MnSearch Summit 2018 - Paul Shapiro – Start Building SEO Efficiencies with Automatio

My webinar with DeepCrawl talking about mobile-friendliness, assessing keyword targeting on mobile, finding content inconsistencies across devices and much, much more!

There are a lot of myths, facts and theories on crawl budget and the term is bandied around a lot. This deck looks to address some of those myths and also looks at some additional theories around the concepts of 'crawl rank' and 'search engine embarrassment'.

A discussion of trends in the technical SEO industry covering a wide array of topics from industry health metrics, budding technologies, standards adoption and future expectations.

Tom has long been fascinated with how the web works… and how he could break it. In this presentation, Tom will discuss some of the times that he has discovered security issues in Google, Facebook and Twitter. He will discuss compromising Search Console so that he could look up any penalty in the Manual Action tool, how he took control of tens of thousands of websites, and how he recently discovered a major bug that let him rank brand new sites on the first page with no links at all. Tom will outline how these exploits work, and in doing so share some details about the technical side of the web.

The document discusses three tips for optimizing website speed: 1) Using new image formats like WebP that are smaller in file size than JPEG and PNG, 2) Optimizing custom webfonts to reduce file size and number of HTTP requests, and 3) Implementing HTTP/2 to enable multiple requests over a single connection and reduce latency. It also covers critical path rendering which involves optimizing the resources needed to render the initial view above the fold.

Is there a state of technical SEO? Or is it simply a function of what’s happening with tech in broader disciplines like data/analytics, digital marketing, and web development? Join this session to get Mike King’s take on the state, or rather, statelessness of technical SEO. He’ll share the things you need to know to build an authentic picture of your technical SEO program and get on Google’s level.

Tech-SEO Update: URL Hygiene, Redirects, hreflang, AMP, Rich Cards, HTTP/2, Site Speed, Crawl Gap Analysen, neue Bildformate, uvm.

This document discusses various techniques for improving JavaScript rendering for SEO purposes, including: - Using automated tests to prevent JavaScript-related SEO errors before deployment. Unit and end-to-end tests can check for issues like missing tags. - Choosing an appropriate rendering technique depending on how often content changes, whether it be pre-rendering, server-side rendering, or dynamic rendering. - Leveraging universal JavaScript to avoid accidental cloaking issues and ensure consistency between what users and search engines see. Workarounds are discussed when universal JavaScript is not practical.

My talk from Online Marketing Tag (OMT) Wiesbaden 2018 covering the ever-changing landscape of search and some of the stuff that I think will have a significant impact on SEO in the very near future!

This document provides guidance on how to successfully conduct a website migration without negatively impacting traffic, rankings, and revenue. It emphasizes the importance of pre-migration planning, actions, and post-migration checks. Key steps include defining responsibilities and resources, creating a project plan and checklist, setting up redirects, internal link updates, and benchmarking rankings. Post-migration, the document recommends checking robots.txt, redirects, log files, and conducting various tests through Google Search Console to identify any issues.

This document provides a summary of Michael King's presentation on the technical SEO renaissance. It discusses how SEO has evolved over time from basic tricks to a more technical focus as search engines have advanced. Key points include the growing importance of JavaScript, single page applications, HTTP headers, log file analysis, headless browsing, scraping techniques, content optimization using entities, internal linking structures, page speed optimizations, and preloading directives. The presentation argues that technical skills are now essential for SEOs to understand new developments and effectively optimize websites.

The document discusses many of the common issues that can arise when implementing hreflang tags for internationalization, such as tools providing incorrect information; content being served from different URLs than indexed; duplicate pages causing problems; and it taking time for all language versions to be crawled. It emphasizes that internationalization is complex with multiple systems involved and recommends automating the process as much as possible to avoid manual errors, and to expect that problems will occur and need repeated checking.

The document discusses various techniques for improving website speed, organized into three main categories: transmission, rendering, and serving. Transmission-focused techniques include image compression, minification, HTTP compression, and expires headers. Rendering optimizations involve load order, lazy loading, and parallel downloads. Serving improvements involve using a CDN, disk caching, keep-alive headers, and pre-rendering. The document emphasizes testing techniques like Google PageSpeed Insights and HAR files to diagnose bottlenecks and measure the impact of changes.

