SEO work has always been based on data but now it’s even more striking. Understanding data and being able to analyze SEO data independently is one of greatest perks you can ask for. Any professional, not just marketers, can earn more and get more things done with data and IT skills. Sure, you are not … Read more

There are several ways to access Google Search Console data: UI, API and BigQuery Bulk Export. All of them use different criteria to sample and aggregate data, causing discrepancies and results that don’t always match. You should be able to know and explain ALL the discrepancies across the 3 data sources for the success of … Read more

Content Auditing was one of my first struggles when I started doing SEO. Most of the information online is theoretically correct but lacks the depth and actionability we need. For this reason, I’ve prepared this ultimate guide to show you what you can expect from an actual content audit. Google results show techniques and methods … Read more

Small websites also need to have a basic stack for Analytics. Otherwise how are they even supposed to understand their digital business? I show you one of the many alternatives you can choose from, based on my experience. P.S. I tried to simplify the topic and avoid going into too much technical detail. This is … Read more

Google Analytics 4 data modeling is an underrated topic… yet one of the most important things to do if you want a serious Analytics project to succeed. After working with it for quite some time, I will share my learnings with you on how to transform the data so that it’s usable. P.S. I am … Read more

The Analytics world is flooding with AI hype and misinformation. Every day brings new promises: AI will build your dashboards, AI will do all your analysis, AI will replace analysts entirely. It’s nonsense. But here’s what’s not nonsense: LLMs are genuinely useful for specific parts of Analytics work. I’ve spent the last year testing LLMs … Read more

I often talk about managing content but how can we ensure this process is smooth? If you are a professional or own a small website, there is no need to use tools like Airtable or NocoDB. Obsidian is a FREE alternative that I use to handle pretty much all of what I do now. Mind … Read more

Everyone in SEO talks about Google Search Console (GSC) because it’s the core tool. But what about its forgotten brother, Bing Webmaster Tools (BWT)? Not much has been said about it despite the fact that Bing is used to power OpenAI and is a great tool. I show you what are the differences and why … Read more

When I started with SEO and Web Analytics I was puzzled by the discrepancies between Search Console and Universal Analytics. Sure, people explained to you that “the 2 calculate different things”. But this isn’t enough to understand why the two data sources are so different. Now with GA4 the issue persists so I will show … Read more

You may already know what are some of the most common Google Analytics 4 metrics… but what about their interpretation? And how to calculate them in BigQuery? Look, I will do both: show you what they are and why they matter for the business. Once you understand why some of these options are subpar, you … Read more