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How To Use Big Query And GSC Data For Content Performance Analysis?



“Data is the new oil. It’s valuable, but if unrefined, it cannot really be used.” — Clive Humby

Within the ever-changing digital marketing landscape, data-driven decisions are the foundation for optimizing your content strategy. 

This data is more than simply numbers; it has insights waiting to be discovered. With tools like Big Query and Google Search Console (GSC), you can obtain substantial information about your content’s execution and make informed improvements. 

Yes, this is exactly what many digital marketers call their ‘ secret weapon’ or ‘hidden gem’—a method that can significantly elevate your content game.
In this article, we will walk you through using Big Query and GSC data for content performance tracking, ensuring your Search Engine Optimization (SEO) efforts achieve its maximum potential.

Understanding Big Query and Google Search Console

First, let’s understand these tools and why they are so valuable.

  • What is a Big Query? 

BigQuery SEO analysis is a powerful data warehousing system offered by Google Cloud. It’s intended to handle and analyze large datasets quickly and efficiently. 

Whether dealing with millions of rows of data or executing advanced queries, Big Query provides the flexibility and pace you require.

  • What is the Google Search Console? 

GSC insights for SEO is a free tool from Google that allows you to closely track, maintain, and fix your site’s visibility in Google Search results. 

It generates thorough data on your website’s search traffic and performance, suggesting areas for improvement.

  • Integration of Big Query and GSC 

Combining GSC with BigQuery allows you to analyze massive amounts of search data and unearth insights that would be challenging to locate otherwise. 

For example, you can keep track of long-term trends, compare performance across devices and locations, and detect content strategy gaps.

1. Setting Up Big Query for GSC Data

To get started, create a Google Cloud project and enable the BigQuery API. 

Then, using the Settings > Associations menu in GSC, connect your Google Search Console property to BigQuery and follow the on-screen prompts to finish the procedure.

2. Importing GSC Data to BigQuery

Now, the next step is importing your GSC data into BigQuery to evaluate and gain deeper insights into enhancing performance. 

  • GSC Data Export Method: Go to the Performance report in GSC, choose the desired date range, and export the data.
  • Load Data into BigQuery: In the BigQuery Console, click on your project’s name, then pick “Create Dataset,” and provide the relevant information. Then, in your new dataset, click “Create Table,” then upload the GSC data file, configure the schema, and complete the table creation.

3. Analyzing GSC Data with BigQuery

Now that your data is set up, begin with basic searches in BigQuery to understand the performance of your content.

  • Top Performing Pages: Identify the pages with the most clicks and impressions to see what kind of content is generating the most traffic and appealing to users the most.
  • Pages with High Impression but Low CTR: Discover ‌pages with high impressions but low CTR. These pages have potential but need optimization to improve CTR, so you must prioritize them.

4. Advanced Analysis Techniques

Discover advanced methods to delve deeper into optimizing your content’s effectiveness.

  • User Behavior and Trends: Analyze how user behavior evolves over time. This provides you with valuable insight into seasonal trends or the impact of specific campaigns.
  • Data Segmentation: To gain a better understanding of patterns, break down data by device, location, and query type.
  • Content Gaps and Opportunities: Identify high-impression and low-ranking queries for optimizing content with data accordingly.

5. Visualizing Data with Google Data Studio

Connect BigQuery to Google Data Studio to build interactive dashboards. Visualize key indicators such as click-through rate, average position, and search volume to easily communicate insights and improve your content strategy using data. 

Best Practices and Tips

Now, let’s look at comprehensive best practices for using these SEO tools efficiently and streamlining your content plan.

For more information: What tools can I use to perform a technical SEO audit?

  • Regular Check-Ins and Updates: Use automated queries and reports to keep a close eye on your content performance. Review your approach regularly to ensure that you are on track.
  • Actionable Insights and Improvement: Use analytics insights to obtain data-driven content decisions. Test various approaches to see what works for you and optimize based on the results.
  • Pitfalls to Look Out For: It may take time to get satisfactory results, so don’t solely rely on data without context. You must also acknowledge user intent and deliver high-quality content accordingly. 

How Can The 4P Solutions Help with Content Performance Analysis?

At The 4P Solutions, a leading b2b creative agency in Mumbai, we understand the importance of content performance analysis in driving your digital marketing success. 

Here are some of the ways we can help you with:

  • Comprehensive Data Integration: Using BigQuery for SEO along with GSC, we give you a complete picture of your content’s success across several metrics and channels.
  • Actionable Insights: Our experienced team analyzes the combined data to reveal significant insights, allowing you to make more informed decisions regarding your content optimization.
  • Keyword Performance Tracking: Our b2b marketing company uses GSC data to monitor the performance of your target keywords, allowing you to find both high-performing content and places for improvement.
  • Competitive Analysis: We analyze your content performance to industry benchmarks and competitors, allowing you to stay ahead of the curve and outperform the competition.

Read More: On-Page Excellence: The Role of Keywords and Content Optimization in SEO Success

Overall, collaborating with our b2b branding agency in Mumbai guarantees you will get all the insight needed to achieve your business objectives through content performance analysis. 

For more information regarding BigQuery integration with GSC, reach us at or call us at +91 89286 09451.


The combination of Big Query and Google Search Console data analytics significantly improves your content marketing analysis, making your strategy more accurate and effective. 

By following the procedures outlined in this guide, you can acquire actionable insights, optimize your content and SEO strategies, and eventually achieve better outcomes.


What are some frequent integration issues for Big Query and GSC, and how can I overcome them?

Common issues include data inconsistencies, schema mismatches, and API constraints. To avoid these issues, establish proper data mapping, sync your data regularly, and remain up to date on API updates and limits.

How can I protect the privacy and security of my data when using BigQuery and GSC?

Google Cloud Platform provides strong security features such as data encryption, access control, and audit logs. Make sure you’re following data privacy best practices, like limiting access to sensitive data and reviewing your security settings frequently.

What types of searches can I use in BigQuery to identify content opportunities?

You can use queries to identify underperforming keywords, content with high bounce rates, and content gaps that competitors may be filling. Analyzing user inquiries and search patterns can also help identify new topics to discuss.

Can I automate the import of GSC data into BigQuery?

Yes, you can automate the import procedure with Google Cloud’s scheduled queries function. This allows you to build up a routine to pull data from GSC to Big Query regularly.