Web analytics, written for people who have to make the number hold up in a meeting.
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
You have probably used Google Search Console (GSC) many times in the past but never went beyond the very basics. Lucky you! In this article I explain how to interpret each metric (+ the data as a whole). Before We Start If you haven’t checked my article on why BigQuery is different with GSC and … Read more
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