Link Analytics Through APIs                Richard Baxter    CEO + Senior Search Marketing Strategist                   SE...
DataIt’s a problem.
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Richard BaxterCEO + Senior Search Marketing Strategist               SEOgadget          http://seogadget.co.uk            ...
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SEOgadget Links API Extension for Excel - Mozcon 2012

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My presentation and technical documentation for the SEOgadget Links API Extension for Excel for Mozscape, SEOmoz's API service.

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SEOgadget Links API Extension for Excel - Mozcon 2012

  1. 1. Link Analytics Through APIs Richard Baxter CEO + Senior Search Marketing Strategist SEOgadget SEOgadget.co.uk/mozscape @richardbaxter
  2. 2. DataIt’s a problem.
  3. 3. ............................................................................................................................................................ So, Here’s something we made for Mozcon.
  4. 4. ............................................................................................................................................................ Some text here
  5. 5. ............................................................................................................................................................
  6. 6. ............................................................................................................................................................
  7. 7. ............................................................................................................................................................
  8. 8. ............................................................................................................................................................ First Some basics.
  9. 9. ............................................................................................................................................................ { "StumbleUpon":5, "Reddit":0, "Facebook": { "commentsbox_count":0, "click_count":0, "total_count":167, "comment_count":10, "like_count":94, "share_count":63 }, "Delicious":31, "GooglePlusOne":162, "Buzz":0, "Twitter":339, "Diggs":0, "Pinterest":5, "LinkedIn":109 } http://api.sharedcount.com/?url=https://seogadget.co.uk/conversion-rate-optimisation/
  10. 10. ............................................................................................................................................................ AND YOU CAN DO THAT, IN EXCEL =DownloadString() =JsonPathOnUrl() Go get SEO Tools For Excel: http://nielsbosma.se/projects/seotools/
  11. 11. ............................................................................................................................................................ GET CONTACTS WITH WHOIS =JsonPathOnUrl(A1,"$..email") Check out http://tools.seogadget.co.uk/use_api/
  12. 12. ............................................................................................................................................................ It’s SEOmoz So, let’s look at their API.
  13. 13. ............................................................................................................................................................ URL • Returns the metrics about a Metrics URL or set of URLs • Returns a set of links to a Links API page or domain • Returns a set of anchor text Anchor terms or phrases aggregated Text across links to a page or domain • Returns the metrics about many Top Pages URLs on a given subdomain Source: http://apiwiki.seomoz.org/w/browse/#view=ViewFolder&param=API%20Calls
  14. 14. ............................................................................................................................................................ EXAMPLE API CALL – URL METRICSlsapi.seomoz.com/linkscape/url-metrics/SEOgadget.co.uk?Cols=103616137253&AccessID=[xx]member-[xx]&Expires=[xx]&Signature=[xx] { "fmrp":5.389550819685061, "fmrr":5.252956368081573e-08, URL Metric Big "frid":664825661, "pda":61.91763828018695, Flags "prid":162039085,"ueid":7535, "uid":8534, JSON response "umrp":5.497289201302133, fields "umrr":3.812463025080019e-09, "upa":68.46560739776623, "us":301, "ut":"", "uu":"seogadget.co.uk/“ } To generate a valid request: http://bit.ly/LzRG4W & to authenticate http://bit.ly/Occb5j
  15. 15. ............................................................................................................................................................ BIT FLAGS ARE AWESOME Cols=
  16. 16. ............................................................................................................................................................ That’s cool But what was that thing you showed us?
  17. 17. ............................................................................................................................................................ SEOGADGET MOZSCAPE API EXTENSION FOR EXCEL LINKS API EXTENSION FOR EXCEL
  18. 18. ............................................................................................................................................................ URL • =SEOMOZ_URLMetrics() Metrics Links • SEOMOZ_Linksapi() API Anchor • =SEOMOZ_anchorTextAPI() Text Top • =SEOMOZ_TopPages() Pages Take a look: http://seogadget.co.uk/mozscape
  19. 19. ............................................................................................................................................................ =SEOMOZ_URLMetrics([URL],[BIT]) =SEOMOZ_URLMetrics_toFit(A1,"Cols=1"))The 1st argument [URL] can be either a single URL (without the http://) or a list of URLS (via a vertical or horizontal range).The 2nd argument is the bit flag to indicate which columns to return.Example: =SEOMOZ_URLMetrics_toFit(A1,"Cols=103079215109")Will return: Title (ut), URL (uu), Page Authority (upa), Domain Authority (pda) Read the API call documentation: http://bit.ly/Q9nIHS on SEOmoz
