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.
The document is a slide presentation on using natural language processing (NLP) for search engine optimization (SEO). It discusses how NLP can be used to analyze text data for SEO purposes, including preprocessing text through tokenization, normalization, and feature extraction. It also covers vectorization techniques and basic machine learning models that can be applied to NLP tasks for SEO, as well as resources for learning more about applying NLP in SEO. The presentation aims to show how NLP can power applications to help with content creation, link analysis, and other SEO tasks.
TechSEO Boost 2017: Working Smarter: SEO Automation to Increase Efficiency & ...Catalyst
In today’s always-on world our “to do” lists never seem to shrink. Fortunately, when it comes to SEO there are ways to work faster AND better. One sure-fire way to increase efficiency and effectiveness is automation. Join Catalyst’s Paul Shapiro as he discusses specific ways to use automation to deliver better results in less time. You’ll leave with an understanding of how automation technology can simplify technical SEO processes. Audiences will learn how to:
• Leverage SQL databases to automatically collect data from Google search console over time
• Automate keyword research with an open-source tool called KNIME
• Use programming concepts, such as regex for data extraction, and work with APIs to enhance your data analysis
• Implement data visualization strategies to quickly recognize critical patterns and trends
What I Learned Building a Toy Example to Crawl & Render like GoogleCatalyst
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.
TechSEO Boost 2017: SEO Best Practices for JavaScript T-Based WebsitesCatalyst
While providing a dynamic and fast user experience, JavaScript-based sites (SPAs/PWAs) are not always “SEO friendly.” Therefore, it is crucial for developers to understand how search engines crawl, parse, eventually render, and index dynamic websites, to make sure bots get the experience they developed and the content of the site.
This tutorial provides an introduction to the Python programming language. It will cover Python's core features like syntax, data types, operators, conditional and loop execution, functions, modules and packages to enable writing basic programs. The tutorial is intended for learners to learn Python together through questions, discussions and pointing out mistakes.
TechSEO Boost 2017: Fun with Machine Learning: How Machine Learning is Shapin...Catalyst
This document discusses how machine learning is shaping Google and technical SEO. It addresses how TF-IDF is not the best algorithm and that BM25 and machine learning take other factors into account. Wikimedia Research has released machine learning ranking models on GitHub. The document also discusses how Google may use click-through rate as a ranking factor alongside other signals processed by machine learning algorithms, and how techniques like query disambiguation, semantic relevance analysis, content deduplication, and evaluating click satisfaction should be focuses for technical SEO.
Machine Learning and Python For Marketing Automation | MKGO October 2019 | Ru...Ruth Everett
Advancements to Machine Learning are changing the game for busy marketers, with automation possibilities from personalised messaging and content creation to social listening and predictive analysis available.
This document discusses various techniques for measuring and improving website performance. It provides links to tools for monitoring page speed metrics and the loading performance of different sites. Specific techniques are recommended for optimizing assets like JavaScript, CSS, images and HTTP requests to enhance performance. New technologies like HTTP/2 that can help and methods for testing performance variations are also referenced.
Pragmatic REST: recent trends in API designMarsh Gardiner
As presented by @mpnally and @earth2marsh at I Love APIs 2015. Slides covered API design trends, with particular attention paid to hypermedia and versioning. Note the distinction between service-oriented and data-oriented approaches on slide #5.
PyCon India 2012: Rapid development of website search in pythonChetan Giridhar
The document discusses developing website search capabilities in Python. It provides an overview of typical search engine components like indexing, analyzing, and searching. It then compares two Python search libraries - Pylucene and Whoosh. Benchmark tests on indexing, committing, and searching a 1GB dataset showed Whoosh to outperform Pylucene in speed. The document recommends designing search as an independent, pluggable component and considers Whoosh and Pylucene as good options for rapid development and integration into Python web projects.
TechSEO Boost 2017: The State of Technical SEOCatalyst
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.
TechSEO Boost 2018: The Statelessness of Technical SEOCatalyst
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.
