[LondonSEO 2020] BigQuery & SQL for SEOs

BigQuery & SQL for SEOs
@areej_abuali linkedin.com/in/areejabuali/

@areej_abuali
HELLO!
I’m here to talk to you about how (5
months ago) I started using BigQuery
& SQL in my day to day job.
2

@areej_abuali
HELLO!
I’m here to talk to you about how (5
months ago) I started using was forced
to start using BigQuery & SQL in my
day to day job.
3

@areej_abuali
Agency-side
4
Client-side

@areej_abuali
35,000,000
Indexed Pages
55,000,000
Monthly Visits
5

@areej_abuali
6
Don’t get me started on Excel...

@areej_abuali
7
And using GA wasn’t going to cut it!

@areej_abuali
8
Note: This GA interface screenshot is not
Zoopla data and I do not plan on showing
any Zoopla data throughout the slides...

@areej_abuali
9
...I just got my job 5 months ago
and would like to keep it!

@areej_abuali
So this talk is about how we can all
adopt BigQuery and start doing really
cool stuff with it...
10

“ It’s about learning to feel
comfortable with the
uncomfortable.
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@areej_abuali
12
My 24/7
state of
mind!
And that it’s okay to feel this way!

@areej_abuali
Let’s set the scene!

@areej_abuali
14
Google Cloud Platform

@areej_abuali
What is BigQuery?
15
“BigQuery is an enterprise data warehouse that
stores and queries massive datasets by
enabling super-fast SQL queries using the
processing power of Google’s infrastructure.”

@areej_abuali
What is BigQuery?
16
“BigQuery is an enterprise data warehouse that
stores and queries massive datasets by
enabling super-fast SQL queries using the
processing power of Google’s infrastructure.”
TOO MUCH
GIBBERISH!

@areej_abuali
So what is it then?
17
It’s a thing that will help you analyse
massive datasets quickly and easily
via SQL!

@areej_abuali
Why is it useful?
▸ It’s cloud-based (super scalable)
18

@areej_abuali
Why is it useful?
▸ Unlimited access to historical data
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@areej_abuali
Why is it useful?
▸ It’s pay as you go (1TB = $5)
20

@areej_abuali
Why is it useful?
▸ It’s pay as you go (1TB = $5)
▸ Simple interface and setup
21

@areej_abuali
And as for SQL...
▸ It’s a language used for extracting and
analysing data stored in databases
22

@areej_abuali
And as for SQL...
▸ It’s way faster than Excel because the data
you’re analysing is stored separately
23

@areej_abuali
And as for SQL...
▸ It’s way faster than Excel because the data
you’re analysing is stored separately
▸ Your code is reusable
24

@areej_abuali
It’s pseudo-codish!
SELECT *
FROM example_table
WHERE example_column = "value"
25

@areej_abuali
What did I need?
26
Data query
(repeatedly)

@areej_abuali
What did I need?
27
Data query
(repeatedly)
Advanced
ﬁltering

@areej_abuali
What did I need?
28
Data query
(repeatedly)
Advanced
ﬁltering
Sort large
datasets

@areej_abuali
Let’s get started!

@areej_abuali
30
console.cloud.google.com/bigquery

@areej_abuali
32
Query Editor
Your datasets are
stored here

@areej_abuali
33
Query Editor
Your datasets are
stored here
You can see your
Job History & Query
History here

@areej_abuali
34
https://cloud.google.com/bigquery/docs/loading-data

@areej_abuali
35
BigQuery Cookbook:
support.google.com/analytics
/answer/4419694

@areej_abuali
GA Sample Dataset
36
https://bigquery.cloud.google.com/table
/bigquery-public-data:google_analytics_
sample.ga_sessions_20170801
https://support.google.com/analytics/answer/7586738

@areej_abuali
GA Sample Dataset
37
https://bigquery.cloud.google.com/table
/bigquery-public-data:google_analytics_
sample.ga_sessions_20170801
https://support.google.com/analytics/answer/7586738
Because if I use
Zoopla data...

