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Game-Changing Ways to Use the Google Search Console API - MozCon 2021

Game-Changing Ways to Use the Google Search Console API - MozCon 2021

In this deck I showed off a number of ways to get the most out of the Google Search Console API by learning how to pipeline it using an ETL tool like https://jepto.com and to then visualize it with Google Data Studio.

I talk about a lot of the key benefits of this approach including:
- This approach makes data studio a super fast tool.
- You can segment and classify your data (we do this with customizable top, middle and bottom of the funnel terms at https://branch.tools).
- Position bucketing. It's super easy to segment your query data to find low hanging fruit opportunities.
- See your data segmented by URL structure
- Keyword Cannibalization
- Keyword Expansion
- Trending Queries

Noah Learner

August 03, 2022
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  1. noah@twooctobers @noahlearner
    Game-Changing Ways
    to Use the Google
    Search Console API
    Noah Learner
    Product Director, Two Octobers
    @noahlearner

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  2. noah@twooctobers @noahlearner
    [email protected] @noahlearner
    The Hubble
    Ultra Deep Field
    This is what
    10,000 galaxies
    looks like.

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  3. noah@twooctobers @noahlearner
    [email protected] @noahlearner

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  4. noah@twooctobers @noahlearner
    [email protected] @noahlearner
    100 meters away

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  5. noah@twooctobers @noahlearner
    [email protected] @noahlearner
    Using the API is like
    unleashing the power of
    Hubble.

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  6. noah@twooctobers @noahlearner
    [email protected] @noahlearner
    GSC UI

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  7. noah@twooctobers @noahlearner
    [email protected] @noahlearner
    GSC API

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  8. noah@twooctobers @noahlearner
    [email protected] @noahlearner

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  9. noah@twooctobers @noahlearner
    [email protected] @noahlearner
    1,000
    rows?

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  10. noah@twooctobers @noahlearner
    [email protected] @noahlearner
    The API delivers
    25x the data.

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  11. noah@twooctobers @noahlearner
    [email protected] @noahlearner
    1 dimension
    at a time?

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  12. noah@twooctobers @noahlearner
    [email protected] @noahlearner
    Google Search Console’s
    performance tab
    is painful.

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  13. noah@twooctobers @noahlearner
    [email protected] @noahlearner
    It’s also slow and
    tedious to work with.

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  14. noah@twooctobers @noahlearner
    [email protected] @noahlearner
    How’s this for context?

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  15. noah@twooctobers @noahlearner
    [email protected] @noahlearner
    25x the data is pretty cool,
    where’s the money?

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  16. noah@twooctobers @noahlearner
    [email protected] @noahlearner
    HOW MUCH IS
    HIDDEN?
    Clicks x Conv Rate x AOV

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  17. noah@twooctobers @noahlearner
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    7k
    Clicks x Conv Rate x AOV

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  18. noah@twooctobers @noahlearner
    [email protected] @noahlearner
    1%
    Clicks x Conv Rate x AOV

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  19. noah@twooctobers @noahlearner
    [email protected] @noahlearner
    $570
    Clicks x Conv Rate x AOV

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  20. noah@twooctobers @noahlearner
    [email protected] @noahlearner
    $40k
    = ~2% of revenue is hidden

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  21. noah@twooctobers @noahlearner
    [email protected] @noahlearner
    That is 1 of 285
    brands on the site.

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  22. noah@twooctobers @noahlearner
    [email protected] @noahlearner
    HIDDEN BOF TERMS
    $380k

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  23. noah@twooctobers @noahlearner
    [email protected] @noahlearner
    The API offers an
    astonishing amount
    of data.

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  24. noah@twooctobers @noahlearner
    [email protected] @noahlearner
    Create UIs
    that match
    your workflows.

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  25. noah@twooctobers @noahlearner
    [email protected] @noahlearner
    Build multiple layers
    of filters to get to
    answers. AND FAST

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  26. noah@twooctobers @noahlearner
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    Context!

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  27. noah@twooctobers @noahlearner
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    GIMME GIMME
    GIMME!!!

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  28. noah@twooctobers @noahlearner
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    How can I
    get this rolling?

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  29. noah@twooctobers @noahlearner
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    BigQuery Data Studio
    GSC API
    The System

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  30. noah@twooctobers @noahlearner
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    Gathering the Data

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  31. noah@twooctobers @noahlearner
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    Build your own or use an
    ETL tool:

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  32. noah@twooctobers @noahlearner
    [email protected] @noahlearner
    Getting the data into BQ.
    $10 - $$$$ / month / client

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  33. noah@twooctobers @noahlearner
    [email protected] @noahlearner
    BigQuery costs between
    $0.02 - $0.25 / client / month

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  34. noah@twooctobers @noahlearner
    [email protected] @noahlearner
    DATA STUDIO
    IS
    FREE

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  35. noah@twooctobers @noahlearner
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    What are the Advantages?