Information overload is less about having too much information and more about not having the right tools and techniques to filter and process information to find the pieces that are most relevant for you. This presentation will focus on showing you a variety of tips and techniques to get you started down the path of looking at RSS feeds in a completely different light. The default RSS feeds generated by your favorite blog or website are just a starting point waiting to be hacked and manipulated to serve your needs. Most people read RSS feeds, but few people take the time to go one step further to hack on those RSS feeds to find only the most interesting posts. I combine tools like Yahoo Pipes, BackTweets, PostRank and more with some simple API calls to be able to find what I need while automatically discarding the rest. You start with one or more RSS feeds and then feed those results into other services to gather more information that can be used to further filter or process the results. This process is easier than it sounds once you learn a few simple tools and techniques, and no “real” programming experience is required to get started. This session will show you some tips and tricks to get you started down the path of hacking your RSS feeds.
Tackling Python: How It Can Help With Technical SEO | Pint Sized Meetup Janua...Ruth Everett
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.
Redefining technical SEO & how we should be thinking about it as an industry ...WeLoveSEO
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.
This talk is aimed at understanding how ranking of documents works with Solr and ways to improve relevancy your search application.
The first part of the talk will cover how a user query gets parsed in Solr and the default scoring which comes with it.
The second part of the talk covers how to customize scoring to work better with your dataset by experimenting with the available similarity implementations and writing your own similarity implementation.
Finally I will talk about adding different relevancy signals into your ranking algorithm and customizing results for your top N queries.
Presentation from the Elasticsearch Denver Meetup.
Discusses scaling of Elasticsearch for Related Posts across WordPress.com and some of the big changes that were needed in order to scale for 23 million queries a day across 800 million documents.
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.
Redefining Technical SEO - Paul Shapiro at MozCon 2019Catalyst
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.
Redefining Technical SEO, #MozCon 2019 by Paul ShapiroPaul Shapiro
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.
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.
Dev Dives: Leverage APIs and Gen AI to power automations for RPA and software...UiPathCommunity
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:
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Developing Brilliant and Powerful APIs in Ruby & PythonSmartBear
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.
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.
Tackling Python: What is it and How Can it Help with Technical SEO? | TechSEO...Ruth Everett
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?
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.
Measuring Search Engine Quality using Spark and PythonSujit Pal
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.
Selecting the right process for robotic process automation (rpa)NUS-ISS
by Mr Liu Siyong General Manager, CFB Bots Pte Ltd for the NUS-ISS SkillsFuture Series Seminar: Harnessing the power of Intelligent Software Agents (9 April 2019)
Productionizing Data Science at ExperienceMatt Mills
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
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.
INTERFACE by apidays 2023 - APIs with bounded contexts, Jose Haro Peralta, mi...apidays
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
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Bill Hartzer - Advanced SEO Audits - Pubcon Las Vegas 2018Bill Hartzer
In this presentation, Bill Hartzer of Hartzer Consulting talks about Advanced SEO Audits of websites. Presented at the Pubcon Las Vegas Conference, Pubcon Pro 2018.
Yahoo BOSS Presentation London Open Hack Day Talk BossKorben00
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.
Similar to Working Smarter: SEO Automation to Increase Efficiency and Effectiveness - Paul Shapiro (20)
The Whale And a Phoenix: A true story of agency near death and rebirth - Stev...State of Search Conference
This document discusses the growth and challenges of an agency called RankHammer. It shows graphs of the agency's revenue over time, with revenue peaking and then declining. The agency struggled with cutting expenses as costs became fixed. Various strategies are proposed to reset the agency, find new sources of revenue, and clearly articulate what makes them different to return to growth.
The document discusses how brands can have their reputations damaged and provides tips for reputation management. It notes that it only takes a short time to damage a reputation that took years to build. Several quotes illustrate how social media profiles can negatively impact job prospects and how online comments persist indefinitely. The presentation advises companies to proactively monitor for issues, respond transparently and address customer concerns to prevent reputation damage. It emphasizes the importance of honest, solution-focused engagement over defensiveness when issues arise.
