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TechSEO Boost 2017: Working Smarter: SEO Automation to Increase Efficiency & Effectiveness

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In today’s always-on world our “to do” lists never seem to shrink. Fortunately, when it comes to SEO there are ways to work faster AND better. One sure-fire way to increase efficiency and effectiveness is automation. Join Catalyst’s Paul Shapiro as he discusses specific ways to use automation to deliver better results in less time. You’ll leave with an understanding of how automation technology can simplify technical SEO processes. Audiences will learn how to:
• Leverage SQL databases to automatically collect data from Google search console over time
• Automate keyword research with an open-source tool called KNIME
• Use programming concepts, such as regex for data extraction, and work with APIs to enhance your data analysis
• Implement data visualization strategies to quickly recognize critical patterns and trends

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TechSEO Boost 2017: Working Smarter: SEO Automation to Increase Efficiency & Effectiveness

  1. 1. Paul Shapiro | @fighto #TechSEOBoost SEO Automation to Increase Efficiency & Effectiveness Working Smarter
  2. 2. Paul Shapiro | @fighto #TechSEOBoost
  3. 3. Paul Shapiro | @fighto #TechSEOBoost Why Automate? 1.Work faster and free up time for the important stuff 2.Look at more data 3.Improved consistency and procedure
  4. 4. Paul Shapiro | @fighto #TechSEOBoost What Can You Automate? • If you’re doing something on a routine basis, it can probably be automated. • Any procedures that can be broken down into smaller, micro tasks that can be handled a by a computer. • Machine Learning can help with more complex decision making.
  5. 5. Paul Shapiro | @fighto #TechSEOBoost How Do You Automate?
  6. 6. Paul Shapiro | @fighto #TechSEOBoost
  7. 7. Paul Shapiro | @fighto #TechSEOBoost https://www.knime.org
  8. 8. Paul Shapiro | @fighto #TechSEOBoost Why KNIME? • Fast way to put together complex analyses • Great for prototyping • Large library of built-in “nodes” • Free/Open Source • Run on Windows/Mac/Linux • Very expandable – even compatible with R, Python, Java, JavaScript • Easy enough for non-technical staff to grasp
  9. 9. Paul Shapiro | @fighto #TechSEOBoost Other Options • Scripting Languages • Python • Ruby • Node.js • Go • R • Excel with VBA • Google Sheets
  10. 10. Paul Shapiro | @fighto #TechSEOBoost Cron & Windows Task Manager are Your Friend
  11. 11. Paul Shapiro | @fighto #TechSEOBoost What is Cron and Why? • *NIX system daemon used to schedule tasks and scripts. • Windows Task Manager is the Windows equivalent of Cron. • This way we can schedule scripts and programs that perform automated tasks on a recurring, scheduled basis.
  12. 12. Paul Shapiro | @fighto #TechSEOBoost Quick How To * * * * * command /to/execute Day of Week (0-6) (Sunday = 0) Month (1-12) Hour (0-23) Day of Month (1-31) Minute (0-59)
  13. 13. Paul Shapiro | @fighto #TechSEOBoost Run Every Month at Midnight 0 0 1 * * python datacollector.py
  14. 14. Paul Shapiro | @fighto #TechSEOBoost The Basics of KNIME
  15. 15. Paul Shapiro | @fighto #TechSEOBoost What is a Node? • Nodes are prebuilt, drag and drop modules designed perform a singular task • Nodes are strung together like a chain to accomplish larger, more complex tasks • Nodes can be grouped together into “meta-nodes”, which can be configured in unison
  16. 16. Paul Shapiro | @fighto #TechSEOBoost How Do You Add Nodes & How Do They Connect? How do you add nodes to your “workflow”? How do you string nodes together?
