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Sabine Langmann
SEO & Digital Marketing
@SabTheLa
Mitbewerber unter der Lupe:
Mit Screaming Frog & Xpath
Analysen fahren
http://www.slideshare.net/SabineLangmann
22.03.2019 Sabine Langmann - #SEOCAMPIXX2019 Bit.ly/abjsd
Level 1
22.03.2019 bit.ly/2o3vJ5OSabine Langmann - #SEOCAMPIXX2019
Worum geht es heute?
22.03.2019 bit.ly/2o3vJ5OSabine Langmann - #SEOCAMPIXX2019
Wir wollen: Gezielt Elemente von
Mitbewerbern/eigenen Seiten
crawlen
Wir benutzen: Screaming Frog‘s
Custom Search + XPath
22.03.2019 bit.ly/2o3vJ5OSabine Langmann - #SEOCAMPIXX2019
22.03.2019 bit.ly/2o3vJ5OSabine Langmann - #SEOCAMPIXX2019
22.03.2019 bit.ly/2o3vJ5OSabine Langmann - #SEOCAMPIXX2019
22.03.2019 bit.ly/2o3vJ5OSabine Langmann - #SEOCAMPIXX2019
22.03.2019 bit.ly/2o3vJ5OSabine Langmann - #SEOCAMPIXX2019
Level 2
12.04.2019 Sabine Langmann Bit.ly/abjsd
Wer bin ich?
Geek. SEO. Reisemensch.
12.04.2019 Sabine Langmann Bit.ly/abjsd
Wer bin ich?
https://www.sabine-langmann.com
https://www.linkedin.com/in/sabine-langmann/
@SabTheLa
12.04.2019 Sabine Langmann Bit.ly/abjsd
Slides: Bit.ly/abjsd
Level 3Level 3
22.03.2019 bit.ly/2o3vJ5OSabine Langmann - #SEOCAMPIXX2019
Xpath
22.03.2019 bit.ly/2o3vJ5OSabine Langmann - #SEOCAMPIXX2019
XPath (XML Path Language) is a
query language
for selecting nodes
from an XML document.
Wikipedia
22.03.2019 bit.ly/2o3vJ5OSabine Langmann - #SEOCAMPIXX2019
Einfache Syntax
node jegliches Element (z.B. H2, a, p, div)
// adressiert den gewünschten Node
attribut Attribut eines Elements (z.B. class)
@ adressiert ein gewünschtes Attribut
count() zählt selektierte Elemente
22.03.2019 bit.ly/2o3vJ5OSabine Langmann - #SEOCAMPIXX2019
Funktionen
count() zählt angesprochene Nodes
string-count() zählt die Zeichen eines Strings
22.03.2019 bit.ly/2o3vJ5OSabine Langmann - #SEOCAMPIXX2019
Einfache Syntax
22.03.2019
//node[@attribute="attribute_name"]
bit.ly/2o3vJ5OSabine Langmann - #SEOCAMPIXX2019
Einfache Syntax
22.03.2019
count(//node[@attribute="attribute_name"])
bit.ly/2o3vJ5OSabine Langmann - #SEOCAMPIXX2019
Level 4
22.03.2019 bit.ly/2o3vJ5OSabine Langmann - #SEOCAMPIXX2019
Einige Anwendungsfälle
22.03.2019 bit.ly/2o3vJ5OSabine Langmann - #SEOCAMPIXX2019
H-hotels.com
vs.
hrs.de
22.03.2019 bit.ly/2o3vJ5OSabine Langmann - #SEOCAMPIXX2019
H-hotels.com
22.03.2019 bit.ly/2o3vJ5OSabine Langmann - #SEOCAMPIXX2019
22.03.2019 bit.ly/2o3vJ5OSabine Langmann - #SEOCAMPIXX2019
Wie viele Bilder?
Wie viele H2en, H3en, etc?
Wie viele Worte?
Welche Links wohin?
