It's all about getting ahead of the competition and winning the war on the web. Learn how to scrape your competitors top performing content and keywords, analyze the text with AI tools to find tone, style and consistent themes, and apply that intelligence to develop your own content strategy rooted in performance that will better appeal to your readers and fans and deliver results.
Attend this session to learn advanced optimization secrets:
•Key elements of a web page that can be extracted for research.
•Top discovery tools to quickly find optimized topics, titles and tags.
•How to use XPath and Screaming Frog Web Crawler to fuel research.
•New tools to analyze content and predict the big five characteristics.
•Sneak peek at some new tools for advanced search engine optimization.
SEO for Large/Enterprise Websites - Data & Tech SideDominic Woodman
There is a lot to cover about SEO for large websites/enterprise.
In this talk we'll cover primarily the data analysis and the technical SEO side of things. In future presentations we'll look at more.
BrightonSEO, July 2021 - To better understand a website's content search engines developed Web Rendering Services and are now able to render pages more or less like a normal user. Those Web Rendering Services are strictly connected to other phases of the crawling-indexing-ranking pipeline - if a rendering fails, it may affect all of them. In this session Giacomo will guide you through the process of understanding why rendering could be a problem also for non-Javascript pages, how to manually debug page rendering, the difference between understanding WRSs' capabilities and debugging problems on a website, and eventually how to test pages at scale.
The State of the Web: Pagination and Infinite ScrollAdam Gent
Providing recommendations on how to optimize pagination (post rel=next and rel=prev) based on results of testing pagination and infinite scroll in the wild.
TFM - Using Google Tag Manager for ecom Gerry White
Google Tag Manager is, essentially a manager for JavaScript, which means that you can use it to modify and enhance your website - sometimes to test sometimes when you have a CMS that can't do something as simple as a YouTube embed. Also, because of this, understand the risks.
Use Google Docs to monitor SEO by pulling in Google Analytics #BrightonSEOGerry White
Why pull data out of Google Analytics and into Google docs - creating dashboards with it and analysis of Google updates including Penguin and Panda.
Have you been hit using the SiteVisibility Penda tool
SEO for Large/Enterprise Websites - Data & Tech SideDominic Woodman
There is a lot to cover about SEO for large websites/enterprise.
In this talk we'll cover primarily the data analysis and the technical SEO side of things. In future presentations we'll look at more.
BrightonSEO, July 2021 - To better understand a website's content search engines developed Web Rendering Services and are now able to render pages more or less like a normal user. Those Web Rendering Services are strictly connected to other phases of the crawling-indexing-ranking pipeline - if a rendering fails, it may affect all of them. In this session Giacomo will guide you through the process of understanding why rendering could be a problem also for non-Javascript pages, how to manually debug page rendering, the difference between understanding WRSs' capabilities and debugging problems on a website, and eventually how to test pages at scale.
The State of the Web: Pagination and Infinite ScrollAdam Gent
Providing recommendations on how to optimize pagination (post rel=next and rel=prev) based on results of testing pagination and infinite scroll in the wild.
TFM - Using Google Tag Manager for ecom Gerry White
Google Tag Manager is, essentially a manager for JavaScript, which means that you can use it to modify and enhance your website - sometimes to test sometimes when you have a CMS that can't do something as simple as a YouTube embed. Also, because of this, understand the risks.
Use Google Docs to monitor SEO by pulling in Google Analytics #BrightonSEOGerry White
Why pull data out of Google Analytics and into Google docs - creating dashboards with it and analysis of Google updates including Penguin and Panda.
Have you been hit using the SiteVisibility Penda tool
SearchLove London 2016 | Dom Woodman | How to Get Insight From Your LogsDistilled
In the SEO industry, we obsess on everything Google says, from John Mueller dropping a hint in a Webmaster Hangout, to the ranking data we spend £1000s to gather. Yet we ignore the data Google throws at us every day, the crawling data. For the longest time, site crawls, traffic data, and rankings have been the pillars of SEO data gathering. Log files should join them as something everyone is doing. We'll go through how to get everything set-up, look at some of the tools to make it easy and repeatable and go through the kinds of analysis you can do to get insights from the data.
