TechSEO Boost 2017: Working Smarter: SEO Automation to Increase Efficiency & Effectiveness

The document discusses how to run SEO experiments to test changes on websites. It recommends bucketing pages into control and treatment groups to test elements like title tags, meta descriptions, and content. It provides steps for designing an experiment, waiting 2-4 weeks for results, analyzing traffic differences between groups, concluding if results are significant, and iterating on new experiments. It also includes an example of testing alternative title tags on a company's community pages.

Vincent Terrasi presented on building a machine learning model to predict webpage rankings in search engine results pages (SERPs) with 92% reliability. The model analyzed data from SEMrush, Majestic, ScreamingFrog, OnCrawl, and Visiblis to identify the most important ranking factors for specific topics without human intervention. OVH was then able to instantly check if new webpages would rank first in Google or compare pages' predicted positions. Dan Taylor discussed utilizing Cloudflare Workers to implement technical SEO elements like Hreflang, redirects, and meta robots tags through serverless functions. Testing showed these could be deployed at scale with minimal DevOps while being detected by Google. However, workers

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.

SEO has always sat at the intersection between being a science and an art. We all love to try out new ideas and try to understand what makes the search engines tick, but it can be frustrating to have to cut through the guesswork and speculation just to figure out what Google really wants from us. Even worse, we still find ourselves making SEO changes, seeing uplifts, but then not knowing which changes actually had any impact. Fortunately, new software and better technologies now make it possible to run proper SEO-focused tests and, for the first time, actually measure the impact that each SEO change has on our site. Rob will share these techniques, discuss some of the experiments that Distilled has been running, reveal the unexpected things they’ve learned along the way, and share how you can start running experiments yourself.

Learn about the different things you can and cannot automate in SEO, saving you time and enabling more advanced work. Discover free tools, such as KNIME, and learn how to use them to begin your automation efforts. Finally, learn what an API is and how it can help you and your SEO work

Max Prin discussed technical SEO tactics for the mobile landscape. He emphasized that mobile searches now surpass desktop searches, so websites need to be mobile-friendly and fast loading for mobile users. He recommended responsive design, AMP pages, and progressive web apps to provide optimized experiences for users on all devices. Ensuring content parity between mobile and desktop versions is also important. Structured data and metadata can enhance search engine results and voice search results.

JR Oakes presented on building a toy crawler and renderer to better understand how Google and other search engines operate. He discussed key components of crawlers like prioritizing pages, handling duplicates, and respecting robots.txt. He then created a simple "toy internet" of linked pages to crawl. JR built a basic crawler in Python that applies techniques like PageRank, renders pages with Chrome Headless, and includes a search interface using Streamlit. The open source project is intended for learning and experimentation.

You’ve taken the time to implement structured data. But now what? Harness your structured data to make deep technical insights, uncover competitor data, and find unseen strategic advantages for your SEO strategy.

Google will switch to a mobile 1st index in 2018. This means a HUGE opportunity for anyone in digital. SEO, CRO, UX professionals can drive performance gains for clients by making sure this work is on the schedule NOW!

Michael King of iPullRank discusses Information Retrieval, Natural Language Processing and Text Analysis and how to leverage it to improve Search Engine Optimization.

1. Audience segmentation using unsupervised machine learning can analyze individual user sessions from analytics tools like Google Analytics to automatically group users into behavior segments. 2. The key steps involve extracting session data, processing it, selecting important features, clustering the data using algorithms like k-means, and manually exploring the resulting segments. 3. These segments can provide insights for hypotheses to test in conversion rate optimization experiments and personalizing the user experience.

Ranking well is just the beginning of successfully marketing businesses via local search. You then need to attract and engage prospects in order to turn them into customers and to satisfy RankBrain's influence on the algorithms. Mary will show you tactics that will help you to improve your local search experience optimization to attract new leads.

This document discusses new techniques for SEO in the modern age. It covers the importance of data-driven approaches like split testing over following best practices. Machine learning is becoming more important for SEO due to its use in search algorithms. A hub and spoke content model is proposed to manage content across multiple platforms. Split testing and machine learning are positioned as essential SEO techniques, with the recommendation to learn categories of machine learning rather than trying to learn the techniques directly.

Managing Director of iPullRank, Mike King, talks about how to leverage automated testing to ensure that developers engaged in Continuous Integration don't end up accidentally breaking the optimizations in place for SEO

Why taking a look at your canonical setup is a smart move... Some data to compare with, an audit checklist, and a number of Google's quotes over the years.

