Background
They invested years in content and SEO, yet stakeholders questioned its true revenue impact. GA4 showed conversions, Search Console showed keywords, but the two lived in different worlds.
The challenge
They needed visibility into which branded and non-branded keywords triggered pages that later converted in GA4 — not just clicks or impressions, but business outcomes.
What I built
- Keyword-to-conversion mapping using GA4 session identifiers
- A daily pipeline combining GSC + GA4 + CRM data in BigQuery
- Landing page performance models tied back to signed-up customers
- A page-level dashboard that surfaces conversion-driving keywords
The outcome
The SEO team discovered non-branded keywords outperforming previously prioritized branded terms — guiding a complete shift in content strategy. Within 90 days, the top re-optimized pages drove a 25 percent increase in trial signups.
Instead of defending SEO spend, they proved it — with numbers that stood up in leadership meetings.