The Web Analytics community often talks about big websites… but what about small players? They exist and there is a lot you can actually do with them! Yet, many don’t really acknowledge the key differences between the 2 groups both in terms of Analytics and Marketing. Minimum Viable Stack Working with data is expensive… but … Read more

Keyword clustering is everywhere in SEO and it’s a quite common technique to group keywords. I will show you many alternative methods and share some code so that even YOU can create some basic app with it. If you want to implement some of this into your existing workflows, you are in the right place. … Read more

Content Decay plays a key role in SEO since it affects the success of your content over a prolonged time. You may have noticed that some articles lose their edge over time and you wish you started earlier. I will talk about the causes, the solutions and how to measure Content Decay in SEO and … Read more

Content is often relegated as something “soft” and absolutely far from data and operations. Too bad, it’s actually the other way around. Content Management on a large scale is not only for “creative” people but requires coordination and processes (Operations). I will show you what you need to know to level up and abandon the … Read more

AI and Machine Learning are everywhere and people often confuse Analytics with these two… or even with Engineering or Tagging. Descriptive Analytics is what you will often do and what companies usually need. But even so, you don’t simply need analysis but business and domain knowledge. Today this task is relegated to specialists (e.g. SEO, … Read more

The Google Search Console/Google Analytics 4 APIs are no longer the best alternative and it’s time to show you what to do instead. You can store your GSC and GA4 data in BigQuery thanks to their free native connectors. I’ll show you all the valid reasons that move the needle from a business perspective. The … Read more

Everyone talks about strategy, tactics and operations in business… but how many actually make them actionable? This is a super common problem in Web Analytics, where technical knowledge is accessible but the actual business insights are hidden. I want to give something practical and different from the usual fluff you read online. This article is … Read more

Data, data and data, anyone talks about it but only a few actually show a robust methodology for Web Analytics. If you have ever wondered how to use Web Data to drive business changes, this is the place for you. Almost anyone can apply this framework but the best ROI is for those in charge … Read more

BigQuery is a powerful data warehousing solution by Google that allows you to export Google Search Console and Google Analytics 4 data easily. Many don’t know that what you get after is quite different from the API output. The BigQuery tables are chaotic and hard to decipher without proper guidance. I will explain to you … Read more

Many of you have asked me what is the best stack to do Analytics for SEO. The answer is quite straightforward as the problems we face are always the same, and thus the tools we can use. You are free to experiment and test new tools but the important is realizing that they are simple … Read more