Marco Giordano highlights that the most successful SEOs will take data from multiple sources – not just traditional SEO platforms.

Marco says: “Use multiple data sources, not just SEO data, to make decisions.”

What's the difference between the alternative data sources and the typical data sources for SEO?

“Most of the time, people use Search Console, which is our default option for several reasons. For one, it's the only first-party tool that contains Google queries, which is the dominant search engine. People also rely on crawl data from tools like Screaming Frog and Sitebulb, or they scrape websites themselves. There are other third-party tools as well, like Majestic, Semrush, Ahrefs, etc. That’s the traditional suite.

Some people have a decent knowledge of GA4, which is used for other data and tracking conversions, events, and what happens inside the website – which is not strictly SEO, of course.

However, there are data sources other than GA4 that are also super important and can help you. For example, in your CMS (Content Management System), you can get metadata about your articles and pages that can be useful. For example, the classification of a page or even the tags or categories you assign to a given page.

Also, your CRM. If you're doing B2B, you can’t exactly connect your SEO data, like queries, but it gives you the opportunity to better understand how your website contributes to your leads, because there are connections with Salesforce and HubSpot, if you're using GA4.”