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Streamlining
your content
marketing
process
byMattBeswick,aged32andahalf.
(without getting banned)
I have a
confession.
@mattbeswick
@mattbeswick
I’m a geek.
@mattbeswick
From building crap
batch programs when
I was 12...
@mattbeswick
To being part of a text-based
game when I was 15...
@mattbeswick
And then I got a life.
Girlfriend. Uni. Uni Bar.
Then I got a job
And then…
A hacked together Facebook game that changed
my life.
@mattbeswick
A story of growth...
@mattbeswick
I’m a FAKEgeek.
SELECT * FROM user_table
WHERE
username
LIKE
‘%mattbeswick%’
@mattbeswick
Eventually I make
stuff work.
@mattbeswick
THIS IS MY CALL
TO ARMS
@mattbeswick
So don’t be scared…
@mattbeswick
Being a geek helps make life
easier.
@mattbeswick
Being a geek saves you huge
amounts of time.
@mattbeswick
Here we go!
@mattbeswick
@mattbeswick
A quick warning
@mattbeswick
There’s code in these here hills
@mattbeswick
And we get quite technical
@mattbeswick
Don’t worry about the detail
@mattbeswick
It’s the ideas & principles that
are important
@mattbeswick
There’s some free stuff at the
end too.
Scraping
@mattbeswick
Disclaimer: Google don’t
like you doing this
@mattbeswick
Stealing
is
naughty
@mattbeswick
@mattbeswick
It’s Geek Time!
@mattbeswick
PHP == Good
@mattbeswick
$url_check =
http://www.google.com/search?hl=en&pws=0&q=scr
aping
1. Google URL
@mattbeswick
$html = file_get_contents($url_check);
2. Get the HTML
@mattbeswick
@$dom->loadHTML($html);
3. Load the HTML
@mattbeswick
$xpath = new DOMXPath($dom);
4. Convert to XPath
@mattbeswick
$xpath->evaluate("//div[@id='search']//h3/a/@href");
5. Grab the Results
@mattbeswick
Success!?
http://www.shutterstock.com/gallery-667657p1.html?cr=00&pl=edit-00 @mattbeswick
Cue tumbleweed…
@mattbeswick
The power comes when
you do it
en-masse
@mattbeswick
“Online share trading”
Example:
1. Take the top keywords
for your client / site
@mattbeswick
best online share trading
online share trading
online share trading uk
share trading
share trading account
share trading online
shares trading
trade shares
online trading
shares trading
shares online uk
share trading @mattbeswick
2. Scrape page 1 for each
of these phrases
@mattbeswick
@mattbeswick
3. Get an overall view of
who your competitors
really are
@mattbeswick
@mattbeswick
3. As well as how
competitive the terms are
@mattbeswick
@mattbeswick
You now know who you’re up against
@mattbeswick
@mattbeswick
This could get messy
@mattbeswick
Some
Data
Your
Code
Cool
Stuff
APIs
(over) Simplified
@mattbeswick
Not just for
geeks*
@mattbeswick
*Knowing how
to code helps.
@mattbeswick
Get your
learning on…
Building a Request
@mattbeswick
Here’s what you get…
Which is the same as this
@mattbeswick
Again, doing this for one URL isn’t very
powerful…
http://i.dailymail.co.uk/i/pix/2010/12/20/article-1340131-0C8A6AA5000005DC-966_634x421.jpg @mattbeswick
… but when you do it for the masses you
start to learn things.
http://www.shutterstock.com/gallery-667393p1.html?cr=00&pl=edit-00 @mattbeswick
Twitter API – Get Tweets by Search
@mattbeswick
How about we do this for some SEOs?
@mattbeswick
Here’s some top level data for them…
@mattbeswick
What are they reading?
@mattbeswick
And look for sites that we should be publishing on.
@mattbeswick
Everything else basically involves stealing
stuff.
@mattbeswick
@mattbeswick
“How do you know that
you don’t know what
you don’t know?”
Take our list of competitors from earlier…
Only use NICHE competitors
tddirectinvesting.co.uk
money.co.uk
iii.co.uk
hl.co.uk
thisismoney.co.uk
selftrade.co.uk
@mattbeswick
Use the SEMRush API to grab their paid
and organic keywords
@mattbeswick
http://api.semrush.com/
?type=domain_organic
&key=YOUR_API_KEY
&display_limit=100
&export_columns=Ph,Po,Nq,Cp,Ur
&domain=selftrade.co.uk
&database=uk
In the background we’re doing this…
@mattbeswick
Which gives us this…
@mattbeswick
And in the end we have a spreadsheet!
