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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

Noah Learner

August 03, 2022
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  1. noah@twooctobers @noahlearner
    [email protected] @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
    [email protected] @noahlearner #WLSS
    Why are we here?

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  3. noah@twooctobers @noahlearner
    [email protected] @noahlearner #WLSS
    The
    Google Search Console (GSC)
    API Revolution

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  4. noah@twooctobers @noahlearner
    [email protected] @noahlearner #WLSS
    The GSC API Revolution
    What is It?

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  5. noah@twooctobers @noahlearner
    [email protected] @noahlearner #WLSS
    It’s a new way to find
    traffic growth
    opportunities.

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  6. noah@twooctobers @noahlearner
    [email protected] @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
    [email protected] @noahlearner #WLSS
    The GSC API Revolution
    Why?

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  8. noah@twooctobers @noahlearner
    [email protected] @noahlearner #WLSS
    Google Search Console
    Just isn’t good enough.

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

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  10. noah@twooctobers @noahlearner
    [email protected] @noahlearner #WLSS
    1 dimension
    at a time?

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

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  12. noah@twooctobers @noahlearner
    [email protected] @noahlearner #WLSS
    Cloud Technology has
    evolved.

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

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  14. noah@twooctobers @noahlearner
    [email protected] @noahlearner #WLSS
    The Revolution is for ALL!

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  15. noah@twooctobers @noahlearner
    [email protected] @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
    [email protected] @noahlearner #WLSS
    It’s Google Search
    Console Made
    Meaningful.

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  17. noah@twooctobers @noahlearner
    [email protected] @noahlearner #WLSS

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  18. noah@twooctobers @noahlearner
    [email protected] @noahlearner #WLSS

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

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

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

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  22. noah@twooctobers @noahlearner
    [email protected] @noahlearner #WLSS
    7k
    Clicks x Conv Rate x AOV

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

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

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

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

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  27. noah@twooctobers @noahlearner
    [email protected] @noahlearner #WLSS
    HIDDEN BOF TERMS
    $380k

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

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  29. noah@twooctobers @noahlearner
    [email protected] @noahlearner #WLSS
    Create UIs
    that match
    your workflows.

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  30. noah@twooctobers @noahlearner
    [email protected] @noahlearner #WLSS
    Layered filtering
    takes us from
    large data to
    actionable
    insights

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  31. noah@twooctobers @noahlearner
    [email protected] @noahlearner #WLSS
    What are the Advantages?

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  32. noah@twooctobers @noahlearner
    [email protected] @noahlearner #WLSS
    HOLY MOLY it’s fast.

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  33. noah@twooctobers @noahlearner
    [email protected] @noahlearner #WLSS
    You’ll
    get more done
    in less time.

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  34. noah@twooctobers @noahlearner
    [email protected] @noahlearner #WLSS
    Segment your
    traffic with filters
    in meaningful
    ways.

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  35. noah@twooctobers @noahlearner
    [email protected] @noahlearner #WLSS
    Using GMB Queries
    To Drive ROI!

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

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  37. noah@twooctobers @noahlearner
    [email protected] @noahlearner #WLSS
    Combine this data with
    GA data for $$$.

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  38. noah@twooctobers @noahlearner
    [email protected] @noahlearner #WLSS
    Where do they go next?

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  39. noah@twooctobers @noahlearner
    [email protected] @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
    [email protected] @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
    [email protected] @noahlearner #WLSS
    Position
    Bucketing
    THIS IS $$$

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  42. noah@twooctobers @noahlearner
    [email protected] @noahlearner #WLSS
    ● Target queries by position

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  43. noah@twooctobers @noahlearner
    [email protected] @noahlearner #WLSS
    ● Target queries by position
    ● Target low hanging fruit

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  44. noah@twooctobers @noahlearner
    [email protected] @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
    [email protected] @noahlearner #WLSS
    Branded
    Terms

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  46. noah@twooctobers @noahlearner
    [email protected] @noahlearner #WLSS
    ● Are people searching more for
    my Brand?

