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Getting Started with Python and Machine Learning for SEO | BrightonSEO October 2020 | Ruth Everett

Find out how Python and Machine Learning can be used to save you time and help you understand your website better.

This session will cover how advancements to Python and Machine Learning are changing the game for busy SEOs, discuss the positive impact they can have and provide you with plenty of ready-to-use scripts you can use to save time with your technical SEO efforts.

Getting Started with Python and Machine Learning for SEO | BrightonSEO October 2020 | Ruth Everett

  1. 1. Getting to Grips with Python & Machine Learning for SEO Ruth Everett // DeepCrawl https://www.slideshare.net/RuthEverett1 @rvtheverett
  2. 2. Ruth Everett Technical SEO Analyst @rvtheverett Getting to Grips with Python & Machine Learning for SEO @rvtheverett@DeepCrawl
  3. 3. @rvtheverett @deepcrawl#BrightonSEO Allow: /dogs Allow: /SEO Allow: /python My coding partner in crime
  4. 4. PROBLEM SEOs are busy @rvtheverett#BrightonSEO
  5. 5. SOLUTION Automation #BrightonSEO @rvtheverett
  6. 6. @rvtheverett#BrightonSEO Enter Data Analysis & Automation with Python
  7. 7. Getting Started with Python What We’ll Cover How Python can help with Technical SEO An Introduction to Machine Learning for SEO @rvtheverett#BrightonSEO
  8. 8. #BrightonSEO GETTING STARTED WITH PYTHON @rvtheveret
  9. 9. Before @rvtheverett#BrightonSEO
  10. 10. Now @rvtheverett#BrightonSEO
  11. 11. WHAT IS PYTHON? Code written in the terminal @rvtheverett#BrightonSEO Results generated Open-source interactive programming language Interpreted line by line
  12. 12. COMPANIES USING PYTHON @rvtheverett#BrightonSEO
  13. 13. COMPANIES USING PYTHON "Python has been an important part of Google since the beginning, and remains so as the system grows and evolves. Today dozens of Google engineers use Python, and we're looking for more people with skills in this language." @rvtheverett#BrightonSEO
  14. 14. COMPANIES USING PYTHON "Python is fast enough for our site and allows us to produce maintainable features in record times, with a minimum of developers" @rvtheverett@BrightonSEO
  15. 15. CODECADEMY @rvtheverett#BrightonSEO 20 week online course Mixture of theory and practical A range of projects to undertake Code console & terminal to play and test
  16. 16. DATACAMP @rvtheverett#BrightonSEO Wide range of skill tracks Interactive exercises Instant explanations Challenges and projects https://www.datacamp.com/learn/python/
  17. 17. SOLOLEARN @rvtheverett#BrightonSEO Free mobile app Learn Python on the go Over 200 practice questions Code Playground https://www.sololearn.com/Course/Python/
  18. 18. CODECOMBAT @rvtheverett#BrightonSEOhttps://codecombat.com/
  19. 19. USING PYTHON Mac - Terminal Windows - Command Line @rvtheverett#BrightonSEO
  20. 20. USING PYTHON @rvtheverett#BrightonSEO Google Colab
  21. 21. USING PYTHON @rvtheverett#BrightonSEO Jupyter Notebook
  22. 22. PYTHON LIBRARIES @rvtheverett#BrightonSEO Data extraction & analysis Scientific Computing Natural Language Processing Machine Learning
  23. 23. @rvtheverett#BrightonSEO HOW PYTHON CAN HELP WITH TECHNICAL SEO