@areej_abuali
SQL Query
38
SELECT FROM WHERE
ORDER BY LIMIT

@areej_abuali
SQL Query - Select
39
What columns do you
want to pull?

@areej_abuali
SQL Query - Select
338 columns in total
40

@areej_abuali
SQL Query - Select
▸ SELECT *
▸ SELECT date, visitNumber
▸ SELECT visitNumber as Number
41

@areej_abuali
SELECT
date as Date,
channelGrouping as Channel,
totals.visits as Visits,
totals.transactionRevenue as Revenue
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SQL Query - Select

@areej_abuali
SQL Query - From
43
Which data source do you
want to pull from?

@areej_abuali
SQL Query - From
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PROJECT ID DATASET TABLE

@areej_abuali
SQL Query - From
45
PROJECT ID DATASET TABLE
bigquery-public-data.google_analytics_sample.ga_sessions_20170801

@areej_abuali
SELECT
date as Date,
FROM `bigquery-public-data.google_analytics_sample.ga_sessions_20170801`
46
SQL Query - From

@areej_abuali
SQL Query - Where
47
What ﬁlters do you want
to apply?

@areej_abuali
SQL Query - Where
▸ WHERE channelGrouping = ‘Organic Search’
▸ WHERE channelGrouping in (‘Organic Search’, ‘Direct’)
▸ WHERE channelGrouping = ‘Organic Search’ AND date =
‘20170701’
48

@areej_abuali
SELECT
date as Date,
WHERE channelGrouping = 'Organic Search'
49
SQL Query - Where

@areej_abuali
SQL Query - Order By
50
How do you want to sort
your data?

@areej_abuali
SELECT
date as Date,
ORDER BY totals.visits desc
51
SQL Query - Order By

@areej_abuali
SQL Query - Limit
52
How many rows do you
want to return?

@areej_abuali
SELECT
date as Date,
ORDER BY Revenue desc
LIMIT 100
53
SQL Query - Limit

@areej_abuali
#standardSQL
SELECT
date as Date,
LIMIT 100
54
Standard vs
Legacy

@areej_abuali
Your typical process...
56
▸ Open GA
▸ Filter data in GA
▸ Export GA data

@areej_abuali
57
▸ Open GA
▸ Export GA data
▸ Open Excel
▸ Clean data
▸ Filter data
▸ Sort data

@areej_abuali
58
▸ Open GA
▸ Export GA data
▸ Open Excel
▸ Clean data
▸ Filter data
▸ Sort data
Cry because everything
breaks and you get the
spinning wheel of death

@areej_abuali
59

@areej_abuali
61
But what if I want to
sum up some of my
values?

@areej_abuali
SQL Query - Select
62
SELECT
date as Date,
sum(totals.visits) as Visits,
sum(totals.transactionRevenue) as Revenue

@areej_abuali
SQL Query - Group By
63
SELECT
date as Date,
GROUP BY Date, Channel
Non-aggregated
columns should
be in Group By

@areej_abuali
SELECT
date as Date,
GROUP BY Date, Channel
LIMIT 100
64

@areej_abuali
Real Life Challenge

@areej_abuali
Challenge
67
What if all of our data wasn’t living
in the same table?

