Bulk Data Exports

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In the world of SEO, data is king. The more information you have at your disposal, the better equipped you are to make informed decisions that can significantly improve your website’s performance. One tool that offers a wealth of data is Google’s Search Console, and in a recent video tutorial, Google’s Search Advocate, Daniel Waisberg, delves into the bulk data export feature of this tool.

What is Bulk Data Export?

Bulk data export is a feature of Google’s Search Console that allows users to export large amounts of performance data. This data provides valuable insights into how a website performs in Google Search, including information on search queries that show your site, your page’s click-through rate, and the countries where your site performs best.

Understanding the Data

The data available through bulk exports is similar to the Search Analytics API but can be much larger, depending on your site. The export contains partition tables, with partitions being dates. For each day, an update to the tables is provided. This is particularly useful when optimizing your queries, as querying the entire table every day can be inefficient.

The exported data is divided into three tables:

  1. ExportLog: This table is a record of what data was saved for that day. Failed exports are not recorded.
  2. searchdata_site_impression: This data is aggregated by property. For example, if two pages show up in the same Google search result, you would see only one impression here. Also, for position, when aggregating by property, the topmost position of your property in search results is reported.
  3. searchdata_url_impression: This table contains all your performance data aggregated by URL rather than by site. That means, for example, that if two pages show up in the same Google search result, you would see two impressions, one for each page.

Querying the Data

When querying Search Console data on BigQuery, there are three important best practices to follow:

  1. Use aggregation functions: Table rows are not guaranteed to be consolidated by date, URL, site, or any combination of keys. For example, you might have a query that appears more than once for the same day, so you would need to group by query to make sure all the clicks and impressions are counted.
  2. Limit queries by date: This will speed up requests and save processing costs. You can do this by using a WHERE clause to limit the date range in the date partition table.
  3. Filter out noquery strings: This will help decrease the size of the data request. You can do this by pulling data only for rows where the is_anonymized_query field is false.

Conclusion

The bulk data export feature of Google’s Search Console is a powerful tool that can provide a wealth of data to help improve your website’s performance. However, it’s important to understand how to effectively query this data to get the most out of it. By following the best practices outlined in this video, you can optimize your queries and gain valuable insights into your website’s performance.

For more information, you can watch the full video tutorial here.

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