Solving Complex JavaScript Issues and Leveraging Semantic HTML5Hamlet Batista
On this presentation we go deep on Chrome developer tools, JS debugger and breakpoints, technical optimization and capabilities of browser service workers to improve SEO and performance
Search engines have come a long way in understanding JavaScript, but issues with rendering and load times can still impact your crawl budget and prevent search engines from indexing valuable content!
Finding the optimal solution that provides the best user experience, whilst also satisfying the bots can be a challenge. This talk will cover the differences between these solutions, a number of tools and metrics you can use, and other significant considerations to take into account when proposing a rendering solution to your developers.
Mauro Cattaneo - Why hreflang is crucial to international SEO success - Brigh...Mauro Cattaneo
Hreflang is a common challenge in international SEO, but for a good reason. It can make the difference between success or failure in reaching your target audience around the world.
The Ultimate Guide to Scrapebox - The Only Scrapebox Tutorial You Needfrankmo920
This resource is going to teach you how to become a Scrapebox master, so brace yourself. For many years the SEO neighborhood has been needing one real supreme Scrapebox tutorial, however, no SEO has actually been brave enough to see it all the way through. Initially, I believed it would be difficult to finish. However then five weeks and 9,000 words later it was lastly here, take pleasure in everybody.
How to scale SEO work NOBODY wants to do (including your competitors) to rapi...Hamlet Batista
Webinar with Craig Smith, Founder, and CEO of Trinity Insight, in which I talk about how to get more work done faster with fewer resources to drive the performance of your SEO program and increase traffic.
What have we learning from 9 months of SEO split testing?
What works and what failed? How do you run your own tests? All of that and a free tool. Hooray free.
If you want something a little more comprehensive, all these tests were run by me with DistilledODN our split testing platform. Find out more here! - https://odn.distilled.net/
TechSEO Boost 2021 - Rendering Strategies: Measuring the Devil’s Details in C...Catalyst
View the recording here: https://www.catalystdigital.com/techseoboost/#on-demand-recordings
Jamie Indigo, Technical SEO Consultant, DeepCrawl
Everyone's buzzing about Core Web Vitals, but we often overlook critical context-- these metrics are the results of how we render content. Let's deep dive into render mechanics, strategies, performance measurement and what's the best fit for your site. As with most things SEO: it's not about what you do; it's how you do it.
Technical SEO for international markets- Leonie Mann - Brighton SEO 2021Leonie Mann
This talk will focus on the key considerations that need to be made for technical SEO in new international markets. From choosing the correct domain structure for your needs, to ensuring your new website is setup to start ranking from day one, this talk will cover learnings from successful, and a few unsuccessful, global website launches and what to do to ensure optimal performance once live.
Combatting Crawl Bloat & Pruning Your Content EffectivelyCharlie Whitworth
My #BrightonSEO talk on the best way to refine your crawl bloat and prune your remaining content effectively. Follow me at @WhitworthSEO for more tech seo nonsense.
Schema.org and the changing world of Rich Results - SEOEdinburgh MeetupGeoff Kennedy
Slide deck to accompany a talk on 'Schema.org and the changing world of Rich Results' delivered by Geoff Kennedy at the first SEOEdinburgh Meetup on 26th Feb 2020 in Akva, Edinburgh.
SearchLove Boston 2018 - Bartosz Goralewicz - JavaScript: Looking Past the ...Distilled
Thanks to his numerous experiments and viral articles, Elephate’s Bartosz Góralewicz has become an authoritative and trusted voice when it comes to JavaScript SEO. At SearchLove Boston, Bartosz is ready to unveil never-before-seen experiments and research to reveal whether or not you can rank with a JS website, if JavaScript crawling and indexing is as good as Google claims, and more. This eye-opening session will change your perception on the state of JavaScript today.
SearchLove Boston 2018 - Tom Anthony - Hacking Google: what you can learn fro...Distilled
Tom has long been fascinated with how the web works… and how he could break it. In this presentation, Tom will discuss some of the times that he has discovered security issues in Google, Facebook and Twitter. He will discuss compromising Search Console so that he could look up any penalty in the Manual Action tool, how he took control of tens of thousands of websites, and how he recently discovered a major bug that let him rank brand new sites on the first page with no links at all. Tom will outline how these exploits work, and in doing so share some details about the technical side of the web.
How to build simple web apps to automate your SEO tasks - BrightonSEO Spring ...Charly Wargnier
Time to speed-up your SEO workflows!