22.03.2019 bit.ly/2o3vJ5OSabine Langmann - #SEOCAMPIXX2019
22.03.2019 bit.ly/2o3vJ5OSabine Langmann - #SEOCAMPIXX2019
Wie viele Bilder im Content-Teil?
22.03.2019 bit.ly/2o3vJ5OSabine Langmann - #SEOCAMPIXX2019
Was suche ich?
22.03.2019 bit.ly/2o3vJ5OSabine Langmann - #SEOCAMPIXX2019
In
<div class="g neos-nodetypes-
twocolumn">
suche ich Bilder, also <img>-Tags
22.03.2019 bit.ly/2o3vJ5OSabine Langmann - #SEOCAMPIXX2019
Passender Xpath-Selektor:
count(//div
[@class="g neos-nodetypes-twocolumn"]
//img)
22.03.2019 bit.ly/2o3vJ5OSabine Langmann - #SEOCAMPIXX2019
22.03.2019 bit.ly/2o3vJ5OSabine Langmann - #SEOCAMPIXX2019
22.03.2019 bit.ly/2o3vJ5OSabine Langmann - #SEOCAMPIXX2019
22.03.2019 bit.ly/2o3vJ5OSabine Langmann - #SEOCAMPIXX2019
22.03.2019 bit.ly/2o3vJ5OSabine Langmann - #SEOCAMPIXX2019
https://www.h-hotels.com/de/.*
22.03.2019 Sabine Langmann - #SEOCAMPIXX2019 bit.ly/2o3vJ5O
Nicht vergessen ;)
12.04.2019 Sabine Langmann Bit.ly/abjsd
12.04.2019 Sabine Langmann Bit.ly/abjsd
22.03.2019
Ergebnis
bit.ly/2o3vJ5OSabine Langmann - #SEOCAMPIXX2019
22.03.2019 Sabine Langmann - #SEOCAMPIXX2019 bit.ly/2o3vJ5O
hrs.de
22.03.2019 bit.ly/2o3vJ5OSabine Langmann - #SEOCAMPIXX2019
22.03.2019 Sabine Langmann - #SEOCAMPIXX2019 bit.ly/2o3vJ5O
22.03.2019 Sabine Langmann - #SEOCAMPIXX2019 bit.ly/2o3vJ5O
Wie viele Bilder im Content-Teil?
22.03.2019 Sabine Langmann - #SEOCAMPIXX2019 bit.ly/2o3vJ5O
In
div[@class="sw-hotel-list-
infotext__container sw-text-expand“
suche ich Bilder
22.03.2019 bit.ly/2o3vJ5OSabine Langmann - #SEOCAMPIXX2019
Passender Xpath-Selektor:
count(
//div[@class="sw-hotel-list-
infotext__container sw-text-expand"]
//img)
22.03.2019 bit.ly/2o3vJ5OSabine Langmann - #SEOCAMPIXX2019
22.03.2019 bit.ly/2o3vJ5OSabine Langmann - #SEOCAMPIXX2019
22.03.2019 bit.ly/2o3vJ5OSabine Langmann - #SEOCAMPIXX2019
22.03.2019
Ergebnis
bit.ly/2o3vJ5OSabine Langmann - #SEOCAMPIXX2019
22.03.2019 Sabine Langmann - #SEOCAMPIXX2019 bit.ly/2o3vJ5O
SUMAGO
vs.
Projecter
22.03.2019 bit.ly/2o3vJ5OSabine Langmann - #SEOCAMPIXX2019
SUMAGO
22.03.2019 bit.ly/2o3vJ5OSabine Langmann - #SEOCAMPIXX2019
22.03.2019 Sabine Langmann - #SEOCAMPIXX2019 bit.ly/2o3vJ5O
22.03.2019 Sabine Langmann - #SEOCAMPIXX2019 bit.ly/2o3vJ5O
Welche Themen werden
abgedeckt?