  24. 24. WHY SHOULD WE CARE? @rvtheverett#BrightonSEO Data extraction and analysis to solve complex problems Future-proofing your job Efficiency and time-saving Automating repetitive tasks https://www.ranksense.com/empowering-a-new-generation-of-seos-with-python/
  25. 25. WHY SHOULD WE CARE? @rvtheverett#BrightonSEO Spend 5 hours a week using excel
  26. 26. WHY SHOULD WE CARE? @rvtheverett#BrightonSEO Spend 5 hours a week using excel Thats 20 hours a month
  27. 27. WHY SHOULD WE CARE? @rvtheverett#BrightonSEO Spend 5 hours a week using excel Thats 20 hours a month Over 200 hours a year
  28. 28. WHY SHOULD WE CARE? @rvtheverett#BrightonSEO Imagine what we could achieve if we spent this time on other important tasks (that can’t be automated)
  29. 29. WHY SHOULD WE CARE? @rvtheverett@DeepCrawl Redirect Relevancy
  30. 30. WHY SHOULD WE CARE? @rvtheverett Pivot Tables @DeepCrawl
  31. 31. @rvtheverett#BrightonSEO WHY IS PYTHON GROWING IN POPULARITY IN THE SEO SPACE? Make data driven decisions Allowing us to focus on other important optimisation efforts Confidence in recommendations Provide concrete insights Better understand data
  32. 32. AUTOMATING WITH PYTHON @rvtheverett#BrightonSEO Automating with Python Parameter Finder 404 Checker Internal Linking Analysis Image Optimisation Website Scraping Keyword Research
  33. 33. @rvtheverett#BrightonSEO CHALLENGE - MISSING ALT TEXT SOLUTION - IMAGE CAPTIONING WITH PYTHIA
  34. 34. IMAGE CAPTIONING WITH PYTHIA @rvtheverett#BrightonSEO Pythia Modular Framework https://paperswithcode.com/paper/bottom-up-and-top-down-attention-for-image https://learnpythia.readthedocs.io/en/latest/
  35. 35. @rvtheverett#BrightonSEO IMAGE CAPTIONING WITH PYTHIA Google Colab Link
  36. 36. @rvtheverett#BrightonSEO IMAGE CAPTIONING WITH PYTHIA Google Colab Link
  37. 37. @rvtheverett#BrightonSEO IMAGE CAPTIONING WITH PYTHIA
  38. 38. @rvtheverett#BrightonSEO IMAGE CAPTIONING WITH PYTHIA
  39. 39. It’s not perfect though! @rvtheverett#BrightonSEO IMAGE CAPTIONING WITH PYTHIA
  40. 40. @rvtheverett#BrightonSEO CHALLENGE - LARGE IMAGE FILE SIZES SOLUTION - OPTIMISE IMAGES
  41. 41. OPTIMISE IMAGES WITH PILLOW @rvtheverett#BrightonSEO Pure Python using the Pillow library This script does optimise images destructively optimize-images filename.jpg Optimise a single image optimize-images ./ Optimise a folder with multiple images Github Link
  42. 42. OPTIMISE IMAGES WITH PILLOW @rvtheverett#BrightonSEO
  43. 43. OPTIMISE IMAGES WITH PILLOW @rvtheverett#BrightonSEO
  44. 44. OPTIMISE IMAGES WITH PILLOW @rvtheverett#BrightonSEO
  45. 45. OPTIMISE IMAGES WITH PILLOW @rvtheverett#BrightonSEO Original Optimised
  46. 46. @rvtheverett#BrightonSEO UNDERSTANDING PAGERANK
  47. 47. UNDERSTANDING PAGERANK @rvtheverett@DeepCrawlhttps://colab.research.google.com/drive/1zQ8VFcNmwVLKEMwJ3lhTginPoSC5TdpB
  48. 48. @rvtheverett@DeepCrawlhttps://colab.research.google.com/drive/1zQ8VFcNmwVLKEMwJ3lhTginPoSC5TdpB UNDERSTANDING PAGERANK
  49. 49. @rvtheverett#BrightonSEO No coding knowledge required!
  50. 50. OTHER POSSIBILITIES @rvtheverett#BrightonSEO Log File analysis Validate hreflang Identify duplicate URLs Perform competitor analysis Automate page speed audits
  51. 51. @rvtheverett#BrightonSEO Think about what you can automate!
