5. Why is this talk all about
the “seedy underbelly”?
6. 1. Why am I still looking in the
same unreliable sources for
keyword data?
2. There must be ways to be
better aligned to how users
are actually searching and
how the main man Mr
Google ranks websites?
68. You can use
the sentiment
section for full
page reviews
to go in depth,
although the
best way to use
it is...
69. For featured snippets
As it shines a light on
why Google has
chosen one
You can use it to
compare your
suggestions against
the competing one
70.
71. Syntax is also great for featured snippets, as
it shows how Google is understanding the
relationships between words
72. Sentiment is useful for
analysing important on pages
elements to compare against
competing articles
-H1,H2, H3 etc etc
-Opening paragraph
-Synopsis
89. Here is the link
to a template
that will
generate them
for you
90. You can get fancy with
the Google urls by
adding in the amount of
result you want to
scrape and different
countries, there is
more details in Ross’s
article
91. Once you have the urls for
the search terms that you
want to scrape, go to
Screaming Frog and change
the crawl mode to list
92. CHANGE SETTINGS TO:
● Configuration > Spider > Basic > Uncheck all boxes
● Configuration > Spider > Rendering > JavaScript
(from the dropdown – this is generally required to
scrape elements of a page that Google uses JS to
inject into the SERPs)
● Configuration > Speed > Max Threads = 1 (because
you don’t want Google to block your IP)
● Configuration > Speed > Limit URI/s = 1.2
93. Put in custom XPATH extractions for:
meta titles
//div/h3
meta descriptions
//ol/div/div/span
That extract TEXT
95. Screaming Frog will then crawl
Google’s SERPs and pull out
the meta descriptions and
meta titles for the websites
that are rankings from position
1 and so on as specified
100. Ross provided a spreadsheet
which is similar to this one but
only covered 2 intent variable.
With some Regex help I’ve
expanded the sheet out to
cover up to 7 of the 9 Content
Harmony stages
102. Automatically puts in the intent stages for the
meta descriptions and meta titles screaming frog
pulled out
103. 3 similar themed search terms Business Loans, P2P lending & Crowdfunding
Business Loans - Is more divided between Research and Transactional
Stages
104. 3 similar themed search terms Business Loans, P2P lending & Crowdfunding
Crowdfunding - Mostly Research stage
105. 3 similar themed search terms Business Loans, P2P lending & Crowdfunding
P2P lending - More Transactional on broad term but longer tail term goes more
research based
106. But how does this show how Google
interprets similar keywords
differently?
107. Well in this example...
Mainly Google classes intent as:
Business loans= Research/Transactional
Crowdfunding terms = Research
P2P lending terms = Transactional
108. Spreadsheet 2 tips:
- You can adjust Regex code with the different
modifiers depending on what you looking at
- If get stuck annoy me on twitter @MarkSEOsborne and
will help out
109. This is the end of my
“seedy” seo journey to
date :(
I’m still working on a way
to get all 9 stages into the
spreadsheet - follow me
on twitter for updates
@MarkSEOsborne
110. Sorry if it wasn’t that
seedy so here is some
tits to make up for it
111.
112. OH! We are hiring for lots of
SEO roles if interested and
live around Reading area
www.bluearray.co.uk/jobs/