My deck from SMX London 2019 on merging logfiles with data from GA, GSC and web crawling for better SEO insights.

Tools are a must for serious SEOs; they deliver the flexibility and capability to tackle jobs of any size. Knowing which ones best fit your needs, budget and the scale of the sites you work on is critical. In this clinic, our veteran SEOs open their own tool chests, share with you their favorites (both free and paid) and take your questions about how to use them (and others) effectively. These are tools that have earned the loyalty of our speakers thanks to their utility, features and ability to help maximize time - no sponsored advice here!

Jori Ford presented on how to take control of a website's crawl budget. She explained that crawl budget is determined by crawl rate and demand. Crawl rate depends on factors like response time and server errors, while demand is based on popularity and freshness. She recommended quantifying a site's current crawl budget by analyzing log files to see what pages are crawled and how often. Then pages can be optimized by improving response time and removing errors. Non-essential pages should be pruned to conserve budget, while important pages can be better linked and updated to increase demand. Overall the key is understanding how Google allocates crawl resources and managing page quality and relevance accordingly.

Learn to code! You’ve heard it before, but starting seems like a monumental undertaking. It’s not. And, even a basic understanding of programming can pay off immensely. You’d be surprised by how much more efficiently and effectively you can work with your developer counterparts once you have a few easy concepts down. In this session, Catalyst’s Paul Shapiro will help get you started. Paul will discuss the fundamental components that make up a computer program and how you can easily leverage them to improve your work as an SEO. You’ll learn about basic concepts like loops, variables, if-else statements, functions, and arrays (they sound scarier than they are!), how to identify specific marketing tasks you do today that can benefit from basic programming skills and knowledge, how to pick your first programming language, and more.

Are you tapping into automation for keyword research? If not, why not? When it comes to SEO, automation is awesome. For starters, it can help free up a lot of time that is normally spent on menial tasks. What’s more, it can also aid deep analysis, and even facilitate innovation. If you are still doing keyword research manually, this is a must-attend session. Paul will show you how to get started with automated keyword research, using some easy-to-use tools. You’ll see first-hand how they can help you uncover valuable insights automatically. Overall, you will walk away with an immediately actionable plan to start automating your keyword research today.

The document outlines how to build your own search service using Yahoo's BOSS API. It provides examples of existing search engines that use BOSS, highlights key milestones in BOSS usage, describes what can be built with the BOSS API, and explains how to use the BOSS API and Mashup framework to build custom search applications and integrations.

This document discusses how to build your own search service using the BOSS API from Yahoo. It provides an overview of the BOSS API, including what it allows developers to do, key features, and how to get started. Specifically, it outlines how developers can (1) access Yahoo's search infrastructure through the BOSS API, (2) build various client and browser integrations, and (3) customize search results through features like result re-ranking and presentation customization. It also provides examples of how to make requests to the BOSS API for web, image, and news searches.

The document discusses redefining technical SEO and outlines various types of technical SEO work. It defines technical SEO as any sufficiently technical action undertaken with the intent to improve search results. The types of technical SEO work discussed include general technical SEO involving crawling, indexing and rendering; blurred-responsibility technical SEO that overlaps with other roles; and advanced applied technical SEO using technologies like machine learning and automation. Specific technical SEO examples are also provided, emphasizing that coding skills are fundamental for advanced, applied technical SEO work.

It’s time to throw the traditional definition of technical SEO out the window. Why? Because technical SEO is so much bigger than just crawling, indexing, and rendering. Technical SEO is applicable to all areas of SEO, including content development and other creative functions. Join this session to learn how to integrate technical SEO into all areas of your SEO program.

It’s time to throw the traditional definition of technical SEO out the window. Why? Because technical SEO is much, much bigger than just crawling, indexing, and rendering. Technical SEO is applicable to all areas of SEO, including content development and other creative functions. In this session, you’ll learn how to integrate technical SEO into all aspects of your SEO program.

These slides are from my 2009 Fundamentals of Search workshop at KMWorld. Please contact me for information about search engines, consulting, workshops and training.