  52. 52. @rvtheverett#BrightonSEO PAGESPEED API WITH PYTHON
  53. 53. @rvtheverett#BrightonSEO PAGESPEED API WITH PYTHON https://colab.research.google.com/drive/1Oe1VTocg21KIVDqROXSt15H6CoO905D0
  54. 54. PYTRENDS @rvtheverett#BrightonSEO
  55. 55. PYTRENDS @rvtheverett#BrightonSEO
  56. 56. OTHER FUN PYTHON PROJECTS @rvtheverett#BrightonSEO Create a bot using Python, Telegram and RandomDog API https://www.practicepython.org/ https://realpython.com/pygame-a-primer/ https://inventwithpython.com/pygame/
  57. 57. @rvtheverett#BrightonSEO AN INTRODUCTION TO MACHINE LEARNING FOR SEO
  58. 58. WHAT IS MACHINE LEARNING? @rvtheverett#BrightonSEO “Machine learning is an application of artificial intelligence (AI) that provides systems the ability to automatically learn and improve from experience without being explicitly programmed.” https://www.expertsystem.com/machine-learning-definition/
  59. 59. POWERING MACHINE LEARNING @rvtheverett#BrightonSEOhttps://www.expertsystem.com/machine-learning-definition/ Run a script to train the computer, using a dataset
  60. 60. POWERING MACHINE LEARNING @rvtheverett#BrightonSEOhttps://www.expertsystem.com/machine-learning-definition/ Run a script to train the computer, using a dataset Summarise & Visualise the dataset
  61. 61. POWERING MACHINE LEARNING @rvtheverett#BrightonSEOhttps://www.expertsystem.com/machine-learning-definition/ Run a script to train the computer, using a dataset Summarise & Visualise the dataset Evaluate the algorithms
  62. 62. POWERING MACHINE LEARNING @rvtheverett#BrightonSEOhttps://www.expertsystem.com/machine-learning-definition/ Run a script to train the computer, using a dataset Summarise & Visualise the dataset Evaluate the algorithms Make Predictions
  63. 63. REAL WORLD MACHINE LEARNING EXAMPLES @rvtheverett#BrightonSEO RankBrain NLP Computer Vision BERT
  64. 64. REAL WORLD MACHINE LEARNING EXAMPLES @rvtheverett#BrightonSEO Twitter Curated Timelines
  65. 65. REAL WORLD MACHINE LEARNING EXAMPLES @rvtheverett#BrightonSEO Facebook Chatbots https://ipullrank.com/machine-learning-guide/how-to-set-up-a-chatbot/
  66. 66. REAL WORLD MACHINE LEARNING EXAMPLES @rvtheverett#BrightonSEO Personalised Recommendations https://medium.com/netflix-techblog/artwork-personalization-c589f074ad76
  67. 67. REAL WORLD MACHINE LEARNING EXAMPLES @rvtheverett#BrightonSEO Personalised Recommendations https://medium.com/netflix-techblog/artwork-personalization-c589f074ad76
  68. 68. @rvtheverett#BrightonSEO DATA IS THE FUEL FOR MACHINE LEARNING
  69. 69. SUPERVISED LEARNING @rvtheverett#BrightonSEO
  70. 70. SUPERVISED LEARNING @rvtheverett#BrightonSEO
  71. 71. SUPERVISED LEARNING @rvtheverett#BrightonSEO
  72. 72. SUPERVISED LEARNING @rvtheverett#BrightonSEO
  73. 73. UNSUPERVISED LEARNING @rvtheverett#BrightonSEO
  74. 74. UNSUPERVISED LEARNING @rvtheverett#BrightonSEO
  75. 75. UNSUPERVISED LEARNING @rvtheverett#BrightonSEO
  76. 76. MACHINE LEARNING SIMPLIFIED @rvtheverett#BrightonSEO - Ethem Alpaydin Machine learning will help us make sense of an increasingly complex world. Already we are exposed to more data than what our sensors can cope with or our brains can process.
