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Tom Critchlow - Data Feed SEO & Advanced Site Architecture
1. Data Feed SEO & Advanced
Site Architecture
A4uexpo Europe, Munch 2010
Tom Critchlow
2. Tom Critchlow
Head of Search Marketing, Distilled
> tom.critchlow@distilled.co.uk
> twitter.com/TomCritchlow
> www.distilled.co.uk
> www.distilledconsulting.com
Tom is a search geek, ninja poet, poker
playing, maths loving, data geek. He’s
responsible for all search marketing at
Distilled.
11. Building quick & dirty SEO Tools
A Cheat Sheet & Inspiration
Sources Magic Horsepower
APIs (more on programmable web) YQL – Yahoo! Query Language Crawlers / Scrapers
AdWords – Keywords Mozenda
Alchemy – Structured data & text select * from html where 80legs
Bing – Search, news, spelling url=“<url>" and Google App Engine
Evri – Sentiment and popularity xpath=“<xpath>“ Amazon Web Services
Face.com – Face detection
Facebook – Social graph select * from html where Human Touch
Google Analytics – Visitor data url=“<url>" Amazon Mechanical Turk
Hostip – Geo data Smartsheet (interface to Mechanical Turk)
LinkedIn – Professional data select * from feed where oDesk
Pingdom – Website uptime url=“<url>”
Postrank (1, 2, 3) – real-time & influence
Rapleaf – Social media profiles select * from search.web where Python
Twitter – Real time and social query = “<query>" Since Python is the language of Google App
... And of course: Engine, here is how you can use YQL easily
Linkscape – Links within Python:
xpath (more examples)
/foo – the element „foo‟ Download source – extract to yql folder
//bar – all elements „bar‟ within your application
Data (more on infochimps)
Data.gov – US government data foo/bar – all bar elements children of foo
foo//bar – bar arbitrary levels below foo import yql
Data.gov.uk – UK government data
foo/*/bar – bar grandchildren of foo y = yql.Public()
Delicious list – from Peter Skomoroch
foo/* - all children elements of foo result = y.execute(“<yql
Google Public Data - Directory
foo/@bar – bar attribute on foo query>”)
Guardian – content and data
World Bank – finance, health, etc. foo/[@bar] – foo with bar attributes
80legs – prepackaged crawl data foo/[@bar=baz] – where attribute=baz
By Will Critchlow, www.distilled.co.uk. First published: www.seomoz.org
18. What Perfect IA Looks Like
Check it out: http://seogadget.co.uk/solving-site-architecture-issues/
19. Define Your Keyword Niches
Look at the user search path – define your
categories to match the search volume.
Single keywords are for losers:
http://www.wordtracker.com/academy/long-tail-keyword-research
24. Advanced: Algorithms
Figure out a scoring algorithm for
your pages based on popularity,
search volume and current ranking
position. Use this algorithm to
direct links internally.