Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Tackling Python: What is it and How Can it Help with Technical SEO? | TechSEO Summat October 2019 | Ruth Everett

482 views

Published on

Python has risen in popularity over the last few years, so much so that it has become one of the most talked about and widely-adopted programming languages. But why should technical SEOs care about Python?

Published in: Marketing
  • Be the first to comment

Tackling Python: What is it and How Can it Help with Technical SEO? | TechSEO Summat October 2019 | Ruth Everett

  1. 1. Ruth Everett Technical SEO & Content Executive @rvtheverett Tackling Python: What is it and how can it help with Technical SEO? @rvtheverett@DeepCrawl
  2. 2. @rvtheverett@DeepCrawl Allow: /dogs Allow: /SEO Allow: /python My coding partner in crime
  3. 3. @rvtheverett@DeepCrawl PROBLEM SEOs are busy
  4. 4. @rvtheverett@DeepCrawl SOLUTION Automation
  5. 5. @rvtheverett@DeepCrawl Enter Data Analysis & Automation with Python
  6. 6. My journey with Python What We’ll Cover Using Python How Python can help with Technical SEO @rvtheverett@DeepCrawl
  7. 7. @rvtheverett@DeepCrawl MY JOURNEY WITH PYTHON
  8. 8. Before @rvtheverett@DeepCrawl
  9. 9. INSPIRATION IN THE INDUSTRY @rvtheverett@DeepCrawl @hamletbatista @BritneyMuller https://www.slideshare.net/Muller-Marketing-Inc/machine-learning-for- marketers-ctaconf-2019 https://www.searchenginejournal.com/author/hamlet-batista/
  10. 10. INSPIRATION IN THE INDUSTRY @rvtheverett@DeepCrawl Paul Shapiro https://moz.com/blog/programming-for-seos Tyler Reardon https://www.slideshare.net/TylerReardon2/advanced-technical-seo-in- 2020-data-science
  11. 11. SCALING AUTOMATED QUALITY TEXT GENERATION WEBINAR @rvtheverett@DeepCrawlhttps://www.deepcrawl.com/blog/webinars/scaling-automated-quality-text-generation-for-enterprise-sites/
  12. 12. COMPANIES USING PYTHON @rvtheverett@DeepCrawl
  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@DeepCrawl
  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@DeepCrawl
  15. 15. CODECADEMY @rvtheverett@DeepCrawl 20 week online course Mixture of theory and practical A range of projects to undertake Code console & terminal to play and test
  16. 16. CODECOMBAT @rvtheverett@DeepCrawlhttps://codecombat.com/
  17. 17. CODEWARS @rvtheverett@DeepCrawlhttps://www.codewars.com/join
  18. 18. Now @rvtheverett@DeepCrawl
  19. 19. @rvtheverett@DeepCrawl WHAT IS PYTHON?
  20. 20. WHAT IS PYTHON? Code written in the terminal @rvtheverett@DeepCrawl Results generated Open-source interactive programming language Interpreted line by line
  21. 21. USING PYTHON Mac - Terminal Windows - Command Line @rvtheverett@DeepCrawl
  22. 22. USING PYTHON @rvtheverett@DeepCrawl Google Colab
  23. 23. USING PYTHON @rvtheverett@DeepCrawl Jupyter Notebook
  24. 24. PYTHON LIBRARIES @rvtheverett@DeepCrawl Data extraction & analysis Scientific Computing Natural Language Processing Machine Learning
  25. 25. @rvtheverett@DeepCrawl HOW PYTHON CAN HELP WITH TECHNICAL SEO
  26. 26. WHY SHOULD WE CARE? @rvtheverett@DeepCrawl Data extraction and analysis to solve complex problems Future-proofing your job Write compelling stories from insights Efficiency and time-saving Automating repetitive tasks https://www.ranksense.com/empowering-a-new-generation-of-seos-with-python/
  27. 27. WHY SHOULD WE CARE? @rvtheverett@DeepCrawl Spend 5 hours a week using excel Thats 20 hours a month Over 200 hours a year (35 hours in dog time) (140 hours in dog time) (1400 hours in dog time)
  28. 28. WHY SHOULD WE CARE? @rvtheverett@DeepCrawl Average salary for a Technical SEO Executive in the UK: £25,000 Average £12 per hour £2,400 you could save
  29. 29. WHY SHOULD WE CARE? @rvtheverett@DeepCrawl Imagine what we could achieve if we spent this time (and money) on other important tasks
  30. 30. @rvtheverett@DeepCrawl 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
  31. 31. AUTOMATING WITH PYTHON @rvtheverett@DeepCrawl Automating with Python Parameter Finder 404 Checker Internal Linking Analysis Image Optimisation Website Scraping Keyword Research
