A talk from SEOProSco 4 on 18th October 2012 about using APIs and improving efficiency in every day SEO tasks

1. INSIGHTS • IDEAS • RESULTS
APIs and Efficiency
Richard Shove

2. |
Contents
1 Introduction
2 Analytics
3 Adwords
4 Link Tools
5 Non-API Based Efficiency
© 2012. Proprietary and confidential | p. 2

3. 1 | Introduction

4. Richard Shove
@RichardShove

5. 1 | Introduction
What is an API?
An application programming interface (API) is a specification intended to be used as an
interface by software components to communicate with each other. (Wikipedia)
Essentially, a way of getting data from pieces of software easier
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6. 1 | Introduction
Why Use APIs?
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7. 1 | Introduction
Why Use APIs?
1. Maximise Efficiency
2. Customisation
3. Reduce Frustration
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8. 2 | Analytics

9. 2 | Analytics
Reporting
Reasons your reporting is rubbish:
• It takes too long to produce
• Your clients don’t bother to read it
• It uses time that could be better spent elsewhere
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10. 2 | Analytics
Google Analytics API
The GA API has a number of uses:
• Customising data collection, i.e. for use in mobile applications
• Configuration of Google Analytics accounts
• Customised reporting
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11. 2 | Analytics
Google Analytics API
The GA API has a number of uses:
• Customising data collection, i.e. for use in mobile applications
• Configuration of Google Analytics accounts
• Customised reporting
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12. 2 | Analytics
Using the GA API
The online GA resource has tutorials for Java, Python, PHP and JavaScript
API pulls out data in a raw format
2 obvious ways to interact with the API:
• Online
• Offline
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13. 2 | Analytics
Using the GA API
Online Method
Query API Using a Script
Make Customised Online Reports
???
Profit
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14. 2 | Analytics
Using the GA API
Online Method Example
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15. 2 | Analytics
Using the GA API
Offline Method
Obviously, Excel will be needed…
• Use your script to Export to CSV
• Use a tool such as Excellent Analytics
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16. 2 | Analytics
Using the GA API
Offline Method Example (NOT AN OMD REPORT)
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17. 2 | Analytics
Using the GA API
Do
1 Use segmentation
2 Make reports clean and clear
3 Make reports ROI heavy
4 Make reports interactive
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18. 2 | Analytics
Using the GA API
Don’t
1 Include things because they’re ‘pretty’
2 Simply replicate the GA interface
3 Bombard clients with huge walls of text
4 Include anything that still requires manual input
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19. 3 | AdWords

20. 3 | Adwords
Why Use the Adwords API?
Obvious benefits of Adwords API:
• More efficient and dynamic paid search management
• Use of traffic estimator and keyword tool
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21. 3 | Adwords
Why Use the Adwords API?
Obvious benefits of Adwords API:
• More efficient and dynamic paid search management
• Use of traffic estimator and keyword tool
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22. 3 | Adwords
Using the Adwords API
Some barriers to using the Adwords API:
• Require an MCC account
• Need to apply for an API Token and meet required minimum functionality
• Costs
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23. 3 | Adwords
Using the Adwords API
Import Adwords keyword traffic estimations straight in to Excel:
http://seogadget.com/google-adwords-plugin-excel/
This has obvious uses:
• Keyword research
• Expanding out existing keyword lists
• Combine with ranking data to highlight ‘quick wins’ and visibility reports
• Combine with RKG Duck - http://www.rimmkaufman.com/duck/
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24. 3 | Adwords
No API Token?
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25. 3 | Adwords
No API Token?
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26. 4 | Link Tools

27. 4 | Link Tools
Why Use Link Tool APIs?
1 Using the interface is very time consuming
2 Default exports usually include junk
3 Customisation
4 Record changes over time
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28. 4 | Link Tools
API Choice
Three main choices for API:
• Majestic SEO (£250 to £1,000)
• SEOMoz ($500 to $10,000)
• Ahrefs ($79 to $500)
Or…crawl the web yourself
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29. 4 | Link Tools
API Usage Examples
• Link diversity
• IP diversity
• Links with PageRank
• Common URLs
• Geographical Spread
• Anchor distribution
• Brand vs Non-Brand
• Link type
• Link churn
• Toxic links
• Documentation of all of the above in a relevant format
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30. 4 | Link Tools
Alternatives
Create a tool that analyses CSV files from data exports
Use an existing tool that would still save time, e.g.
• Linkdex
• SEOMoz Labs
• Link Research Tools
• SEO Tools for Excel
• Bright Local
• Link Detective
• Link Building Toolbar
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31. 4 | Link Tools
Examples of Alternatives
Link Detective
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32. 4 | Link Tools
Examples of Alternatives
SEO Tools for Excel
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33. 4 | Link Tools
Social
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34. 5 | Non-API Efficiency

35. 5 | Non-API Efficiency
Technical Audits
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36. 5 | Non-API Efficiency
Technical Audits
It will never be possible to audit a site automatically but the following tools will help with the
basics:
• URIValet
• WooRank
• BuiltWith
• YSlow
• WebPageTest
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37. 5 | Non-API Efficiency
Technical Audit Tool Examples
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38. 5 | Non-API Efficiency
Technical Audit Tool Examples
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39. 5 | Non-API Efficiency
Other Technical Audit Improvements
Use PowerPoint instead of Word
• More efficient
• Easier for client to understand
Create a tool that will automatically generate your template
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40. 5 | Non-API Efficiency
Ultimate Goal
Never have to spend time gathering data
• More time for analysis
• Better results for client
• Minimise BS
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41. 5 | Non-API Efficiency
Bonus Slide
If you’re wanting to do some really clever stuff with APIs, there is a huge database of APIs
here:
http://www.programmableweb.com
Blog is full of ideas, one good blog post explaining the use of Semantic APIs:
http://blog.programmableweb.com/2012/06/13/111-semantic-apis-musicbrainz-calais-and-
dbpedia/
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42. INSIGHTS • IDEAS • RESULTS
Questions?