1.
SEO Automation
Without Using Hard Code
Tevfik Mert Azizoğlu | Zeo.org
slideshare.net/TevfikMertAzizolu
@mertazizoglu

2.
T. Mert Azizoğlu
#brightonSEO @mertazizoglu
tools.zeo.org
🌍 Istanbul / Turkey
🎓 Computer Engineer
🔎 SEO Director @Zeo
⚡ SEO Automation Geek
󰞨 SEO Lecturer

3.
Sometimes we need automations,
#brightonSEO @mertazizoglu
tools.zeo.org
but not like this.

4.
Tools
Zapier
G-Sheets
XPath
What we will cover today?
#brightonSEO @mertazizoglu
tools.zeo.org

5.
Tools
Zapier
G-Sheets
XPath
Let’s start!
#brightonSEO @mertazizoglu
tools.zeo.org

6.
What is XPath?
//div[@class="seo-content"]
#brightonSEO @mertazizoglu
tools.zeo.org
XPath is a syntax for defining parts of an
XML document. - w3schools

7.
node
● all page elements
Example: a, p, h3, div, li
XPath Syntax
#brightonSEO @mertazizoglu
tools.zeo.org

8.
//
● points to all relevant
nodes on the page
Example: //h3
XPath Syntax
#brightonSEO @mertazizoglu
tools.zeo.org

9.
attribute
● specifies the
property of the node
Example: class, id, href
XPath Syntax
#brightonSEO @mertazizoglu
tools.zeo.org

10.
@
● indicates the
attribute property
Example:
//div[@class="mert"]
XPath Syntax
#brightonSEO @mertazizoglu
tools.zeo.org

11.
XPath Overview
#brightonSEO @mertazizoglu
tools.zeo.org

12.
count(XPath)
count(//node[@attribute="attribute_name"]/a)
count(//div[@class="seo-content"]/a)
#brightonSEO @mertazizoglu
tools.zeo.org

13.
Element Validation
02
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X
P
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03
01
W
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D
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D
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W
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d
?
XPath
Lifecycle

14.
#brightonSEO @mertazizoglu
tools.zeo.org
What Data
Do We Need?
01

15.
#brightonSEO @mertazizoglu
tools.zeo.org
Element
Validation
02

16.
#brightonSEO @mertazizoglu
tools.zeo.org
Is The Same Element Valid For All Pages? 02

17.
#brightonSEO @mertazizoglu
tools.zeo.org
Writing XPath 03
//div[@class="bui-panel"]

18.
XPath Helper Chrome Extension
Testing w/ XPath Helper

19.
XPath Helper Chrome Extension
Testing w/ XPath Helper

20.
500
URLs
(Free)
“custom extraction
not included”
#brightonSEO @mertazizoglu
tools.zeo.org
Custom Extraction w/
Screaming Frog

21.
#brightonSEO @mertazizoglu
tools.zeo.org
FAQ Extraction w/ XPath

22.
//div[@class="lp-faq__content"]//ul//li//h3
#brightonSEO @mertazizoglu
tools.zeo.org
FAQ Extraction w/ XPath

23.
#brightonSEO @mertazizoglu
tools.zeo.org
FAQ Extraction w/ Screaming Frog

24.
#brightonSEO @mertazizoglu
tools.zeo.org
FAQ Extraction w/ Screaming Frog

25.
#brightonSEO @mertazizoglu
tools.zeo.org
Results!

26.
#brightonSEO @mertazizoglu
tools.zeo.org
Chrome >
DevTools > Copy >
Copy XPath

27.
Scraper Chrome Extension
Finding XPath w/ Scraper

28.
Tools
Zapier
G-Sheets
XPath
#brightonSEO @mertazizoglu
tools.zeo.org

29.
* Web-based Excel from Google!
❏ Free
❏ Cloud-based
❏ Easy integrations, Add-ons
❏ Apps Script & JS
❏ Accessibility
#brightonSEO @mertazizoglu
tools.zeo.org
Google Sheets

30.
=IMPORTXML("url";"xpath")
Gif
#brightonSEO @mertazizoglu
tools.zeo.org
IMPORTXML Formula
(The Best Assistant!)

