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.
The Drum 2016 Content Marketing
Agency of the Year
5 x Search Awards winner
What is not coveredThe presentation is not about set and forget SEO activities
● 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
Be more efficientThere are a lot of repetitive tasks you do that you can automate
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...
If it ain’t broke….What happens when something breaks? Who is first to notice? Who is last?
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
Things will breakNot everything will always run smoothly, so monitor what might break
Set and forget with email alerts
What to watch?You have too many pages to watch, so which should be your priority?
▪ 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?
How to keep watch?So now you know what you should be monitoring, what can you use?
Uptime monitoring for FREE
Alerts via SMS, email, Twitter...
Monitor important 3rd parties
Record alerts for review later
Push alerts direct to devs