SlideShare a Scribd company logo
Automate The
Technical SEO Stuff
Michael Van Den Reym | iO
https://www.slideshare.net/MichaelVanDen
Reym/
@vdrweb
Care to guess where I’m from?
@vdrweb #brightonseo
2
Presentation title
3
Presentation title
4
5
CREATIVE
REPETITIVE
@vdrweb #brightonseo
6 @vdrweb #brightonseo
Automation in your SEO
career?
Automate Technical SEO
7 @vdrweb #brightonseo
Your career in SEO
8
Creative
SEO Tasks
Boring
Experience
@vdrweb #brightonseo
9
Creative
SEO Tasks
Boring
Experience
Your career in SEO
@vdrweb #brightonseo
10
Highly Creative
SEO Tasks
Boring
Experience
Creative
+
Your career in SEO
@vdrweb #brightonseo
Time to automate all
the boring stuff?
11 @vdrweb #brightonseo
Presentation title
12
4 examples of automation
use in technical SEO
1. Robotic Process
Automation (RPA)
13 @vdrweb #brightonseo
Job: 40 separate
SEO audits in the
same structure
14 @vdrweb #brightonseo
What working
from home
looks like
16 @vdrweb #brightonseo
Chapter 18 - Control mouse and keyboard
17
Coordinates -> XPATHS (and other selectors)
@vdrweb #brightonseo
Next step: Selenium Browser Automation
Next step:
Headless RPA
18 @vdrweb #brightonseo
Next step:
Headless RPA
Next step:
Headless RPA
20
Next step: Headless RPA
@vdrweb #brightonseo
21
Case: Meta descriptions & Drupal
@vdrweb #brightonseo
22
Code: Log into Drupal’s CMS
@vdrweb #brightonseo
23 @vdrweb #brightonseo
Code: Update meta descriptions
24
Watch out for RPA
@vdrweb #brightonseo
Next step:
Intelligent RPA
25
Define Rules + AI
@vdrweb #brightonseo
2. No more 404
errors in Google
26 @vdrweb #brightonseo
Why care about
404s in Google?
27
Bad Impression
Users prefer
to land on a
200 instead
of a 404
Lose impression
Google deletes
them
@vdrweb #brightonseo
How I used to
check for 404
errors in Google
28
Site: and click the links
@vdrweb #brightonseo
Next step:
Linkclump
29
Chrome extension
@vdrweb #brightonseo
Lots of tabs!
30 @vdrweb #brightonseo
Next step: Export
search console
URL’s
31 @vdrweb #brightonseo
Get status codes
with Screaming
Frog
32
Find all 404 page errors in Search Console
@vdrweb #brightonseo
Next step: Search console
API + Python >1000 pages!
33
API Guide: https://www.jcchouinard.com/how-to-
connect-to-google-search-console-api-using-python/
@vdrweb #brightonseo
Part 1: Get all
pages
34 @vdrweb #brightonseo
Part 2: Check 404 errors
35 @vdrweb #brightonseo
Next step: automate
404 alerts
36 @vdrweb #brightonseo
Next step:
Automate 404
alerts
37
Why not set yourself up to
receive weekly emails?
@vdrweb #brightonseo
Give the right Slack channels a try!
38 @vdrweb #brightonseo
39
Evolution
Random link
clicking
Weekly 404
alerts
@vdrweb #brightonseo
3. Scheduled crawls
40 @vdrweb #brightonseo
Presentation title
41
I
Screaming
Frog
Scheduler
42 @vdrweb #brightonseo
43 @vdrweb #brightonseo
Get 305 columns of data every week!
Google Sheets
Data Studio Template
44 @vdrweb #brightonseo
From Data to Actionable insight
45 @vdrweb #brightonseo
=Transpose (‘Frog export’!A1:KT)
46 @vdrweb #brightonseo
Calculating Difference
47 @vdrweb #brightonseo
Calculate % Difference
48 @vdrweb #brightonseo
Additional Dashboard Page
49 @vdrweb #brightonseo
Weekly emails
50 @vdrweb #brightonseo
Google Sheets API & PythonAnywhere
Hi,
You have 80 Broken links (+25%)
4. Image
Optimization
51 @vdrweb #brightonseo
www.ovidias.com
52 @vdrweb #brightonseo
Image Audit: ovidias.com
53 @vdrweb #brightonseo
2000px width 500px width
Screaming Frog
Export > 100 kb
54 @vdrweb #brightonseo
Screaming Frog
Export > 100 kb
55 @vdrweb #brightonseo
We found 1255 large images (>100kb)
can you please resize them?
Image Optimization
Dashboard
57 @vdrweb #brightonseo
Step 1: Connect the Pagespeed API to
Screaming Frog
Image Optimization
Dashboard
58 @vdrweb #brightonseo
Step 2: Export to Google Sheet
Image Optimization
Dashboard
59 @vdrweb #brightonseo
Pagespeed savings sheet
Image Optimization Dashboard
60 @vdrweb #brightonseo
Image Optimization Dashboard
61 @vdrweb #brightonseo
John loves this dashboard
62 @vdrweb #brightonseo
But we can do better!
63 @vdrweb #brightonseo
Can you please optimize the 1255 large images
(>100kb) in this cool dashboard?
Pagespeed insights
65 @vdrweb #brightonseo
PageSpeed Insights: API call
66 @vdrweb #brightonseo
PageSpeed Insights: API Response
67 @vdrweb #brightonseo
Determine width and height
PageSpeed Insights: API Table
68 @vdrweb #brightonseo
Determine width and height for every oversized image
Next steps: automated
image resizing
69 @vdrweb #brightonseo
Next steps: automated
image resizing
70 @vdrweb #brightonseo
Img.resize()
Next steps: automated
image resizing
71 @vdrweb #brightonseo
1255 images resized!
Effect on page experience?
72 @vdrweb #brightonseo
Image Optimizations
73 @vdrweb #brightonseo
Evolution
List images
> 100KB
Automatically
resize every image
Time to start your
own automation
journey?
74 @vdrweb #brightonseo
@vdrweb #brightonseo
75
www.automatetheboringstuff.com
Twitter community
76
@datachaz
@GregBernhardt4
@chouinardJC
@oritsimu
@danielHereMe
@KorayGubur
@schemantra
@rvtheverett
@hamletbatista (RIP)
@leefootseo
@lazarinastoy
@eliasdabbas
@cyberandy
@giordmarco96
@d4ni_s
@EricHeiken
@DidoGrigorov
@SEOPythonistas
@vdrweb #brightonseo
77 @vdrweb #brightonseo
Grow 1% every day
(1.01)365 37,78 x
Use the power of
Automation to handle
boring, repetitive tasks
Automate The Technical SEO Stuff
79
Automate The Technical SEO Stuff
80
Aim for the top
@vdrweb #brightonseo
81
Michael Van Den Reym
Discover infinite opportunities!
Slides & Scripts:
www.michaelvdr.be
www.twitter.com/vdrweb
www.linkedin.com/in/michaelvdr

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