  77. 77. SEO POSSIBILITIES WITH MACHINE LEARNING @rvtheverett#BrightonSEO SEO Possibilities with Machine Learning Evaluating Content Quality Log File Analysis Predictive analysis Title Tag Optimisation User Engagement Insights Audio Transcribing
  78. 78. @rvtheverett#BrightonSEO PREDICTIVE PREFETCHING
  79. 79. PREDICTIVE PREFETCHING @rvtheverett#BrightonSEOhttps://guess-js.github.io/docs Automate the process of predictive prefetching
  80. 80. PREDICTIVE PREFETCHING @rvtheverett#BrightonSEOhttps://guess-js.github.io/docs Predict the next page a user is likely to visit and prefetch these pages.
  81. 81. PREDICTIVE PREFETCHING @rvtheverett#BrightonSEOhttps://guess-js.github.io/docs Predict the next page a user is likely to visit and prefetch these pages. Predict the next piece of content (article, product, video) a user is likely to want to view and adjust or filter the user experience to account for this.
  82. 82. PREDICTIVE PREFETCHING @rvtheverett#BrightonSEOhttps://guess-js.github.io/docs Predict the next page a user is likely to visit and prefetch these pages. Predict the next piece of content (article, product, video) a user is likely to want to view and adjust or filter the user experience to account for this. Predict the types of widgets an individual user is likely to interact with more (e.g games) and use this data to tailor a more custom experience.
  83. 83. @rvtheverett#BrightonSEO INTERNAL LINKING
  84. 84. INTERNAL LINKING @rvtheverett#BrightonSEO Crawl to identify broken internal links Algorithm to suggest the most accurate replacement page Replace broken internal links
  85. 85. INTERNAL LINKING @rvtheverett#BrightonSEO
  86. 86. @rvtheverett#BrightonSEO CONTENT QUALITY
  87. 87. CONTENT QUALITY @rvtheverett#BrightonSEO Search Volume Uniqueness Freshness Internal Links Word Count Search Traffic Heading Tags Time on page Bounce Rate Conversion Rate Model generates insights on the factors that are most important.
  88. 88. CONTENT QUALITY @rvtheverett#BrightonSEO Important content factors Machine Learning Model Content Quality Score
  89. 89. @rvtheverett#BrightonSEO USER EXPERIENCE
  90. 90. USER EXPERIENCE @rvtheverett#BrightonSEOhttps://github.com/mgechev/guess-next Sentiment analysis - Instagram bullying language
  91. 91. USER EXPERIENCE @rvtheverett#BrightonSEOhttps://github.com/mgechev/guess-next Image cropping - Twitter
  92. 92. USER EXPERIENCE @rvtheverett#BrightonSEOhttps://github.com/mgechev/guess-next Image cropping - Twitter
  93. 93. USER EXPERIENCE @rvtheverett#BrightonSEOhttps://github.com/mgechev/guess-next Image cropping - Twitter
  94. 94. USER EXPERIENCE @rvtheverett#BrightonSEOhttps://github.com/mgechev/guess-next Image cropping - Twitter
  95. 95. USER EXPERIENCE @rvtheverett#BrightonSEOhttps://github.com/mgechev/guess-next Computer Vision
  96. 96. USER EXPERIENCE @rvtheverett#BrightonSEOhttps://github.com/mgechev/guess-next Computer Vision - Making images accessible
  97. 97. USER EXPERIENCE @rvtheverett#BrightonSEOhttps://github.com/mgechev/guess-next Chatbots - Helping users find the most useful content
  98. 98. USER EXPERIENCE @rvtheverett#BrightonSEOhttps://github.com/mgechev/guess-next Chatbots - Helping users find the most useful content Remember trust is important - let users know if they talking to a bot rather than a human
  99. 99. @rvtheverett#BrightonSEO NATURAL LANGUAGE PROCESSING
  100. 100. MACHINE LEARNING TOOLS @rvtheverett#BrightonSEO Google’s NLP Model Natural Language uses machine learning to reveal the structure and meaning of text. Analyses text to understand the sentiment, as well as extract key information. https://cloud.google.com/natural-language/
  101. 101. MACHINE LEARNING TOOLS @rvtheverett#BrightonSEOhttps://cloud.google.com/natural-language/
  102. 102. MACHINE LEARNING TOOLS @rvtheverett#BrightonSEOhttps://cloud.google.com/natural-language/
  103. 103. MACHINE LEARNING TOOLS @rvtheverett#BrightonSEOhttps://cloud.google.com/natural-language/
  104. 104. MACHINE LEARNING TOOLS @rvtheverett#BrightonSEOhttps://github.com/BritneyMuller/colab-notebooks @BritneyMuller
  105. 105. MACHINE LEARNING TOOLS @rvtheverett#BrightonSEOhttps://github.com/BritneyMuller/colab-notebooks Entity Salience
  106. 106. MACHINE LEARNING TOOLS @rvtheverett#BrightonSEOhttps://github.com/BritneyMuller/colab-notebooks Entity Categorisation
  107. 107. @rvtheverett#BrightonSEOhttps://codelabs.developers.google.com/codelabs/tensorflow-for-poets/#0 IMAGE CATEGORISATION
  108. 108. TENSOR FLOW FOR POETS @rvtheverett#BrightonSEOhttps://codelabs.developers.google.com/codelabs/tensorflow-for-poets/#0 Retrain an already trained model using transfer learning for a similar problem. Train a simple classifier to classify images of flowers.
