noahlearner noah@twooctobers.com @noahlearner #WLSS USEFUL LINKS How to Build

    a Google Search Console Data Pipeline: http://bit.ly/gscPipeline Getting All Your Search Data: https://bit.ly/3fcGzC9 Building Case Statements https://support.google.com/datastudi o/answer/7020724