Brighton SEO April 2023 - Basic Automation Hacks For SEO

Basic Automation
Hacks For SEO
slideshare.net/TomPool
@cptntommy
Tom Pool
Blue Array

www.bluearray.co.uk | @bluearrayseo
@cptntommy |
Like all good
adventures

We’re going to start
with a question
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Who would like to
make their life job
easier?
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This will be an
adventure (promise)
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Over the next 20
minutes
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I’m going to share a
wide variety of
different
automations
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Or ways that we, as
SEOs, can help make
our jobs easier
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Even if you’re not an
SEO, there will be
something for you!
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I’ll keep things as
actionable as
possible
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My goal is to help at
least one of you
make your job easier
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Before we get into it
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Who Am I?
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@cptntommy |
Tech &
Training
Director

I look after
the technical
output of the
agency
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As well as
getting to
work on most
of our clients
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I also head up
training
throughout
the agency
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I work on a lot of
exciting and cool
projects
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Including various
automation pieces
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@cptntommy |
What Is
Automation?

Anything that
reduces human
intervention in
processes
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Give the boring stuff
to a machine to do!
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And in regards to
SEO?

The purpose of
automation in SEO
(at least for this talk)
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Is not to take your
job
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We’re not looking to
pull ‘an amazon’
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@cptntommy |

I’m sure we all
remember the very
recent layoffs at big
tech
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These companies
aren’t exactly short
of cash
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There was also this
report
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@cptntommy |
“ChatGPT Could
Disrupt 19% of US
Jobs, Is Yours on the
List?”

Instead of using
automation to do all
of our jobs
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We should
use it to do
the ‘boring’
stuff
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To allow you more
time to focus on the
fun stuff
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@cptntommy |
Let’s dive in!

We’ll be looking at
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Google Sheets
Python
Automater
Other Stuff
(‘AI’)
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For all automations
I’ve provided a link to
an example
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There’s also some
scripts linked, too
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The deck will be
shared afterwards
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Screaming Frog
Crawl
Scheduling
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Crawling a site when
doing other stuff
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This is an awesome
feature of everyone’s
favourite frog
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You can set exactly
when you’d like to
crawl
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There is a huge
amount of
customisation
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You can also export
directly to Google
Sheets
@cptntommy |

Saving you having to
export > import to
sheets ‘x’ times
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You can link this up
with a Data Looker
Studio Report
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That can
automagically
populate with data
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On a daily, weekly,
monthly basis
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Google Sheets
(& Excel)
@cptntommy |

Correct formula
usage is so satisfying
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That feeling when
you write a formula
& it works first time
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Proper formula
usage is automation
101
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I’ll not focus TOO
MUCH on Google
Sheets
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I’ve covered a number
of great hacks &
formulae in a
previous talk
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bit.ly/sheets-for-seo
@cptntommy |

However - there are
some things worth
covering here
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I’d like to share a
single, useful
formulae before
moving on
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Extract text / strings
from a URL
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There’s countless
applications for this
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Product names
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UIDs
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Categories
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The list goes on
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Let’s look at an
example
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https://www.argos.co.
uk/browse/home-and-
furniture/wardrobes/c
:797726/
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https://www.argos.co.
uk/browse/home-and-
furniture/wardrobes/
c:797726/
@cptntommy |

=SPLIT
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=SPLIT(A2, “/”)
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Remember Column 4
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We now need to wrap
this SPLIT within an
INDEX
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To remove the other
columns of data that
we don’t need
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=INDEX(SPLIT(A2,"/"
),4)
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=INDEX(SPLIT(A2,"/"),
4)
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Copy that formula
down by double
clicking on the bottom
right of the cell
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Then pull the
subcategory from the
URL, by tweaking the
formula
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Super useful & many
potential applications!
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I’m sure we’ve all
had a spreadsheet
with many (many)
tabs
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And had to apply the
same formatting to
each of them
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(Freezing top row,
changing font, changing
font size, applying Bold,
adding a logo…)
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There’s 3 ways we
can do this
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1.Manually
2.Macros
3.Google Apps Script
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1.Manually
2.Macros
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@cptntommy |
Macros
have been
around for
a LONG
TIME

They allow you to
repeat actions
multiple times
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You can either write a
Macro using VBA
(Excel) or Apps Script
(GSheets)
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Or you can use the
‘Record Macro’
function
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That records what you
do
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You can then access
this macro from the
same menu
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The potential
applications for these
are wide-ranging!
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You can see the code
behind the macro/s that
you make
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This is Google Apps
Script
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Amd can be used for
many more things
beyond macros
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Google Apps Script
is like superpowered
formulae
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For example
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You can send emails
based on sheet contents
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>>>

Show individual cell
edit history in notes
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Generate PDF invoices
based on sheet contents
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Create custom
functions, menus &
buttons
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You can use
Apps Script
in Slides, too
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I used it for this deck,
to apply consistent
fonts for all text
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Only because I get
caught up and forget
check manually
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I’ve modified this to
exclude certain slides
(title slide, for
example)
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I also use Apps Script
to set consistent font
colours, too
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Nothing worse than
having multiple people
work on a deck in 7
different shades of
grey
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There’s huge amounts
of resource out there
on Formulae, Macros
& Apps Script
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I’d 100 % recommend
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Python
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We’ll briefly touch on
python - there’s a huge
amount you can do with
it
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Large scale data analysis
Big ‘vlookups’
Data merging
Extracting locations
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text
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Problem:
I have 100,000 keywords
& I need their monthly
Search Volume
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Idea:
Use (insert tool here)
to get the volume
manually
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Idea:
Use an API to get
everything
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Solution
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SEMRush have an
API that allows you
to get this data
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1x ‘quick’ coding
session later
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(It’s always longer
than you think)
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I won’t go through
this - but there’s a
link on the slide ;)
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Problem:
I now have 100,000
keywords & their
monthly search
volume
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How can I use this?
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Idea:
Use Sheets (HA, no
chance)
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Idea:
Use Excel (sure, but
no)
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Idea:
Use python to build a
dashboard
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(Yes, but no)
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Idea:
Use BigQuery
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We can upload data
to this ‘database’
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And then use it in
Looker Studio
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Automator
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This is one
exclusively for Mac
users
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And not limited to
SEO
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You can use it to
rename files
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Remind you of tasks,
to-do’s, notes
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Email automation,
web scraping &
automation, image
resizing…
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I don’t have time to
go through these
today
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But there is a lot of
great resource out
there on it!
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Official
documentation is a
good place to start
@cptntommy |

https://support.apple.co
m/en-
gb/guide/automator/wel
come/mac
@cptntommy |

‘AI’
@cptntommy |

When I pitched this
talk - I wasn’t going
to mention this
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An SEO automation
talk wouldn’t be
complete without
covering it
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It’s taken the world
by storm

And offers incredible
opportunity to
automate workflows
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Remember those
code examples?
@cptntommy |

ChatGPT can
make/edit/assit with
creation of them
@cptntommy |

It’s like an
enthusiastic
junior
developer
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Just be ready to
guide it when it goes
wrong
@cptntommy |

Closing Thoughts
@cptntommy |

Automation is
powerful
@cptntommy |

@cptntommy |
With great
power…

Consider how you
can use it to improve
efficiency, and make
your job easier
@cptntommy |

Thank You
@cptntommy |

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