This document discusses scaling keyword research to find content gaps. It begins by explaining how keyword research has changed from 2013 to focus more on SERP features replacing the top blue links. The presenter then outlines an agenda to map SERP features to content formats, use those to research gaps in content formats for underperforming keywords, and automate the process using Python. Code examples are provided to extract keywords from Google Search Console, get their SERP features from SEMrush, check web pages for expected content formats, and generate a report of missing formats. Resources for learning more about the techniques are also shared.

SEO for large sites is completely different than SEO for smaller sites. Large sites have a strong (yet often overlooked!) lever that can boost rankings: internal linking! However, it can be challenging to understand which pages have the highest PageRank, so that you can tweak them to serve important pages better. That can only be determined when you combine internal and external PageRank. Join Kevin Indig as he presents an innovative approach that merges data from crawls, log files, and backlinks to solve the puzzle! You’ll learn how to: • Combine crawls, log files, and backlinks to find weaknesses in your internal linking structure • Analyze the impact of tweaking internal linking before you deploy the changes • Understand how to tweak internal linking at scale

This document discusses automating SEO tasks using various tools and APIs. It begins by outlining reasons to automate work like increasing efficiency and consistency. It then provides examples of tasks that can be automated, such as routine procedures, keyword research, link prospecting, and technical audits. The document discusses tools for automation like KNIME and APIs, and how to conceptualize and implement automation through breaking work into micro-tasks and scheduling scripts. Specific SEO tasks that can be automated are also covered in detail, such as reporting, data collection, AMP validation, and content generation. Automation is presented as a way to scale SEO work and free up time.

How to get started with automation for your SEO efforts. How to think about what can and should be automated, as well as how to go about it. From MNSearch Summit 2018.

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.

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

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.

The document discusses tips for using Google Analytics 4 (GA4) for SEO purposes. It provides 8 tips: 1) Enable Search Console collections within GA4, 2) Customize the GA4 navigation, 3) Enrich data with event parameters, 4) Set up custom alerts for traffic changes, 5) Track speed metrics with Google Tag Manager, 6) Monitor conversions in content funnels with audiences and triggers, 7) Improve channel groupings, 8) Export raw data from GA4 to BigQuery for further analysis. The tips are aimed at helping SEO professionals gain more insights from behavioral data and track key performance metrics within GA4.

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?

- What is an SEO’s role in building a website? - What is an IA? - Building a website data-first: Case Studies - Building a website data-first: The Process - Recap

My Slides from Reaktor Breakpoint 2015 - This is by far the best deck (and hopefully talk) I've done this year. Masses of info, reading, articles, useful reports and more.

Find out how Python and Machine Learning can be used to save you time and help you understand your website better. This session will cover how advancements to Python and Machine Learning are changing the game for busy SEOs, discuss the positive impact they can have and provide you with plenty of ready-to-use scripts you can use to save time with your technical SEO efforts.

Mark Vozzo shares 5 secrets for search success: 1. Use analytics to measure SEO traffic and keywords. 2. Do keyword research to understand searchers and optimize content. 3. Ensure good crawlability by using sitemaps and avoiding Flash. 4. Optimize pages with unique, high-value content and proper metadata. 5. Build quality links using targeted keywords while avoiding paid links.

This document discusses a proposed search engine optimization (SEO) system. It includes an abstract describing SEO and its goals. The scope section discusses how SEO is commonly used to improve search engine rankings. The proposed system would allow users to search for content by keyword and refine results. It would display search results across different formats. The system requirements, design, testing approach, and screenshots are also outlined. In conclusion, the document states that SEO is an ongoing process that requires constant adaptation to changes in technology and search engine algorithms.

Rory will share details about how SEOs can integrate different data sources to develop SEO personas at a keyword level which help to enhance the effectiveness of an SEO strategy. Learn how to use emerging audience intelligence technologies, Google Analytics, CRM, web monitoring and social listening tools to improve and modernise your approach to SEO, content marketing and digital PR.

Search engine optimization (SEO) is the practice of optimizing your website and its content to improve its visibility and ranking in search engine results pages (SERPs). A long title on SEO could cover a wide range of topics, including: The Importance of SEO for Small Business: How to Drive Organic Traffic and Boost Your Online Presence The Ultimate Guide to On-Page SEO: Best Practices for Optimizing Your Website's Content Advanced SEO Techniques: How to Rank Higher and Drive More Traffic to Your Website Local SEO Strategies: Tips and Tricks for Optimizing Your Business's Online Presence for Local Search How to Conduct an SEO Audit: A Step-by-Step Guide to Evaluating Your Website's Performance and Identifying Opportunities for Improvement The Future of SEO: Predictions and Trends to Watch in the Coming Years SEO vs. PPC: Which One Is Right for Your Business? A Comprehensive Comparison of Search Engine Marketing Strategies The Impact of Social Media on SEO: How to Leverage Social Media to Boost Your Website's Ranking and Visibility Mobile SEO: Best Practices for Optimizing Your Website for Mobile Devices and Mobile Search The Role of Content in SEO: How to Create Content That Ranks Higher and Drives More Traffic to Your Website. Explore more at: www.arabianluxurytours.com