@areej_abuali
Sessions Data
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Transaction Data

@areej_abuali
Excel
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▸ VLookup
▸ MatchIndex (for VLookup haters)

@areej_abuali
Join
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Takes all the data from your ﬁrst
table and joins rows from a second
table (using a common metric)

@areej_abuali
Left Join
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FROM `Table 1` a
LEFT JOIN `Table 2` b
ON (a.metric = b.metric)

@areej_abuali
Left Join
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FROM `project-1234.analytics.ga_sessions` a
LEFT JOIN
`project-1234.analytics.ga_transactions` b
ON (a.ga_session_id = b.ga_session_id)

@areej_abuali
SELECT
a.channelGrouping as Channel,
sum(a.totals.visits) as Visits,
sum(b.totals.transactionRevenue) as Revenue
FROM `project-1234.analytics.ga_sessions` a
LEFT JOIN `project-1234.analytics.ga_transactions` b
ON (a.ga_session_id = b.ga_session_id)
WHERE a.channelGrouping = 'Organic Search'
74

@areej_abuali
SQL Query
75
SELECT
FROM
WHERE GROUP BY
JOINORDER BY

@areej_abuali
Covered
▸ SELECT
▸ FROM
▸ WHERE
▸ ORDER BY
▸ GROUP BY
▸ JOIN
▸ LIMIT
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Not Covered
▸ HAVING
▸ WINDOW
▸ UNION
▸ WITH

@areej_abuali
77
https://cloud.google.com/bigquery/docs/reference/standard-sql/query-syntax

@areej_abuali
Supported Functions
▸ Aggregate
▸ Arithmetic
▸ Comparison
▸ Date & Time
▸ Logical Operators
▸ Regular Expressions
▸ String
78

@areej_abuali
So, What’s Next?

@areej_abuali
80
In this talk, we’ve simply
scratched the surface
by analysing Analytics data...

@areej_abuali
There’s so much more to do!
81
Crawl Data

@areej_abuali
82
Crawl Data Link Data

@areej_abuali
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Crawl Data Link Data Log Files

@areej_abuali
84
And there are so many
smart(er) people and resources
to help you do that!

@areej_abuali
85
BristolSEO (Jan 28th)
ReadingSEO (Feb 13th)
Hayden Roche - Technical SEO at Scale
Attend more advanced talks!
https://www.meetup.com/bristol-seo/
https://www.meetup.com/SEO-Meetup-Reading/
@HaydenRoche3

@areej_abuali
86
Read everything Dom writes!
@dom_woodman
▸ How to Use BigQuery for Large-Scale SEO
▸ Guide to Log Analysis with Big Query
https://moz.com/blog/how-to-bigquery-large-scale-seo
https://www.distilled.net/log-file-analysis/

@areej_abuali
Beautiful Dom Slide!
▸ How long does it take for a page to be discovered after
being published?
▸ Which pages have requests from Googlebot?
▸ What are the top non-canonical pages being crawled?
▸ What are the most crawled parameters?
▸ Which directories have the most 404 error codes?
▸ Which pages are crawled with and without parameters?
87
https://www.slideshare.net/DominicWoodman/a-guide-to-log-analysis-with-big-query

@areej_abuali
88
Learn more SQL!
https://www.codecademy.com/catalog/language/sql

@areej_abuali
89
More great resources/courses
▸ Coursera - From Data to Insights with Google Cloud
▸ QwikLabs - BigQuery for Marketing Analysts
▸ Coding is for Losers - Learning BigQuery SQL
▸ OnCrawl - Why SEOs Should Ditch Excel & Learn SQL
▸ Book - Google BigQuery: The Deﬁnitive Guide
▸ Google - BigQuery Documentation
▸ Google - BigQuery Cookbook

@areej_abuali
A few ﬁnal points...
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Try out every random SQL query
you come across
(and create a library of saved queries)

@areej_abuali
91
Mash up different datasets
together
(it helps answer tons of questions)

@areej_abuali
92
Share cool things you learn with
the rest of us
(and don’t worry about that one idiot on
Twitter who labels it as ‘old news’)

@areej_abuali
93
It’s okay to feel overwhelmed learning
something new
(maybe in 5 months you’ll be giving a talk
about it too!)

@areej_abuali
94
THANKS!
Any Questions?
▸ @areej_abuali
▸ linkedin.com/in/areejabuali

[LondonSEO 2020] BigQuery & SQL for SEOs

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