In this talk, I will show you how to:
+ Build simple Python Web apps to automate your tasks via the mighty Streamlit framework
+ Deploy them in one click and for free, so you can share them with your teammates (or the word!)
I'll finish the talk with some exciting use cases!
On-Page SEO EXTREME - SEOZone Istanbul 2013Bastian Grimm
My presentation from #SEOZone Istanbul 2013 covering advanced On-Page SEO optimization aspects such as crawl-ability, semantics, duplicate content issues as well as performance optimization stragies.
Single Page Apps - Gerry White @ BrightonSEOGerry White
SPAs & PWAs are challenging for SEO for a number of reasons, this checklist is what I’ve seen issues arise with-
- Google Analytics
- JavaScript History API & URLs
- Soft 404s
- JavaScript links
- Heavy code & assets on first load
- No metadata for Facebook Twitter and other sharing platforms.
- Spider traps & loops
- Duplicate Content
- Tracking parameters causing issues
- Fragments, or Hashbangs
- No sitemap
Although this list isn’t exhaustive, it is the main issues that crop up that aren’t expected, as with everything in SEO, the more that it can be tested, the more likely it is that issues are spotted earlier.
SearchLove London 2016 | Dom Woodman | How to Get Insight From Your LogsDistilled
In the SEO industry, we obsess on everything Google says, from John Mueller dropping a hint in a Webmaster Hangout, to the ranking data we spend £1000s to gather. Yet we ignore the data Google throws at us every day, the crawling data. For the longest time, site crawls, traffic data, and rankings have been the pillars of SEO data gathering. Log files should join them as something everyone is doing. We'll go through how to get everything set-up, look at some of the tools to make it easy and repeatable and go through the kinds of analysis you can do to get insights from the data.
Solving Complex JavaScript Issues and Leveraging Semantic HTML5Hamlet Batista
On this presentation we go deep on Chrome developer tools, JS debugger and breakpoints, technical optimization and capabilities of browser service workers to improve SEO and performance
Search engines have come a long way in understanding JavaScript, but issues with rendering and load times can still impact your crawl budget and prevent search engines from indexing valuable content!
Finding the optimal solution that provides the best user experience, whilst also satisfying the bots can be a challenge. This talk will cover the differences between these solutions, a number of tools and metrics you can use, and other significant considerations to take into account when proposing a rendering solution to your developers.
Mauro Cattaneo - Why hreflang is crucial to international SEO success - Brigh...Mauro Cattaneo
Hreflang is a common challenge in international SEO, but for a good reason. It can make the difference between success or failure in reaching your target audience around the world.
The Ultimate Guide to Scrapebox - The Only Scrapebox Tutorial You Needfrankmo920
This resource is going to teach you how to become a Scrapebox master, so brace yourself. For many years the SEO neighborhood has been needing one real supreme Scrapebox tutorial, however, no SEO has actually been brave enough to see it all the way through. Initially, I believed it would be difficult to finish. However then five weeks and 9,000 words later it was lastly here, take pleasure in everybody.
How to scale SEO work NOBODY wants to do (including your competitors) to rapi...Hamlet Batista
Webinar with Craig Smith, Founder, and CEO of Trinity Insight, in which I talk about how to get more work done faster with fewer resources to drive the performance of your SEO program and increase traffic.
What have we learning from 9 months of SEO split testing?
What works and what failed? How do you run your own tests? All of that and a free tool. Hooray free.
If you want something a little more comprehensive, all these tests were run by me with DistilledODN our split testing platform. Find out more here! - https://odn.distilled.net/
TechSEO Boost 2021 - Rendering Strategies: Measuring the Devil’s Details in C...Catalyst
View the recording here: https://www.catalystdigital.com/techseoboost/#on-demand-recordings
Jamie Indigo, Technical SEO Consultant, DeepCrawl
Everyone's buzzing about Core Web Vitals, but we often overlook critical context-- these metrics are the results of how we render content. Let's deep dive into render mechanics, strategies, performance measurement and what's the best fit for your site. As with most things SEO: it's not about what you do; it's how you do it.
Technical SEO for international markets- Leonie Mann - Brighton SEO 2021Leonie Mann
This talk will focus on the key considerations that need to be made for technical SEO in new international markets. From choosing the correct domain structure for your needs, to ensuring your new website is setup to start ranking from day one, this talk will cover learnings from successful, and a few unsuccessful, global website launches and what to do to ensure optimal performance once live.
