Unlocking Web Data Insights with Marco Giordano

·1 hr 12 min·5 clips

Marco Giordano explains why obsessing over exact data numbers can lead you to make the wrong business decisions.

Host Jack Chambers-Ward introduces the episode by highlighting his guest, Marco Giordano, a freelance web data analyst known for his newsletter and expertise in GA4, BigQuery, and data analysis. The interview begins with Marco challenging the SEO industry's focus on data precision, arguing that direction and correct decision-making are more important than exact numbers. He critiques common SEO metrics like average position, explaining why they are poor indicators of success. Marco discusses the evolution of skills in data and SEO, noting a shift from hard technical skills to domain knowledge and soft skills like communication and abstraction. He outlines three major errors businesses make: failing to store web data long-term, using random or vanity metrics, and obsessing over data accuracy for non-transactional decisions. The conversation explores the practical benefits of combining data sources, specifically GA4 and Google Search Console, to gain a holistic view of website performance and avoid misguided actions like deleting profitable pages. Marco advocates for using tools like BigQuery for data storage and analysis, and emphasizes the value of crawl data and log files for technical SEO insights. He and Jack discuss the importance of clustering and categorizing pages for effective analysis, especially for large sites. The dialogue touches on industry differences between regions like the UK/US and continental Europe, and the role of English as the lingua franca of digital marketing. Marco argues for a hybrid professional approach, where SEOs and analysts understand multiple domains without being siloed by job titles. The episode concludes with Marco sharing where to find his work, including his newsletter and website.

As heard by us

A practical episode about turning scattered web metrics into clearer analysis and client-ready decisions.

Web data is treated here as a judgment call, not a dashboard exercise. With Marco Diodano bringing a traditional analytics perspective, the conversation looks at the familiar tension between clicks, revenue, queries, users, and sessions, then follows that tension into BigQuery,…

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Why you'd press play

You want web data to point clients toward the right decision, not leave everyone stuck comparing mismatched metrics.

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