Whitespark Local Search Summit 2021

noah@twooctobers @noahlearner
noah@twooctobers.com @noahlearner #WLSS
Google Search Console API +
Google Data Studio:
Big Data + Laser Focused
Context for the Win

Why are we here?

The
Google Search Console (GSC)
API Revolution

The GSC API Revolution
What is It?

It’s a new way to find
traffic growth
opportunities.

Big data from the GSC API
To provide context & Take Action.

Why?

Google Search Console
Just isn’t good enough.

1,000
rows?

1 dimension
at a time?

It’s also slow and
tedious to work with.

Cloud Technology has
evolved.

Making it possible to
get & store
search data for pennies!

The Revolution is for ALL!

Small sites can be nimble
+ compete for the long tail
in ways larger sites can’t.

It’s Google Search
Console Made
Meaningful.

The API delivers
25x the data.

25x the data is pretty cool,
where’s the money?

HOW MUCH IS
HIDDEN?
Clicks x Conv Rate x AOV

7k

1%

$570

$40k
= ~2% of revenue is hidden

That is 1 of 285
brands on the site.

HIDDEN BOF TERMS
$380k

The API offers an
astonishing amount
of data.

Create UIs
that match
your workflows.

Layered ﬁltering
takes us from
large data to
actionable
insights

What are the Advantages?

HOLY MOLY it’s fast.

You’ll
get more done
in less time.

Segment your
traffic with filters
in meaningful
ways.

Using GMB Queries
To Drive ROI!

GMB Filtering
Services, entities, brands, and
verbs associated with your GMB
categories.

Combine this data with
GA data for $$$.

Where do they go next?

Store pages
1. GA Audience >
Users Flow
2. Change Category
to Landing Page
for a store page

Store pages
1. Add content to store
page to grow sales:
a. Popular products
b. Popular brands
c. Popular
categories

Position
Bucketing
THIS IS $$$

● Target queries by position

● Target low hanging fruit

● Target low hanging fruit
● Target queries just outside
the local pack (4-15).

Branded
Terms

● Are people searching more for
my Brand?

my Brand?
● Is my site ranking for more:
○ Head terms?

my Brand?
○ Head terms?
○ Services?

my Brand?
○ Head terms?
○ Services?
○ Products?

Product
Brands

We saw huge
demand for
queries including
“For Sale”

REVENUE UP 116% over 2020

Putting it all together:
TOPIC EXPLORER

Enter a head term
to show relevant
queries and URLS.

Click a search term
to find a target page
to optimize

We can see:
the page
to optimize

We can see:
cannibalization
issues

We can see:
internal linking
opportunities

Perform
serp analysis
to understand
search intent.

What page types
are in the Serps?

Keep your page that
aligns with the serps.

301 redirect / deoptimize
the other pages.

Initial
317K
15K
Step 1
25.6K
1.3K
Step 2
1
5
Terms
URLs

We can see
content expansion
opportunities

FAQs anyone?

Take it a step further
with conditional
formatting.

Process the data in
BigQuery for even more
$$$.

Trending Queries = $$$

You can then create
change columns that
are sortable in GDS.

GIMME GIMME
GIMME!!!

How can I
get this rolling?

Gathering the Data

BigQuery Data Studio
GSC API
The System

Build your own or use an
ETL tool:

Getting the data into BQ.
$10 - $$$$ / month / client

BigQuery costs between
$0.02 - $0.25 / client / month

DATA STUDIO
IS
FREE

What have we
learned?

The GSC API is the
new table stakes.

The combo of
API + BQ + GDS
is crazy powerful.

You’ll build better
content that ranks
and converts.

Leave no data behind!

USEFUL
LINKS
Two Octobers Explorer for Search:
https://bit.ly/388eAPC

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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