For our last Data-Driven Digital community webinar, we spoke about AI-powered SEO with Botify and automation in prevention, execution and implementation at scale with Agata Adamczak, SEO Specialist and client partner director at Botify. Learn how to automate common and complex SEO tasks to free up your time and headspace. Historically, SEOs have had to operate extensive spreadsheets to build reports and analyse data and conduct manual checks to stay on top of their website’s technical health. With most time spent on reporting and audits that left little time for action and strategy. You’ll learn: *How to crawl (including JavaScript) at scale *How to use Botify to determine what tasks will drive the biggest impact *How to automate technical recommendations *How to protect your website and resolve issues before you’re impacted in rankings, useability or performance *How to automate keyword performance reporting at scale *And much more

1. AI-powered SEO
automation in prevention,
execution and
implementation at scale
Agata Adamczak, Client Partner Director at Botify

2. Hello, I’m Agata
2
● Botify employee #1 in ANZ
● Based in Sydney
● 15 years of SEO experience
● Worked at agencies, client-side, and for SEO
platforms
● Enjoy developing SEO processes and products
● Guilty pleasure: Heroes of Might & Magic III-V
● Elvish nickname: ARADARVEN
Agata Adamczak - Client Partner Director ANZ

3. Who is Botify?
3
$27M
in venture-backed
funding
180
people in
4 locations
500+
customers in
30 countries
Crawl
Render
Index
Rank
Convert UNIFIED
DATA
AUTOMATED
TASKS
PRESCRIPTIVE
INSIGHTS
Botify is the enterprise SEO
platform that unlocks revenue
potential for your website by serving
as the interface that automatically
connects search engines and
websites.

4. Agenda
1. The power of SEO
2. SEO Challenges
3. SEO Automation with Botify
4. Case studies
4

5. 5

6. 1 The Power of SEO
6

7. 7
“Every single day, everyone
touching the website is doing SEO,
whether they know it or not. They
are either making multi-million
dollar decisions that help SEO or
hurt it.”
The power of SEO
Jessica Bowman, SEO Guru

8. 14% of enterprises are categorized as “Optimizers,” investing in SEO
across people, process, and technology… and driving revenue!
work closely with their
dev teams
have a company-wide
SEO strategy
believe SEO is the most
effective revenue
generation strategy
have 10 or more people on
the SEO team
⅔ ½ + 75%
63%
8
A Forrester Consulting Thought Leadership Paper
Commissioned By Botify
Realize Greater Revenue By Prioritizing SEO
Creating a strong SEO foundation is key to unlocking revenue

9. 90%of searchers do not go
past the first page of
search results.
FACT:
If you’re not there,
your competitors are.
https://www.conversionguru.co.za/2017/05/29/90-people-dont-go-past-page-1-google-search-results-searching/
9

10. 80%of users ignore paid
ads, focusing only on
organic results
FACT:
Paid media has
diminishing returns
https://www.highervisibility.com/blog/organic-vs-paid-search-statistics/
10

11. 3,200search engine
algorithm updates
each year.
FACT:
It’s impossible to predict and
uncover the impact to your
site without the proper data
infrastructure.
There are more than
https://www.blog.google/products/search/how-we-keep-google-search-relevant-and-useful/
11

12. 2 SEO Challenges
12

13. Your organic search
performance depends
on Google’s algorithm
and search results
updates.
SEO SIN #1:
Practice proactive SEO.
Monitor your top technical
KPIs across the site and
always know what is going
on! 13

14. You practice SEO
without any visibility
into Google’s activities
on your website.
SEO SIN #2:
Monitor how the changes
you’re making to the site
impact your performance and
KPIs. Understand how is
Google reacting to your
updates and new content.
14

15. You use free or cheap
tools and mix data sets
from sources of different
methodologies.
SEO SIN #3:
Use first party data that talks to
each other in one environment
to provide the most accurate
and relevant insights &
recommendations.
15

16. 3 SEO Automation
with Botify
16

17. Large sites struggle to scale
17
23%
Active Pages
77%
Inactive Pages
of pages on the average website are not getting
any traffic from search engines.
77%
*Based on Botify’s analysis of 6.2B Googlebot requests across 413M web pages June 2018 “How Does Google Crawl the Web?”

18. How can this be true?
18
ALL PAGES ON YOUR WEBSITE
100% Investment
51% Not Crawled
37% Non-Compliant
Only 23% Active
IN OTHER WORDS
Only 23% of your
website is working
towards driving
conversions from
search traffic

19. How can this be true??
19
It’s impossible to know this about your
site, and why, if you don’t have all your
data (crawls, log files, SERP
performance, website analytics) in a
single location, over time.
Do you have the data you need to make
important decisions?