  20. 20. ............................................................................................................................................................ =SEOMOZ_anchorTextAPI() =SEOMOZ_anchorTextAPI_toFit ([URL],[SCOPE],[SORT],[BIT],[LIMIT],[CHUNK])The 1st argument [URL] can be either a single URL (without the http://) or a list of URLS (via a vertical or horizontal range).The 2nd argument [SCOPE] eg: “page_to_page” Returns a set of Source pages linking to the specified Target page – for a full list see: http://bit.ly/MM826NThe 3rd argument [SORT] eg: “page_authority” Sort results by Page Authority – for a full list see: http://bit.ly/MM826NThe 4th argument [BIT] The bit flag to indicate which columns to return. Leave blank for this version of the release.The 5th argument [LIMIT] How many results do we require? Paid API will allow more resultsThe 6th argument [CHUNK] Send request in batches – for example, fetch 100 results requesting in batches of 10 URLs per API callExample: =SEOMOZ_anchorTextAPI_toFit(A2,"phrase_to_domain","domains_linking_page",,100,)Will return: Internal Subdomains Linking (appif), Term or Phrase (appt), Internal Pages Linking (appef), External Subdomains Linking (appimp), InternalmozRank passed (appimp), External Pages Linking (appeu), External mozRankPassed (appemp), ExternalRoot DomainsLinking (appep), External SubdomainsLinking (appf). Limited and Chunked! This is a chunked API call – batches urls and sends in single API calls. For example, you can fetch 100 results requesting in batches of 10 URLs per API call. Refer to the documentation: http://apiwiki.seomoz.org/w/page/13991127/Anchor%20Text%20API
  21. 21. ............................................................................................................................................................ =SEOMOZ_TopPages_toFit() =SEOMOZ_TopPages_toFit ([URL],[BIT],[LIMIT],[CHUNK])The 1st argument [URL] can be either a single URL (without the http://) or a list of URLS (via a vertical or horizontal range).The 2nd argument [BIT] the bit flag to indicate which columns to return – refer to this list of bit fields http://bit.ly/Oe9C2FThe 3rd argument [LIMIT] how many results do we require? Paid API will allow more results!The 4th argument [CHUNK] send request in batches – for example, fetch 100 results requesting in batches of 10 URLs per API callExample: =SEOMOZ_TopPages_toFit(A2,"Cols=103616137253",100,20)Will return linking title (ut), URL (uu), external links (ueid), links (uid), mozRank (umrp), mozRank raw (umrr), Subdomain mozRank (fmrp) +(fmrr), http status (us), Page Authority (upa) and Domain Authority (pda) Refer to the documentation on SEOmoz: http://bit.ly/SLg8ku
  22. 22. ............................................................................................................................................................ =SEOMOZ_Linksapi() =SEOMOZ_linksapi_toFit ([URL],[SCOPE],[SORT],[FILTER], [TARGETCOLS],[SOURCECOLS],[LINKCOLS],[LIMIT],[CHUNK])The 1st argument [URL] can be either a single URL (without the http://) or a list of URLS (via a vertical or horizontal range).The 2nd argument [SCOPE] eg: “page_to_page” Returns a set of Source pages linking to the specified Target page – for a full list see: http://bit.ly/MM826NThe 3rd argument [SORT] eg: “page_authority” Sort results by Page Authority – for a full list see: http://bit.ly/MM826NThe 4th argument [FILTER] apply a filter to the call, eg: “external+follow” for external, followed links – full list: http://bit.ly/MM826NThe 5th argument [TARGETCOLS] specifies data about the target of the link is included eg: “TargetCols=8” would give the linked to subdomainThe 6th argument [SOURCECOLS] specifies data about the source page of the link eg: “SourceCols=103079215109” would give OSE results!The 7th argument [LINKCOLS] specifies data about the link itself, eg “LinkCols=8” would give normalised anchor textThe 8th argument [LIMIT] how many results do we require? Paid API will allow more results!The 9th argument [CHUNK] send request in batches – for example, fetch 100 results requesting in batches of 10 URLs per API callExample:=SEOMOZ_linksAPI_toFit(A7,"page_to_page","page_authority","external+follow","TargetCols=8","SourceCols=103079215109","LinkCols=8",1000,50) Refer to the documentation on SEOmoz: http://bit.ly/MM826N
  23. 23. ............................................................................................................................................................ Build: Open Site Explorer, in Excel
  24. 24. ............................................................................................................................................................ Some text here
  25. 25. ............................................................................................................................................................ Our Query Data Validation (Drop down) URL text entry Uses Excel data validation to make the variables, variable.
  26. 26. ............................................................................................................................................................ Find: High volume, low competition keywords.
  27. 27. ............................................................................................................................................................
  28. 28. ............................................................................................................................................................ EPIC QUERY LENGTH Ranking URLs Keyword Av Search Volume Root domain links (1,23) Then we average out the linking root domains across the top 3 ranking URLs
  29. 29. ............................................................................................................................................................ Steal: The contact details of your competitor’s most valuable links.
  30. 30. ............................................................................................................................................................
  31. 31. ............................................................................................................................................................ GET CONTACT DETAILS WITH OUR API http://tools.seogadget.co.uk/api/v1/get_data?linking_url=http://www.iloveseo.net/&apikey=XXXX Woot! http://tools.seogadget.co.uk/use_api/
  32. 32. ............................................................................................................................................................ THANK YOU Download this presentation for the full extension query guide: @richardbaxter SEOgadget.co.uk Email me: richard@seogadget.co.uk Thanks for listening! Email, Tweet or just say hi!
  33. 33. Richard BaxterCEO + Senior Search Marketing Strategist SEOgadget http://seogadget.co.uk @richardbaxter Download: SEOgadget.co.uk/mozscape
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