Tackling Python: How It Can Help With Technical SEO | Pint Sized Meetup January 2020 | Ruth Everett

Ruth Everett
Technical SEO & Content Executive
@rvtheverett
Tackling Python: What is it
and how can it help with
Technical SEO?
@rvtheverett@DeepCrawl

Allow: /dogs
Allow: /SEO
Allow: /python
My coding partner
in crime

PROBLEM
SEOs are busy

SOLUTION
Automation

Enter Data Analysis & Automation
with Python

My journey with Python
What We’ll Cover
What is Python
How Python can help with
Technical SEO

MY JOURNEY
WITH PYTHON

INSPIRATION IN THE INDUSTRY
@hamletbatista @BritneyMuller
https://www.slideshare.net/Muller-Marketing-Inc/machine-learning-for-
marketers-ctaconf-2019
https://www.searchenginejournal.com/author/hamlet-batista/

INSPIRATION IN THE INDUSTRY
Paul Shapiro
https://moz.com/blog/programming-for-seos
Tyler Reardon
https://www.slideshare.net/TylerReardon2/advanced-technical-seo-in-
2020-data-science

SCALING AUTOMATED QUALITY TEXT GENERATION WEBINAR
@rvtheverett@DeepCrawlhttps://www.deepcrawl.com/blog/webinars/scaling-automated-quality-text-generation-for-enterprise-sites/

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."

"Python is fast enough for our site and
allows us to produce maintainable
features in record times, with a minimum
of developers"

CODECADEMY
20 week online course
Mixture of theory and practical
A range of projects to undertake
Code console & terminal to play and test

CODECOMBAT
@rvtheverett@DeepCrawlhttps://codecombat.com/

CODEWARS
@rvtheverett@DeepCrawlhttps://www.codewars.com/join

WHAT IS PYTHON?

WHAT IS PYTHON?
Code written in the
terminal
Results generated
Open-source interactive programming
language
Interpreted line by line

USING PYTHON
Mac - Terminal Windows - Command Line

USING PYTHON
Google Colab

USING PYTHON
Jupyter Notebook

PYTHON LIBRARIES
Data extraction & analysis
Scientific Computing
Natural Language Processing
Machine Learning

HOW PYTHON
CAN HELP WITH
TECHNICAL SEO

WHY SHOULD WE CARE?
Data extraction and analysis
to solve complex problems
Future-proofing your job
Write compelling stories from
insights
Efficiency and time-saving
Automating repetitive tasks
https://www.ranksense.com/empowering-a-new-generation-of-seos-with-python/

WHY SHOULD WE CARE?
Spend 5 hours a week using excel
Thats 20 hours a month
Over 200 hours a year
(35 hours in dog time)

WHY SHOULD WE CARE?
Average salary for a Technical
SEO Executive: €25,000
Average €12 per hour
€2,400 you could save

WHY SHOULD WE CARE?
Imagine what we could
achieve if we spent
this time (and money)
on other important
tasks

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

AUTOMATING WITH PYTHON
Automating with
Python
Parameter
Finder
404
Checker
Internal Linking
Analysis
Image
Optimisation
Website
Scraping
Keyword
Research

CHALLENGE - MISSING ALT TEXT
SOLUTION - IMAGE CAPTIONING
WITH PYTHIA

IMAGE CAPTIONING WITH PYTHIA
Pythia Modular
Framework
https://paperswithcode.com/paper/bottom-up-and-top-down-attention-for-image
https://learnpythia.readthedocs.io/en/latest/

Google Colab Link

It’s not perfect though!

CHALLENGE - ON-PAGE ERRORS
SOLUTION - SEO ANALYZER

SEO ANALYZER
Provides a quick analysis of basic
SEO issues
Once installed you can analyze a
website starting from the homepage
seoanalyze https://domain.com/
Or the XML sitemap
seoanalyze https://domain.com --
sitemap
https://domain.com/sitemap.xml
Github Link

Will display things including;
Word Count
Page Title
Meta Description
Warnings for missing titles,
descriptions and alt-text
SEO ANALYZER

CHALLENGE - BROKEN PAGES
SOLUTION - CRAWL404

CRAWL404
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

CRAWL404

CHALLENGE - LARGE IMAGE FILE
SIZES
SOLUTION - OPTIMISE IMAGES

OPTIMISE IMAGES WITH PILLOW
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

Original Optimised

OTHER POSSIBILITIES
Log File analysis
Validate hreflang
Calculate keyword growth using
Google Trends
Identify duplicate URLs
Perform competitor analysis
Automate page speed audits

OTHER FUN PYTHON PROJECTS
Create a bot using Python,
Telegram and RandomDog API
https://www.practicepython.org/
https://realpython.com/pygame-a-primer/
https://inventwithpython.com/pygame/

POWERING MACHINE LEARNING
“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/

POWERING MACHINE LEARNING
@rvtheverett@DeepCrawlhttps://www.expertsystem.com/machine-learning-definition/
Run a python
script to train
the computer,
using a dataset
Summarise
and Visualise
the dataset
Evaluate the
algorithms
Make
Predictions

REAL WORLD MACHINE LEARNING EXAMPLES

SEO POSSIBILITIES WITH MACHINE LEARNING
SEO Possibilities with
Machine Learning
Evaluating
Content Quality
Log File
Analysis
Predictive
analysis
Title Tag
Optimisation
User Engagement
Insights
Audio
Transcribing

THE FUTURE OF SEO
Understand and solve problems
faster

THE FUTURE OF SEO
Make data driven decisions

THE FUTURE OF SEO
Focus on other important
optimisation activities

Tackling Python: How It Can Help With Technical SEO | Pint Sized Meetup January 2020 | Ruth Everett

JOIN COMMUNITIES
https://pyslackers.com/web

https://www.100daysofcode.com/
KEEP PRACTICING AND
HAVE FUN

KEY TAKEAWAYS
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.

USEFUL RESOURCES
https://www.python.org/
https://www.searchenginejournal.com/python-seo-data-reference-guide/287927/
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/

THANK YOU
@DeepCrawl
Ruth Everett
Technical SEO & Content Executive
@rvtheverett

Tackling Python: How It Can Help With Technical SEO | Pint Sized Meetup January 2020 | Ruth Everett

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