22.03.2019 Sabine Langmann - #SEOCAMPIXX2019 bit.ly/2o3vJ5O
Passender Xpath-Selektor:
//h3[@itemprop="headline"]
22.03.2019 bit.ly/2o3vJ5OSabine Langmann - #SEOCAMPIXX2019
22.03.2019 Sabine Langmann - #SEOCAMPIXX2019 bit.ly/2o3vJ5O
22.03.2019 Sabine Langmann - #SEOCAMPIXX2019 bit.ly/2o3vJ5O
22.03.2019 Sabine Langmann - #SEOCAMPIXX2019 bit.ly/2o3vJ5O
Ergebnis
22.03.2019 Sabine Langmann - #SEOCAMPIXX2019 bit.ly/2o3vJ5O
Projecter
22.03.2019 bit.ly/2o3vJ5OSabine Langmann - #SEOCAMPIXX2019
22.03.2019 Sabine Langmann - #SEOCAMPIXX2019 bit.ly/2o3vJ5O
22.03.2019 Sabine Langmann - #SEOCAMPIXX2019 bit.ly/2o3vJ5O
Welche Themen werden
abgedeckt?
22.03.2019 Sabine Langmann - #SEOCAMPIXX2019 bit.ly/2o3vJ5O
Passender Xpath-Selektor:
//div[@class="beitrag"]//h2//a
22.03.2019 bit.ly/2o3vJ5OSabine Langmann - #SEOCAMPIXX2019
22.03.2019 Sabine Langmann - #SEOCAMPIXX2019 bit.ly/2o3vJ5O
22.03.2019 Sabine Langmann - #SEOCAMPIXX2019 bit.ly/2o3vJ5O
22.03.2019 Sabine Langmann - #SEOCAMPIXX2019 bit.ly/2o3vJ5O
Ergebnis
22.03.2019 Sabine Langmann - #SEOCAMPIXX2019 bit.ly/2o3vJ5O
22.03.2019 bit.ly/2o3vJ5OSabine Langmann - #SEOCAMPIXX2019
Sueddeutsche.de
vs.
Zeit.de
22.03.2019 bit.ly/2o3vJ5OSabine Langmann - #SEOCAMPIXX2019
Sueddeutsche.de
22.03.2019 Sabine Langmann - #SEOCAMPIXX2019 bit.ly/2o3vJ5O
22.03.2019 Sabine Langmann - #SEOCAMPIXX2019 bit.ly/2o3vJ5O
Wann wurde ein Artikel
geschrieben?
22.03.2019 Sabine Langmann - #SEOCAMPIXX2019 bit.ly/2o3vJ5O
Passender Xpath-Selektor:
//time[@class="timeformat"]
22.03.2019 bit.ly/2o3vJ5OSabine Langmann - #SEOCAMPIXX2019
22.03.2019 Sabine Langmann - #SEOCAMPIXX2019 bit.ly/2o3vJ5O
22.03.2019 Sabine Langmann - #SEOCAMPIXX2019 bit.ly/2o3vJ5O
22.03.2019 Sabine Langmann - #SEOCAMPIXX2019 bit.ly/2o3vJ5O
22.03.2019 Sabine Langmann - #SEOCAMPIXX2019 bit.ly/2o3vJ5O
Ergebnis
22.03.2019 Sabine Langmann - #SEOCAMPIXX2019 bit.ly/2o3vJ5O
22.03.2019 bit.ly/2o3vJ5OSabine Langmann - #SEOCAMPIXX2019
Zeit.de
22.03.2019 Sabine Langmann - #SEOCAMPIXX2019 bit.ly/2o3vJ5O
22.03.2019 Sabine Langmann - #SEOCAMPIXX2019 bit.ly/2o3vJ5O
Wann wurde ein Artikel
geschrieben?