  109. 109. TENSOR FLOW FOR POETS @rvtheverett#BrightonSEOhttps://codelabs.developers.google.com/codelabs/tensorflow-for-poets/#0
  110. 110. TENSOR FLOW FOR POETS @rvtheverett#BrightonSEOhttps://codelabs.developers.google.com/codelabs/tensorflow-for-poets/#0
  111. 111. @rvtheverett#BrightonSEO THE FUTURE OF SEO Understand and solve problems faster
  112. 112. @rvtheverett#BrightonSEO THE FUTURE OF SEO Make data driven decisions
  113. 113. @rvtheverett#BrightonSEO THE FUTURE OF SEO Focus on other important optimisation activities
  114. 114. @rvtheverett#BrightonSEO THE FUTURE OF SEO Improve user experience
  115. 115. TALK TO YOUR DEVELOPERS
  116. 116. JOIN COMMUNITIES https://pyslackers.com/web
  117. 117. https://www.100daysofcode.com/ KEEP PRACTICING AND HAVE FUN
  118. 118. PEOPLE TO FOLLOW @britneymuller @hamletbatista @TylerReardon @DataChaz @dawnieando @jroakes @jessthebp @aysunakarsu @math_rachel
  119. 119. DEEPCRAWL PROFESSIONAL SERVICES @BermanHale @allophonousrex @rachelleighrva @NeilDesai @theJimmyB0b @Rick_BarK
  120. 120. KEY TAKEAWAYS @rvtheverett#BrightonSEO Python can help technical SEOs increase their efficiency. Being able to better understand data will lead to better decisions being made. Anyone can learn Python, with a little commitment. Have fun with it and see what you can create.
  121. 121. @rvtheverett#BrightonSEO
  122. 122. USEFUL RESOURCES @rvtheverett#BrightonSEO https://www.python.org/ https://www.searchenginejournal.com/python-seo-data-reference-guide/287927/ https://www.searchenginewatch.com/2019/02/06/using-python-to-recover-seo-site-traffic-part-one/ https://cs109.github.io/2015/ https://www.deepcrawl.com/blog/webinars/scaling-automated-quality-text-generation-for-enterprise-sites/ https://automatetheboringstuff.com/ https://towardsdatascience.com/beginners-guide-to-machine-learning-with-python-b9ff35bc9c51 https://www.searchenginejournal.com/python-technical-seo/330515 https://www.searchenginejournal.com/introduction-to-python-seo-spreadsheets/342779/ https://www.fullstackpython.com/ https://www.tensorflow.org/learn
  123. 123. THANK YOU #BrightonSEO Ruth Everett Technical SEO Analyst @rvtheverett // @deepcrawl

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Find out how Python and Machine Learning can be used to save you time and help you understand your website better. This session will cover how advancements to Python and Machine Learning are changing the game for busy SEOs, discuss the positive impact they can have and provide you with plenty of ready-to-use scripts you can use to save time with your technical SEO efforts.

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