Jack Chambers Ward sits down with web data analyst Marco Giordano to discuss how to get the most out of your web data. Together, they delve into the intricacies of web analytics, covering topics such as incorporating crawl data, understanding GA4, leveraging BigQuery, and effectively communicating data insights to clients. Jack and Marco also discuss the importance of combining technical SEO expertise with business acumen and provide valuable tips for anyone looking to maximise the impact of their web data. Sponsors AlsoAsked - Track search intent shift over time using the Timeline feature SE Ranking - Track AI Overviews for your clients using SE Ranking Links to follow Marco: Follow Marco on LinkedIn Check out SEOTistics Subscribe to Marco's newsletter Links to resources/articles: ⁠Free Google Cloud BigQuery training⁠ Analytics for SEO course ⁠Analytics for SEO ebook The Gray Dot keyword matrix template Chapters 00:00 Highlight reel 00:36 Welcome to Search with Candour 00:56 Introducing Marco Giordano 01:55 Sponsors 04:49 Marco Giordano's Insights on Web Data 06:12 Common Mistakes in Web Data Management 10:22 Balancing Hard and Soft Skills in SEO 19:00 Importance of Storing and Analysing Web Data 29:46 Combining Data Sources for Better Insights 37:17 Global Marketing Differences 39:26 The Role of Crawl Data and Log Files 42:05 Integrating Technical and Content Strategies 49:16 The Importance of Hybrid Skills in SEO 52:49 Evolving Job Titles and Industry Roles 54:27 Combining SEO with Other Channels 01:03:15 The Future of SEO and Analytics 01:09:17 Conclusion and Future Episodes