22.03.2019 Sabine Langmann - #SEOCAMPIXX2019 bit.ly/2o3vJ5O
Passender Xpath-Selektor:
//time[@class="metadata__date"]
22.03.2019 bit.ly/2o3vJ5OSabine Langmann - #SEOCAMPIXX2019
22.03.2019 Sabine Langmann - #SEOCAMPIXX2019 bit.ly/2o3vJ5O
22.03.2019 Sabine Langmann - #SEOCAMPIXX2019 bit.ly/2o3vJ5O
22.03.2019 Sabine Langmann - #SEOCAMPIXX2019 bit.ly/2o3vJ5O
22.03.2019 Sabine Langmann - #SEOCAMPIXX2019 bit.ly/2o3vJ5O
Ergebnis
22.03.2019 Sabine Langmann - #SEOCAMPIXX2019 bit.ly/2o3vJ5O
Cavemanfitness.de
vs.
Gorillasports.de
22.03.2019 bit.ly/2o3vJ5OSabine Langmann - #SEOCAMPIXX2019
Cavemanfitness.de
22.03.2019 bit.ly/2o3vJ5OSabine Langmann - #SEOCAMPIXX2019
22.03.2019 Sabine Langmann - #SEOCAMPIXX2019 bit.ly/2o3vJ5O
22.03.2019 Sabine Langmann - #SEOCAMPIXX2019 bit.ly/2o3vJ5O
Wie lang ist der Einleitungstext?
22.03.2019 Sabine Langmann - #SEOCAMPIXX2019 bit.ly/2o3vJ5O
Passender Xpath-Selektor:
string-length(//div[@class="section clearfix
collection_description top_description"//p)
22.03.2019 bit.ly/2o3vJ5OSabine Langmann - #SEOCAMPIXX2019
22.03.2019 Sabine Langmann - #SEOCAMPIXX2019 bit.ly/2o3vJ5O
22.03.2019 Sabine Langmann - #SEOCAMPIXX2019 bit.ly/2o3vJ5O
22.03.2019 Sabine Langmann - #SEOCAMPIXX2019 bit.ly/2o3vJ5O
22.03.2019 Sabine Langmann - #SEOCAMPIXX2019 bit.ly/2o3vJ5O
Ergebnis
22.03.2019 Sabine Langmann - #SEOCAMPIXX2019 bit.ly/2o3vJ5O
Gorillasports.de
22.03.2019 bit.ly/2o3vJ5OSabine Langmann - #SEOCAMPIXX2019
22.03.2019 Sabine Langmann - #SEOCAMPIXX2019 bit.ly/2o3vJ5O
22.03.2019 Sabine Langmann - #SEOCAMPIXX2019 bit.ly/2o3vJ5O
Wie lang ist der Einleitungstext?
22.03.2019 Sabine Langmann - #SEOCAMPIXX2019 bit.ly/2o3vJ5O
Passender Xpath-Selektor:
string-length(//div[@id="categorie-description"]//p)
22.03.2019 bit.ly/2o3vJ5OSabine Langmann - #SEOCAMPIXX2019
22.03.2019 Sabine Langmann - #SEOCAMPIXX2019 bit.ly/2o3vJ5O
22.03.2019 Sabine Langmann - #SEOCAMPIXX2019 bit.ly/2o3vJ5O
22.03.2019 Sabine Langmann - #SEOCAMPIXX2019 bit.ly/2o3vJ5O
22.03.2019 Sabine Langmann - #SEOCAMPIXX2019 bit.ly/2o3vJ5O
Ergebnis
22.03.2019 Sabine Langmann - #SEOCAMPIXX2019 bit.ly/2o3vJ5O
Level 5
22.03.2019 bit.ly/2o3vJ5OSabine Langmann - #SEOCAMPIXX2019
Recap:
Welche Daten machen Sinn?
Kann ich die Elemente crawlen?
Was ist der richtige Selektor?
That‘s it!
22.03.2019 bit.ly/2o3vJ5OSabine Langmann - #SEOCAMPIXX2019
22.03.2019 bit.ly/2o3vJ5OSabine Langmann - #SEOCAMPIXX2019

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Screaming frog + Xpath - Campixx 2019