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The Power of Python :: How It Can Help With Technical SEO | Bristol SEO May 2020 | Ruth Everett

Covering the fundamentals of Python and Machine Learning and discussing the positive impact they can have in automating technical SEO tasks.

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The Power of Python :: How It Can Help With Technical SEO | Bristol SEO May 2020 | Ruth Everett

  1. 1. Ruth Everett Technical SEO Analyst @rvtheverett Tackling Python: What is it and how can it help with Technical SEO? @rvtheverett@DeepCrawl
  2. 2. @rvtheverett Allow: /dogs Allow: /SEO Allow: /python My coding partner in crime @DeepCrawl
  3. 3. @rvtheverett@DeepCrawl PROBLEM SEOs are busy
  4. 4. @rvtheverett SOLUTION Automation @DeepCrawl
  5. 5. @rvtheverett Enter Data Analysis & Automation with Python @DeepCrawl
  6. 6. My introduction to Python What We’ll Cover What Python is and how it can be used How Python can help with Technical SEO @rvtheverett@DeepCrawl
  7. 7. @rvtheverett MY INTRODUCTION TO PYTHON @DeepCrawl
  8. 8. Before @rvtheverett@DeepCrawl
  9. 9. Now @rvtheverett@DeepCrawl
  10. 10. INSPIRATION IN THE INDUSTRY @rvtheverett @hamletbatista @BritneyMuller https://www.slideshare.net/Muller-Marketing-Inc/machine-learning-for- marketers-ctaconf-2019 https://www.searchenginejournal.com/author/hamlet-batista/ @DeepCrawl
  11. 11. INSPIRATION IN THE INDUSTRY @rvtheverett Paul Shapiro https://moz.com/blog/programming-for-seos Tyler Reardon https://www.slideshare.net/TylerReardon2/advanced-technical-seo-in- 2020-data-science @DeepCrawl
  12. 12. SCALING AUTOMATED QUALITY TEXT GENERATION WEBINAR @rvtheveretthttps://www.deepcrawl.com/blog/webinars/scaling-automated-quality-text-generation-for-enterprise-sites/ @DeepCrawl
  13. 13. COMPANIES USING PYTHON @rvtheverett@DeepCrawl
  14. 14. COMPANIES USING PYTHON "Python has been an important part of Google since the beginning, and remains so as the system grows and evolves. Today dozens of Google engineers use Python, and we're looking for more people with skills in this language." @rvtheverett@DeepCrawl
  15. 15. COMPANIES USING PYTHON "Python is fast enough for our site and allows us to produce maintainable features in record times, with a minimum of developers" @rvtheverett@DeepCrawl
  16. 16. CODECADEMY @rvtheverett 20 week online course Mixture of theory and practical A range of projects to undertake Code console & terminal to play and test @DeepCrawl
  17. 17. DATACAMP @rvtheverett@DeepCrawl Wide range of skill tracks Interactive exercises Instant explanations Challenges and projects https://www.datacamp.com/learn/python/
  18. 18. SOLOLEARN @rvtheverett Free mobile app Learn Python on the go Over 200 practice questions Code Playground https://www.sololearn.com/Course/Python/ @DeepCrawl
  19. 19. CODECOMBAT @rvtheveretthttps://codecombat.com/ @DeepCrawl
  20. 20. @rvtheverett WHAT IS PYTHON? @DeepCrawl
  21. 21. WHAT IS PYTHON? Code written in the terminal @rvtheverett Results generated Open-source interactive programming language Interpreted line by line @DeepCrawl
  22. 22. USING PYTHON Mac - Terminal Windows - Command Line @rvtheverett@DeepCrawl
  23. 23. USING PYTHON @rvtheverett Google Colab @DeepCrawl
  24. 24. USING PYTHON @rvtheverett Jupyter Notebook @DeepCrawl
  25. 25. PYTHON LIBRARIES @rvtheverett Data extraction & analysis Scientific Computing Natural Language Processing Machine Learning @DeepCrawl
  26. 26. @rvtheverett HOW PYTHON CAN HELP WITH TECHNICAL SEO @DeepCrawl
  27. 27. WHY SHOULD WE CARE? @rvtheverett Data extraction and analysis to solve complex problems Future-proofing your job Efficiency and time-saving Automating repetitive tasks https://www.ranksense.com/empowering-a-new-generation-of-seos-with-python/ @DeepCrawl
  28. 28. WHY SHOULD WE CARE? @rvtheverett Spend 5 hours a week using excel Thats 20 hours a month Over 200 hours a year @DeepCrawl
  29. 29. WHY SHOULD WE CARE? @rvtheverett Imagine what we could achieve if we spent this time (and money) on other important tasks @DeepCrawl
  30. 30. WHY SHOULD WE CARE? @rvtheverett@DeepCrawl Redirect Relevancy
  31. 31. WHY SHOULD WE CARE? @rvtheverett Pivot Tables @DeepCrawl
  32. 32. @rvtheverett WHY IS PYTHON GROWING IN POPULARITY IN THE SEO SPACE? Make data driven decisions Allowing us to focus on other important optimisation efforts Confidence in recommendations Provide concrete insights Better understand data @DeepCrawl
  33. 33. AUTOMATING WITH PYTHON @rvtheverett Automating with Python Parameter Finder 404 Checker Internal Linking Analysis Image Optimisation Website Scraping Keyword Research @DeepCrawl
  34. 34. @rvtheverett CHALLENGE - MISSING ALT TEXT SOLUTION - IMAGE CAPTIONING WITH PYTHIA @DeepCrawl