The document discusses optimizing for trust at every stage of the customer journey. It recommends asking customers for first-party reviews to build reputation, which impacts search engine rankings and every step of the marketing funnel. First-party reviews increase click-through rates and help content stick and engage visitors. The key is focusing on trust and the human element by seeding and maximizing the review process.
Sponsor local community events and organizations like drag races, schools, and non-profits to build goodwill and attract links from their websites. Create engaging content like infographics and quizzes on topics relevant to target audiences and link this content to your own website. Advertise using demographics and interests on platforms like Facebook, Twitter, and Pinterest to drive traffic.
The document discusses reasons why pay-per-click (PPC) marketing may fail, which are referred to as "non-marketing doom". It identifies two main categories of failure: failures in process, and failures in understanding. For failures in process, it provides examples like stock issues, pricing issues, and poor customer service. For failures in understanding, it discusses clients not understanding concepts like attribution and lifetime customer value. It emphasizes that marketers should communicate clearly with clients, educate them, and know when an issue falls outside of the marketer's scope of responsibilities.
Simon Poulton, Senior Director of Digital Intelligence at Wpromote, gave a presentation on data-driven attribution. He discussed the challenges of attribution, including incomplete data and siloed measurement. Poulton also covered approaches like Shapley values that adjust attribution based on new data. He emphasized that the best models are constantly learning and help inform strategies to drive growth.
The document discusses automated bidding, which uses algorithms to optimize bids for paid search ads in real-time based on contextual signals. It begins by defining automated bidding and explaining why it is useful for handling the vast number of possible bid combinations. The rest of the document covers how automation is disrupting the industry, bidding opportunities and limitations of automated bidding systems. Case studies are provided and questions are taken at the end.
This document lists 164 comedy films from 1968 to 2018. It begins with Mel Brooks' 1968 film The Producers and includes many classic comedies from the 1970s-2000s like Airplane!, Caddyshack, Ferris Bueller's Day Off, Austin Powers, Anchorman, Talladega Nights, Step Brothers, Bridesmaids and Ted. Many of the films featured launched the careers of famous comedic actors and directors or became cult classics known for their hilarious humor and memorable comedic performances.
This document provides an overview of artificial intelligence and machine learning applications in pay-per-click advertising. It defines AI and machine learning, and gives examples of how they are used in automated bid management, attribution models, ad rotation settings, and new AdWords experiences. The document also discusses future AI uses in Google Optimize and attribution, and reviews several AdWords automated bidding options like Target CPA, Target ROAS, and Enhanced CPC. It notes that machine learning uses contextual signals to optimize bids. In closing, it mentions coming AI applications to BingAds and new attribution modeling features in AdWords.
This document summarizes key issues regarding advanced SEO, as presented by Rob Woods, an SEO consultant and conference speaker. It discusses internal linking structure and best practices, such as using HTML over JavaScript for links. It also covers topics like link decay over depth, canonical URLs, duplicate content, dynamic rendering, crawl control methods, and pagination versus infinite scroll implementations. The goal is to help optimize a website to be fully crawled and understood by search engines.
Crawling, ranking, and indexing are the key processes behind how search engines work. Crawling involves discovering URLs to index, respecting robots.txt files and crawl schedules. Indexing extracts content and ranking signals from pages, including handling different document types and JavaScript. Retrieval and ranking determine page relevance and order for a query. Ranking especially considers user intent and factors like content quality, links, and site speed. The future of search will continue emphasizing findability and a positive user experience across devices.
The Conversion Disconnect: Why Ad Platform Data Misguides You in Lead Gen - E...State of Search Conference
The document discusses how marketing teams can better integrate marketing and sales data to analyze lead quality and sales conversions. It recommends merging campaign performance data from advertising platforms with lead and sales data from a CRM to analyze which campaigns, keywords, and ads are driving qualified leads. It also discusses analyzing landing pages to ensure they are adequately pre-qualifying leads for sales. Finally, it suggests analyzing factors like time lag to qualification and sales team performance to identify ways to improve sales process alignment between marketing and sales. The overall message is that integrating data can provide insights to optimize strategies and improve lead quality and conversions.
