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Brighton SEO April 2022 - Automate the technical SEO stuff

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Brighton SEO April 2022 - Automate the technical SEO stuff

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Automate The Technical SEO Stuff by Michael Van Den Reym

In this talk, Michael will show you how to automate technical SEO tasks. You will learn how to schedule and compare crawls to spot technical errors faster, how to use RPA to speed up technical SEO audits and how to automatically optimize images. You will get inspired to execute technical SEO better and faster.

Automate The Technical SEO Stuff by Michael Van Den Reym

In this talk, Michael will show you how to automate technical SEO tasks. You will learn how to schedule and compare crawls to spot technical errors faster, how to use RPA to speed up technical SEO audits and how to automatically optimize images. You will get inspired to execute technical SEO better and faster.

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Brighton SEO April 2022 - Automate the technical SEO stuff

  1. 1. Automate The Technical SEO Stuff Michael Van Den Reym | iO https://www.slideshare.net/MichaelVanDen Reym/ @vdrweb
  2. 2. Care to guess where I’m from? @vdrweb #brightonseo 2
  3. 3. Presentation title 3
  4. 4. Presentation title 4
  5. 5. 5 CREATIVE REPETITIVE @vdrweb #brightonseo
  6. 6. 6 @vdrweb #brightonseo
  7. 7. Automation in your SEO career? Automate Technical SEO 7 @vdrweb #brightonseo
  8. 8. Your career in SEO 8 Creative SEO Tasks Boring Experience @vdrweb #brightonseo
  9. 9. 9 Creative SEO Tasks Boring Experience Your career in SEO @vdrweb #brightonseo
  10. 10. 10 Highly Creative SEO Tasks Boring Experience Creative + Your career in SEO @vdrweb #brightonseo
  11. 11. Time to automate all the boring stuff? 11 @vdrweb #brightonseo
  12. 12. Presentation title 12 4 examples of automation use in technical SEO
  13. 13. 1. Robotic Process Automation (RPA) 13 @vdrweb #brightonseo
  14. 14. Job: 40 separate SEO audits in the same structure 14 @vdrweb #brightonseo
  15. 15. What working from home looks like
  16. 16. 16 @vdrweb #brightonseo Chapter 18 - Control mouse and keyboard
  17. 17. 17 Coordinates -> XPATHS (and other selectors) @vdrweb #brightonseo Next step: Selenium Browser Automation
  18. 18. Next step: Headless RPA 18 @vdrweb #brightonseo
  19. 19. Next step: Headless RPA Next step: Headless RPA
  20. 20. 20 Next step: Headless RPA @vdrweb #brightonseo
  21. 21. 21 Case: Meta descriptions & Drupal @vdrweb #brightonseo
  22. 22. 22 Code: Log into Drupal’s CMS @vdrweb #brightonseo
  23. 23. 23 @vdrweb #brightonseo Code: Update meta descriptions
  24. 24. 24 Watch out for RPA @vdrweb #brightonseo
  25. 25. Next step: Intelligent RPA 25 Define Rules + AI @vdrweb #brightonseo
  26. 26. 2. No more 404 errors in Google 26 @vdrweb #brightonseo
  27. 27. Why care about 404s in Google? 27 Bad Impression Users prefer to land on a 200 instead of a 404 Lose impression Google deletes them @vdrweb #brightonseo
  28. 28. How I used to check for 404 errors in Google 28 Site: and click the links @vdrweb #brightonseo
  29. 29. Next step: Linkclump 29 Chrome extension @vdrweb #brightonseo
  30. 30. Lots of tabs! 30 @vdrweb #brightonseo
  31. 31. Next step: Export search console URL’s 31 @vdrweb #brightonseo
  32. 32. Get status codes with Screaming Frog 32 Find all 404 page errors in Search Console @vdrweb #brightonseo
  33. 33. Next step: Search console API + Python >1000 pages! 33 API Guide: https://www.jcchouinard.com/how-to- connect-to-google-search-console-api-using-python/ @vdrweb #brightonseo
  34. 34. Part 1: Get all pages 34 @vdrweb #brightonseo
