techseo boost 2017: working smarter: seo automation to increase efficiency & effectiveness

Paul Shapiro | @fighto #TechSEOBoost

SEO Automation to Increase Efficiency & Effectiveness

Working Smarter

Why Automate?

1.Work faster and free up time for the important stuff

2.Look at more data

3.Improved consistency and procedure

What Can You Automate?

• If you’re doing something on a routine basis, it can probably be automated.

• Any procedures that can be broken down into smaller, micro tasks that can be handled a by a computer.• Machine Learning can help with more

complex decision making.

How Do You Automate?

https://www.knime.org

Why KNIME?

• Fast way to put together complex analyses

• Great for prototyping

• Large library of built-in “nodes”

• Free/Open Source

• Run on Windows/Mac/Linux

• Very expandable – even compatible with R, Python, Java, JavaScript

• Easy enough for non-technical staff to grasp

Other Options

• Scripting Languages• Python

• Ruby

• Node.js

• Go

• Excel with VBA

• Google Sheets

Cron & Windows Task Manager

are Your Friend

What is Cron and Why?

• *NIX system daemon used to schedule tasks and scripts.

• Windows Task Manager is the Windows equivalent of Cron.

• This way we can schedule scripts and programs that perform automated tasks on a recurring, scheduled basis.

Quick How To

* * * * * command /to/executeDay of Week (0-6) (Sunday = 0)

Month (1-12)

Hour (0-23)

Day of Month (1-31)

Minute (0-59)

Run Every Month at Midnight

0 0 1 * * python datacollector.py

The Basics of KNIME

What is a Node?

• Nodes are prebuilt, drag and drop modules designed perform a singular task

• Nodes are strung together like a chain to accomplish larger, more complex tasks

• Nodes can be grouped together into “meta-nodes”, which can be configured in unison

How Do You Add Nodes &

How Do They Connect?

How do you add nodes to your “workflow”?

How do you string nodes together?

How Do You Configure & Run Nodes?

Configuring Nodes

Running Workflows

Keyword Research

Most Keyword Research Looks Like This

Typical Time Investment for Keyword

Research

Micro (0-49 pages) Small (50-99 pages) Medium (100-249 pages) Large (250-499 pages) Extra Large (>500 pages)

Hours to Complete Keyword Research by Site Size

Average (Low End) Average (High End)

Size of the Data Set

Filtering +

Manipula-

One Big Keyword List

Seed Keywords

- List

- GWMT

- SEMRush Comp. KWs

- SQR Keywords

Keyword Planner Suggestions (via

GrepWords)Google Autocomplete

Semantic Keyword Recommendations (via MarketMuse)

Google Autocomplete

SEMRush Domain vs. Domain

KeywordsGoogle Autocomplete

Data Manipulations / Calculations

• Get top 10 results from rank checking API (i.e., GetSTAT)

• Use Moz API nodes and find average PA to assess competiveness.

• Optionally, use SEMRush’s Keyword Difficulty API

Organic Competition

Search Volume

Keyword Trends

Organic Competition

• Get Search Volumes via SEMRush API or via GrepWords APISearch Volume

Keyword Trends

Organic Competition

• Get Search Volumes via SEMRush API or via GrepWords APISearch Volume

• Use 2 Years of Google Trends data to calculate slope and determine growing/declining keywordsKeyword Trends

String ‘em All Together and then…

Visualize

This top-right quadrant contains

keywords with:

• Low competition

• Good growth

Larger bubbles show higher

search volumes.

You can alternatively use

current rank on the x-axis to

signal organic market share like

a traditional growth-share

matrix.

Option: Tableau

Option: Python + Bokeh Charts in KNIME

Paul Shapiro | @fighto #TechSEOBoost 30

Sample Python Code:

http://pshapi.ro/SLBokeh

Learn More…

SearchLove Presentation about Automating Keyword Research:

http://pshapi.ro/2idcqYF

BrightonSEO Presentation about Semantic Keyword Research:

https://searchwilderness.com/semantic-keyword-research/

What to Automate for SEO?

Reporting

Data Collection

Search Console

Schedule to run monthly with Cron and backup to SQL database:

https://searchwilderness.com/gwmt-data-python/

JR’s BigQuery vision:

http://pshapi.ro/2vmjDe8

301 Redirect Mapping

from Old URLs

301 Redirect Mapping from Old URLs

Crawl Current Site

Download Rendered

Extract Main Content

(BoilerPipe)

Convert to Bitvector

Get Historic URLs from Wayback Machine

Filter Out URLs found on Current

Grab Rendered Page from Wayback Machine

Extract Main

Content (BoilerPipe)

Convert to Bitvector

Patrick Stox

https://searchengineland.com/fixing-historical-redirects-using-wayback-machine-apis-257628

Cosine

Similarity

Generate .htaccess

strings

KNIME Toolkit

SERP Similarity / Overlap

Riyaad Edoo

1. Download ranking data via STAT API

2. Compare results from 1-10 for each query against results from 1-10 for every other query.

3. Calculate percent similarity.

4. Schedule checks and examine what changed.

Test JavaScript Rendering

http://pshapi.ro/puppetcrawl

Performance Testing with Lighthouse

http://pshapi.ro/perfpony

Anomaly Detection

1. Data collection: We collect data on query, page and associated metrics via the Google Search Console Search Analytics API.

2. Round average position: I round average position to the tenths decimal place (e.g., 1.19 is rounded to 1.2).

3. Math: We identify outliers using a combination of the statistical methods for identifying outliers (modified z-score, IQR).

4. Email: If any negative outliers are identified for a keyword query and page combination at an average position, an email is sent out identifying all of this data to each of the SEOs assigned to the account to investigate.

5. Scheduling: Set your script to run on a recurring basis.

My SEL Article: http://pshapi.ro/2Ae2LYP

Content Ideas

Reddit Data Mining

Reddit Data Mining: Python Script

https://searchwilderness.com/reddit-python-code/

1. Enter filename for output

2. Enter a search or series of searches

3. Choose reddit sorting method. For this purpose,

choose ‘new’

4. Choose to look at all of reddit, or isolate to

particular subreddit(s).

5. Schedule with cron to find new topic ideas on a

recurring basis.

Password: fighto

AMP Validation

Bulk Check AMP

Pages with

AMPBench API

Python Script:

http://pshapi.ro/2AHlNaE

Requires:

• Python

• Requests package

Ideally AMPBench would run locally, but can be ran off the appspot demo URL.

Link Building

Link Building: Prospecting with Competitors

Tech Audit Related Site Changes

• New 404s

• New redirects

• Changes to robots.txt

• Content based changes over time

• Indexation changes

• New pages

CatalystDigital.com

Paul Shapiro

https://searchwilderness.com

@fighto

Thanks!

techseo boost 2017: working smarter: seo automation to increase efficiency & effectiveness

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