@mattbeswick
Let’s order by ‘total competitors’
@mattbeswick
Or by landing page to identify groupings
@mattbeswick
Want to take it a step
further?
@mattbeswick
Drop those landing pages into URL Profiler
Generate Screenshots
@mattbeswick
You now know what they’re bidding on…
… and their landing pages
If that doesn’t generate ideas, nothing will.
@mattbeswick
Flick Through & Pick Out Great Landing
Pages
More Tumbleweed?
@mattbeswick
Let’s find their best content
@mattbeswick
Pick a few sites / keywords…
@mattbeswick
Get a big, exportable, list
@mattbeswick
Open up Excel. Smile.
@mattbeswick
Inspiration
@mattbeswick
What next?
@mattbeswick
1. Use URLProfiler to screenshot top content
2. Brian Dean’s Skyscraper Technique:
http://backlinko.com/skyscraper-technique
3. Get shit done.
@mattbeswick
Get.
Shit.
Done.
Flick Through & Pick Out Great Landing
Pages
Still Tumbleweed!?
@mattbeswick
“We’re just here for the links”
@mattbeswick
Let’s steal those too then.
@mattbeswick
http://developer-support.majesticseo.com/
My Hero!
Take our list of competitors again…
@mattbeswick
In the background
$parameters["item"] = $url;
$parameters["datasource"] = "fresh”;
$parameters["Mode"] = 1;
$parameters["Count"] = 10000;
$parameters["MaxSourceURLsPerRefDomain"] = 1;
$parameters["MaxSameSourceURLs"] = 1;
@mattbeswick
In the background
$api_service = new
APIService(MAJESTIC_APP_API_KEY,
MAJESTICSEO_ENDPOINT);
$response =
$api_service-
>executeOpenAppRequest("GetBackLinkData",
$parameters, MAJESTIC_ACCESS_TOKEN);
@mattbeswick
We get a nice big list…
But there’s LOADS of crap
@mattbeswick
@mattbeswick
Export to Excel & Filter
@mattbeswick
We’re not done yet though!
Copy sites linking to 2 or more competitors
@mattbeswick
Fire up our new best friend…
@mattbeswick
Use the data to rate each site…
@mattbeswick
Upload into Buzzstream
@mattbeswick
Buzzstream Tips
1. They have an undocumented PUT API
1. Scale your outreach – outsourcing?
http://www.mattbeswick.co.uk/outsourcing-guide/
The
Easy
Bit
Mos t
Value
Outsourced
Anything that
can be
accurately
defined or is
process driven.
Outsourced You Do
Anything that
can be
accurately
defined or is
process driven.
Things that
need creative
thinking or
involve speaking
to the masses.
BuzzStream + Upwork = Joy
Template
BASED
Outreach
*Personalisation is key
Link Email
Accounts
and
Manage
Replies.
Build Links. Be Happy.
So we can now steal their keywords,
content & links...
@mattbeswick
Let’s talk about the bigger picture
@mattbeswick
It’s about building a brand
@mattbeswick
This is what Google wants so, whether you
fake it or make it, that’s what you need to
give them.
http://www.shutterstock.com/gallery-790342p1.html?cr=00&pl=edit-00
Crafting stories
@mattbeswick
Get noticed
@mattbeswick
Surveys FTW
@mattbeswick
Single vs. Multiple
@mattbeswick
@mattbeswick
A List of Answers
@mattbeswick
Multiple Questions = Crosstabs
It’s all about the idea, and
the story.
@mattbeswick
@mattbeswick
Take the answers & look for trends
@mattbeswick
Create a list of the most interesting findings
Finally, get your creatives
to do their thing
@mattbeswick
Finally, get your creatives
to do their thing
The data is the most
important thing
@mattbeswick
http://www.tecmark.co.uk/smartphone-usage-data-uk-2014/
This is the post. BBC? TV Coverage??
API Examples
http://www.mattbeswick.co.uk/big-list-of-apis/
Matt Beswick
Aira
@mattbeswick
matt@aira.net
FREE STUFF!
http://www.mattbeswick.co.uk/api-set-download/

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