The document discusses using AI and OpenAI APIs to assist with software testing. It provides an overview of AI types like narrow, general and super intelligence. It also discusses generative AI and common tools for text, image, video and code generation. The document demonstrates how to use OpenAI APIs with Postman, including exploring ideas for API fuzzing and test result analysis. It shares the current state of AI in testing tools and how AI could help with other testing activities beyond automation.

This document summarizes a presentation about developing brilliant APIs in Ruby and Python. It discusses choosing between Ruby and Python for APIs and frameworks like Rails, Grape, Flask and Django. It also covers API documentation, testing, and API sandboxing tools. The presentation concludes that Ruby+Rails is best for large projects while Python is great for smaller, as-needed APIs and scripting. It emphasizes the importance of documentation and how Ready! API can help test and sandbox APIs across technologies.

The document discusses global SEO performance tracking. It recommends tracking key performance indicators (KPIs) like keywords, landing pages, competitive domain and page authorities, internal and external links, and crawl stats. The presentation provides tips on keyword analysis including segmentation of head, body, and tail keywords. It also suggests tools for competitive analysis, site analysis, and tracking changes in keywords, landing pages, authorities, links, and crawl stats. The overall message is that tracking the right metrics across all geographies is essential to measure performance and make more money.

Are you interested in propelling your API automation projects forward? Dive deep into the realm of mastering AI-powered API automation on the UiPath Platform. Discover the most effective methods and pinpoint critical success indicators for RPA and software testing. Learn how to: Overcome major automation challenges through Gen AI; Benefit from UiPath ready-made API harness or create your own; Speed up execution with API Automation in RPA; Use API Automation in RPA and software testing for better resource allocation & efficiency. ️🗣️ Speaker: Robert Wagner, Senior Product Manager, UiPath Useful resources: XAML file presented in the video: https://view.highspot.com/viewer/65d76b19eae3f327cc4247ca?track=false&iid=65d71149c0b747cdcf6b8a26 ⏩ Register for our upcoming Dev Dives March session: Master advanced authentication and performance in Productivity Activities EMEA&APJ: https://bit.ly/DevDives_3_EMEA_APJ AMER: https://bit.ly/DevDives_3_AMER This session was streamed live on February 22, 2024. Check out all our upcoming Dev Dives 2024 sessions at: https://bit.ly/Dev_Dives_2024

The document discusses and compares 13 of the top web scraping tools. It provides details on the features, pricing, and ease of use for each tool. Some of the top tools mentioned include Scrape.do, Scrapingdog, Newsdata.io, AvesAPI, ParseHub, Diffbot, Octoparse, ScrapingBee, BrightData, Grepsr, Scraper API, Scrapy, and Import.io. Web scraping tools allow users to extract structured data and content from websites in an automated manner.

This document discusses Yahoo's BOSS (Build Your Own Search Service) API, which allows third parties to access Yahoo's core search features through web services and monetize through ads. It provides details on the RESTful API and supported services for web, news, images, and other data. Authentication is via OAuth 1.0 and sample code is given for various languages. Examples of previous hacks using BOSS data are provided, along with resources for further hacking projects.

Python has risen in popularity over the last few years, so much so that it has become one of the most talked about and widely-adopted programming languages. But why should technical SEOs care about Python?

You know Machine Learning, your models are working well, the team likes the results… but now you need to “serve” them in an API so that others can interact with it (developers/frontend team/other systems). In this talk, you will learn how to easily build a production-ready web (JSON) API for your ML models with FastAPI, including best practices by default... explained with memes. With very little code, you will get automatic/interactive documentation, data validation, authentication, open standards (OpenAPI, JSON Schema, OAuth2), and the best performance available in Python (on par with Go and NodeJS). On top of that, you will have autocompletion and type checks in your editor, even for your own data, no matter the complexity of its shape.

Presented at PyData Amsterdam 2016. Describes the Rewinder tool, to compare search engine configuration performance between Microsoft FAST and Apache Solr for the ScienceDirect search backend migration.

Ruth Everett gives a presentation on how Python can help with technical SEO tasks. She discusses how Python can be used to automate repetitive tasks, allowing SEOs to focus on more important work. Some examples of automating with Python include parameter finder, 404 checking, internal linking analysis, and image optimization. Machine learning is also an area that Python can help with for SEO, such as evaluating content quality, log file analysis, and predictive analysis. The future of SEO lies in understanding data through Python to make better decisions.