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  36. noah@twooctobers @noahlearner
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    HOLY MOLY it’s fast.

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  37. noah@twooctobers @noahlearner
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    Segment your
    data by creating
    filters like this

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  38. noah@twooctobers @noahlearner
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    Learn about
    calculated
    fields + case
    statements

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  39. noah@twooctobers @noahlearner
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    BE PATIENT.

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  40. noah@twooctobers @noahlearner
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    Position
    Bucketing
    THIS IS $$$

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  41. noah@twooctobers @noahlearner
    [email protected] @noahlearner

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  42. noah@twooctobers @noahlearner
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    Branded
    Terms

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  43. noah@twooctobers @noahlearner
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    Folder
    Structure

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  44. noah@twooctobers @noahlearner
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    Product
    Brands

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  45. noah@twooctobers @noahlearner
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    We saw huge
    demand for
    queries including
    “For Sale”

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  46. noah@twooctobers @noahlearner
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    REVENUE UP 116% over 2020

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  47. noah@twooctobers @noahlearner
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    Layered filtering
    takes us from
    large data to
    actionable
    insights

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  48. noah@twooctobers @noahlearner
    [email protected] @noahlearner

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  49. noah@twooctobers @noahlearner
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    The
    magic

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  50. noah@twooctobers @noahlearner
    [email protected] @noahlearner
    Enter a head term
    to show relevant
    queries and URLS.

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  51. noah@twooctobers @noahlearner
    [email protected] @noahlearner

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  52. noah@twooctobers @noahlearner
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    Click a search term
    to find a target page
    to optimize

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  53. noah@twooctobers @noahlearner
    [email protected] @noahlearner

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  54. noah@twooctobers @noahlearner
    [email protected] @noahlearner
    We can see:
    the page
    to optimize

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  55. noah@twooctobers @noahlearner
    [email protected] @noahlearner

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  56. noah@twooctobers @noahlearner
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    We can see:
    cannibalization
    issues

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  57. noah@twooctobers @noahlearner
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    We can see:
    internal linking
    opportunities

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  58. noah@twooctobers @noahlearner
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    Perform serp analysis
    to understand
    search intent.

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  59. noah@twooctobers @noahlearner
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    Keep your page that
    aligns with the intent
    you see in the serps.

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  60. noah@twooctobers @noahlearner
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    301 redirect / deoptimize
    the other pages.

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  61. noah@twooctobers @noahlearner
    [email protected] @noahlearner

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  62. noah@twooctobers @noahlearner
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    We can see
    content expansion
    opportunities

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  63. noah@twooctobers @noahlearner
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    Initial
    317K
    15K
    Step 1
    25.6K
    1.3K
    Step 2
    1
    5
    Terms
    URLs

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  64. noah@twooctobers @noahlearner
    [email protected] @noahlearner
    We can see
    low hanging fruit
    opportunities

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  65. noah@twooctobers @noahlearner
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    Striking
    Distance

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  66. noah@twooctobers @noahlearner
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    FAQs anyone?
    Content expansion?

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  67. noah@twooctobers @noahlearner
    [email protected] @noahlearner

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  68. noah@twooctobers @noahlearner
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    Take it a step further
    with conditional
    formatting.

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  69. noah@twooctobers @noahlearner
    [email protected] @noahlearner

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  70. noah@twooctobers @noahlearner
    [email protected] @noahlearner

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  71. noah@twooctobers @noahlearner
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    Process the data in
    BigQuery for even more
    $$$.

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  72. noah@twooctobers @noahlearner
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    Trending Queries = $$$

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  73. noah@twooctobers @noahlearner
    [email protected] @noahlearner

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  74. noah@twooctobers @noahlearner
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    You can then create
    change columns that
    are sortable in GDS.

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  75. noah@twooctobers @noahlearner
    [email protected] @noahlearner

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  76. noah@twooctobers @noahlearner
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    What have we
    learned?

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  77. noah@twooctobers @noahlearner
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    The GSC API is the
    new table stakes.

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  78. noah@twooctobers @noahlearner
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    The combo of
    API + BQ + GDS
    is crazy powerful.

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  79. noah@twooctobers @noahlearner
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    You’ll build better
    content that ranks
    and converts.

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  80. noah@twooctobers @noahlearner
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    Leave no data behind!

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  81. noah@twooctobers @noahlearner
    [email protected] @noahlearner
    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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  82. noah@twooctobers @noahlearner
    Game-Changing Ways
    to Use the Google
    Search Console API
    Noah Learner
    Product Director, Two Octobers
    @noahlearner

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