20. What is causing all this?
20
ALL PAGES ON YOUR WEBSITE
100% Investment
51% Not Crawled
37% Non-Compliant
Only 23% Active
Lack of time and man power.
➔ Millions of URLs
➔ Multiple site versions
➔ Thousands of metrics
➔ Lots of data. Limited resources.
➔ Limited budget

21. What we do
21
Crawl Render Index Rank Convert
Enable Search Engine
bots to find all
webpages, not just
some of them
Optimize page rendering from
JavaScript to html, so Search
Engine crawls everything on
pages
Get your pages indexed on
the search engines. They will
officially show up now in
search results
URLs need to rank against
strategic keywords and
topics
50% of pages 23% of pages
Once the URL ranks in SERP,
it drives traffic to the site and
convert to a sale

22. Our solution is built the way search works
22

23. 23
Why do SEOs value Botify?
5
4
3
2
1
Comprehensive
technical
analysis
Crawl data enhanced
by logfiles and crawl
budget analysis
Availability of
data
Unlimited crawls at
scale
Keyword
performance &
analysis
Cross analysis of
keywords and crawl
data
Segmentation
Ability to analyse data
by segment
Automation
AI powered
recommendations &
always-on alert
system

24. 24
Site Migration
● Enterprise level crawl capability
● Daily logfiles analysis
● Always on SEO issues alert system
Crawl Budget Optimisation
● Visibility into how Google crawls the website
● A list of orphan pages
● HTML errors report
Content Quality Boost
● Visibility into sitewide content structure
● Content v template ratio
● Sitewide content quality and optimisation analysis
Internal Linking Optimisation
● Inlinks status codes report
● Canonical links not pointing to self report
● Internal Pagerank by Segment report
Generic Rankings Growth
● Access to all the ranking keywords
● Keyword groups analysis
● Daily keyword ranking data
Botify
Customer
Lifecycle

25. 25

26. 26
Core Web Vitals
Dashboard
Not available anywhere else, trended
CWV metrics by segment.
Crawl on Crawl
Trended Reports
Major revamp of the core Botify data
experience. Monitor your technical
KPIs over time.
Third Party Data
Integration
Integrate your competitive and
backlinks data.
ROI Calculations for the
SEO Recommendations
Let Botify do the math and provide
scenarios for each of the
recommendations.
Custom Reports Storytelling
Enhanced reporting experience allowing for
further customisation of the reports.
What’s coming in 2022

27. 27

28. SpeedWorkers
28
Enterprise-Grade Dynamic Rendering from .
No development, no maintenance, just results.
● Reduce the impact of JavaScript on organic
search performance with enterprise-grade
dynamic rendering
● Deliver complex, JS-heavy site content to
bots in under 300ms
● Ignore unneeded parameter pages and
reduce crawl budget impact
● Set segmented cache refresh settings to
minimize cost and maximize results
● Build and run custom quality control tests
to ensure interactive and third party content
is indexable by search engines

29. 4 Automation with
Botify
Case Studies
29

30. CASE STUDY
#1
Global
Sportswear
Brand
30

31. Where we started
31
The brand partnered with
Botify in 2018 to gain
visibility into their technical
health and understand how
Google was crawling the
website.
In our first crawls, Botify
provided the team with
important new learnings
about organic search
performance.
At the time, the site was
comprised of 265M URLs
and the SEO team knew
reducing site bloat would be
key to success.
Google was not crawling
~90% of the website
Only 1% of URLs were
driving search traffic
75% of URLs were non-
indexable

32. Where we’re now: maximizing crawl budget
32
Reduced site bloat has led to Google crawling more of the website.
+ 80 pts
Crawl Ratio December 2018: 11.91% Crawl Ratio Today: 92.4%
Crawl Ratio: The percentage of URLs in the website structure that have been crawled by Google.

33. Where we’re now: increase in indexible URLs
33
A smaller site and higher crawl rates means more of the website is able to appear in search results.
+ 28 pts
Indexable URLs: URLs that have an opportunity to be indexed by search engines, and drive traffic from
organic traffic from search results.
Indexability 2018: 26.1% Indexability Today: 54.6%

34. Where we’re now: increased URLs driving
traffic
34
A smaller site, higher crawl rates, and more indexable URLs have led to a higher number of pages receiving
organic traffic.
+ 29 pts
Active pages: pages that has received at least one organic visit over a specific period of time.
Active Pages 2018: Active Pages Today:
1.5% of total (308,071 URLs) 30.8% of total (435,649 URLs)

35. 35
CASE STUDY #2
Global Beauty
Brand

36. Where we started
36
Global leader in Beauty with
14 ecommerce sites and 56
brands.
Investing a lot in content
creation across all media.
Prolific product offering with
new launches each year.
Most of the content didn’t
drive any new visitors.
Reliant on Paid as a
quick fix for visibility.
Impossible to manage the
sheer scale of domains
and their technical
performance.

37. Beauty Brand 1
37
BEFORE
AFTER

38. Beauty Brand 2
38
BEFORE
AFTER

39. Artificial Intelligence in action
39
Recommendations for improvements
generated using Machine Learning:
25
16
3
Recommendations
generated through
machine learning
Actions taken by Botify
SpeedWorkers
Actions taken by
the brand
25
16
3
140 possible optimization
recommendations analyzed each time

40. Global Technical SEO Dashboard
40
Consolidated view with a single destination for all organic traffic optimization for all the brands
40

41. 41

42. 2022 SEO Resolution: AUTOMATE!
42
2. Gain visibility.
5. Make your life easier!
4. Automate reporting.
3. Automate data analysis.
1. Stand out from the crowd.

43. 43
agata@botify.com
Thank you!