Use Data Or Be Used By Data!

The March 17 issue of Seotistics is here for you!

If you have wondered aimlessly searching for cool automation through the depths of social media...

don't worry, I will show you some ideas to get started and what you need to know in 2025.

Consider this as a nice introduction to the topic.

P.S. I am also working on a lot of new content for you folks, stay tuned 👀

You will get some freebies and more stuff on what I'll discuss today.

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📣📣 Important Announcements 📣📣

You can preorder my new course at a 30% discount until launch (May 12)!

It gives you all the missing business and marketing skills I mention when talking about Web Analytics.

If you purchased my previous course, go to this lesson here and the last section contains a special promo code for you:

The "Modern" Stack

This is what I currently play with:

Airtable/Nocodb
Notion
Make/n8n/AirOps

This is more than enough to add value and create useful workflows.

Remember the #1 rule for automation: not everything should be automated.

Ever heard of the Jevons Paradox?

Efficiency improvements can sometimes lead to increased consumption...

because people are compelled to consume more!

So more automation can translate to more work in the wrong hands.

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AirOps: A New Contender?

AirOps is a tool I saw here and there and decided to test for YOU.

It allows you to select a website, pick your competitors, define your ICP and then will propose you some content.

I am amazed by the idea because it's a nice content automation workflow SaaS!

And that's not all actually, it's a nice way of centralizing your automation to build SEO solutions.

(Yes, being limited to one focus can also be a disadvantage).

So you can build a lot of use cases inside one tool.

Look at what I built in 10 minutes:

It's still rudimentary but it's amazing and useful.

Write some keywords, scrape the top 3 results and summarize each of them in one block.

The less amazing part is the monthly price but still!!!

The future of automation is already here and it's now easier to build cool stuff compared to years ago.

Mind you, automation does NOT replace analysis.

The 2 things are actually different topics.

Scaling Content Plans

I find absolutely mandatory to rely on such systems today because they make your life easier.

If you work with content, you need to master content plans to manage content across channels.

We talk about omnichannel and synergy between channels quite often... we must find proper ways to manage it!

You don't need to do much... in fact you need the bare minimum:

This is one of the most classical examples in Airtable, simple and easy.

(I added a calculated field that tells me if I can repurpose a post after 90 days).

You can even move data around different databases or retrieve some information from BigQuery to your content database!

Just remember that more complex workflows are expensive and will often become cumbersome over time.

Some Examples

I often link to this resource by Gray Dot because it's an optimal template for Airtable.

For my personal usage, I use Nocodb (free) and some basic things to keep track of what I need to post.

Much better than spreadsheets in terms of UX.

Notion is another viable option, you choose!

Did you check my Content Handbook? Be sure to check your welcome email 👀

The Case For Large-Scale Websites

Big websites need to have systems and this is where many enterprises fail.

They think of marketing as a set of "quick wins" and "low-hanging fruits".

Mind you, these concepts are true, you can add quick value with some fixes.

The issue is the short-term mindset behind it.

That's why you need to think long-term and consider systems.

The concepts proposed in this issue can be integrated into the framework above (step 3).

If you are too obsessed with single fixes and forget to look at the bigger picture, you are doomed!

SERP Analysis

SERP Analysis is still severely underrated as a task.

I often cite my friend Elias Dabbas for this code because it's a great example of presenting data to non-tech users.

This is one such example based on 100 keyword around pomeranians, straight from my course:

Now, there are too many options on the market but my go-tos are:

ValueSERP API (price advantage)
DataForSEO (quality)

It doesn't really matter what you choose, the important is bringing business value.

Stakeholders LOVE something visual like this and to see the search share of their websites.

The good thing is that you can even track AI Overviews now, which is quite good if you ask me.

Make & n8n

Make and n8n already have templates ready for DataForSEO so you don't even need to reinvent the wheel.

You can simply take those templates and adapt them as you wish, they even have a Copilot helping you (and it's good!).

n8n is better if you are a technical person and want to have more flexibility.

Make is ideal if you like integrations and more support!

Since the premise of this issue is to show how everyone can do it, Make wins.

Here is one example created by my friend Katarina Dahlin (LI post here):

This flow here is used to translate product descriptions into 3 languages

Data Warehouse VS UI

It's no secret that nowadays companies work differently compared to years ago.

Without making it too complex, it was normal to work with APIs or even tools before.

You opened Universal Analytics and took what you needed...

except now it's rare to see something like this.

It's better to store your data somewhere and then show the end user something processed.

For sure, you lose in flexibility in the short term but gain enormously in the long run.

The BigQuery connectors offered by Google are amazing and make the life of engineers much easier.

If you are NOT an engineer (just like me), you just need to know what's inside and how to query that data.

My course teaches you all of this and how to run successful analyses that will get you far:

[Analytics For SEO Course - v4]

If you want to be guided and start from scratch, this is the course for you!

You will:

✅ Use GSC and GA4 Data to their fullest potential

✅ Learn Python/SQL for your needs

✅ Get a complete blueprint for auditing websites

✅ Learn how to 10x your productivity

✅ Learn BigQuery to work on large websites

I teach you what's needed to go from 0 to a professional Data Analyst.

Even if you leave SEO, the foundations are the same for other jobs!

Learn Analytics for SEO Now!

Take example from Michele!

You can get more done and stand out quite easily 👀

Python, The Perfect Glue

You know I often say not to learn Python only because it's cool but for valid reasons?

Well, automation is one of them.

Python/Javascript are usually employed to complete your workflows or are useful in general to automate boring stuff.

Since I teach Analytics, my audience usually learns enough Python/SQL to carry out the key tasks.

There is no need to become great at coding if you are into Analytics.

HOWEVER, automation was a different beast. That is before the advent of AI and no-code tools.

Now almost everyone can create powerful automation at a low cost.

I use Claude daily to get help in several tasks, like:

code generation
brainstorming
copywriting
summarization
content repurposing

Cloud Solutions

I mentioned in some of my past issues that Google Cloud is a reliable solution to deploy and automate marketing solutions.

It's up to you, I personally don't do deployment because it's the area of engineers.

Some knowledge may be useful but remember: an analyst and/or marketer is neither paid nor evaluated for creating cool apps.

Keep that in mind.

Most cases shown here are more than enough.

What You Can Do Today

If you are a professional reading this or even an agency... it's time to step up before it's too late.

The core skills don't change:

✅ Marketing knowledge

✅ Effective communication/persuasion

✅ Execution

But there is no reason to rely on outdated methods and be left behind.

The clients/students I've worked with have undergone radical transformations because it's so easy today to improve your work.

Just remember that hard skills won't get you far but they are a solid start to compete in this terrible job market.

👥 Join Our Community

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If you hate all the noise of social media, then this place is for you.

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🔎 Analytics For SEO Ebook (v8)

If you want to learn about Analytics for SEO and prefer self-study, this is for you!

It will teach you or your employees to:

👉 Prepare audits that make sense and are actionable 🔥

👉 Avoid common pitfalls that cost you money 💸

👉 Create analyses that add value and money💯

👉 Move the needle faster with efficient SEO systems ⏳

This comes with periodical updates to keep the content fresh.

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📚 Recommended Reads - Peak Content 🗻

Knowledge is power so read this:

My LinkedIn content:

❗️ Feedback and Recommendations

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Marco Giordano
Data/Web Analyst

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Bernerstrasse Süd 169, Zurich, Switzerland
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