FAVFrancisco Álvarez Varas
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Analytics · Apr 2023 – Oct 2024

SEO analytics and experimentation for an e-commerce

Measure which changes on an e-commerce site actually move organic traffic, and automate the reporting management used to receive by hand.

My role
SEO and CRO data analyst at GrowBarato, sole owner of analytics for a year and a half.
Team
GrowBarato SL
Outcome
14.3% more organic traffic attributable to the experiments, and KPI reports that generated themselves every week.
PythonpandasGoogle Search Console APIGoogle AnalyticsSQLLooker StudioA/B testing

Context

GrowBarato is an e-commerce with thousands of products and a catalogue that changes weekly. Organic traffic was the main sales channel, but decisions about which pages to improve were made on intuition, and management reports were assembled by hand, copying data out of Search Console and Analytics.

Problem

The Google Search Console interface caps rows and history, so the important questions, like which categories are losing rankings or which changes worked, could not be answered from what was on screen. And without a way to measure, every improvement was an act of faith.

What I did

  • Automated extraction. Python scripts pulling queries, pages and devices daily through the Search Console API into our own tables with full history.
  • Experiment design. Defined A/B tests and before-and-after comparisons on templates and page groups, measuring the effect on clicks, impressions and average position against control pages.
  • Data-driven prioritisation. Joined organic performance with conversion data to decide which categories to touch first.
  • Reporting. KPI dashboards and an automated weekly report that replaced copy and paste.

Outcome

14.3% more organic traffic attributable to measured changes, and a way of working where every proposal came with its number. Data and code belong to the company, which is why this case does not link to a repository.

What I take with me

This is where I found out that what I enjoyed was not optimising pages but building the infrastructure that measures them. It is the project that took me to the master’s.