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  47. noah@twooctobers @noahlearner
    [email protected] @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
    [email protected] @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
    [email protected] @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
    [email protected] @noahlearner #WLSS

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  51. noah@twooctobers @noahlearner
    [email protected] @noahlearner #WLSS
    Product
    Brands

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  52. noah@twooctobers @noahlearner
    [email protected] @noahlearner #WLSS
    We saw huge
    demand for
    queries including
    “For Sale”

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  53. noah@twooctobers @noahlearner
    [email protected] @noahlearner #WLSS
    REVENUE UP 116% over 2020

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  54. noah@twooctobers @noahlearner
    [email protected] @noahlearner #WLSS
    Putting it all together:
    TOPIC EXPLORER

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

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

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  57. noah@twooctobers @noahlearner
    [email protected] @noahlearner #WLSS

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  58. noah@twooctobers @noahlearner
    [email protected] @noahlearner #WLSS
    Click a search term
    to find a target page
    to optimize

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  59. noah@twooctobers @noahlearner
    [email protected] @noahlearner #WLSS

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

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

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  62. noah@twooctobers @noahlearner
    [email protected] @noahlearner #WLSS
    We can see:
    cannibalization
    issues

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  63. noah@twooctobers @noahlearner
    [email protected] @noahlearner #WLSS
    We can see:
    internal linking
    opportunities

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  64. noah@twooctobers @noahlearner
    [email protected] @noahlearner #WLSS
    Perform
    serp analysis
    to understand
    search intent.

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  65. noah@twooctobers @noahlearner
    [email protected] @noahlearner #WLSS
    What page types
    are in the Serps?

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  66. noah@twooctobers @noahlearner
    [email protected] @noahlearner #WLSS
    Keep your page that
    aligns with the serps.

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  67. noah@twooctobers @noahlearner
    [email protected] @noahlearner #WLSS
    301 redirect / deoptimize
    the other pages.

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  68. noah@twooctobers @noahlearner
    [email protected] @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
    [email protected] @noahlearner #WLSS
    We can see
    content expansion
    opportunities

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

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  71. noah@twooctobers @noahlearner
    [email protected] @noahlearner #WLSS
    FAQs anyone?

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  72. noah@twooctobers @noahlearner
    [email protected] @noahlearner #WLSS

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  73. noah@twooctobers @noahlearner
    [email protected] @noahlearner #WLSS
    Take it a step further
    with conditional
    formatting.

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  74. noah@twooctobers @noahlearner
    [email protected] @noahlearner #WLSS

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

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  76. noah@twooctobers @noahlearner
    [email protected] @noahlearner #WLSS
    Process the data in
    BigQuery for even more
    $$$.

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  77. noah@twooctobers @noahlearner
    [email protected] @noahlearner #WLSS
    Trending Queries = $$$

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  78. noah@twooctobers @noahlearner
    [email protected] @noahlearner #WLSS

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  79. noah@twooctobers @noahlearner
    [email protected] @noahlearner #WLSS
    You can then create
    change columns that
    are sortable in GDS.

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  80. noah@twooctobers @noahlearner
    [email protected] @noahlearner #WLSS

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  81. noah@twooctobers @noahlearner
    [email protected] @noahlearner #WLSS
    GIMME GIMME
    GIMME!!!

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  82. noah@twooctobers @noahlearner
    [email protected] @noahlearner #WLSS
    How can I
    get this rolling?

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  83. noah@twooctobers @noahlearner
    [email protected] @noahlearner #WLSS
    Gathering the Data

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  84. noah@twooctobers @noahlearner
    [email protected] @noahlearner #WLSS
    BigQuery Data Studio
    GSC API
    The System

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  85. noah@twooctobers @noahlearner
    [email protected] @noahlearner #WLSS
    Build your own or use an
    ETL tool:

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

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

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  88. noah@twooctobers @noahlearner
    [email protected] @noahlearner #WLSS
    DATA STUDIO
    IS
    FREE

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  89. noah@twooctobers @noahlearner
    [email protected] @noahlearner #WLSS
    What have we
    learned?

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  90. noah@twooctobers @noahlearner
    [email protected] @noahlearner #WLSS
    The GSC API is the
    new table stakes.

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  91. noah@twooctobers @noahlearner
    [email protected] @noahlearner #WLSS
    The combo of
    API + BQ + GDS
    is crazy powerful.

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  92. noah@twooctobers @noahlearner
    [email protected] @noahlearner #WLSS
    You’ll build better
    content that ranks
    and converts.

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  93. noah@twooctobers @noahlearner
    [email protected] @noahlearner #WLSS
    Leave no data behind!

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

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