How to load data from Google Search Console to MS SQL Server

Blendo Team

This post helps you with loading your data from Google Search Console to MS SQL Server. If you are looking to get analytics-ready data without the manual hassle you can integrate Google Search Console to MS SQL Server with Blendo, so you can focus on what matters, getting value out of your search console related data.


The first step in loading data from Search Console to any kind of data warehouse solution, is to access them and start extracting it.

You access data for the Google Search Console through the Search Console APIs. There are two APIs available there,

  1. Search Console API
  2. URL Testing Tools API

From the two, we are interested in the first API which allows us to access any data we are interested for.

As every other Google product, you need must authorize yourself to get access to the API through an implementation of the OAuth 2.0 protocol. The API is web based following a REST like architecture but Google also offers some SDKs that you can use for some popular languages like Java and Python.

You will need more time to read this post than integrating Google Search Console to MS SQL Server.

Effortlessly Sync All Your Google Search Console Data to MS SQL Server

The things that you have to keep in mind when dealing with any API like the one the Google Search Console has, are:

  1. Rate limits. Every API, has some rate limits that you have to respect.
  2. Authentication. You authenticate on Google using an OAuth.
  3. Paging and dealing with big amount of data. Platforms like Google tend to generate a lot of data and by pulling big volumes out of an API might be difficult, especially when you consider and respect any rate limits that the API has.


Google Search Console is a product offered by Google to web administrators. It allows you to submit sitemaps to Google, trigger the indexing of your website and see statistics about what’s going on, like possible errors and speed related problems.

Most importantly, Google Search Console offers a wealth of statistics about the queries that users are performing in order to click on a link and get on one of your landing pages. This information can help tremendously in search engine optimization and when you are serious about content marketing.

You need to have in mind the following about Google Search Console.

  1. You see only sample data, and
  2. You can get data up to 90 days

So, it’s important to start collecting and storing your Google Search Console data as soon as possible and make sure that you sync all the available data.


After you have accessed data on Search Console, you will have to transform it based on two main factors,

  1. The limitations of the database that is going to be used
  2. The type of analysis that you plan to perform

Each system has specific limitations on the data types and data structures that it supports. If for example you want to push data to Google BigQuery, then you can send nested data like JSON directly. But when you are dealing with tabular data stores, like PostgreSQL, this is not an option. Instead, you will have to flatten out data before loading into the database.

Also, you have to choose the right data types. Again, depending on the system that you will send the data to and data types that the API exposes to you, you will have to make the right choices. These choices are important because they can limit the expressivity of your queries and limit your analysts on what they can do directly out of the database.

Google Search Console data is modeled around the concept of a report, just like Google Analytics but with a much more limited number of dimensions and metrics.

At the end you will need to map one report to a table on your database and make sure that all data is stored into it. Dimensions and metrics will become columns of the tables.

You need to take special care of the fact that the reports you will be getting from Google Search Console, do not have primary keys given by Google, in order to avoid duplicates.

For more information on how you can query your Search Analytics data, please see here.


So, after you have managed to access data on Google Search Console and you have also figured out the structure that data will have on your database, you need to load every data into the database, in our case into a Microsoft SQL Server.

As a feature-rich and mature product, MS SQL Server offers a large and diverse set of methods for loading data in a database. One way of importing data into your database is by using the SQL Server Import and Export Wizard. With it and through a visual interface you will be able to bulk load data from a number of data sources that are supported.

Another way for importing bulk data to an SQL Server, both on Azure and on premises, is by using the bcp utility. This is a command line tool that is built specifically for bulk loading and unloading data using an MS SQL database.

Finally and for compatibility reasons, especially if you are managing databases from different vendors, you can you BULK INSERT SQL statements.

In a similar way and as it happens with the rest of the databases, you can also use the standard INSERT statements, where you will be adding data row-by-row directly to a table. It is the most basic and straightforward way of adding data in a table but it doesn’t scale very well with larger datasets.


As you will be generating more data on Google Search Console, you must update your older data on an MS SQL Server database. This includes new records, together with updates to older records that for any reason have been updated on Google Search Console.

You will need to periodically check Google Search Console for new data and repeat the process that has been described previously while updating your currently available data if needed. Updating an already existing row on a SQL Server table is achieved by creating UPDATE statements.

Another issue that you need to take care of is the identification and removal of any duplicate records on your database. Either because Google Search Console does not have a mechanism to identify new and updated records or because of errors on any data pipelines, duplicate records might be introduced to your database.

In general, ensuring the quality of data that is inserted in your database is a big and difficult issue and MS SQL Server features like TRANSACTIONS can help tremendously, although they do not solve the problem in the general case.

The best way to load data from Google Search Console to MS SQL Server

So far we just scraped the surface of what you can do with MS SQL Server and how to load data. Things can get even more complicated if you want to integrate data coming from different sources.

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