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Using APIs To Automate Marketing Tasks By Rob Kerry


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From the SMX Advanced Conference in Seattle, Washington, June 22-23, 2016. SESSION: Using APIs To Automate Marketing Tasks. PRESENTATION: Using APIs To Automate Marketing Tasks - Given by Rob Kerry, @robkerry - Mode Digital, Head of SEO. #SMX #12C2

Published in: Marketing

Using APIs To Automate Marketing Tasks By Rob Kerry

  1. 1. #SMX #12C2 @Ayima Rob Kerry – Chief Strategy Officer at Ayima USING APIS TO AUTOMATE MARKETING TASKS
  2. 2. #SMX #12C2 @Ayima •  Co-founded the global online marketing agency, Ayima, in 2007 •  Worked in SEO and internet companies for over 15 years •  Known as “evilgreenmonkey” when SEO first became a thing •  Ayima now has a team of over 100 people across 6 offices in Europe, North America and Asia Rob & Ayima
  3. 3. #SMX #12C2 @Ayima •  API = Application Programming Interface •  In other words – it helps software to talk to other software •  Most marketing software offers an API as standard (often free) •  Latest evolution of the web is API First, with web/user interfaces built on top of the API What is an API?
  4. 4. #SMX #12C2 @Ayima Example – AngularJS
  5. 5. #SMX #12C2 @Ayima •  Most APIs are very strict •  Some information is required, otherwise the data request will fail •  APIs are not human friendly, your code must handle the errors and fail gracefully with a fluffy message •  Data is usually returned in JSON (JavaScript Object Notation), a long string that can be changed into data names and values APIs have strict rules…
  6. 6. #SMX #12C2 @Ayima Example – Grepwords API (Keyword/Volume Data)
  7. 7. #SMX #12C2 @Ayima Postman – No coding needed Free tool for Mac & Google Chrome
  8. 8. #SMX #12C2 @Ayima •  Software developers and service providers can only guess at what data you need, when you need it and in which format •  Some web interfaces are slow, long-winded and restrict the amount of data returned •  With APIs, you choose what data you need and what you don’t •  Automate client/management reports and data research tasks Why bother with APIs?
  9. 9. #SMX #12C2 @Ayima •  Data sources often don’t like to integrate or play with others •  Aren’t you tired of exporting to CSV/Excel and then resorting to VLOOKUPs and bloated spreadsheet merges? •  Using multiple data sources to create new insights can give you the cutting edge over your competitors Data is better with friends
  10. 10. #SMX #12C2 @Ayima SHARE OF VOICE
  11. 11. #SMX #12C2 @Ayima •  You want to know how your website is performing for a set of keywords, compared to your competitors •  Who are your online competitors in SEO and PPC? •  Which areas are they strong and weak in? •  Which keywords offer the best opportunities? Share of Voice - Overview
  12. 12. #SMX #12C2 @Ayima 1.  Search Volume 2.  SEO/PPC Keyword Rankings 3.  Average CTR (Click Through Rate) data Share of Voice - Data Needed
  13. 13. #SMX #12C2 @Ayima 1.  Advanced Web Rankings – Get average CTR data for Organic rankings from thousands of websites, download the report for Paid Search CTR data 2.  Build/Bring Your Own – Organic CTR data can be found in Google Search Console and Paid CTR in AdWords Share of Voice – Average CTR Data
  14. 14. #SMX #12C2 @Ayima 1.  Google AdWords API – Limited to big agencies and software providers and heavily restricted 2. – Scraped Google Keyword Tool data, costing from $15 a month 3. – Also offers scraped Google Keyword Tool data starting from $15 a month Share of Voice – Search Volume
  15. 15. #SMX #12C2 @Ayima 1. API – First 10 pages of Organic search results and PPC results for ~$0.66 per 1,000 2. - $0.62 per 1,000 requests but only offers Organic results 3.  Build/Bring Your Own – You may already collect this data and can use an existing feed Share of Voice – SEO/PPC Keyword Rankings
  16. 16. #SMX #12C2 @Ayima Share of Voice – Average CTR Data
  17. 17. #SMX #12C2 @Ayima 1.  For each keyword in your list, give each ranking Domain a score 2.  Keyword Score = (Monthly Search Volume * Ranking CTR) 3.  Add the Keyword Scores up for each featured website and sort by the Total Keyword Score for each Domain 4.  You now have an estimated Share of Voice ranking and Monthly Traffic Volume for you and your competitors Share of Voice – Create a Report
