Using Python For SEO And Report Automation

@SPEAKERNAME/#SMX
Ruth Everett
Technical SEO Analyst
@rvtheverett
Using Python For SEO And
Report Automation

@SPEAKERNAME/#SMX
Allow: /dogs
Allow: /SEO
Allow: /python
My coding
partner in crime
@rvtheverett @deepcrawl #SMX

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PROBLEM
SEOs are busy

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SOLUTION
Automation

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Enter Data Analysis & Automation with
Python

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What we’ll cover
● Getting started with Python
● How Python can help with
Technical SEO
● Adding Python to your SEO
workflow

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GETTING
STARTED WITH
PYTHON

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Before

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Now

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● General purpose programming language
● Interpreted line by line
● Object orientated
● Designed to be readable
● Open source
● Interactive
What is Python?

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Code written in the terminal
What is Python?

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Results generated below
What is Python?

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Companies Using Python

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"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."

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"Python is fast enough for our site and
allows us to produce maintainable
features in record times, with a
minimum of developers"

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Codecademy
● 20 week online course
● Mixture of theory and practical
● A range of projects to undertake
● Code console & terminal to play and test

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Data Camp
● Wide range of skill
tracks
● Interactive exercises
● Instant explanations
● Challenges and
projects

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Solo Learn
● Free mobile app
● Learn Python on the
go
● Over 200 practice
questions
● Code Playground

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Codecombat

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Running Python
Mac - Terminal Windows - Command Line

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Running Python
Google Colab

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Running Python
Jupyter Notebook

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Data extraction & analysis
Scientific Computing
Natural Language Processing
Machine Learning
Python Libraries

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Pandas
● Pandas is a Python module for working with tabular data
● Allows for high-level data manipulation
● Built on the Numpy package
● Key data structure is a DataFrame
● Handling DataFrames is Pandas’ version of a spreadsheet
● Not limited to Excel’s row and byte limits
● Much faster and more efficient compared to Excel

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Pandas

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Requests
● Used to make HTTP requests in Python.
● Abstracts the complexities of making requests behind a
beautiful, simple API
● Uses different HTTP methods such as GET and POST to make a
HTTP request

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Requests

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https://colab.research.google.com/drive/1UoDvvREq5s0cURuLo71v_PT7zfK1oyiN#scrollTo=cW7Ivpa2NsCM
Requests

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Beautiful Soup
● A Python library for pulling data out of HTML and XML files.
● Often used for web scraping
● Transforms a complex HTML document into a complex tree of
Python objects, such as tag, navigable string, or comments

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Beautiful Soup

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HOW PYTHON CAN HELP WITH
TECHNICAL SEO

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● Automating repetitive tasks
● Data extraction and
analysis to solve complex
problems
● Efficiency and time-saving
● Future-proofing your job
Why Should You Care?

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Why should you care?
Spend 5 hours a week using excel

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Thats 20 hours a month

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Thats 20 hours a month
Over 200 hours a year

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Imagine what we could achieve
if we spent this time on other
important tasks
(that can’t be automated)

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● Better understand data
● Make data driven decisions
● Provide concrete insights
● Confidence in recommendations
● Allowing us to focus on other important optimisation efforts
Why Python is Growing in Popularity

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Automating with Python
Automating with
Python
Parameter
Finder
404
Checker
Internal Linking
Analysis
Image
Optimisation
Website
Scraping
Keyword
Research

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CHALLENGE - MISSING ALT TEXT
SOLUTION - IMAGE CAPTIONING
WITH PYTHIA

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Pythia Modular
Framework
https://paperswithcode.com/paper/bottom-up-and-top-down-attention-for-image
https://learnpythia.readthedocs.io/en/latest/
Image Captioning

@SPEAKERNAME/#SMXGoogle Colab Link @rvtheverett @deepcrawl #SMX
Image Captioning

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Image Captioning

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It’s not perfect though!
Image Captioning

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CHALLENGE - LARGE IMAGE FILE
SIZES

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CHALLENGE - LARGE IMAGE FILE
SIZES
SOLUTION - OPTIMISE IMAGES

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Pure Python using the Pillow library
optimize-images filename.jpg
Optimise a single image
optimize-images ./
Optimise a folder with multiple images
Github Link
Optimise Images

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Optimise Images

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Original Optimised
Optimise Images

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UNDERSTANDING PAGERANK

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UNDERSTANDING PAGERANK
Understanding PageRank

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https://colab.research.google.com/drive/1zQ8VFcNmwVLKEMwJ3lhTginPoSC5TdpB
Understanding PageRank

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No coding knowledge
required!

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ADDING PYTHON TO
YOUR SEO
WORKFLOW

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Think about
what you can
automate!
Adding Python to Your Workflow

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Segmenting Pages
Grouping pages dependent on their URL structure.

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Redirect Relevancy
Reviewing how relevant a redirect has been, based on the pre and
post migration category and depth

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Redirect Relevancy

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Internal Link Analysis
Identify which sections of the site are linked to the most. Does this
impact performance? Are there sections we can improve with
internal linking?

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Internal Link Analysis

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Log File Analysis
Identify which sections of the site are crawled by Googlebot the
most over time

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Log File Analysis

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Merging Crawl Data with Analytics Data

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Merging Crawl Data with GSC Data
Merging Google Search Console data (impressions, clicks, CTR,
position with crawl data and metrics such as internal links.

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Page Speed Insights API
Measure key performance metrics at scale, in order to save time
spent manually testing each URL using Google’s Page Speed
Insights API.

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https://colab.research.google.com/drive/1Oe1VTocg21KIVDqROXSt15H6CoO905D0

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Core Web Vitals Analysis
On a template basis to identify pages performing worst and which
need to be prioritised.

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Google Trends
Automate the process of downloading different reports from
Google Trends to collect data using the different methods available
within the Pytrends API
Interest over time
Suggestions

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Google Trends

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NLP
Google’s NLP Model
Natural Language uses machine learning to reveal the structure and meaning of text.
Analyses text to understand the sentiment, as well as extract key information.
https://cloud.google.com/natural-language/ @rvtheverett @deepcrawl #SMX

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NLP

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NLP
@BritneyMuller
https://github.com/BritneyMuller/colab-notebooks

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Entity Salience
NLP

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NLP
Entity Categorisation

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Create a bot using Python,
Telegram and RandomDog API
https://www.practicepython.org/
https://realpython.com/pygame-a-primer/
https://inventwithpython.com/pygame/
Other Fun Projects

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Understand and solve problems
faster

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Make data driven decisions

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Focus on other important
optimisation activities

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TALK TO YOUR
DEVELOPERS

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JOIN COMMUNITIES
https://pyslackers.com/web @rvtheverett @deepcrawl #SMX

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https://www.100daysofcode.com/
KEEP PRACTICING AND
HAVE FUN

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Start a Project (doesn’t have to be SEO related!)

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Rock, Paper, Scissors URL Shortener

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Website Blocker Language Translator

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Keep a Log of Your Progress

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Share Your Progress

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PEOPLE TO FOLLOW
@britneymuller
@hamletbatista
@TylerReardon
@DataChaz
@dawnieando
@jroakes
@jessthebp
@aysunakarsu
@math_rachel

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DEEPCRAWL
PROFESSIONAL
SERVICES

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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.
Key Takeaway

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Key Takeaway

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Ruth Everett
Technical SEO Analyst
@rvtheverett
Thank you

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SEE YOU AT THE NEXT SMX!

Using Python For SEO And Report Automation

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Using Python For SEO And Report Automation