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Ruth Everett
Technical SEO Analyst
@rvtheverett
Tackling Python: What is it
and how can it help with
Technical SEO?
@rvthe...
@rvtheverett
Allow: /dogs
Allow: /SEO
Allow: /python
My coding partner
in crime
@DeepCrawl
@rvtheverett@DeepCrawl
PROBLEM
SEOs are busy
@rvtheverett
SOLUTION
Automation
@DeepCrawl
@rvtheverett
Enter Data Analysis & Automation
with Python
@DeepCrawl
My introduction to Python
What We’ll Cover
What Python is and how it
can be used
How Python can help with
Technical SEO
@r...
@rvtheverett
MY INTRODUCTION
TO PYTHON
@DeepCrawl
Before
@rvtheverett@DeepCrawl
Now
@rvtheverett@DeepCrawl
INSPIRATION IN THE INDUSTRY
@rvtheverett
@hamletbatista @BritneyMuller
https://www.slideshare.net/Muller-Marketing-Inc/mac...
INSPIRATION IN THE INDUSTRY
@rvtheverett
Paul Shapiro
https://moz.com/blog/programming-for-seos
Tyler Reardon
https://www....
SCALING AUTOMATED QUALITY TEXT GENERATION WEBINAR
@rvtheveretthttps://www.deepcrawl.com/blog/webinars/scaling-automated-qu...
COMPANIES USING PYTHON
@rvtheverett@DeepCrawl
COMPANIES USING PYTHON
"Python has been an important part of Google
since the beginning, and remains so as the
system grow...
COMPANIES USING PYTHON
"Python is fast enough for our site and
allows us to produce maintainable
features in record times,...
CODECADEMY
@rvtheverett
20 week online course
Mixture of theory and practical
A range of projects to undertake
Code consol...
DATACAMP
@rvtheverett@DeepCrawl
Wide range of skill
tracks
Interactive exercises
Instant explanations
Challenges and
proje...
SOLOLEARN
@rvtheverett
Free mobile app
Learn Python on the
go
Over 200 practice
questions
Code Playground
https://www.solo...
CODECOMBAT
@rvtheveretthttps://codecombat.com/ @DeepCrawl
@rvtheverett
WHAT IS PYTHON?
@DeepCrawl
WHAT IS PYTHON?
Code written in the
terminal
@rvtheverett
Results generated
Open-source interactive
programming language
I...
USING PYTHON
Mac - Terminal Windows - Command Line
@rvtheverett@DeepCrawl
USING PYTHON
@rvtheverett
Google Colab
@DeepCrawl
USING PYTHON
@rvtheverett
Jupyter Notebook
@DeepCrawl
PYTHON LIBRARIES
@rvtheverett
Data extraction & analysis
Scientific Computing
Natural Language Processing
Machine Learning...
@rvtheverett
HOW PYTHON
CAN HELP WITH
TECHNICAL SEO
@DeepCrawl
WHY SHOULD WE CARE?
@rvtheverett
Data extraction and
analysis to solve
complex problems
Future-proofing your job
Efficienc...
WHY SHOULD WE CARE?
@rvtheverett
Spend 5 hours a week using excel
Thats 20 hours a month
Over 200 hours a year
@DeepCrawl
WHY SHOULD WE CARE?
@rvtheverett
Imagine what we could
achieve if we spent
this time (and money)
on other important
tasks
...
WHY SHOULD WE CARE?
@rvtheverett@DeepCrawl
Redirect Relevancy
WHY SHOULD WE CARE?
@rvtheverett
Pivot Tables
@DeepCrawl
@rvtheverett
WHY IS PYTHON GROWING IN POPULARITY IN THE SEO SPACE?
Make data driven decisions
Allowing us to focus on othe...
AUTOMATING WITH PYTHON
@rvtheverett
Automating with
Python
Parameter
Finder
404
Checker
Internal Linking
Analysis
Image
Op...