Combatting Crawl Bloat & Pruning Your Content EffectivelyCharlie Whitworth
My #BrightonSEO talk on the best way to refine your crawl bloat and prune your remaining content effectively. Follow me at @WhitworthSEO for more tech seo nonsense.
Schema.org and the changing world of Rich Results - SEOEdinburgh MeetupGeoff Kennedy
Slide deck to accompany a talk on 'Schema.org and the changing world of Rich Results' delivered by Geoff Kennedy at the first SEOEdinburgh Meetup on 26th Feb 2020 in Akva, Edinburgh.
SearchLove Boston 2018 - Bartosz Goralewicz - JavaScript: Looking Past the ...Distilled
Thanks to his numerous experiments and viral articles, Elephate’s Bartosz Góralewicz has become an authoritative and trusted voice when it comes to JavaScript SEO. At SearchLove Boston, Bartosz is ready to unveil never-before-seen experiments and research to reveal whether or not you can rank with a JS website, if JavaScript crawling and indexing is as good as Google claims, and more. This eye-opening session will change your perception on the state of JavaScript today.
SearchLove Boston 2018 - Tom Anthony - Hacking Google: what you can learn fro...Distilled
Tom has long been fascinated with how the web works… and how he could break it. In this presentation, Tom will discuss some of the times that he has discovered security issues in Google, Facebook and Twitter. He will discuss compromising Search Console so that he could look up any penalty in the Manual Action tool, how he took control of tens of thousands of websites, and how he recently discovered a major bug that let him rank brand new sites on the first page with no links at all. Tom will outline how these exploits work, and in doing so share some details about the technical side of the web.
How to build simple web apps to automate your SEO tasks - BrightonSEO Spring ...Charly Wargnier
Time to speed-up your SEO workflows!
In this talk, I will show you how to:
+ Build simple Python Web apps to automate your tasks via the mighty Streamlit framework
+ Deploy them in one click and for free, so you can share them with your teammates (or the word!)
I'll finish the talk with some exciting use cases!
On-Page SEO EXTREME - SEOZone Istanbul 2013Bastian Grimm
My presentation from #SEOZone Istanbul 2013 covering advanced On-Page SEO optimization aspects such as crawl-ability, semantics, duplicate content issues as well as performance optimization stragies.
Single Page Apps - Gerry White @ BrightonSEOGerry White
SPAs & PWAs are challenging for SEO for a number of reasons, this checklist is what I’ve seen issues arise with-
- Google Analytics
- JavaScript History API & URLs
- Soft 404s
- JavaScript links
- Heavy code & assets on first load
- No metadata for Facebook Twitter and other sharing platforms.
- Spider traps & loops
- Duplicate Content
- Tracking parameters causing issues
- Fragments, or Hashbangs
- No sitemap
Although this list isn’t exhaustive, it is the main issues that crop up that aren’t expected, as with everything in SEO, the more that it can be tested, the more likely it is that issues are spotted earlier.
Link Building at Scale: Big Links with a Tiny Team97th Floor
Presentation by Sam Oh Director of Product Education at Ahrefs, at Mastermind 2019. Sam is a tactical all-in-one marketer and digital strategist. He helps Ahrefs create educational videos and develop creative marketing strategies.
Learn more: 97thfloor.com
WordPress is NOT just a blog anymore!
For the seasoned WordPress developer or anyone coding in PHP, CSS, and jQuery, we will look at how you can take your theme to the next level. I will explain how theme architecture works, how to extend this architecture with custom template files, and how to create custom functions. I will also walk through the some interested CSS frameworks, like 960grid, implementing intermediate to advanced jQuery features, and how to customize the back end. Finally I will briefly discuss how to take your theme mobile using WPTouch and WPMobile.
Cut The Crap: Running Content Audits With Crawlers - Sam Marsden, Technical S...DeepCrawl
Sites with any level of content production quickly build up pages that are outdated, no longer relevant and poor performers. Left unmanaged crawl budget may be wasted on low quality pages, penalties may be lost.
In this presentation, Sam wants to show you how to do it in a way that saves you time.