  18. 18. #SMX #12C2 @Ayima Share of Voice – Example UK Payment Gateways – 500 Keywords
  19. 19. #SMX #12C2 @Ayima COST TO COMPETE
  20. 20. #SMX #12C2 @Ayima •  Have you ever been asked how much it would cost to rank for X keyword in Organic Search? •  Sometimes the Paid Search CPC (Cost Per Click) is prohibitively expensive or legally restricted •  Google and Bing’s ranking algorithms have evolved, but still center mostly around links Cost to Compete - Overview
  21. 21. #SMX #12C2 @Ayima We just need link data from one of the 3 main sources: 1. –API access requires a platinum level subscription at $400 a month 2. – API access starts from $500 a month 3. – Free API access or $500 a month Cost to Compete - Data Needed
  22. 22. #SMX #12C2 @Ayima 1.  Get the Domain Authority score for each of the websites currently ranking in the Top 10 for the keyword 2.  Next, pull data on all of the links to the ranking pages and the Page Authority of their linking pages 3.  Do the same for your own website and keyword landing page Cost to Compete – Pull the data
  23. 23. #SMX #12C2 @Ayima •  For each ranking page, add together the Page Authority for every linking page •  You can filter the data by unique “Class C / Subnet” links in order to get more accurate results •  Do the same for your own keyword land page Cost to Compete – Create a Report
  24. 24. #SMX #12C2 @Ayima •  To estimate your required links, subtract the number of links into the your keyword landing page from the number pointing into your competitor’s. •  Do the same with the total Page Authority score, then divide this number by the number of links required (above) •  This gives you an estimate of how many links you need and the average Page Authority those links should have Cost to Compete – Estimates
  25. 25. #SMX #12C2 @Ayima •  To calculate the cost of ranking in each Top 10 position, multiply the number of required links by the average cost of acquiring a link via your preferred method •  Some websites rank in Google purely based on their Domain Authority (e.g. Wikipedia) which skews our results •  You can use the website’s Domain Authority to detect these instances and either exclude or learn from them Cost to Compete – Estimates (2)
  26. 26. #SMX #12C2 @Ayima •  Create an SEO ROI estimate, using data from our Share of Voice •  Take the estimate monthly traffic (Search Volume / CTR) for our keyword and desired ranking position •  Use your average SEO conversion rate and AOV (Average Order Value) to estimate the additional monthly revenue •  We now know our break-even point and revenue growth Cost to Compete – ROI Estimates
  27. 27. #SMX #12C2 @Ayima OTHER USES FOR APIs
  28. 28. #SMX #12C2 @Ayima PPC/SEO Opportunities
  29. 29. #SMX #12C2 @Ayima •  Google Search Console API gives you 5x more data than the web interface •  Get all your keyword data back, by requesting keyword data for each individual SEO landing page •  Estimate SEO revenue to a keyword level once more, by dividing the revenue generated from an SEO landing page by the percentage of SEO traffic sent by a keyword Recovering (not provided) data
  30. 30. #SMX #12C2 @Ayima •  Create your own link audits by pulling the data from APIs •  Add extra link data such as the linking page’s topic and estimated traffic from the API •  Get clever at spam detection, using 3rd party security APIs such as Google’s Safe Browsing API and Web of Trust •  Identify link relevance based on the images on the linking page, using Google’s new Vision API Link Cleanup
  31. 31. #SMX #12C2 @Ayima •  Identify people bidding on your brand terms by pulling PPC data from the AuthorityLabs API •  Request SERP data for every major city, to find affiliates breaking your terms by bidding in certain cities/states •  Can also identify holes in a competitor’s PPC strategy, where they may not be bidding at certain times or in some locations Identify PPC Trademark Infringement
  32. 32. #SMX #12C2 @Ayima LEARN MORE: THANK YOU @Ayima