SEO Analytics in BigQuery Course

The online course has four sections: an intro, a brief overview of data warehousing and data integration, the heart of the online course—SEO analytics in SQL, and finally, some advanced topics like data visualization and data integration.

Want to join? Register here!


  1. You’ll need access to a BigQuery account with at least a week’s worth of Google Search Console data loaded in.
    • If you don’t have access to GSC data in BigQuery, you have two options:
      • Setup the integration by following this tutorial
      • Follow these instructions to upload some demo data into your BigQuery instance.
  2. Optional but recommended: a basic understanding of SQL. While this course will start very basic, the course is designed for practitioners with intermediate SQL skills. 

Course Outline 

Part 1: Introduction to Google Search Console Analytics in BigQuery

We’ll dive right into BigQuery and explore the three Google Search Console tables from the native integration. 

You’ll learn about: 

  • The three tables that the GSC integration populates in Google Search Console.
  • How Google defines dimensions and calculates the metrics in the three tables by tracing the data from the search page to BigQuery.

Part 2: Introduction to Data Warehousing

We’ll zoom way out and take a high-level look at the concept of data warehousing. 

You’ll learn about: 

  • What makes a data warehouse a data warehouse, and what makes a BigQuery uniquely suited for web analytics at a web-scale. 
  • How data is loaded into data warehouses by the process known as ETL (extraction, transformation, and loading.)

Part 3: SEO Analytics SQL

This is the most significant part of the course, with a light overview of SQL syntax, some BigQuery-specific considerations for controlling costs, and a bunch of SQL patterns for SEO data.

You’ll learn about: 

  • Best practices for keeping BigQuery costs under control when analyzing data
  • Common statistics and aggregation for SEO data
  • Advanced SQL patterns for specific use cases like performance trends, CTR curves, diagnostics, and opportunity discovery.

Part 4: Advanced Applications for Google Search Console Data

This section is all about applying the insights that you’ve gained from analyzing your search data. We’ll discuss how to communicate this information to have more impact and how to increase the visibility of your SEO efforts.

You’ll learn about: 

  • Sharing your SEO performance by visualizing it in dashboards 
  • Communicating about your learnings to create a broader impact
  • Integrating the data with other systems to automate alerts and optimizations