The Advanced Internet Marketing Training Programme Digital Marketing Course provided by DIDM comes along with a guarantee 100% job security and placement as well as lifetime job assistance is also provided.
Ultimate Guide to White Hat SEO using ScrapeboxŁukasz Rogala
ScrapeBox is very powerful tool both for link building and link opportunities and link detox/link analysis tasks.
ScrapeBox - the forbidden word in SEO has become a true White Hat tool, which can help you with link detox or link building.
How to disrupt established markets with SEO in 2015 - LOGIN 2015Yannis Karagiannidis
Connect with me @gianniskarag
Getting traction for your startup is not easy, so it's essential to get your SEO strategy right. Search Engine optimization can significantly improve your startups performance and help you get a piece of the market share from established players. This workshop will cover:
Crawling and Accessibility
Site speed & Performance
Advanced Data & Keyword Research
Localization & Internationalization
Link building techniques
Future of Search Engine Factors, AMP, On-Page Key to SuccessAnetwork
In these slides that presented in 2016 Iran SEO Conference, Farid Asadi focused on predicted search engine ranking factors, a brand new technology called AMP and also On-Page key to success
Redefining Technical SEO, #MozCon 2019 by Paul ShapiroPaul Shapiro
It’s time to throw the traditional definition of technical SEO out the window. Why? Because technical SEO is much, much bigger than just crawling, indexing, and rendering. Technical SEO is applicable to all areas of SEO, including content development and other creative functions. In this session, you’ll learn how to integrate technical SEO into all aspects of your SEO program.
Presentation about SEO for IAB Belgium @Google Offices BXL (intermediate level)
TOC:
- The SEO Pyramid
- Which ranking factors matter
- SEO trends
- SEO Migration
- New sites & SEO
- Social Media & SEO
- International SEO
- Local SEO
- Video & Image SEO
- Keyword Research (finally done right)
- Optimizing your website / writing content
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
3. Hello!
I am Melissa Sciorra
Sr Manager, SEO @ SmarterTravel (a TripAdvisor Company)
3
@mel_arroics
#cmc2019
FamilyVacationCritic.com | SmarterTravel.com | Jetsetter.com | WhatToPack.com | AirfareWatchdog.com | Oyster.com
4. RAISE OF HANDS
How many people in this session work on Search Engine Optimization?
How many people in this session have used Screaming Frog?
How many people in this session have used XPath?
4
5. Agenda
How SEOs and Content Teams can work
together, SMARTER
Web Scraping technology & intro to XPath
Elements of webpages that can be
EXTRACTED
REAL LIFE USE CASES so you can go into
work next week and
5
impress your boss
6. EVOLVE@mel_arroics #cmc2019
Content Strategy
Workflow
Ideation Stage = the time to brainstorm topics.
Brainstorming topics can consist of:
- aha moments
- discovering topics through reading
- watching tv
-something you care about
idea
Writing &
Optimization
publishing
8. EVOLVE@mel_arroics #cmc2019
XPath
A query language that describes a way to find and
process items in XML (and HTML) documents
(Short For XML Path Language)
It’s supported by modern web browsers
In plain ENGLISH:
You can select any element, attribute, table,
content of an element, or meta object in a webpage.
9. Let’s See an Example
“I want to find all <h3> tags in my blog post.”
SCREAMING FROG can extract 2 <h1> and 2 <h2>, but
extracting <h3> doesn’t come out of the box, and it doesn’t
crawl more than 2 Header Tag types.
12. EVOLVE@mel_arroics #cmc2019
PSA: The internetis a collection of pages. LOTS of pages.
Every website is built differently from the next.
Its all HTLM, CSS, JavaScript, etc.
Some are built well. Some are not.
Inconsistency in coding can make data collection hard.
…XPath can help!
13. EVOLVE@mel_arroics #cmc2019
Xpath: Location Paths
Xpath expressions can begin with the root node (the element) with /
/ selects the entire document
/html/head selects contents of the head element only
/html/head/title selects contents of a title element
Node-by-Node is important to understand for XPath, but not necessary to use
//title selects title element no matter where it is
14. EVOLVE@mel_arroics #cmc2019
Your XPath Syntax should be //a/@href
This is because //@href would give you ALL link attributes, from any line of code,
including references to JS, CSS and so on.
What if you want to extract all of the links on a page?
