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Automate or DIE! Search Elite 2017


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The presentation is not about set and forget SEO activities, but about being more efficient as there a lot of repetitive tasks you can automate to free up your time.

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Automate or DIE! Search Elite 2017

  1. 1. 1#SearchElite @DavidIwanow Automate or DIE!
  2. 2. 2#SearchElite @DavidIwanow
  3. 3. 3#SearchElite @DavidIwanow Who am I? I’ve been doing SEO for over 10 years and I’m currently the Director of Strategy at BlueGlass, a London-based digital marketing agency with a focus on SEO and Content Marketing. We also have BlueGlass offices in Zurich and Tallinn.
  4. 4. 4#SearchElite @DavidIwanow The Drum 2016 Content Marketing Agency of the Year 5 x Search Awards winner
  5. 5. 5#SearchElite @DavidIwanow What is not coveredThe presentation is not about set and forget SEO activities
  6. 6. 6#SearchElite @DavidIwanow ● Link building should not be automated ● Outreach for digital PR should not be automated ● Content production should not be automated ● SEO recommendations should not be fully automated ● Does not focus on machine learning or AI ● Reporting shouldn’t be fully automated (needs human checks) This presentation is not about These are the types of things that should not be automated
  7. 7. 7#SearchElite @DavidIwanow Be more efficientThere are a lot of repetitive tasks you do that you can automate
  8. 8. 8#SearchElite @DavidIwanow 1. Things will break 2. TinEye for monitoring images 3. Malware monitoring 4. Crawling your website 5. Tracking SEO changes 6. Tracking HTML changes 7. Receive Google Analytics alerts 8. Uptime and performance monitoring 9. Monitoring domain changes 10. Pushing tasks into Asana/Basecamp/Trello/Sheets 11. Tableau for Tracking/Reporting 12. Tableau Alternatives for Reporting Automation gets more out of your day Also you can’t work 24/7… so be smart about what you are doing...
  9. 9. 9#SearchElite @DavidIwanow If it ain’t broke….What happens when something breaks? Who is first to notice? Who is last?
  10. 10. 10#SearchElite @DavidIwanow Old behaviour that must change ▪ Takes days or weeks to notice issues ▪ Client reports problems before you notice them ▪ Traffic starts to dip and you aren’t sure why ▪ Things break again that you just fixed ▪ You don’t always know when something is fixed ▪ The improvements made are hard to visualise ▪ Being proactive is seen as a waste of resources
  11. 11. 11#SearchElite @DavidIwanow Things will breakNot everything will always run smoothly, so monitor what might break
  12. 12. 12#SearchElite @DavidIwanow Migrations might fail
  13. 13. 13#SearchElite @DavidIwanow Google Analytics may break
  14. 14. 14#SearchElite @DavidIwanow Website code might break
  15. 15. 15#SearchElite @DavidIwanow Malware might pop up at times
  16. 16. 16#SearchElite @DavidIwanow Where is your logo showing up?
  17. 17. 17#SearchElite @DavidIwanow How can you help?There are a lot of small things you can do that are mostly set and forget
  18. 18. 18#SearchElite @DavidIwanow Regular crawlingIt’s essential you are constantly looking for bugs and issues
  19. 19. 19#SearchElite @DavidIwanow DeepCrawl regular site crawls
  20. 20. 20#SearchElite @DavidIwanow Schedule site crawls in advanced
  21. 21. 21#SearchElite @DavidIwanow AWRCloud - website auditor
  22. 22. 22#SearchElite @DavidIwanow OnCrawl - server log analysis
  23. 23. 23#SearchElite @DavidIwanow SEMrush - site audit dashboards
  24. 24. 24#SearchElite @DavidIwanow SEMrush - track crawlability
  25. 25. 25#SearchElite @DavidIwanow SEMrush - crawl primary pages
  26. 26. 26#SearchElite @DavidIwanow SEMrush - send issues to Trello
  27. 27. 27#SearchElite @DavidIwanow Tracking changesHow can you keep an eye on what is happening 24/7?
  28. 28. 28#SearchElite @DavidIwanow Track changes in DeepCrawl