@rvtheverett
CHALLENGE - MISSING ALT TEXT
SOLUTION - IMAGE CAPTIONING
WITH PYTHIA
@DeepCrawl
IMAGE CAPTIONING WITH PYTHIA
@rvtheverett
Pythia Modular
Framework
https://paperswithcode.com/paper/bottom-up-and-top-down...
@rvtheverett
IMAGE CAPTIONING WITH PYTHIA
Google Colab Link @DeepCrawl
@rvtheverett
IMAGE CAPTIONING WITH PYTHIA
@DeepCrawl
It’s not perfect though!
@rvtheverett
IMAGE CAPTIONING WITH PYTHIA
@DeepCrawl
@rvtheverett
CHALLENGE - BROKEN PAGES
SOLUTION - CRAWL404
@DeepCrawl
CRAWL404
@rvtheverett
Once you specify the sitemap the
script will;
Read the sitemap.xml file
Search for ‘href’ attribute ...
@rvtheverett
CHALLENGE - LARGE IMAGE FILE
SIZES
SOLUTION - OPTIMISE IMAGES
@DeepCrawl
OPTIMISE IMAGES WITH PILLOW
@rvtheverett
Pure Python using the Pillow library
This script does optimise
images destructive...
OPTIMISE IMAGES WITH PILLOW
@rvtheverett@DeepCrawl
OPTIMISE IMAGES WITH PILLOW
@rvtheverett@DeepCrawl
OPTIMISE IMAGES WITH PILLOW
@rvtheverett@DeepCrawl
OPTIMISE IMAGES WITH PILLOW
@rvtheverett
Original Optimised
@DeepCrawl
UNDERSTANDING PAGERANK
@rvtheverett@DeepCrawlhttps://colab.research.google.com/drive/1zQ8VFcNmwVLKEMwJ3lhTginPoSC5TdpB
@rvtheverett@DeepCrawlhttps://colab.research.google.com/drive/1zQ8VFcNmwVLKEMwJ3lhTginPoSC5TdpB
UNDERSTANDING PAGERANK
@rvtheverett
No coding knowledge
required!
@DeepCrawl
OTHER POSSIBILITIES
@rvtheverett
Log File analysis
Validate hreflang
Identify duplicate URLs
Perform competitor
analysis
A...
@rvtheverett
Think about
what you can
automate!
@DeepCrawl
@rvtheverett
PAGESPEED API WITH PYTHON
@DeepCrawl
@rvtheverett
PAGESPEED API WITH PYTHON
Try it out on Colab @DeepCrawl
OTHER FUN PYTHON PROJECTS
@rvtheverett
Create a bot using Python,
Telegram and RandomDog API
https://www.practicepython.or...
POWERING MACHINE LEARNING
@rvtheverett
“Machine learning is an application of artificial
intelligence (AI) that provides s...
POWERING MACHINE LEARNING
@rvtheveretthttps://www.expertsystem.com/machine-learning-definition/
Run a python
script to tra...
REAL WORLD MACHINE LEARNING EXAMPLES
@rvtheverett@DeepCrawl
SEO POSSIBILITIES WITH MACHINE LEARNING
@rvtheverett
SEO Possibilities with
Machine Learning
Evaluating
Content Quality
Lo...
@rvtheverett
THE FUTURE OF SEO
Understand and solve problems
faster
@DeepCrawl
@rvtheverett
THE FUTURE OF SEO
Make data driven decisions
@DeepCrawl
@rvtheverett
THE FUTURE OF SEO
Focus on other important
optimisation activities
@DeepCrawl
TALK TO YOUR
DEVELOPERS
JOIN COMMUNITIES
https://pyslackers.com/web
https://www.100daysofcode.com/
KEEP PRACTICING AND
HAVE FUN
DEEPCRAWL
PROFESSIONAL
SERVICES
https://github.com/DeepCrawlSEO/public
KEY TAKEAWAYS
@rvtheverett
Python can help technical SEOs
increase their efficiency.
Being able to better understand
data ...
USEFUL RESOURCES
@rvtheverett
https://www.python.org/
https://www.searchenginejournal.com/python-seo-data-reference-guide/...