  32. 32. @rvtheverett@DeepCrawl CHALLENGE - MISSING ALT TEXT SOLUTION - IMAGE CAPTIONING WITH PYTHIA
  33. 33. IMAGE CAPTIONING WITH PYTHIA @rvtheverett@DeepCrawl Pythia Modular Framework https://paperswithcode.com/paper/bottom-up-and-top-down-attention-for-image https://learnpythia.readthedocs.io/en/latest/
  34. 34. @rvtheverett@DeepCrawl IMAGE CAPTIONING WITH PYTHIA Google Colab Link
  35. 35. @rvtheverett@DeepCrawl IMAGE CAPTIONING WITH PYTHIA
  36. 36. It’s not perfect though! @rvtheverett@DeepCrawl IMAGE CAPTIONING WITH PYTHIA
  37. 37. @rvtheverett@DeepCrawl CHALLENGE - ON-PAGE ERRORS SOLUTION - SEO ANALYZER
  38. 38. SEO ANALYZER @rvtheverett@DeepCrawl Provides a quick analysis of basic SEO issues Once installed you can analyze a website starting from the homepage seoanalyze https://domain.com/ Or the XML sitemap of the file seoanalyze https://domain.com -- sitemap https://domain.com/sitemap.xml Github Link
  39. 39. @rvtheverett@DeepCrawl Will display things including; Word Count Page Title Meta Description Warnings for missing titles, descriptions and alt-text SEO ANALYZER
  40. 40. @rvtheverett@DeepCrawl CHALLENGE - BROKEN PAGES SOLUTION - CRAWL404
  41. 41. CRAWL404 @rvtheverett@DeepCrawl Once you specify the sitemap the script will; Read the sitemap.xml file Search for ‘href’ attribute to get all the valid links from every page Check the link response code Export all 404 error URLs to a text file Github Link
  42. 42. CRAWL404 @rvtheverett@DeepCrawl
  43. 43. @rvtheverett@DeepCrawl CHALLENGE - LARGE IMAGE FILE SIZES SOLUTION - OPTIMISE IMAGES
  44. 44. OPTIMISE IMAGES WITH PILLOW @rvtheverett@DeepCrawl 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
  45. 45. OPTIMISE IMAGES WITH PILLOW @rvtheverett@DeepCrawl
  46. 46. OPTIMISE IMAGES WITH PILLOW @rvtheverett@DeepCrawl Original Optimised
  47. 47. OTHER POSSIBILITIES @rvtheverett@DeepCrawl Log File analysis Validate hreflang Calculate keyword growth using Google Trends Collect Google Search Console data Perform competitor analysis
  48. 48. Other fun Python projects @rvtheverett@DeepCrawl Create a bot using Python, Telegram and RandomDog API https://www.practicepython.org/ https://realpython.com/pygame-a-primer/ https://inventwithpython.com/pygame/
  49. 49. POWERING MACHINE LEARNING @rvtheverett@DeepCrawl “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/
  50. 50. POWERING MACHINE LEARNING @rvtheverett@DeepCrawlhttps://www.expertsystem.com/machine-learning-definition/ Run a python script to train the computer, using a dataset Summarise and Visualise the dataset Evaluate the algorithms Make Predictions
  51. 51. REAL WORLD MACHINE LEARNING EXAMPLES @rvtheverett@DeepCrawl
  52. 52. SEO POSSIBILITIES WITH MACHINE LEARNING @rvtheverett@DeepCrawl SEO Possibilities with Machine Learning Evaluating Content Quality Log File Analysis Automating Meta Descriptions Title Tag Optimisation User Engagement Insights Audio Transcribing
  53. 53. @rvtheverett@DeepCrawl THE FUTURE OF SEO Understand and solve problems faster
  54. 54. @rvtheverett@DeepCrawl THE FUTURE OF SEO Make data driven decisions
  55. 55. @rvtheverett@DeepCrawl THE FUTURE OF SEO Focus on other important optimisation activities
  56. 56. TALK TO YOUR DEVELOPERS
  57. 57. JOIN COMMUNITIES https://pyslackers.com/web
  58. 58. https://www.100daysofcode.com/ KEEP PRACTICING AND HAVE FUN
  59. 59. KEY TAKEAWAYS @rvtheverett@DeepCrawl Python can help technical SEOs increase 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.
  60. 60. USEFUL RESOURCES @rvtheverett@DeepCrawl 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://medium.com/machine-learning-for-humans/why-machine-learning-matters-6164faf1df12 https://towardsdatascience.com/beginners-guide-to-machine-learning-with-python-b9ff35bc9c51 https://www.searchenginejournal.com/python-technical-seo/330515/
  61. 61. Ruth Everett Technical SEO & Content Executive @DeepCrawl @rvtheverett THANK YOU @DeepCrawl

×