A link is defined by <a @href=“www.website.com/example”</a>
15. EVOLVE@mel_arroics #cmc2019
The Tools You
Need
Screaming Frog
https://bit.ly/29AEs8Q
Google Chrome
http://bit.ly/2CqZqp7
Scraper for Chrome
http://bit.ly/2W6dbAT
XPath Helper
https://bit.ly/2n8gtTC
Make sure developer
tools is enabled.
17. EVOLVE@mel_arroics #cmc2019
SCREAMINGFROG XPATH EXTRACTION
• 10fields allow youto insert Xpath, CSSPath, or RegEx to searchand extract custom elements
• IncludesSyntax Validator
ExtractHTML Element
The selected element andall ofits
innerHTML content.
ExtractInner HTML
The innerHTML contentofthe
selected element; if theselected
element containsotherHTML
elements, they’llbeincluded.
ExtractText
The textcontentofa selected
element andthe textcontentof
anysub elements.
Tip: You choose what
you want to extract
22. EVOLVE@mel_arroics #cmc2019
1.
ExtractExternal
Lists
“Airlines + Luggage Policy” =
I Need To Find All The Airlines To Create A Keyword
Tree To Provide My Content Team.
opportunity
I Find A Ranker.Com Site That Lists Out All
Airlines, But If I + Paste Into Excel It Would Be
Messy. Copy.
Right-click On An Airline Header > Scrape Similar
1
2
3
26. EVOLVE@mel_arroics #cmc2019
2.
ExtractArticle
Publish
Date
1. Identify Top Pages In Google Search Console, Export,
And Open Up A Page Into Your Browser.
2. Find The Date Of Your Article And Right-click > Inspect.
3. Right Click On The Highlighted Entry > Copy > Copy
Xpath:
https://www.jetsetter.com/magazine/cool-things-to-do-in-denver/
//*[@id="container-scroll"]/div/div[2]/div[2]/div[1]/div/span[2]/time
4. Close Source Code And Open XPath Helper. Paste Your
Copied XPath Into “Query” And Make Sure It Returns The
Date Result.
5. Open Screaming Frog > Configuration > Custom >
Extraction.
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2.
ExtractArticle
Publish
Date
5. Open Screaming Frog > Configuration > Custom >
Extraction.
6. Paste Your XPath Function And Name It. Extract
Inner HTML. Check For Checkmark Validation.
7. Paste Your Top URLS Into Screaming Frog And
Crawl.
Find Your Extractions Under Custom
Tab > Extraction Filter
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3.
Analyze
Competitor’sArticle
Titles
Competitive Analysis =
I Want To See The Main Themes Of What They
Are Writing About To Begin My Competitive
Analysis.
1. Run A Crawl Of Competitor’s Website, Or
Extract Highest Performing URLs From
SEMRush And Crawl.
2. Download <H1> Or Title Tags.
3. Paste Into A Text Analyzer, Like
online-utility.org
Find content gaps
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4.
ExtractYouTube
Video Titles And
Tags
New Video Strategy=
I Need To See Where To Start With My Video SEO
Strategy.
1. Visit The YouTube Channel And Load Up Videos
Until You Can’t Load Anymore Under Channel
Videos
2. Right-click On A Video Title And Select Scrape
Similar
3. Export to Google Docs
More visibility
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4.
ExtractYouTube
Video Titles And
Tags
4. Add YouTube.com Through A Concatenate Formula
Onto All URLs:
5. Paste Full URL Into Screaming Frog.
6. Export Crawl Into Excel To Analyze Title, Meta
Description, And Meta Keywords.
=concatenate(”https://www.youtube.com",B2)
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5.
Find Pages With
Specific Anchor
Text
Extract Certain On-Page Links=
I Want To See If Any Of My On-page Link Anchor
Text Contains “Amazon”.
1. Open Screaming Frog.
2. Enter The Below Formula Into Configuration >
Custom > Extraction:
//a[contains(translate(.,'ABCDEFGHIJKLMNOPQRSTUVWXYZ',
'abcdefghijklmnopqrstuvwxyz'),'amazon')]/@href
More opportunity
3. Replace ‘Amazon’ With Other Anchor Text You Want
To Search. Extract Inner HTML.
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6.