  35. 35. Part 2: Check 404 errors 35 @vdrweb #brightonseo
  36. 36. Next step: automate 404 alerts 36 @vdrweb #brightonseo
  37. 37. Next step: Automate 404 alerts 37 Why not set yourself up to receive weekly emails? @vdrweb #brightonseo
  38. 38. Give the right Slack channels a try! 38 @vdrweb #brightonseo
  39. 39. 39 Evolution Random link clicking Weekly 404 alerts @vdrweb #brightonseo
  40. 40. 3. Scheduled crawls 40 @vdrweb #brightonseo
  41. 41. Presentation title 41 I
  42. 42. Screaming Frog Scheduler 42 @vdrweb #brightonseo
  43. 43. 43 @vdrweb #brightonseo Get 305 columns of data every week! Google Sheets
  44. 44. Data Studio Template 44 @vdrweb #brightonseo
  45. 45. From Data to Actionable insight 45 @vdrweb #brightonseo
  46. 46. =Transpose (‘Frog export’!A1:KT) 46 @vdrweb #brightonseo
  47. 47. Calculating Difference 47 @vdrweb #brightonseo
  48. 48. Calculate % Difference 48 @vdrweb #brightonseo
  49. 49. Additional Dashboard Page 49 @vdrweb #brightonseo
  50. 50. Weekly emails 50 @vdrweb #brightonseo Google Sheets API & PythonAnywhere Hi, You have 80 Broken links (+25%)
  51. 51. 4. Image Optimization 51 @vdrweb #brightonseo
  52. 52. www.ovidias.com 52 @vdrweb #brightonseo
  53. 53. Image Audit: ovidias.com 53 @vdrweb #brightonseo 2000px width 500px width
  54. 54. Screaming Frog Export > 100 kb 54 @vdrweb #brightonseo
  55. 55. Screaming Frog Export > 100 kb 55 @vdrweb #brightonseo We found 1255 large images (>100kb) can you please resize them?
  56. 56. Image Optimization Dashboard 57 @vdrweb #brightonseo Step 1: Connect the Pagespeed API to Screaming Frog
  57. 57. Image Optimization Dashboard 58 @vdrweb #brightonseo Step 2: Export to Google Sheet
  58. 58. Image Optimization Dashboard 59 @vdrweb #brightonseo Pagespeed savings sheet
  59. 59. Image Optimization Dashboard 60 @vdrweb #brightonseo
  60. 60. Image Optimization Dashboard 61 @vdrweb #brightonseo
  61. 61. John loves this dashboard 62 @vdrweb #brightonseo
  62. 62. But we can do better! 63 @vdrweb #brightonseo Can you please optimize the 1255 large images (>100kb) in this cool dashboard?
  63. 63. Pagespeed insights 65 @vdrweb #brightonseo
  64. 64. PageSpeed Insights: API call 66 @vdrweb #brightonseo
  65. 65. PageSpeed Insights: API Response 67 @vdrweb #brightonseo Determine width and height
  66. 66. PageSpeed Insights: API Table 68 @vdrweb #brightonseo Determine width and height for every oversized image
  67. 67. Next steps: automated image resizing 69 @vdrweb #brightonseo
  68. 68. Next steps: automated image resizing 70 @vdrweb #brightonseo Img.resize()
  69. 69. Next steps: automated image resizing 71 @vdrweb #brightonseo 1255 images resized!
  70. 70. Effect on page experience? 72 @vdrweb #brightonseo Image Optimizations
  71. 71. 73 @vdrweb #brightonseo Evolution List images > 100KB Automatically resize every image
  72. 72. Time to start your own automation journey? 74 @vdrweb #brightonseo
  73. 73. @vdrweb #brightonseo 75 www.automatetheboringstuff.com
  74. 74. Twitter community 76 @datachaz @GregBernhardt4 @chouinardJC @oritsimu @danielHereMe @KorayGubur @schemantra @rvtheverett @hamletbatista (RIP) @leefootseo @lazarinastoy @eliasdabbas @cyberandy @giordmarco96 @d4ni_s @EricHeiken @DidoGrigorov @SEOPythonistas @vdrweb #brightonseo
  75. 75. 77 @vdrweb #brightonseo Grow 1% every day (1.01)365 37,78 x
  76. 76. Use the power of Automation to handle boring, repetitive tasks
  77. 77. Automate The Technical SEO Stuff 79
  78. 78. Automate The Technical SEO Stuff 80 Aim for the top
  79. 79. @vdrweb #brightonseo 81 Michael Van Den Reym Discover infinite opportunities! Slides & Scripts: www.michaelvdr.be www.twitter.com/vdrweb www.linkedin.com/in/michaelvdr

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