The document provides an overview of the BOSS API and how it can be used to build search applications and mashups. Key points covered include: - BOSS is a RESTful API that provides search, news, image, and other services. - The API can be used to customize search results, integrate with external data sources, and build vertical search applications. - The document describes various techniques for refining searches, getting related results, and enhancing relevancy using BOSS and secondary data sources and services.

This document discusses the journey of a startup called Experience to productionize data science. In 2016, Experience had 13 engineers and 1 data scientist. The goal for 2017 was to make an impact on customers through predictive modeling and deploying models into production in real-time using minimal engineering resources. Experience explored using H2O for scalable machine learning due to its Java implementation and ability to export models. This allowed Experience to create a production pipeline using H2O, Python for preprocessing, and services like Docker and ECS for deployment with no additional engineering effort. While successful, there were limitations using only H2O algorithms and not leveraging Python more. Overall, the document outlines Experience's process to operationalize data science within a startup

INTERFACE by apidays 2023 APIs for a “Smart” economy. Embedding AI to deliver Smart APIs and turn into an exponential organization June 28 & 29, 2023 APIs with bounded contexts: modelling APIs with domain-driven design Jose Haro Peralta, Author, Instructor, Consultant at microapis.io ------ Check out our conferences at https://www.apidays.global/ Do you want to sponsor or talk at one of our conferences? https://apidays.typeform.com/to/ILJeAaV8 Learn more on APIscene, the global media made by the community for the community: https://www.apiscene.io Explore the API ecosystem with the API Landscape: https://apilandscape.apiscene.io/

We’ve heard it all before: “Right User. Right Time. Right Message.” In a world of automation in the PPC landscape, it seems that marketers can lose control of their ad messaging if they’re not careful. Learn how to navigate ad formats such as RSAs and other responsive formats, create winning ad copy that resonates and “test” ads in today’s world. As automation opportunities expand and creative needs grow, this is sure to be one presentation you don’t want to miss! So join us on Wednesday, September 25th, at Rocket55 in Northeast Minneapolis to hear Brooke Osmundson of NordicClick Interactive give the skinny on all the above!

Let’s face it, you’ve been cranking content out for years and the majority of it isn’t successful. Learn how The Motley Fool’s Alli Berry has been applying the principles of the popular KonMari Method™ to allow their best web pages to flourish by pruning unsuccessful content. In this session, you will learn a systematic way to uncover and improve your best performing content, find “too similar” pages that are cannibalizing your efforts, and develop a redirect strategy that will lead to organic growth.

The document outlines Jenny Halasz's presentation on the next frontier of SEO and analytics. The presentation agenda includes considering search engine results pages, predicting changes, opportunities in voice search, developing a data-driven plan, and using the KICC Method to understand user intent. The KICC Method is a four-step approach involving keyword mapping, intention analysis, click-through rate optimization, and content gap analysis. Halasz also discusses the importance of understanding what the user "wants" from a query and focusing on the customer rather than just the product. The goal of the presentation is to help attendees optimize their SEO and analytics using techniques like intention analysis, CTR optimization, and identifying new content opportunities.

Will Scott, CEO of Search Influence, gave a presentation on how local businesses can build their brand through PR, social media, and local engagement. He discussed how brands create trust, credibility and recognition. He provided examples of small, local brands that have successfully built their brand identity through consistent messaging, audience engagement, online reviews, and influencer marketing. Scott also presented case studies of how Tulane University's School of Professional Advancement used PR and content marketing tactics to build awareness of its career-focused programs for adults and veterans.

These days, almost all discussion of local search revolves around GMB. However, this is a concept that needs to change. As more searches crave more local results, Google will continue to deliver those across its platform. How do you increase your search market share beyond GMB? And just what do you do with GMB after you have exhausted your options?

Creating a successful content strategy is really hard. Competition is growing and Google continuously refines its understanding of relevance and authority. Blogs are the wrong approach to tackle that challenge. Instead, I want to propose Microsites as a vehicle. In this presentation, I’m using examples from Atlassian, G2, Backlinko, and others to show how Microsites 2.0 are being built, why they’re the better framework and how you can set them up for yourself.

