As an SEO Analyst working with SaaS clients across industries, one of my biggest ongoing challenges isn’t just finding data — it’s managing it across tools like Google Search Console (GSC), GA4, HubSpot, CRMs, and even sales call transcripts.
The real power of SEO doesn’t lie in having more tools. As Ryan Levander puts it:
“You don’t need MORE DATA… you need to do more with the data you already have.”
So here’s my working playbook to effectively manage, visualize, and extract insights from multi-source data to drive better SEO decisions.
Common Challenges I Face
- Collecting large volumes of data from multiple tools on daily/weekly/monthly basis
- Creating a single source of truth from fragmented data
- Visualizing data meaningfully (graphs, pie charts, bubble charts, etc.)
- Resolving discrepancies across platforms
- Spending too much time on repetitive tasks (e.g. keyword tracking, backlink audits)
- Handling massive datasets (e.g. 100K+ URLs on programmatic or eCom sites)
- Presenting complex data simply to stakeholders
- Adapting strategy as search evolves (e.g. traffic shifts from ChatGPT, Perplexity)
- Tracking performance cluster-wise, especially during A/B tests
Key Data Sources I Rely On
Google Search Console (GSC)
What it provides: Clicks, impressions, keyword queries, technical SEO data
Use it for: Search performance, content gaps, content prioritization
⚠️ Most SEOs underutilize GSC — partly because its UI isn’t great. I use SEOStack.io (by Daniel Foley Carter) to explore GSC data more deeply and apply cosine similarity models for internal linking.
Google Analytics 4 (GA4)
What it provides: User journeys, traffic sources, conversion events, scroll depth
Use it for:
- Understanding user flows & improving site navigation
- Content performance via bounce rates & time-on-page
- Measuring CTAs, file downloads, and UX behavior
CRM Tools: HubSpot, Zoho, etc.
What it provides: Lead source data, email marketing stats, MQL/SQL insights
Use it for:
- Aligning SEO efforts with sales KPIs
- Understanding which content actually converts
Sales Call Data
What it provides: Direct user language, objections, pain points, ICP terms
Use it for:
- Informing content strategy
- Adjusting tone, messaging, and keyword targeting to match how real users talk
Visualization & Analysis Tools I Use
Microsoft Excel
My go-to tool for heavy lifting with large datasets.
- Power Query + VBA Macros help automate repetitive work
- Perfect for clustering hundreds of thousands of keywords
- Most stakeholders are Excel-literate → easier reporting delivery
Looker Studio
- Ideal for combining GSC, GA4, and Google Sheets
- Client-friendly visuals
- Supports trend charts, custom dashboards, and more
BigQuery
- Use it when Excel or Sheets can’t handle the volume
- Great for eCommerce or programmatic SEO
- Only recommended if your dataset truly justifies it
📸 “BigQuery is like a DSLR. GA4 is like an iPhone. Most businesses need iPhone mastery, not DSLR complexity.”
– Ryan Levander
Power BI
- Advanced visual storytelling
- Helps uncover patterns traditional spreadsheets may miss
- Useful for internal teams or client stakeholders who prefer dashboards over reports
Zapier & Automation Tools
- Automate data fetching from GA4, GSC, CRMs
- Push action items to Trello/ClickUp based on real-time data
- Saves hours per week by reducing manual updates
Other Tools & Extensions
- SearchAnalytics for Sheets – fetches GSC data easily into Sheets
- ChatGPT & Claude – generate regex, AppScript, and automation logic for Sheets
- SEOStack.io + ScreamingFrog – for internal link optimization using cosine similarity
Finding Insights from Multi-Source Data
Identifying Trends Across Sources
GSC + GA4 = which pages rank and engage
Add CRM = which pages convert
Cross-Referencing for SEO Wins
Match keyword-level performance with lead quality.
You’ll often discover that high-converting keywords aren’t the ones with the most volume — but the ones that align with buyer intent.
Spotting Gaps and Opportunities
- High impressions, low CTR in GSC?
- Strong GA4 engagement on a related topic?
→ Optimize your title/meta, align content better, or add internal links.
Managing Data Overload: What Works
Data Hygiene
- Use naming conventions across tools
- Audit tags & UTM parameters
- Keep documentation updated
Automate Repetitive Tasks
- Weekly GSC pulls via SearchAnalytics
- Keyword gap reports auto-generated
- Alerts for traffic drops
Focus on Key Metrics
- Don’t track everything
- Build a dashboard with core KPIs: Rankings, engagement, conversions, qualified leads
- Review them weekly — not monthly
What I’ve Learned
Managing SEO data from multiple sources is no longer optional — it’s essential.
The SEOs who’ll win in the LLM + post-AIO era are the ones who:
- Know their data
- Automate routine analysis
- Present insights in ways that inspire action
Action Step
Audit your data sources.
Build a central dashboard.
Automate one thing this week.
Make your SEO work visible and actionable — not just technical.