  35. 35. IMAGE CAPTIONING WITH PYTHIA @rvtheverett Pythia Modular Framework https://paperswithcode.com/paper/bottom-up-and-top-down-attention-for-image https://learnpythia.readthedocs.io/en/latest/ @DeepCrawl
  36. 36. @rvtheverett IMAGE CAPTIONING WITH PYTHIA Google Colab Link @DeepCrawl
  37. 37. @rvtheverett IMAGE CAPTIONING WITH PYTHIA @DeepCrawl
  38. 38. It’s not perfect though! @rvtheverett IMAGE CAPTIONING WITH PYTHIA @DeepCrawl
  39. 39. @rvtheverett CHALLENGE - BROKEN PAGES SOLUTION - CRAWL404 @DeepCrawl
  40. 40. CRAWL404 @rvtheverett Once you specify the sitemap the script will; Read the sitemap.xml file Search for ‘href’ attribute to get all the valid links from every page Check the link response code Export all 404 error URLs to a text file Github Link @DeepCrawl
  41. 41. @rvtheverett CHALLENGE - LARGE IMAGE FILE SIZES SOLUTION - OPTIMISE IMAGES @DeepCrawl
  42. 42. OPTIMISE IMAGES WITH PILLOW @rvtheverett Pure Python using the Pillow library This script does optimise images destructively optimize-images filename.jpg Optimise a single image optimize-images ./ Optimise a folder with multiple images Github Link @DeepCrawl
  43. 43. OPTIMISE IMAGES WITH PILLOW @rvtheverett@DeepCrawl
  44. 44. OPTIMISE IMAGES WITH PILLOW @rvtheverett@DeepCrawl
  45. 45. OPTIMISE IMAGES WITH PILLOW @rvtheverett@DeepCrawl
  46. 46. OPTIMISE IMAGES WITH PILLOW @rvtheverett Original Optimised @DeepCrawl
  47. 47. UNDERSTANDING PAGERANK @rvtheverett@DeepCrawlhttps://colab.research.google.com/drive/1zQ8VFcNmwVLKEMwJ3lhTginPoSC5TdpB
  48. 48. @rvtheverett@DeepCrawlhttps://colab.research.google.com/drive/1zQ8VFcNmwVLKEMwJ3lhTginPoSC5TdpB UNDERSTANDING PAGERANK
  49. 49. @rvtheverett No coding knowledge required! @DeepCrawl
  50. 50. OTHER POSSIBILITIES @rvtheverett Log File analysis Validate hreflang Identify duplicate URLs Perform competitor analysis Automate page speed audits @DeepCrawl
  51. 51. @rvtheverett Think about what you can automate! @DeepCrawl
  52. 52. @rvtheverett PAGESPEED API WITH PYTHON @DeepCrawl
  53. 53. @rvtheverett PAGESPEED API WITH PYTHON Try it out on Colab @DeepCrawl
  54. 54. OTHER FUN PYTHON PROJECTS @rvtheverett Create a bot using Python, Telegram and RandomDog API https://www.practicepython.org/ https://realpython.com/pygame-a-primer/ https://inventwithpython.com/pygame/ @DeepCrawl
  55. 55. POWERING MACHINE LEARNING @rvtheverett “Machine learning is an application of artificial intelligence (AI) that provides systems the ability to automatically learn and improve from experience without being explicitly programmed.” https://www.expertsystem.com/machine-learning-definition/ @DeepCrawl
  56. 56. POWERING MACHINE LEARNING @rvtheveretthttps://www.expertsystem.com/machine-learning-definition/ Run a python script to train the computer, using a dataset Summarise & Visualise the dataset Evaluate the algorithms Make Predictions @DeepCrawl
  57. 57. REAL WORLD MACHINE LEARNING EXAMPLES @rvtheverett@DeepCrawl
  58. 58. SEO POSSIBILITIES WITH MACHINE LEARNING @rvtheverett SEO Possibilities with Machine Learning Evaluating Content Quality Log File Analysis Predictive analysis Title Tag Optimisation User Engagement Insights Audio Transcribing @DeepCrawl
  59. 59. @rvtheverett THE FUTURE OF SEO Understand and solve problems faster @DeepCrawl
  60. 60. @rvtheverett THE FUTURE OF SEO Make data driven decisions @DeepCrawl
  61. 61. @rvtheverett THE FUTURE OF SEO Focus on other important optimisation activities @DeepCrawl
  62. 62. TALK TO YOUR DEVELOPERS
  63. 63. JOIN COMMUNITIES https://pyslackers.com/web
  64. 64. https://www.100daysofcode.com/ KEEP PRACTICING AND HAVE FUN
  65. 65. DEEPCRAWL PROFESSIONAL SERVICES https://github.com/DeepCrawlSEO/public
  66. 66. KEY TAKEAWAYS @rvtheverett Python can help technical SEOs increase their efficiency. Being able to better understand data will lead to better decisions being made. Anyone can learn Python, with a little commitment. Have fun with it and see what you can create. @DeepCrawl
  67. 67. USEFUL RESOURCES @rvtheverett https://www.python.org/ https://www.searchenginejournal.com/python-seo-data-reference-guide/287927/ https://www.jcchouinard.com/python-for-seo/ https://www.searchenginewatch.com/2019/02/06/using-python-to-recover-seo-site-traffic-part-one/ https://cs109.github.io/2015/ https://www.deepcrawl.com/blog/webinars/scaling-automated-quality-text-generation-for-enterprise-sites/ https://automatetheboringstuff.com/ https://towardsdatascience.com/beginners-guide-to-machine-learning-with-python-b9ff35bc9c51 https://www.searchenginejournal.com/python-technical-seo/330515 https://www.searchenginejournal.com/introduction-to-python-seo-spreadsheets/342779/ https://www.fullstackpython.com/ @DeepCrawl
  68. 68. THANK YOU Ruth Everett Technical SEO Analyst @rvtheverett @DeepCrawl

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