THANK YOU
Ruth Everett
Technical SEO Analyst
@rvtheverett
@DeepCrawl
The Power of Python :: How It Can Help With Technical SEO | Bristol SEO May 2020 | Ruth Everett
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The Power of Python :: How It Can Help With Technical SEO | Bristol SEO May 2020 | Ruth Everett

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Covering the fundamentals of Python and Machine Learning and discussing the positive impact they can have in automating technical SEO tasks.

Veröffentlicht in: Marketing
  • This is a really nice one, thanks a lot for this presentation. It will help me and also it gives me some ideas. With 'Try it out on Colal' from slide 53, can you give me the link, plase, at the bottom like this Slideshare make it very difficult to clic on it. Thanks a lot!
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The Power of Python :: How It Can Help With Technical SEO | Bristol SEO May 2020 | Ruth Everett

  1. 1. Ruth Everett Technical SEO Analyst @rvtheverett Tackling Python: What is it and how can it help with Technical SEO? @rvtheverett@DeepCrawl
  2. 2. @rvtheverett Allow: /dogs Allow: /SEO Allow: /python My coding partner in crime @DeepCrawl
  3. 3. @rvtheverett@DeepCrawl PROBLEM SEOs are busy
  4. 4. @rvtheverett SOLUTION Automation @DeepCrawl
  5. 5. @rvtheverett Enter Data Analysis & Automation with Python @DeepCrawl
  6. 6. My introduction to Python What We’ll Cover What Python is and how it can be used How Python can help with Technical SEO @rvtheverett@DeepCrawl
  7. 7. @rvtheverett MY INTRODUCTION TO PYTHON @DeepCrawl
  8. 8. Before @rvtheverett@DeepCrawl
  9. 9. Now @rvtheverett@DeepCrawl
  10. 10. INSPIRATION IN THE INDUSTRY @rvtheverett @hamletbatista @BritneyMuller https://www.slideshare.net/Muller-Marketing-Inc/machine-learning-for- marketers-ctaconf-2019 https://www.searchenginejournal.com/author/hamlet-batista/ @DeepCrawl
  11. 11. INSPIRATION IN THE INDUSTRY @rvtheverett Paul Shapiro https://moz.com/blog/programming-for-seos Tyler Reardon https://www.slideshare.net/TylerReardon2/advanced-technical-seo-in- 2020-data-science @DeepCrawl
  12. 12. SCALING AUTOMATED QUALITY TEXT GENERATION WEBINAR @rvtheveretthttps://www.deepcrawl.com/blog/webinars/scaling-automated-quality-text-generation-for-enterprise-sites/ @DeepCrawl
  13. 13. COMPANIES USING PYTHON @rvtheverett@DeepCrawl
  14. 14. COMPANIES USING PYTHON "Python has been an important part of Google since the beginning, and remains so as the system grows and evolves. Today dozens of Google engineers use Python, and we're looking for more people with skills in this language." @rvtheverett@DeepCrawl
  15. 15. COMPANIES USING PYTHON "Python is fast enough for our site and allows us to produce maintainable features in record times, with a minimum of developers" @rvtheverett@DeepCrawl
  16. 16. CODECADEMY @rvtheverett 20 week online course Mixture of theory and practical A range of projects to undertake Code console & terminal to play and test @DeepCrawl
  17. 17. DATACAMP @rvtheverett@DeepCrawl Wide range of skill tracks Interactive exercises Instant explanations Challenges and projects https://www.datacamp.com/learn/python/
  18. 18. SOLOLEARN @rvtheverett Free mobile app Learn Python on the go Over 200 practice questions Code Playground https://www.sololearn.com/Course/Python/ @DeepCrawl