31.
developers.google.com/apps-script/guides/sheets
#brightonSEO @mertazizoglu
tools.zeo.org
Apps Script =getStatusCode(URL)

32.
developers.google.com/apps-script/guides/sheets
#brightonSEO @mertazizoglu
tools.zeo.org

33.
developers.google.com/apps-script/guides/sheets
#brightonSEO @mertazizoglu
tools.zeo.org
Triggers in Apps Script

34.
developers.google.com/apps-script/guides/sheets
#brightonSEO @mertazizoglu
tools.zeo.org
Triggers in Apps Script

35.
Tools
Zapier
G-Sheets
XPath
#brightonSEO @mertazizoglu
tools.zeo.org

36.
#brightonSEO @mertazizoglu
tools.zeo.org
What is Zapier ?

37.
#brightonSEO @mertazizoglu
tools.zeo.org
zapier.com/explore
Plenty of Integrations!

38.
#brightonSEO @mertazizoglu
tools.zeo.org
zapier.com/explore
Quick Workflows / Zaps

39.
#brightonSEO @mertazizoglu
tools.zeo.org
SEO Sheets Zaps

40.
Tools
I. On-Page SEO
Health Checker
II. Sitemap Watcher
III. Internal Link Catcher
* Bonus
Zapier
G-Sheets
What we’ve learnt so far!
XPath
#brightonSEO @mertazizoglu
tools.zeo.org

41.
#brightonSEO @mertazizoglu
tools.zeo.org/sheets
On-Page SEO Health Checker
Tools #1 On-Page SEO Health Checker

42.
#brightonSEO @mertazizoglu
tools.zeo.org/sheets
On-Page SEO Health Checker
Tools #1 On-Page SEO Health Checker

43.
#brightonSEO @mertazizoglu
tools.zeo.org
Tools #2 Sitemap Watcher / Sheets
//*[local-name()='url']/*[local-name()='loc']

44.
#brightonSEO @mertazizoglu
tools.zeo.org
Tools #2 Sitemap Watcher / Zapier

45.
#brightonSEO @mertazizoglu
tools.zeo.org
Tools #2 Sitemap Watcher / Zapier

46.
#brightonSEO @mertazizoglu
tools.zeo.org
Tools #2 Sitemap Watcher / Zapier

47.
#brightonSEO @mertazizoglu
tools.zeo.org
Tools #2 Sitemap Watcher / Gmail

48.
#brightonSEO @mertazizoglu
tools.zeo.org
Tools #3 Internal Link Catcher
XPath

49.
#brightonSEO @mertazizoglu
tools.zeo.org
Tools #3 Internal Link Catcher

50.
#brightonSEO @mertazizoglu
tools.zeo.org
Tools #3 Internal Link Catcher

51.
#brightonSEO @mertazizoglu
tools.zeo.org
Tools #3 Internal Link Catcher

52.
#brightonSEO @mertazizoglu
tools.zeo.org
Tools #3
XPath Helper Chrome Extension
//div[@class="div_name"]//a[c
ontains(translate(.,'ABCÇDEF
GĞHIİJKLMNOÖPQRSŞTUÜV
WXYZ','abcçdefgğhıijklmnoöp
qrsştuüvwxyz'),
'keyword')]//@href =
'/url_name'

53.
#brightonSEO @mertazizoglu
tools.zeo.org
Tools #3 Internal Link Catcher

54.
#brightonSEO @mertazizoglu
tools.zeo.org
Tools #3 Internal Link Catcher

55.
#brightonSEO @mertazizoglu
tools.zeo.org
Tools #3

56.
#brightonSEO @mertazizoglu
tools.zeo.org
Tools #3 Internal Link Catcher

57.
#brightonSEO @mertazizoglu
tools.zeo.org/sheets
Bonus #1 Content Brief Generator
+

58.
#brightonSEO @mertazizoglu
tools.zeo.org
Bonus #2 n8n.io

59.
#brightonSEO @mertazizoglu
tools.zeo.org
Bonus #2 Message When
Content Changes
n8n.io/workflows/1471

60.
#brightonSEO @mertazizoglu
tools.zeo.org
Bonus #3 Robomotion.io
Robomotion - Content Checker

61.
#brightonSEO @mertazizoglu
tools.zeo.org
//div[@class="thank"]/you
//twitter/@mertazizoglu
#BrightonSEO
seonocode.com