Track: Inbound Topic: SEARCH ENGINE OPTIMIZATION Title: The Most Important SEO Initiatives to Plan for in 2016 Speaker: ALAN BUSH, VP of Strategy, Ignite Visibility Alan Bush, VP of Strategy of Ignite Visibility and UCSD teacher, reveals the biggest changes in SEO in 2015 and what to focus on in 2016. This presentation is not necessarily for SEO beginners, but instead, for those who have some basic knowledge of SEO and are looking to take their ranking to the next level. - See more at: http://sdama.org/events/2015-art-of-marketing-conference/#session-details

SEO Tools to get an idea about what tool are to be used while optimization. Search Engine Optimization is a powerful tool to maintain website ranking in top levels

This document contains slides from a lecture on search engine optimization (SEO) and search engine marketing. It discusses key aspects of SEO like developing an SEO strategy, on-site optimization techniques, link building, and the difference between white hat and black hat SEO techniques. The slides cover understanding page rank, how search engines work, keyword research, optimizing content and URLs, and using links to build authority. Search engine marketing concepts like pay-per-click advertising are also mentioned. Case studies are included to illustrate principles of SEO in practice.

Discover how LLMs can enhance the efficiency of your SEO activities and workflows while maintaining SEO quality. Credit: Aleyda Solis. https://speakerdeck.com/aleyda/leverage-ai-to-maximize-seo-efficiency-while-keeping-quality?slide=32

In partnership with London Research, Catalyst and Xaxis’ new original research and report, “Closing the Gap: Adopting Omnichannel Strategies for Stronger Brand-Consumer Connections,” explores gaps in where consumers are spending their time and where advertisers are investing, revealing opportunities for marketers to adopt and advance omnichannel approaches to media and marketing for long-term growth. Key takeaways: • U.S. consumer trends and engagement compared to advertiser approach to search, social, ecommerce, gaming, CTV, DOOH, podcasts, and more • Media consumption differences across key audience demographics and implications for omnichannel planning • Brands’ mindset, approach, and recommendations for ongoing experimentation and testing into emerging platforms • Barriers to adopting omnichannel programs and recommended solutions • The impact of privacy and identity on consumers, advertisers, and omnichannel programs

View the recording here: https://www.catalystdigital.com/techseoboost/#on-demand-recordings Upasna Gautam, Product Manager, Platform & Commerce, CNN

This document discusses various rendering strategies and their impact on Core Web Vitals metrics. It begins by defining the Core Web Vitals metrics - Largest Contentful Paint, First Input Delay, and Cumulative Layout Shift. It then examines different rendering strategies like client-side rendering, server-side rendering, static rendering, and rehydration. For each strategy, it outlines potential issues that could lead to poor Core Web Vitals and provides mitigation tactics to address those issues. The goal is to help understand how rendering strategies affect page speed and provide ways to optimize for Core Web Vitals.

View the recording here: https://www.catalystdigital.com/techseoboost/#on-demand-recordings Simo Ahava, Co-founder, Simmer Server-side tagging introduces something of a paradigm shift to setting up marketing data collection for an organization. Instead of burdening the client device with the responsibility for sending data to third-party endpoints, the data streams are instead proxied through a server-side endpoint that your organization owns. This has huge implications on things like data governance, quality, privacy, security, and enrichment. Unlike traditional “server-side tracking”, where data is collected and processed server-to-server, server-side tagging lets you essentially turn a server environment into a tag management solution. In this talk, Simo Ahava will walk you through this new paradigm, introducing concepts that some of you might remember from pre-Google-Analytics days of web analytics. But server-side tagging is just so much more. Just like tag management for web browsers broke pre-established notions of what it is to deploy marketing pixels on a site, server-side tagging is here to disrupt the outdated approach of stuffing the site full of third-party resource loads and hoping that the users won’t notice.

Big things are happening in programmatic. We’ll share actionable insights to drive business results in 2021, while exploring the potential impact of each trend over the next decade. Sign up and uncover strategies to address key trends like: - Cookieless World: The future of identity & audiences - Video: Learn why a fragmented video landscape needs integration - AI: Humans are advancing AI into unique and creative use-cases - Ecommerce: All brands are now ecommerce brands, what does that mean for marketers? - Gaming: Already bigger than the Super Bowl! Never been a better time to get in the game - Creative: Creative meets digital for hyper-targeted, customization at scale - Omnichannel Activations: Consumers are everywhere, are you?