  29. 29. 29#SearchElite @DavidIwanow SEMrush - track your changes
  30. 30. 30#SearchElite @DavidIwanow SEMrush - backlink audit email
  31. 31. 31#SearchElite @DavidIwanow SEMrush - site audit email
  32. 32. 32#SearchElite @DavidIwanow SEMrush - HTTPs check ups
  33. 33. 33#SearchElite @DavidIwanow SEMrush - top level statistics
  34. 34. 34#SearchElite @DavidIwanow Track code changesHave your SEO recommendations being implemented or worse broken?
  35. 35. 35#SearchElite @DavidIwanow Track HTML changes
  36. 36. 36#SearchElite @DavidIwanow Track HTML changes
  37. 37. 37#SearchElite @DavidIwanow Track competitorsIt’s important to measure your activities in context not in a silo
  38. 38. 38#SearchElite @DavidIwanow Majestic backlink dashboards
  39. 39. 39#SearchElite @DavidIwanow Google AnalyticsDo you have time to check daily? Still manually defining page types?
  40. 40. 40#SearchElite @DavidIwanow GA intelligence event alerts
  41. 41. 41#SearchElite @DavidIwanow Define page types only once
  42. 42. 42#SearchElite @DavidIwanow What about domainsMaybe you can’t afford a siteops team or IP lawyers on retainer?
  43. 43. 43#SearchElite @DavidIwanow Monitor for changes of DNS
  44. 44. 44#SearchElite @DavidIwanow Monitor domain registrants
  45. 45. 45#SearchElite @DavidIwanow Automated brand monitoring
  46. 46. 46#SearchElite @DavidIwanow Domain monitoring
  47. 47. 47#SearchElite @DavidIwanow Set and forget with email alerts
  48. 48. 48#SearchElite @DavidIwanow What to watch?You have too many pages to watch, so which should be your priority?
  49. 49. 49#SearchElite @DavidIwanow ▪ Ecom checkout pages ▪ Admin content should not get traffic ▪ Search result pages are probably most intensive to render ▪ Login pages should always work ▪ Error pages should resolve in 404 ▪ Blog pages may break if you run multiple cms ▪ Browse/Category pages as are key part of flow ▪ Product listing page ▪ GEO pages as location maps may break What pages to monitor?
  50. 50. 50#SearchElite @DavidIwanow How to keep watch?So now you know what you should be monitoring, what can you use?
  51. 51. 51#SearchElite @DavidIwanow Uptime monitoring for FREE
  52. 52. 52#SearchElite @DavidIwanow Alerts via SMS, email, Twitter...
  53. 53. 53#SearchElite @DavidIwanow Monitor important 3rd parties
  54. 54. 54#SearchElite @DavidIwanow Record alerts for review later
  55. 55. 55#SearchElite @DavidIwanow Push alerts direct to devs
  56. 56. 56#SearchElite @DavidIwanow Track update & changes
  57. 57. 57#SearchElite @DavidIwanow Receive email updates
  58. 58. 58#SearchElite @DavidIwanow Conditional alertsIt’s important to sometimes track the little things in life
  59. 59. 59#SearchElite @DavidIwanow Email alert on condition
  60. 60. 60#SearchElite @DavidIwanow Capture everythingYou should be tracking trends, monitoring changes and storing everything
  61. 61. 61#SearchElite @DavidIwanow Export GSC data into sheets
  62. 62. 62#SearchElite @DavidIwanow Export various data into sheets
  63. 63. 63#SearchElite @DavidIwanow The small tasksThere are a lot of small tasks that can be automated
  64. 64. 64#SearchElite @DavidIwanow Automation of mundane tasks
  65. 65. 65#SearchElite @DavidIwanow Visualise your dataDon’t hide all the hard work you have done and surface new insights
  66. 66. 66#SearchElite @DavidIwanow Collate the data into reports
  67. 67. 67#SearchElite @DavidIwanow Google search console data
  68. 68. 68#SearchElite @DavidIwanow Chart performance metrics
  69. 69. 69#SearchElite @DavidIwanow Compare organic vs paid
  70. 70. 70#SearchElite @DavidIwanow How are metrics YoY?
  71. 71. 71#SearchElite @DavidIwanow Organic visibility changes
  72. 72. 72#SearchElite @DavidIwanow Google Datastudio visualisation
  73. 73. 73#SearchElite @DavidIwanow Software mentioned to use ▪ SEOMonitor ▪ SEMRush ▪ DomainTools ▪ GTMetrix PRO ▪ AWRCloud
  74. 74. 74#SearchElite @DavidIwanow Thank You!