FindPages That
ContainExternal
LinksFromSpecific
Sites
Optimize Profitable Pages=
I Want To Extract A List Of All My Affiliate URLs
(fave.co)
1. Open Screaming Frog.
2. Enter The Below Formula Into Configuration >
Custom > Extraction:
//A[contains(@href,'Fave.Co')]/@Href
3. Extract Inner HTML And Crawl Your Website To
Find Your URLs That Contain Fave.co.
More Money
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7.
Find Your
Content Fans For
Outreach
Your Fans =
I Want To Reach Out To People Who Left Comments
On My Site And Let Them Know About A New Piece Of
Content.
Most Users Who Comment On WordPress Blogs Enter
Their Name And Website.
interested IN YOU
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7.
Find Your
Content Fans For
Outreach
Your Fans =
If This Is Something You Or Your Competitor Has
Enabled, Scrape The Names And Websites Of The
Commenters To Reach Out And Tell Them About Your
Content.
interested IN YOU
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8. Analyze Which
Of Your Content
PerformsBest
Finding Valuable Category Types=
I Want To Find Which Type Of Content Gets The
Most Organic Clicks.
1. Pull Top 100 URL From Google Search Console
And Paste Into Screaming Frog.
2. Open A Sample UTL And Find The Location Of
Your Primary Tag.
3. Copy XPath (Right-click, Inspect, Copy XPath)
4. Paste Formula Into Screaming Frog Custom
Extraction.
//*[@id="container-scroll"]/div/div[2]/div[1]/div[1]
Content opp’y
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8. Analyze Which
Of Your Content
PerformsBest
5. Combine Tag Data With Google Search Console
Data Via VLookup And Create A Pivot Table. Create A
Bar Chart.
Clicks by Tag
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XPATH OUTPUT
//h1 Extract all H1tags
//h3[1] Extract the firstH3tag
//h3[2] Extract the secondH3tag
//div/p Extract any<p> containedwithina <div>
//div[@class='author'] Extract any<div> with class“author”
//p[@class='bio'] Extract any<p> with class“bio”
//*[@class='bio'] Extract anyelementwith class“bio”
//ul/li[last()] Extract the last<li>ina <ul>
//ol[@class='cat']/li[1] Extract the first<li> in a <ol> with class“cat”
count(//h2) Countthe numberof H2’s(setextractionfilter to “FunctionValue”)
//a[contains(.,'clickhere')] Extract anylinkwith anchortext containing“click here”
//a[starts-with(@title,'Writtenby')] Extract anylinkwith a titlestartingwith “Writtenby”
//@href Extract all links
//a[starts-with(@href,'mailto')]/@href Extract linkthat startswith “mailto” (emailaddress)
//meta[@property='article:published_time']/@content Extract the articlepublishdate(commonly-foundmetatag onWP)
Welcome to Advanced SEO, competitive intelligence, modern web scraping, and more.
My name is Melissa Sciorra, and I’m currently the senior manager of SEO at SmarterTravel, a TripAdvisor company. We own and operate travel websites that reach nearly 200 million unique visitors each month. You may have heard of some of my sites, including Jetsetter.com, Airfarewatchdog.com, Oyster.com, and our newest site, whattopack.com.
Feel free to tweet at me using my handle, @mel_arroics, and use the hashtag CMC2019.
I want to preface this talk by first including a disclaimer; I’ve been in SEO for almost 9 years, and I’m by no means a developer who is proficient in python. We all know that in SEO, sometimes things can get a little repetitive, and I’ve discovered ways of fueling my research that can help save time and automate processes, and provide competitive insights.
this TOPIC gets very technical very quickly, so I’m going to try to break it down to a level where anyone can understand and use these functions to make custom extraction easy
Quick poll:
How many people in this session work in SEO full time?
How many people in this session work in SEO part time?
How many people have used screaming frog
How many people have never heard of screaming frog?
How many people have used xpath?
How many people have never heard of xpath?
Today, we are going to learn how SEO’s can automate research processes to help fuel their own competitive research, and to help provide insights to content teams. We’re going to dive into webscraping technology in todays age, and what xpath is. We’ll go over elements of webpages that can be extracted using real life examples, and by the end of this session, you’ll have takeaways that you can start using at work to imress your boss, your colleagues, your friends, and maybe even your mothers.
Let’s dive in.
We know that SEO in 2019 is still about creating really awesome content for our users.
