Content Operations Data Pipeline
Automated data pipeline unifying GA4, Search Console, and PageSpeed Insights into Airtable for content teams to make prioritization decisions without leaving their workspace.
The Problem
Content teams managing hundreds of articles were checking GA4, Google Search Console, and PageSpeed Insights separately per URL to decide what to rewrite, what to write next, and what to cut. Three tools per URL, hundreds of URLs — it wasn't happening.
What I Built
An automated data pipeline that brings all per-URL metrics — traffic, keyword rankings, conversions, page speed — directly into Airtable where the team plans their work. Screaming Frog handles the crawling and API aggregation, Google Apps Script processes and normalizes the data, and Zapier syncs it across platforms. Built twice for two different companies: a simpler direct flow for a single domain, and a multi-stage pipeline with intermediate processing for multiple domains and languages.
The Result
Content teams make data-driven prioritization decisions without leaving their planning workspace. Weekly automated updates — no manual data pulling. Pipeline self-sustains after handoff with no ongoing engineering dependency. Same pattern successfully adapted to two different companies with different scales and stacks. Built pre-AI boom — with today's tools I'd do this faster and significantly better, but the core thinking (meet people where they work, automate the tedious parts) still holds.
Architecture
Screaming Frog (scheduled crawls + GA4 API + GSC API + PageSpeed API)
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Google Sheets (staging, per domain)
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Google Apps Script (processing, normalization, scheduling)
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Zapier (cross-platform sync)
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Airtable (single table, filtered views per domain/language)
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Content Team Workspace (prioritization, topic clusters)