The document discusses search engine optimization strategies. It introduces the KICC method for improving SEO, which includes four key parts: keyword mapping, intention analysis, click-through rate optimization, and content gap analysis. The method involves analyzing search traffic, mapping keywords to pages, evaluating intentions and click-through rates to identify issues, and determining what new content should be created. The goal is to better match keywords and content, improve returns on investment and click-through rates from Google, and develop a content plan.
Navah Hopkins gives a presentation on optimizing digital marketing budgets across multiple advertising networks. She begins with an overview of minimum budget requirements for Google, Bing, Facebook and discusses the benefits of diversifying budgets rather than relying on one network. Navah then provides tips for optimizing campaigns on each individual network to get the most value. Finally, she shares two case studies that demonstrated significant improvements in key metrics like cost per acquisition by applying multi-network optimization strategies.
This document discusses solutions for bridging the gap between marketing and finance perspectives by focusing on profit-driven metrics. It recommends pushing cost of goods and media costs into Google Analytics to create a single point of truth for key metrics like product revenue, cost of goods, and media costs. This will allow calculating product-level profits and identifying the most profitable versus just most popular products and promotions. Methods are provided for pushing cost data via data imports and the Google Management API to enable custom profitability reports and dashboards in Google Data Studio.
7 strategies for improving Facebook advertising performance that aren't typically recommended by Facebook representatives are outlined. The strategies include: 1) running ads on existing creative as page post engagements to test performance before broader campaigns; 2) expanding target audiences and offers rather than increasing budgets for underperforming ads; 3) mirroring email automation workflows with Facebook ad campaigns; 4) advertising other websites to still track downstream effects; 5) using influencer content and comparing performance to branded content; 6) conducting brand lift studies to measure non-direct campaign impact; and 7) building Facebook page followers through targeted page content and limited invitations.
Content Marketing Excellence: The Road to Content Marketing Greatness - Eric ...State of Search Conference
This document discusses content marketing excellence and strategies that major brands are using. It provides examples of how companies like Patagonia, Lean Cuisine, and Nike created engaging content marketing campaigns that aligned with their brand values. The document also examines how content marketing supports search engine optimization efforts, using case studies of companies that saw significant growth in organic traffic and link building through ongoing content publishing. It analyzes factors that contribute to some content being more effective than others at attracting links, such as opinion-forming journalism and data-driven research studies from trusted sources.
The document provides tips for client services and agency operations. It discusses proper client onboarding through creating detailed checklists and setting realistic expectations. It also recommends locking in goals, using non-disclosure agreements, tracking changes, and avoiding low-profit "bad revenue" work that could hurt business growth. The document aims to help agencies effectively manage clients, projects, and growth.
The document discusses fulfilling the promise of creative marketing through social media ads. It covers relating ad creative to audiences and goals, elements of social ad creative like headlines and images, and testing different creative combinations. The overall message is that carefully crafted creative that aligns with business goals, audiences and content will drive better data collection and results for social advertising.
In today's digital age, German auto repair shops can leverage digital marketing to enhance visibility, engage customers through personalized interactions, and reach targeted demographics effectively. By optimizing online presence, managing reputation, and analyzing performance data, shops can achieve cost-efficient growth and competitive advantage in the market.
Lately, it’s been feeling a little Terminator-y out there, huh? But the future of paid media isn’t an employment battle between AI and humans like some believe. Instead, it’s about collaboration and another powerful tool to add to the digital marketer’s tool belt. In fact, the best digital marketers have been integrating AI-elements into their work for years… with one caveat - there’s still an industry professional driving the bus.
Join Curtiss Gulash, Director of Paid Media, at Be Found Online, to explore the strengths and weaknesses of AI (as well as humans), and how those qualities can complement one another to develop stronger, more informed, and more efficient paid media campaigns. It’s time to turn and embrace the machine to carve out a path for improving efficiency across your accounts with your new AI companions!