This means you and your team must must continuously come up with great ideas, or find great ideas from existing posts, search query reports, or competitive analysis and content gaps.
Content strategy begins with the ideation stage, and brainstorming topics can consist of aha moments, watching tv, things you are passionate about, and more.
You can also come up with ideas through web scraping. That is, scraping what your competitors are doing, and this starts at the type of content they are writing about.
What is Web Scraping?
A way of automating the process of gathering information from different sites on the internet.
The trick with web scraping is that you have to have a basic understanding of how a web page’s markup is laid out. This, plus an understanding of Xpath, helps you extract data quickly and easily.
So what is Xpath and how can it make my life easier?
Xpath is a query language for selecting pieces of information in an XML document. It allows you to extract elements, attributes and objects from the HTML in a webpage. Its supported by most web browsers
This means that any website, your own website and your competitors websites, can be scraped for information that you want based on cammands you write in Xpath.
Lets see an example. For those of you who have used screaming frog before, we know that the H1 and H2 tags can be pulled automatically with every site crawl, but lets say we want to also identify and analyze H3 tags.
I’d open the custom extraction field in screaming frog and enter the syntax for H3.
The two slashes mean search the entire XML document and looks for any element containing <h3>.
When I enter the syntax, I can find the extraction within the custom field in Screaming frog.
But there is more too it than just copying and pasting expressions. If only it were that simple….
The internet is full of tons of webpages that are built differently from the next. The only similarity is that XML documents contain HTML, CSS, and JS.
Xpath can help automate the process of data collection, saving you time at your keyboard to work on more strategic goals.
Node by node begins at the root node, a slash.
Two slashes searches the whole document.
Use XPath to extract any HTML element of a webpage. If you want to scrape information contained in a div, span, p, heading tag or really any other HTML element
The Screaming Frog SEO Spider is a website crawler, that allows you to crawl websites’ URLs and fetch key elements to analyse and audit technical and onsite SEO
Inspect and live-edit the HTML and CSS of a page using the Chrome DevTools Elements panel.
Google Chrome has a feature that makes writing XPath easier. Using the Inspect tool, you can right-click on any element and copy the XPath syntax. It’ll often be the case that you’ll need to modify what Chrome gives you before pasting the XPath into Screaming Frog, but it at least gets you started.
Scraper for Chrome is a simple and fast tool that allows you to identify and refine xpath expressions.
QA your xpath queries
Lets start off with an easy example. Our content team came up with the idea to create a large piece of content that explained luggage policy by airline after doing a few searches on Google and using SEMrush. As an SEO, I have to provide the content team with the highest volume search terms so they can narrow down their list. I google “list of American airlines” and find a ranker.com website that lists all the airlines in America. I could copy and paste this list in excel, but I would be left with a really messy spreadsheet that would take time to clean up. Instead, I right click on an airline header, and use my tool “Scrape similar“
Right click > Scrape similar
From here, the Xpath reference is /html/body/article/h2/div/a, but I remove my root node info and include two slashes next to my h2 to find all H2s in the XML document. I can then export these into excel, put together a concatenate formula based off of popular luggage policy terms, and upload them into google adwords to find average monthly search volume.
Lets see another example. We know that having updated content not only makes Google happy, but it also makes users happy. For example, I search for best shows on Netflix and am presented with position 1 and position 2 SERPs. One shows me its been updated in April and the other has been updated in march – which one do you think I’m going to click into?
You should make this a normal deliverable to provide to your client or content team. Heres how you do it. First, identify your top pages in Google Search Console and export. Open up one of those pages into your browser and find the date on page. Right click and inspect element, which brings up the code in devbrowser. Rigt click on the highlighted entry within the code, and copy xpath. For example, on my jetsetter.com URL for cool things to do in Denver, my xpath looks like this. To QA, I’m going to open my Xpath helper and paste the xpath into it.
Analyze competitor’s recent posts titles. Plug into a text analysis tool to let us see what posts are about
We advise being very careful with this strategy. Remember, these people may have left a comment, but they didn’t opt into your email list. That could have been for a number of reasons, but chances are they were only really interested in this post. We, therefore, recommend using this strategy only to tell commenters about the updates to the post and/or other new posts that are similar. In other words, don’t email people about stuff they’re unlikely to care about!
..Use hunger.io add-on in Google Sheets for to find Emails