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

Transcript

1. noah@twooctobers @noahlearner
   noah@twooctobers.com @noahlearner #WLSS
   Google Search Console API +
   Google Data Studio:
   Big Data + Laser Focused
   Context for the Win
   

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2. noah@twooctobers @noahlearner
   noah@twooctobers.com @noahlearner #WLSS
   Why are we here?
   

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

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

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5. noah@twooctobers @noahlearner
   noah@twooctobers.com @noahlearner #WLSS
   It’s a new way to find
   traffic growth
   opportunities.
   

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

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7. noah@twooctobers @noahlearner
   noah@twooctobers.com @noahlearner #WLSS
   The GSC API Revolution
   Why?
   

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

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

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

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

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

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13. noah@twooctobers @noahlearner
    noah@twooctobers.com @noahlearner #WLSS
    Making it possible to
    get & store
    search data for pennies!
    

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14. noah@twooctobers @noahlearner
    noah@twooctobers.com @noahlearner #WLSS
    The Revolution is for ALL!
    

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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.
    

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16. noah@twooctobers @noahlearner
    noah@twooctobers.com @noahlearner #WLSS
    It’s Google Search
    Console Made
    Meaningful.
    

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

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

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

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20. noah@twooctobers @noahlearner
    noah@twooctobers.com @noahlearner #WLSS
    25x the data is pretty cool,
    where’s the money?
    

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21. noah@twooctobers @noahlearner
    noah@twooctobers.com @noahlearner #WLSS
    HOW MUCH IS
    HIDDEN?
    Clicks x Conv Rate x AOV
    

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

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

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

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

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26. noah@twooctobers @noahlearner
    noah@twooctobers.com @noahlearner #WLSS
    That is 1 of 285
    brands on the site.
    

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27. noah@twooctobers @noahlearner
    noah@twooctobers.com @noahlearner #WLSS
    HIDDEN BOF TERMS
    $380k
    

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

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29. noah@twooctobers @noahlearner
    noah@twooctobers.com @noahlearner #WLSS
    Create UIs
    that match
    your workflows.
    

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30. noah@twooctobers @noahlearner
    noah@twooctobers.com @noahlearner #WLSS
    Layered filtering
    takes us from
    large data to
    actionable
    insights
    

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31. noah@twooctobers @noahlearner
    noah@twooctobers.com @noahlearner #WLSS
    What are the Advantages?
    

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

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

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34. noah@twooctobers @noahlearner
    noah@twooctobers.com @noahlearner #WLSS
    Segment your
    traffic with filters
    in meaningful
    ways.
    

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35. noah@twooctobers @noahlearner
    noah@twooctobers.com @noahlearner #WLSS
    Using GMB Queries
    To Drive ROI!
    

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36. noah@twooctobers @noahlearner
    noah@twooctobers.com @noahlearner #WLSS
    GMB Filtering
    Services, entities, brands, and
    verbs associated with your GMB
    categories.
    

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37. noah@twooctobers @noahlearner
    noah@twooctobers.com @noahlearner #WLSS
    Combine this data with
    GA data for $$$.
    

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

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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
    

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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
    

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41. noah@twooctobers @noahlearner
    noah@twooctobers.com @noahlearner #WLSS
    Position
    Bucketing
    THIS IS $$$
    

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

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43. noah@twooctobers @noahlearner
    noah@twooctobers.com @noahlearner #WLSS
    ● Target queries by position
    ● Target low hanging fruit
    

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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).
    

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45. noah@twooctobers @noahlearner
    noah@twooctobers.com @noahlearner #WLSS
    Branded
    Terms
    

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

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47. noah@twooctobers @noahlearner
    noah@twooctobers.com @noahlearner #WLSS
    ● Are people searching more for
    my Brand?
    ● Is my site ranking for more:
    ○ Head terms?
    

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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?
    

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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?
    

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

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

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52. noah@twooctobers @noahlearner
    noah@twooctobers.com @noahlearner #WLSS
    We saw huge
    demand for
    queries including
    “For Sale”
    

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53. noah@twooctobers @noahlearner
    noah@twooctobers.com @noahlearner #WLSS
    REVENUE UP 116% over 2020
    

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

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

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56. noah@twooctobers @noahlearner
    noah@twooctobers.com @noahlearner #WLSS
    Enter a head term
    to show relevant
    queries and URLS.
    

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

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58. noah@twooctobers @noahlearner
    noah@twooctobers.com @noahlearner #WLSS
    Click a search term
    to find a target page
    to optimize
    

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

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

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

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

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

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

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65. noah@twooctobers @noahlearner
    noah@twooctobers.com @noahlearner #WLSS
    What page types
    are in the Serps?
    

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66. noah@twooctobers @noahlearner
    noah@twooctobers.com @noahlearner #WLSS
    Keep your page that
    aligns with the serps.
    

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67. noah@twooctobers @noahlearner
    noah@twooctobers.com @noahlearner #WLSS
    301 redirect / deoptimize
    the other pages.
    

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68. noah@twooctobers @noahlearner
    noah@twooctobers.com @noahlearner #WLSS
    Initial
    317K
    15K
    Step 1
    25.6K
    1.3K
    Step 2
    1
    5
    Terms
    URLs
    

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69. noah@twooctobers @noahlearner
    noah@twooctobers.com @noahlearner #WLSS
    We can see
    content expansion
    opportunities
    

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

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

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

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

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

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

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76. noah@twooctobers @noahlearner
    noah@twooctobers.com @noahlearner #WLSS
    Process the data in
    BigQuery for even more
    $$$.
    

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

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

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79. noah@twooctobers @noahlearner
    noah@twooctobers.com @noahlearner #WLSS
    You can then create
    change columns that
    are sortable in GDS.
    

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

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

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

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

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

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85. noah@twooctobers @noahlearner
    noah@twooctobers.com @noahlearner #WLSS
    Build your own or use an
    ETL tool:
    

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86. noah@twooctobers @noahlearner
    noah@twooctobers.com @noahlearner #WLSS
    Getting the data into BQ.
    $10 - $$$$ / month / client
    

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87. noah@twooctobers @noahlearner
    noah@twooctobers.com @noahlearner #WLSS
    BigQuery costs between
    $0.02 - $0.25 / client / month
    

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88. noah@twooctobers @noahlearner
    noah@twooctobers.com @noahlearner #WLSS
    DATA STUDIO
    IS
    FREE
    

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

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

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91. noah@twooctobers @noahlearner
    noah@twooctobers.com @noahlearner #WLSS
    The combo of
    API + BQ + GDS
    is crazy powerful.
    

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92. noah@twooctobers @noahlearner
    noah@twooctobers.com @noahlearner #WLSS
    You’ll build better
    content that ranks
    and converts.
    

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

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94. noah@twooctobers @noahlearner
    noah@twooctobers.com @noahlearner #WLSS
    USEFUL
    LINKS
    Two Octobers Explorer for Search:
    https://bit.ly/388eAPC
    

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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
    

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