  19. 19. CODECOMBAT @rvtheveretthttps://codecombat.com/ @DeepCrawl
  20. 20. @rvtheverett WHAT IS PYTHON? @DeepCrawl
  21. 21. WHAT IS PYTHON? Code written in the terminal @rvtheverett Results generated Open-source interactive programming language Interpreted line by line @DeepCrawl
  22. 22. USING PYTHON Mac - Terminal Windows - Command Line @rvtheverett@DeepCrawl
  23. 23. USING PYTHON @rvtheverett Google Colab @DeepCrawl
  24. 24. USING PYTHON @rvtheverett Jupyter Notebook @DeepCrawl
  25. 25. PYTHON LIBRARIES @rvtheverett Data extraction & analysis Scientific Computing Natural Language Processing Machine Learning @DeepCrawl
  26. 26. @rvtheverett HOW PYTHON CAN HELP WITH TECHNICAL SEO @DeepCrawl
  27. 27. WHY SHOULD WE CARE? @rvtheverett Data extraction and analysis to solve complex problems Future-proofing your job Efficiency and time-saving Automating repetitive tasks https://www.ranksense.com/empowering-a-new-generation-of-seos-with-python/ @DeepCrawl
  28. 28. WHY SHOULD WE CARE? @rvtheverett Spend 5 hours a week using excel Thats 20 hours a month Over 200 hours a year @DeepCrawl
  29. 29. WHY SHOULD WE CARE? @rvtheverett Imagine what we could achieve if we spent this time (and money) on other important tasks @DeepCrawl
  30. 30. WHY SHOULD WE CARE? @rvtheverett@DeepCrawl Redirect Relevancy
  31. 31. WHY SHOULD WE CARE? @rvtheverett Pivot Tables @DeepCrawl
  32. 32. @rvtheverett WHY IS PYTHON GROWING IN POPULARITY IN THE SEO SPACE? Make data driven decisions Allowing us to focus on other important optimisation efforts Confidence in recommendations Provide concrete insights Better understand data @DeepCrawl
  33. 33. AUTOMATING WITH PYTHON @rvtheverett Automating with Python Parameter Finder 404 Checker Internal Linking Analysis Image Optimisation Website Scraping Keyword Research @DeepCrawl
  34. 34. @rvtheverett CHALLENGE - MISSING ALT TEXT SOLUTION - IMAGE CAPTIONING WITH PYTHIA @DeepCrawl
  35. 35. IMAGE CAPTIONING WITH PYTHIA @rvtheverett Pythia Modular Framework https://paperswithcode.com/paper/bottom-up-and-top-down-attention-for-image https://learnpythia.readthedocs.io/en/latest/ @DeepCrawl
  36. 36. @rvtheverett IMAGE CAPTIONING WITH PYTHIA Google Colab Link @DeepCrawl
  37. 37. @rvtheverett IMAGE CAPTIONING WITH PYTHIA @DeepCrawl
  38. 38. It’s not perfect though! @rvtheverett IMAGE CAPTIONING WITH PYTHIA @DeepCrawl
  39. 39. @rvtheverett CHALLENGE - BROKEN PAGES SOLUTION - CRAWL404 @DeepCrawl
  40. 40. CRAWL404 @rvtheverett Once you specify the sitemap the script will; Read the sitemap.xml file Search for ‘href’ attribute to get all the valid links from every page Check the link response code Export all 404 error URLs to a text file Github Link @DeepCrawl
  41. 41. @rvtheverett CHALLENGE - LARGE IMAGE FILE SIZES SOLUTION - OPTIMISE IMAGES @DeepCrawl
  42. 42. OPTIMISE IMAGES WITH PILLOW @rvtheverett Pure Python using the Pillow library This script does optimise images destructively optimize-images filename.jpg Optimise a single image optimize-images ./ Optimise a folder with multiple images Github Link @DeepCrawl
  43. 43. OPTIMISE IMAGES WITH PILLOW @rvtheverett@DeepCrawl
  44. 44. OPTIMISE IMAGES WITH PILLOW @rvtheverett@DeepCrawl
  45. 45. OPTIMISE IMAGES WITH PILLOW @rvtheverett@DeepCrawl
  46. 46. OPTIMISE IMAGES WITH PILLOW @rvtheverett Original Optimised @DeepCrawl
  47. 47. UNDERSTANDING PAGERANK @rvtheverett@DeepCrawlhttps://colab.research.google.com/drive/1zQ8VFcNmwVLKEMwJ3lhTginPoSC5TdpB