Search engines have spent years telling marketers to just focus on "making great content," but what does that truly mean to a robot? When you dig into Information Retrieval, the Computer Science behind search engines, it becomes clear that there is a specific statistical expectation that drives the understanding of what content is relevant for which queries. In this talk, Mike King will be discussing the text analysis concepts behind how content is processed and how we as marketers can harness it to develop more optimized content.

Telling clients everything is going great? Best! Spending hours downloading CSV files and taking screenshots? Worst! Going over that report you spent hours on and realizing that no one understands it but you? The absolute worst! In this talk, you'll learn how to make better reports — including automation, design, and goal setting.

Cindy Krum is the Chief Executive Officer of MobileMoxie, LLC (Previously Rank-Mobile LLC), which launched in 2008. For the past 10 years, she has been bringing fresh and creative ideas to her clients, regularly speaking at national and international trade events about mobile web marketing, mobile SEO and app SEO. Her company launched the first mobile-focused SEO toolset and APIs to help other SEO tools provide better insights into the mobile market and use-case.

In-Market and Affinity Audiences. Customer Match. Custom Intent. Demographic targeting. Google’s catalog of audience targeting options has exploded over the past couple of years. In this talk, we will cover how to make Google Ads’ ever-growing audience targeting options work for you on a layer-by-layer basis. Attendees will be given strategies for simple tests that can be rolled out right away, to campaign overhauls through data analysis and audience discovery. We will introduce new ideas for new audience layers including remarketing and customer match approaches. We will discuss some examples of tests gone wrong, such as the common problem of limiting audiences so severely that they halt spend altogether. And we will discuss how to overcome these key pitfalls for those who are just starting to use Google audience targeting in earnest across their search ad campaigns.

This document provides an overview of paid search advertising options across Amazon, Google, and Microsoft. It discusses how each platform has rebranded and expanded their advertising offerings in recent years. Key points covered include Amazon's DSP and various ad formats, Google's Shopping Actions and Express, and Microsoft Advertising's co-op bidding and expanded capabilities beyond search. The document recommends that marketers diversify across channels, learn more about each platform's transaction features, and ensure quality product data to take advantage of emerging paid search opportunities.

LinkedIn Ads features, hands-down, the best B2B targeting on the planet. It’s also unapologetically expensive, meaning that any mistake becomes an expensive one. Join AJ Wilcox, LinkedIn Ads expert and founder of B2Linked.com, as he walks you through advanced strategies that you can use today to get the most out of your LinkedIn Ads campaigns. We’ll focus on achieving scale and performance while minimizing costs. Using these strategies, you’ll become the marketer whom the sales team worships!

Advances in machine learning are responsible for ever-more automated campaign management from Google in the form of close variants, smart bidding, smart campaigns, similar audiences, etc. Do these automations really drive better results? How can PPC managers leverage this free technology to free up time to work on new things? And what are the best new things to focus on to drive exponential growth? Join Fred Vallaeys to learn more about free automation tools you can start using today to become a PPC rockstar.

Google Data Studio is a great way to create compelling data visualizations...for free! And Google Sheets is a powerful free tool that many search marketers swear by. Individually they are awesome tools that can help you communicate your value to stake holders. But when you add Supermetrics to the mix you've created a data visualization powerhouse. I'll show you how to put these three tools together to prove your value.

Keyword research is imperative when writing any type of content on your site or for your clients. With so many tools out there, learn what some of the best tools are there in the market and how to utilize key features from each of them from Ahrefs to Google Keyword Planner and more.

Screaming Frog scrapes a lot of critical information by default; page titles, H1 elements, canonical tags, etc. But what if you want to pull other data points into your site crawls? With Custom Extraction, you can program Screaming Frog to scrape just about any information you want. Once you get a handle on how to use it, you can conduct more advanced site crawls and analysis.

Getting the attention of someone that’s never heard of your brand before gets more and more difficult every year. Securing influential advocates to link and share is critical to both top of funnel awareness and conversion-driving trust. But counting on free samples and demos won’t be enough to entice influencers to shout your praises. You are going to have to market the value of a business partnership to them just like you are marketing your product/service to your customers.