Search Engine Optimisation (SEO) is the internet marketing strategy aimed at gaining Web traffic by leveraging the way your target market uses search engines and utilising the most commonly used search terms. While the professional implementation of an SEO strategy can raise your site’s prominence in online search results, the technology is constantly abused by ‘black hat’ practices that violate the search engine’s terms of service.
As a result, Google is constantly updating the way it indexes websites, as well as introducing new features for a richer experience. Recent updates to the Search Console API allow detailed analysis around impressions and clicks data by leveraging Excel and Pivot Tables for providing fine-grained details of your marketing campaign.
This tutorial by Chris Liversidge on Search Engine Land guides followers through using the Search Analytics: Query section of Google’s API documentation for extracting more information from your search query data. The API delivers similar functionality to the standard Web interface, but it allows far more detailed analyses through additional filtering and automation of repeat analyses. These techniques can then be used to build historic data comparison elements into current analyses for enhanced performance.
The example used in the tutorial uses a sample set of 52,500 rows of data before applying filters to refine the results and paste the set into Excel. Liversidge then discusses several data manipulations to improve accuracy before analysing the results and considering next actions based on the collected data. Following the steps in this tutorial will allow you to overcome the 5,000-row limit in Search Console and glean valuable insight from your long-tail data.