  48. 48. @rvtheverett@DeepCrawlhttps://colab.research.google.com/drive/1zQ8VFcNmwVLKEMwJ3lhTginPoSC5TdpB UNDERSTANDING PAGERANK
  49. 49. @rvtheverett No coding knowledge required! @DeepCrawl
  50. 50. OTHER POSSIBILITIES @rvtheverett Log File analysis Validate hreflang Identify duplicate URLs Perform competitor analysis Automate page speed audits @DeepCrawl
  51. 51. @rvtheverett Think about what you can automate! @DeepCrawl
  52. 52. @rvtheverett PAGESPEED API WITH PYTHON @DeepCrawl
  53. 53. @rvtheverett PAGESPEED API WITH PYTHON Try it out on Colab @DeepCrawl
  54. 54. OTHER FUN PYTHON PROJECTS @rvtheverett Create a bot using Python, Telegram and RandomDog API https://www.practicepython.org/ https://realpython.com/pygame-a-primer/ https://inventwithpython.com/pygame/ @DeepCrawl
  55. 55. POWERING MACHINE LEARNING @rvtheverett “Machine learning is an application of artificial intelligence (AI) that provides systems the ability to automatically learn and improve from experience without being explicitly programmed.” https://www.expertsystem.com/machine-learning-definition/ @DeepCrawl
  56. 56. POWERING MACHINE LEARNING @rvtheveretthttps://www.expertsystem.com/machine-learning-definition/ Run a python script to train the computer, using a dataset Summarise & Visualise the dataset Evaluate the algorithms Make Predictions @DeepCrawl
  57. 57. REAL WORLD MACHINE LEARNING EXAMPLES @rvtheverett@DeepCrawl
  58. 58. SEO POSSIBILITIES WITH MACHINE LEARNING @rvtheverett SEO Possibilities with Machine Learning Evaluating Content Quality Log File Analysis Predictive analysis Title Tag Optimisation User Engagement Insights Audio Transcribing @DeepCrawl
  59. 59. @rvtheverett THE FUTURE OF SEO Understand and solve problems faster @DeepCrawl
  60. 60. @rvtheverett THE FUTURE OF SEO Make data driven decisions @DeepCrawl
  61. 61. @rvtheverett THE FUTURE OF SEO Focus on other important optimisation activities @DeepCrawl
  62. 62. TALK TO YOUR DEVELOPERS
  63. 63. JOIN COMMUNITIES https://pyslackers.com/web
  64. 64. https://www.100daysofcode.com/ KEEP PRACTICING AND HAVE FUN
  65. 65. DEEPCRAWL PROFESSIONAL SERVICES https://github.com/DeepCrawlSEO/public
  66. 66. KEY TAKEAWAYS @rvtheverett Python can help technical SEOs increase their efficiency. Being able to better understand data will lead to better decisions being made. Anyone can learn Python, with a little commitment. Have fun with it and see what you can create. @DeepCrawl
  67. 67. USEFUL RESOURCES @rvtheverett https://www.python.org/ https://www.searchenginejournal.com/python-seo-data-reference-guide/287927/ https://www.jcchouinard.com/python-for-seo/ https://www.searchenginewatch.com/2019/02/06/using-python-to-recover-seo-site-traffic-part-one/ https://cs109.github.io/2015/ https://www.deepcrawl.com/blog/webinars/scaling-automated-quality-text-generation-for-enterprise-sites/ https://automatetheboringstuff.com/ https://towardsdatascience.com/beginners-guide-to-machine-learning-with-python-b9ff35bc9c51 https://www.searchenginejournal.com/python-technical-seo/330515 https://www.searchenginejournal.com/introduction-to-python-seo-spreadsheets/342779/ https://www.fullstackpython.com/ @DeepCrawl
  68. 68. THANK YOU Ruth Everett Technical SEO Analyst @rvtheverett @DeepCrawl

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