  17. 17. Paul Shapiro | @fighto #TechSEOBoost How Do You Configure & Run Nodes? Configuring Nodes Running Workflows OR
  18. 18. Paul Shapiro | @fighto #TechSEOBoost Keyword Research
  19. 19. Paul Shapiro | @fighto #TechSEOBoost Most Keyword Research Looks Like This
  20. 20. Paul Shapiro | @fighto #TechSEOBoost Typical Time Investment for Keyword Research 5 8 12 21 21 6 10 18 22 28 0 5 10 15 20 25 30 Micro (0-49 pages) Small (50-99 pages) Medium (100-249 pages) Large (250-499 pages) Extra Large (>500 pages) Hours to Complete Keyword Research by Site Size Average (Low End) Average (High End)
  21. 21. Paul Shapiro | @fighto #TechSEOBoost Size of the Data Set vs.
  22. 22. Paul Shapiro | @fighto #TechSEOBoost Filtering + Data Manipula- tions One Big Keyword List Seed Keywords - List - GWMT - SEMRush Comp. KWs - SQR Keywords Keyword Planner Suggestions (via GrepWords) Google Autocomplete Semantic Keyword Recommendations (via MarketMuse) Google Autocomplete SEMRush Domain vs. Domain Keywords Google Autocomplete
  23. 23. Paul Shapiro | @fighto #TechSEOBoost Data Manipulations / Calculations • Get top 10 results from rank checking API (i.e., GetSTAT) • Use Moz API nodes and find average PA to assess competiveness. • Optionally, use SEMRush’s Keyword Difficulty API Organic Competition Search Volume Keyword Trends 23
  24. 24. Paul Shapiro | @fighto #TechSEOBoost Data Manipulations / Calculations • Get top 10 results from rank checking API (i.e., GetSTAT) • Use Moz API nodes and find average PA to assess competiveness. • Optionally, use SEMRush’s Keyword Difficulty API Organic Competition • Get Search Volumes via SEMRush API or via GrepWords APISearch Volume Keyword Trends 24
  25. 25. Paul Shapiro | @fighto #TechSEOBoost Data Manipulations / Calculations • Get top 10 results from rank checking API (i.e., GetSTAT) • Use Moz API nodes and find average PA to assess competiveness. • Optionally, use SEMRush’s Keyword Difficulty API Organic Competition • Get Search Volumes via SEMRush API or via GrepWords APISearch Volume • Use 2 Years of Google Trends data to calculate slope and determine growing/declining keywordsKeyword Trends 25
  26. 26. Paul Shapiro | @fighto #TechSEOBoost String ‘em All Together and then… 26
  27. 27. Paul Shapiro | @fighto #TechSEOBoost Visualize 27 This top-right quadrant contains keywords with: • Low competition • Good growth Larger bubbles show higher search volumes. You can alternatively use current rank on the x-axis to signal organic market share like a traditional growth-share matrix.
  28. 28. Paul Shapiro | @fighto #TechSEOBoost Option: Tableau 28
  29. 29. Paul Shapiro | @fighto #TechSEOBoost Option: Python + Bokeh Charts in KNIME 29
  30. 30. Paul Shapiro | @fighto #TechSEOBoost 30 Sample Python Code: http://pshapi.ro/SLBokeh
  31. 31. Paul Shapiro | @fighto #TechSEOBoost Learn More… SearchLove Presentation about Automating Keyword Research: http://pshapi.ro/2idcqYF BrightonSEO Presentation about Semantic Keyword Research: https://searchwilderness.com/semantic-keyword-research/
  32. 32. Paul Shapiro | @fighto #TechSEOBoost What to Automate for SEO?
