Exctract Google Search Console data into BigQuery format.

Step 1: Understanding Google Search Console (GSC)

Google Search Console (formerly known as Google Webmaster Tools) is a free tool provided by Google that allows website owners to monitor and optimize their website’s presence in Google search results. It provides valuable insights into how Google crawls, indexes, and ranks your website.

Key features of Google Search Console include:

  • Performance Report: Shows data on search queries, impressions, clicks, and average position in Google search results.
  • Coverage Report: Highlights issues with indexing, such as crawl errors, index coverage, and sitemap status.
  • URL Inspection Tool: Allows you to inspect individual URLs on your website to troubleshoot indexing issues.
  • Enhancements Report: Provides insights into structured data markup, mobile usability, and other enhancements that can improve search appearance.

For more detailed article about search console you can look 

The Powerful Role of Google Search in Web Analytics: Unveiling Insights With Case Studies

Step 2: Understanding Google Cloud Platform (GCP)

Google Cloud Platform (GCP) is a suite of cloud computing services provided by Google, offering various tools and infrastructure for building, deploying, and managing applications and data in the cloud. Google BigQuery is one of the services offered by GCP, which provides a fully-managed, serverless data warehouse for storing and analyzing large datasets.

Key features of Google Cloud Platform include:

  • BigQuery: A scalable and cost-effective data warehouse for analyzing big data using SQL queries.
  • Cloud Storage: Object storage for storing unstructured data such as logs, images, and backups.
  • Data Studio: A data visualization tool that integrates with various data sources, including BigQuery, to create interactive dashboards and reports.
  • Cloud Functions: Serverless functions that respond to events and execute custom logic in response to triggers.

Step 3: Connecting Google Search Console to BigQuery

To connect Google Search Console data to BigQuery, follow these steps:


  1. Access Google Search Console: Log in to your Google Search Console account at https://search.google.com/search-console.
  2. Verify Ownership: Make sure you have verified ownership of the website you want to analyze in Google Search Console.
  3. Set Up Data Export: Go to the "Settings" or "Preferences" section in Google Search Console and look for the "Data Export" or "Data Sharing" option. Enable data export to Google BigQuery and specify your Google Cloud Project ID.
  4. Create BigQuery Dataset: In the Google Cloud Console (https://console.cloud.google.com), navigate to BigQuery and create a new dataset to store your Google Search Console data.
  5. Grant Permissions: Make sure that the service account associated with your Google Cloud Project has the necessary permissions to access Google Search Console data. You may need to grant the "Owner" or "Editor" role to the service account.
  6. Schedule Data Refresh: Set up a schedule for refreshing the data export from Google Search Console to BigQuery. You can choose the frequency of data refresh based on your analysis needs.


searchconsole bulk data connection page

Step 4: Analyzing Google Search Console Data in BigQuery

Once you have connected Google Search Console data to BigQuery, you can start analyzing it using SQL queries. Here's a simple example query to get you started


This query retrieves data on search queries, clicks, impressions, click-through rate (CTR), and average position from Google Search Console for a specific time period. Replace your_project_id, your_dataset_id, and your_search_console_table with your actual BigQuery project ID, dataset ID, and table name.

Analyzing SEO data with BigQuery opens up a plethora of possibilities for gaining insights into your website's performance and optimizing your SEO strategy. Here are some key SEO analyses you can perform by connecting your data to BigQuery:

  1. Keyword Performance Analysis: Analyze the performance of keywords in terms of clicks, impressions, click-through rates (CTR), and average positions. You can identify high-performing keywords and prioritize them in your SEO efforts.
  2. Traffic Source Analysis: Segment traffic sources (organic search, paid search, referral, direct, etc.) to understand which channels are driving the most traffic to your website. This analysis can help you allocate resources effectively across different marketing channels.
  3. Page Performance Analysis: Evaluate the performance of individual pages in terms of traffic, engagement metrics (bounce rate, time on page), and conversions. Identify top-performing pages and optimize underperforming ones to improve overall website visibility and user experience.
  4. Site Speed Analysis: Analyze website loading times and identify slow-loading pages that may negatively impact user experience and search engine rankings. Optimizing page speed can lead to better SEO performance and higher conversion rates.
  5. Crawl Error Analysis: Identify and fix crawl errors such as broken links (404 errors), server errors (5xx errors), and redirect chains. Resolving these issues can improve website accessibility and search engine crawling efficiency.
  6. Backlink Analysis: Analyze the quality and quantity of backlinks pointing to your website. Identify authoritative websites linking to your content and opportunities for acquiring more high-quality backlinks to improve your website's authority and search engine rankings.
  7. Content Analysis: Analyze the performance of different types of content (articles, blog posts, videos, infographics, etc.) in terms of traffic, engagement, and conversions. Use this insight to create more targeted and engaging content that resonates with your audience.
  8. Competitor Analysis: Compare your website's performance metrics with those of your competitors to identify strengths, weaknesses, and opportunities for improvement. Benchmarking against competitors can help you refine your SEO strategy and stay ahead in the competitive landscape.
  9. Mobile Performance Analysis: Evaluate the performance of your website on mobile devices in terms of mobile-friendly design, page speed, and usability. With the increasing importance of mobile search, optimizing for mobile can significantly impact your SEO performance.
  10. Structured Data Analysis: Analyze the implementation and performance of structured data markup (such as Schema.org markup) on your website. Structured data can enhance search engine visibility and improve the display of your content in search engine results pages (SERPs).

Step 5: Visualizing Data with Data Studio

After analyzing the data in BigQuery, you can visualize it using Google Data Studio. Follow these steps to create a report in Data Studio:

  1. Connect to BigQuery: In Data Studio, create a new report and add BigQuery as a data source. Select the dataset and table containing your Google Search Console data.
  2. Create Visualizations: Add charts, graphs, and tables to your report to visualize key metrics such as clicks, impressions, CTR, and average position. Customize the appearance and layout of your visualizations as needed.
  3. Add Filters and Controls: Use filters and controls to allow viewers to interact with your data dynamically. For example, you can add date range filters to analyze data for specific time periods.
  4. Share and Collaborate: Share your Data Studio report with stakeholders or team members and collaborate in real-time. You can set viewing or editing permissions for individual users or groups.

By following these steps, you can connect Google Search Console data to BigQuery, analyze it using SQL queries, and visualize it in Google Data Studio to gain valuable insights into your website's performance and optimize your SEO strategy effectively.

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