Google Search Console ETL

Loading Google Search Console data into a warehouse or database is a great way to open the door for more advanced analytics on Google Search Console data. Google Search Console data is valuable for optimizing content and SEO (see what is search engine optimization)

ETL (Extract, Transform and Load) is the name of the process used to fetch and store data from any source system to a target database. You may use any popular ETL tool or write your own scripts to connect to Google Search Console APIs and load the data into a warehouse of your choice. Use the guidelines below to navigate the options for developing your custom data integration for Google Search Console and to develop business intelligence reports on this insightful data.

You may also want to consider the end-to-end website analytics solution we offer for a powerful and extensible platform for warehousing, data integration and advanced analytics over Google Search Console data.

Our platform not only puts your Google Search Console data and other website analytics data to work within hours but also extend the data with search intent classification, topic clustering, keyword language detection, automated rank tracking and much more.

Popular ETL Tools to Warehouse Google Search Console Data

In 2022, there are numerous ways available to start warehousing your website’s Google Search Console data with ease. The below is a compiled list of some of the more popular choices and in order of the comprehensiveness of the solution.

1. Google Data Studio

Google Data Studio offers the easiest and lowest cost solution to access your Google Search Console data with integrated business intelligence capabilities. However, this doesn’t create a private copy of your data for you to own but only provides an alternate way to access the data also available via Google’s APIs. That means you’ll start experiencing a myriad of limitations just as quickly as you’ll get excited by how effortlessly you were able to develop your first custom report on your search console data.

2. Stitch Data

Stitch Data offers a pre-built and open-source option for loading your search console data into most popular warehouses of choice. You will be able to use configurations to control the specific tables you want and even the columns within search console table that you would like to load. Cron expressions are supported for you to control the frequency with which your data may be loaded into your target warehouse. Stitch was acquired by Talend and offers a variety of pre-built connectors that support a variety of sources and targets for a flexible and extensible ETL platform.

3. Fivetran

Fivetran is a commercial Extract+Load platform. Their pricing is based on the monthly active rows and they offer a free trial that takes care of pulling all historical data at no cost. Fivetran also supports pre-built transformation libraries built using DBT. Once data arrives in the warehouse, these DBT transformations can be triggered to run automatically or on a schedule. This makes the solution very powerful as you can aggregate, assign primary keys or perform data integration joins on new data as it arrives.

4. Quattr

Unlike the above two ETL solutions, Quattr is a unified website and SEO platform that warehouses search console data besides other website analytics data, paid marketing campaign data and competitive intelligence data into a powerful cloud based warehouse. It then offers a powerful interface to analyze this data and see metrics like Clicks, Impressions, CTR from Google Search Console side-by-side with other metrics like Conversions, Visitors, Sessions, Organic Presence Market Share etc. As search console data arrives, various value add NLP algorithms mine it for search intent, detect search query language and classify all URLs into a customizable multi-level taxonomy of business categories. It also offers powerful drill-down capabilities to explain trends, save them, share via Slack or even capture JIRA tickets. Various other recommendation engines put this data to also offer customers various SEO optimization recommendations.

Request a free test drive for Quattr’s SEO technology platform.

Test Drive Quattr

What Warehouse to Load Google Search Console Data Into?

Once you have selected the ETL tool of choice, you will need to decide on the target warehouse to load and persist this data into. A few of the most common warehouses that most of the above ETL tools support are AWS Redshift, Snowflake, Google BigQuery, AWS S3, Microsoft Azure, Databricks and many others. Snowflake and BigQuery can be an expensive but offer better performance and data sharing capabilities. You may also want to consult your internal data warehousing guidelines and make sure your target warehouse technology is supported.

Alternative Ways to Get Google Search Console Data

For certain use cases, you may not need to warehouse your search console data yet and could get by with simpler solutions. For example, you can connect your Google Analytics web properties with search console properties using the pre-built integration offered. However, this will offer limited custom reporting capabilities and data will not be within your full control.

Why is Google Search Console Data Valuable?

Google Search Console data is worth the effort to warehouse and even include in your data lake or data warehousing strategy. It offers unique data that you own and provides the most accurate view of what your website’s visitors are looking for, how your existing content is performing for those searches. It allows you to break that down by periods for period over period analysis, by countries, devices, type of search results, type of search (web, image, video, news) and more. Using this data, brands can better formulate growth marketing strategies, identify and prioritize content marketing strategy. By understanding the current performance of existing content, brands can identify content optimization opportunities and prioritize efforts to increase the ROI of content marketing efforts.

What Are Some Open Source Options for Google Search Console ETL?

Some of the open source connectors you may use are Singer.io’s Tap for Google Search Console. Airbyte also offers an open source connector for Google Search Console and is one of the newer and extensible technologies. There are other open source options too and this is certainly not an exhaustive list.

Does Google Search Console Provide All Keyword Performance Data?

Google Search Console does not provide access to all the search query data due to privacy and performance reasons. Fetching your data using the most granular levels of the API (For example, URL or Folder level) and loading the data at least daily or weekly can help maximize the data you can retrieve. For larger websites, we would recommend breaking down the content into smaller silos or folders that can be verified as separate sites within Google Search Console. Fetching data for these individual folder level sites is a great way to capture far more data for larger websites with tens of thousands or millions of pages of content. Quattr takes care of maximizing the data fetched and warehoused from Google Search Console.

Test Drive Quattr

How To Transform Google Search Console Data for Analytics?

Once your data has arrived into your warehouse but before you can use it within your application or BI platform, you may want to transform it into a desired schema. Open source technologies like DBT can be great for developing such transformations on this data.

How to Use Google Search Console Data Studio Template?

Google’s Data Studio comes with pre-built report templates that allow you to perform some of the simplest analytics tasks with very little effort. Simply visit a Google Data Studio report like this and follow the on screen prompts to make a copy and start customizing.

A Powerful Analytics Platform for Google Search Console Data

Quattr offers a powerful platform that not only offers an effortless way to warehouse Google Search Console data but also covers most use cases you may have in mind for this data. Additionally, it offers a unified and automated platform that mines this data for automating SEO using AI. Below are a few of the key use cases of Google Search Console data that Quattr offers:

1. Perform period-over-period analysis for organic search performance

2. Explain top level trends in Google Search Console by drilling down by search intent, content category, language, web vitals page experience etc.

3. Create keyword lists for use in rank tracking tools

4. Cluster similar keywords by topical themes

5. Classify queries into search intents using Natural Language Processing (NLP)

6. Compare growth strategies on a matrix of search demand vs current level of optimization

7. Weekly and Monthly Dashboards Emailed with top gaining and losing traffic segments

8. Compare Google Search Console Trends to Organic Presence Market Share Trends

9. Measure the impact of organic search optimization efforts

10. Identify cannibalization by other content or Google Ads paid campaigns

The above list is only a sampling of the Google Search Console data use cases Quattr already supports. Take a test drive of Quattr now to see the platform in action with your own website data.

Test Drive Quattr