  33. 33. Paul Shapiro | @fighto #TechSEOBoost Reporting
  34. 34. Paul Shapiro | @fighto #TechSEOBoost
  35. 35. Paul Shapiro | @fighto #TechSEOBoost Data Collection
  36. 36. Paul Shapiro | @fighto #TechSEOBoost Search Console Schedule to run monthly with Cron and backup to SQL database: https://searchwilderness.com/gwmt- data-python/ JR’s BigQuery vision: http://pshapi.ro/2vmjDe8
  37. 37. Paul Shapiro | @fighto #TechSEOBoost 301 Redirect Mapping from Old URLs
  38. 38. Paul Shapiro | @fighto #TechSEOBoost 301 Redirect Mapping from Old URLs Crawl Current Site Download Rendered Pages Extract Main Content (BoilerPipe) Convert to Bitvector Get Historic URLs from Wayback Machine API Filter Out URLs found on Current Site Grab Rendered Page from Wayback Machine Extract Main Content (BoilerPipe) Convert to Bitvector Patrick Stox https://searchengineland.com/fixing-historical-redirects-using-wayback-machine-apis-257628 Cosine Similarity Generate .htaccess strings 1 2 3
  39. 39. Paul Shapiro | @fighto #TechSEOBoost KNIME Toolkit
  40. 40. Paul Shapiro | @fighto #TechSEOBoost SERP Similarity / Overlap
  41. 41. Paul Shapiro | @fighto #TechSEOBoost Riyaad Edoo 1. Download ranking data via STAT API 2. Compare results from 1-10 for each query against results from 1- 10 for every other query. 3. Calculate percent similarity. 4. Schedule checks and examine what changed.
  42. 42. Paul Shapiro | @fighto #TechSEOBoost Test JavaScript Rendering
  43. 43. Paul Shapiro | @fighto #TechSEOBoost http://pshapi.ro/puppetcrawl
  44. 44. Paul Shapiro | @fighto #TechSEOBoost Performance Testing with Lighthouse
  45. 45. Paul Shapiro | @fighto #TechSEOBoost http://pshapi.ro/perfpony
  46. 46. Paul Shapiro | @fighto #TechSEOBoost Anomaly Detection
  47. 47. Paul Shapiro | @fighto #TechSEOBoost CTR 1. Data collection: We collect data on query, page and associated metrics via the Google Search Console Search Analytics API. 2. Round average position: I round average position to the tenths decimal place (e.g., 1.19 is rounded to 1.2). 3. Math: We identify outliers using a combination of the statistical methods for identifying outliers (modified z-score, IQR). 4. Email: If any negative outliers are identified for a keyword query and page combination at an average position, an email is sent out identifying all of this data to each of the SEOs assigned to the account to investigate. 5. Scheduling: Set your script to run on a recurring basis. My SEL Article: http://pshapi.ro/2Ae2LYP
  48. 48. Paul Shapiro | @fighto #TechSEOBoost Content Ideas
  49. 49. Paul Shapiro | @fighto #TechSEOBoost Reddit Data Mining Reddit Data Mining: Python Script https://searchwilderness.com/reddit-python-code/ 1. Enter filename for output 2. Enter a search or series of searches 3. Choose reddit sorting method. For this purpose, choose ‘new’ 4. Choose to look at all of reddit, or isolate to particular subreddit(s). 5. Schedule with cron to find new topic ideas on a recurring basis. Password: fighto
  50. 50. Paul Shapiro | @fighto #TechSEOBoost AMP Validation
  51. 51. Paul Shapiro | @fighto #TechSEOBoost Bulk Check AMP Pages with AMPBench API Python Script: http://pshapi.ro/2AHlNaE Requires: • Python • Requests package Ideally AMPBench would run locally, but can be ran off the appspot demo URL.
  52. 52. Paul Shapiro | @fighto #TechSEOBoost Link Building
  53. 53. Paul Shapiro | @fighto #TechSEOBoost Link Building: Prospecting with Competitors
  54. 54. Paul Shapiro | @fighto #TechSEOBoost Tech Audit Related Site Changes
  55. 55. Paul Shapiro | @fighto #TechSEOBoost • New 404s • New redirects • Changes to robots.txt • Content based changes over time • Indexation changes • New pages
  56. 56. Paul Shapiro | @fighto #TechSEOBoost CatalystDigital.com Paul Shapiro https://searchwilderness.com @fighto Thanks!

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