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
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