Complete GSC Data The New Table Stakes in SEO - LocalU - 4-7-21

This was the deck that introduced the Google Search Console (GSC) API to lots and lots of folks who either hadn't heard of it or understood how powerful it really is.

In the deck we compare using the data via API vs native GSC tool.

The TL;DR is that most users will walk away wanting to use a tool like https://branch.tools or something similar because they'll see how much work they can get done, faster, while accessing actionable insights that were previously hidden.

Transcript

1. Noah Learner | Two Octobers | @noahlearner Complete GSC Data The New Table Stakes in SEO
2. Noah Learner | Two Octobers | @noahlearner Today: 1. How fuller GSC data changes the analysis game 2. Examples of how to use it tactically for local SEO.
3. Noah Learner | Two Octobers | @noahlearner COVID-19 came to town.
4. Noah Learner | Two Octobers | @noahlearner Bike shops prospered. I became anxious about being held to 2020 standards.
5. Noah Learner | Two Octobers | @noahlearner Necessity is the mother of invention
6. Noah Learner | Two Octobers | @noahlearner How can you use the data? API > BigQuery > Google Data Studio
7. Noah Learner | Two Octobers | @noahlearner Build your own— we call ours Search Explorer— or use another ETL tool.
8. Noah Learner | Two Octobers | @noahlearner Get to know the Google Search Console API 50k rows per day per property
9. Noah Learner | Two Octobers | @noahlearner Get to know the Google Search Console API
10. Noah Learner | Two Octobers | @noahlearner We got all the search data. 👏
11. Noah Learner | Two Octobers | @noahlearner Realizations came in 🌊 s.
12. Noah Learner | Two Octobers | @noahlearner Massive useful visibility
13. Noah Learner | Two Octobers | @noahlearner GSC UI: ~47% of search terms GSC API: 100% of search terms
14. Noah Learner | Two Octobers | @noahlearner Data is skewed GSC UI: 37% terms are branded / sale GSC API: 5% terms are branded / sale
15. Noah Learner | Two Octobers | @noahlearner You experience the pain when optimizing anything unbranded or long tail.
16. Noah Learner | Two Octobers | @noahlearner Speed Visualizations load over 3X faster. Less clicks to get work done.
17. Noah Learner | Two Octobers | @noahlearner Context Stay in the Data without context shifting.
18. Noah Learner | Two Octobers | @noahlearner Position bucketing You can’t do this at URL level with native GSC connectors!
19. Noah Learner | Two Octobers | @noahlearner Site structure filtering
20. Noah Learner | Two Octobers | @noahlearner Question terms are bountiful
21. Noah Learner | Two Octobers | @noahlearner Campaign health
22. Noah Learner | Two Octobers | @noahlearner How can you use it?
23. Noah Learner | Two Octobers | @noahlearner Local now means click-to-brick
24. Noah Learner | Two Octobers | @noahlearner 1. Find questions 2. Add as IDs to headings 3. Content is exposed to passage indexing
25. Noah Learner | Two Octobers | @noahlearner
26. Noah Learner | Two Octobers | @noahlearner Bottom of funnel Pro Tip Add “For Sale” in your Title Tags!!!
27. Noah Learner | Two Octobers | @noahlearner
28. Noah Learner | Two Octobers | @noahlearner Store pages 34.7% of online revenue came from GMB Traffic
29. Noah Learner | Two Octobers | @noahlearner Where do they go next?
30. Noah Learner | Two Octobers | @noahlearner Store pages 1. GA Audience > Users Flow 2. Change Category to Landing Page for a store page
31. Noah Learner | Two Octobers | @noahlearner Store pages 1. Add content to store page to grow sales: a. Popular products b. Popular brands c. Popular categories
32. Noah Learner | Two Octobers | @noahlearner Keyword expansion
33. Noah Learner | Two Octobers | @noahlearner Keyword expansion
34. Noah Learner | Two Octobers | @noahlearner Cannibalization & internal link opportunities
35. Noah Learner | Two Octobers | @noahlearner Cannibalization
36. Noah Learner | Two Octobers | @noahlearner Takeaways
37. Noah Learner | Two Octobers | @noahlearner • Massive visibility • Speed • Funnel optimization is a breeze • Content strategy is easier • You can easily turn store pages into conversion machines • Keyword expansion + cannibalization checking is easier.
38. Noah Learner | Two Octobers | @noahlearner Stay in touch! noah@twooctobers.com linkedin.com/in/noahlearner/ @noahlearner @thekraken