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

Noah Learner
August 03, 2022
Marketing & SEO
3
70

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.

Noah Learner

August 03, 2022
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Transcript

  1. Noah Learner | Two Octobers | @noahlearner
    Complete
    GSC Data
    The New Table
    Stakes in SEO

    View Slide

  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.

    View Slide

  3. Noah Learner | Two Octobers | @noahlearner
    COVID-19 came to
    town.

    View Slide

  4. Noah Learner | Two Octobers | @noahlearner
    Bike shops prospered.
    I became anxious about being
    held to 2020 standards.

    View Slide

  5. Noah Learner | Two Octobers | @noahlearner
    Necessity is the
    mother of invention

    View Slide

  6. Noah Learner | Two Octobers | @noahlearner
    How can you use the
    data?
    API >
    BigQuery >
    Google Data Studio

    View Slide

  7. Noah Learner | Two Octobers | @noahlearner
    Build your own—
    we call ours Search
    Explorer—
    or use another ETL tool.

    View Slide

  8. Noah Learner | Two Octobers | @noahlearner
    Get to know
    the Google
    Search
    Console API
    50k rows
    per day
    per property

    View Slide

  9. Noah Learner | Two Octobers | @noahlearner
    Get to know
    the Google
    Search
    Console API

    View Slide

  10. Noah Learner | Two Octobers | @noahlearner
    We got all the search data.
    👏

    View Slide

  11. Noah Learner | Two Octobers | @noahlearner
    Realizations came in
    🌊
    s.

    View Slide

  12. Noah Learner | Two Octobers | @noahlearner
    Massive
    useful
    visibility

    View Slide

  13. Noah Learner | Two Octobers | @noahlearner
    GSC UI:
    ~47% of search terms
    GSC API:
    100% of search terms

    View Slide

  14. Noah Learner | Two Octobers | @noahlearner
    Data is skewed
    GSC UI:
    37% terms are
    branded / sale
    GSC API:
    5% terms are
    branded / sale

    View Slide

  15. Noah Learner | Two Octobers | @noahlearner
    You experience the pain
    when optimizing
    anything
    unbranded or long tail.

    View Slide

  16. Noah Learner | Two Octobers | @noahlearner
    Speed
    Visualizations load
    over 3X faster.
    Less clicks to get
    work done.

    View Slide

  17. Noah Learner | Two Octobers | @noahlearner
    Context
    Stay in the Data without
    context shifting.

    View Slide

  18. Noah Learner | Two Octobers | @noahlearner
    Position
    bucketing
    You can’t do this at URL level with
    native GSC connectors!

    View Slide

  19. Noah Learner | Two Octobers | @noahlearner
    Site structure
    filtering

    View Slide

  20. Noah Learner | Two Octobers | @noahlearner
    Question
    terms are
    bountiful

    View Slide

  21. Noah Learner | Two Octobers | @noahlearner
    Campaign
    health

    View Slide

  22. Noah Learner | Two Octobers | @noahlearner
    How can you use it?

    View Slide

  23. Noah Learner | Two Octobers | @noahlearner
    Local now means
    click-to-brick

    View Slide

  24. Noah Learner | Two Octobers | @noahlearner
    1. Find questions
    2. Add as IDs
    to headings
    3. Content is
    exposed to
    passage
    indexing

    View Slide

  25. Noah Learner | Two Octobers | @noahlearner

    View Slide

  26. Noah Learner | Two Octobers | @noahlearner
    Bottom of
    funnel
    Pro Tip
    Add “For Sale”
    in your Title Tags!!!

    View Slide

  27. Noah Learner | Two Octobers | @noahlearner

    View Slide

  28. Noah Learner | Two Octobers | @noahlearner
    Store pages
    34.7% of online revenue
    came from GMB Traffic

    View Slide

  29. Noah Learner | Two Octobers | @noahlearner
    Where do they go next?

    View Slide

  30. Noah Learner | Two Octobers | @noahlearner
    Store pages 1. GA Audience > Users
    Flow
    2. Change Category to
    Landing Page for a store
    page

    View Slide

  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

    View Slide

  32. Noah Learner | Two Octobers | @noahlearner
    Keyword
    expansion

    View Slide

  33. Noah Learner | Two Octobers | @noahlearner
    Keyword expansion

    View Slide

  34. Noah Learner | Two Octobers | @noahlearner
    Cannibalization
    & internal link
    opportunities

    View Slide

  35. Noah Learner | Two Octobers | @noahlearner
    Cannibalization

    View Slide

  36. Noah Learner | Two Octobers | @noahlearner
    Takeaways

    View Slide

  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.

    View Slide

  38. Noah Learner | Two Octobers | @noahlearner
    Stay in touch!
    [email protected]
    linkedin.com/in/noahlearner/
    @noahlearner
    @thekraken

    View Slide