Use Data Or Be Used By Data!

The June 16 issue of Seotistics is here for you!

The more I work in Web, the more I realize the shift that is happening is more real.

SEO, PPC, Social media, you name it, it's just a different game now.

Yet, people wage their marketing campaigns with outdated tools and tactics.

It's always fun to come back to old problems with new perspectives and tools!

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📣📣 Important Announcements 📣📣

The v1 of "Analytics For Real Work" is out and the 30% offer is extended until June 17 (23:59 CET).

This is one of my best projects so far, I am telling you.

If you have bought other products, write me first.

P.S. Still adding content so you can start it by Thurs/Friday if you can wait just some more.

Bing Webmaster Tools (BWT) will also get some more new AI data, like classifying queries into topics!

I am excited to see that, it finally means that we are going to get more information.

Microsoft is moving super well in terms of managing their GSC alternative 👀

(Check the resources at the bottom for the link).

P.S. Will also speak soon at a webinar around SEO Measurement, so stay tuned for the link!

Optimizing/Managing Content

This is one of the most common use cases because pretty much everyone has some content.

What is shown below is more suitable for medium-large websites though:

This is what I used to share like 1-2 years ago. The basics stil work after all...

but now you have MORE effective tools and solutions:

• LLMs to help you write code
• n8n and suchlike got more support
• more awareness and content

I'd hardly let you waste time today because the world moves faster.

Data Modeling (Again?)

Yes folks, I always talk about this topic because it's a must nowadays.

If your data isn't structured, your queries will be slow and expensive.

Plus, now that LLMs exist, you can write some decent SQL in a tool like Dataform and get amazing results.

This is a big change compared to before, where not many were even aware this was a possibility.

Labeling

In the past, you would have probably spent weeks to finetune your Machine Learning model and prayed it worked.

Now it can be much easier with LLMs and some common sense!

I am not 100% convinced that LLMs solved the classification problem because I still need to fix a LOT of results.

If you give them specific rules and guardrails, then it's remarkably easier.

Content Research

Manual content research is rightfully done, you shouldn't spend too much time on it UNLESS...

you are looking for details.

Manual research is still invaluable and it's a must in B2B.

Despite that, a good part of research is clearly automatable and you should do it today.

There is no actual reason to manually look on Reddit, social media and SERPs... it's so dumb.

I've been recently busy with a similar project and close to the end (hopefully):

Ecommerce

When not talking about content, we need to deal with products and/or categories.

Unlike content, this is infinitely less creative and more on the technical/repetitive/boring side of things.

I am still to develop new processes and automation for this because it does take time.

My dear friend Simone Parodi worked on related projects already and he will share more on the topic soon.

And mind you, you can't ignore how the landscape is changing due to UCP. Agentic Ecommerce is our future.

Which means not only you should manage your catalog like you always did BUT ALSO make sure it's suitable to be picked by LLMs.

Oh, and did I mention Google Merchant Center? I wasn't even that familiar with it last year...

So also remember to understand the difference with GSC because it does matter today!

I will showcase more Ecommerce examples later on and they will involve GMC and possibly Shopify or suchlike.

GA4 isn't ideal for revenue data and you should always use the platform where transactions are actually recorded (ideally).

Deterministic VS Non-Deterministic

Naysayers are like "but LLMs are not predictable!" and that's true but not a valid reason to stay in the '90s.

You can combine both and have your usual scripts running plus some part handled by LLMs.

This is how I work and what I teach too.

My Claude projects have sample .py scripts that get called by Claude skills when needed.

Then, for the other part, LLMs can provide me with their advice and perspectives and variability is 100% fine.

If you need to automate the process and expect a stable output, LLMs do NOT help.

More on some of these topics next week, until then!

👥 Join Our Community

Our Discord community offers a small place where we can talk business and web data.

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

I will start posting more there as we have a forum channel now.

This is the best way to stay updated in real time on Seotistics:

🔎 Analytics For SEO Ebook - Course / Ebook

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!

Also in ebook:

Think Like A Web Analyst

This course teaches you to:

✅ frame Analytics problems

✅ understand which metrics matter

✅ managing Web Analytics projects successfully

📚 Recommended Reads - Peak Content 🗻

Read these peaks:

• ​Bing Rolls Out AI Citation Share In Webmaster Tools​
• ​Google’s shift to Agentic Commerce: What It means for Ecommerce SEO​
• ​The LLM Analytics Playbook: Stack, Methods & Processes​
• ​Minimal Web Analytics Stack For Small Businesses​
• ​Keyword Clustering: Techniques, Processes & Sample Code​
• ​Analytical Skills for AI and Data Science : Building Skills for an AI-Driven enterprise​
• ​Data Literacy In Practice​
• ​Becoming a Data Head​
• ​Storytelling with Data​

And I also need to update my old content... too much to do with the course as of now though!

As usual, my most recent LinkedIn content is here.

❗️ Feedback and Recommendations

If you have ideas/recommendations for the next issues of Seotistics, you can simply reply to this email.

Marco Giordano
​Data/Web Analyst

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Bernerstrasse Süd 167, Zurich, Switzerland
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