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
10 Advantages and Disadvantages of Social Media Marketing in 2024Markonik
Explore the dynamic landscape of social media marketing in 2024 with our comprehensive presentation. Delve into the top 10 advantages and disadvantages that digital marketers face in leveraging social media platforms. Understand the opportunities for growth, engagement, and brand visibility, as well as the challenges and potential pitfalls that come with navigating the ever-evolving digital ecosystem. This presentation will provide valuable insights and actionable strategies for maximizing the benefits of social media marketing while mitigating its drawbacks, tailored specifically for the needs of Markonik.
Let’s be honest. Improvements in search rankings and organic traffic don’t always translate into sales. Yet, you spend the majority of your SEO resources on driving rankings and traffic. What if you built your SEO content with conversion in mind from the beginning? You’d generate more organic traffic that actually converts into revenue! Join 20-year search marketing veteran as he unveils his framework for developing SEO content with conversion in mind every step of the way ‒ from keyword strategy to content development and publication.
Takeaways:
Tactics and benchmarks for SEO content that converts in 2024
Page layouts and content formats that convert organic traffic
Crafting keyword strategy and calls-to-action for conversion
Importance of SEO to support holistic marketing strategies and the rise of n...JessicaRedman5
A presentation for the Digital Marketing World Forum by Jessica Redman and Andrew Fox.
Discussing how SEO supports across numerous marketing channels and how user search behaviour is changing.
Discover how to optimise social media posts for discoverability and learn about Topical Domination.
Training devistation provides quality training in digital marketing.
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Digital marketing encompasses a wide range of online strategies and tactics designed to connect businesses with their target audiences, increase brand awareness, drive traffic, and ultimately generate leads and sales. Here’s a comprehensive description:
Digital marketing leverages various online channels and platforms such as search engines (Google, Bing), social media (Facebook, Instagram, LinkedIn), email, websites, and mobile apps to reach consumers. Unlike traditional marketing, which often relies on print ads, billboards, or TV commercials, digital marketing allows for precise targeting and measurement of campaigns in real time. also know about benefits of digital marketing
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[Webinar - VWO] AI-First Strategies to Drive Traffic and Conversions for 2024...VWO
Discover how Eric Siu’s agency, Single Grain, drove over 1 million new website visitors at a +59% higher conversion rate in 90 days by integrating innovative AI-driven strategies into their CRO and SEO practices, known as programmatic CRO (pCRO) and SEO (pSEO).
Imagine: At the click of a button, your landing pages dynamically adapt to feature content and elements specific to the keywords and products they are targeting. That’s the power of pCRO, transforming generic pages into highly personalized experiences. With pSEO, generate quality pages at scale that rank at the top of search results for relevant long-tail keywords, driving traffic that then converts.
Excited? In this session, Eric will guide you through how to implement these game-changing techniques for your own business, enhancing your digital strategy and maximizing your ROI.
Chemical Industry- Rashtriya Chemical Fertilizers (RCF) .pptxmayurparate000
Research on chemical industry with considering one of PSU as an example Rashtriya Chemical Fertilizers (RCF). Chemical Industry trend, strengths, weaknesses. Chemical Industry market position as well as RCF position. RCF revenue, profit, EBITDA, forecast, technology, past performance. State wise revenue of chemical industry and RCF as well
NIMA2024 | Hoe Danone Trends vertaalt naar Strategie voor het versterken van ...BBPMedia1
Develop a category & retail vision to drive business impact today
Join Arnoud from Danone and Tris from Ipsos Strategy3 as they guide you on a journey through the art of leveraging trends and foresights to craft a category and retail vision. Discover the crucial need of future readiness, and understand how the future can lead to new opportunities, here and now. Be prepared to unlock the future potential of your enterprise!
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It’s been a difficult few years for Facebook Ads due to signal loss from iOS/Firefox/Chrome and the associated loss of ad targeting precision and ROAS. In this session, delve into 100% new high-impact strategies for thriving in Facebook advertising in a world without 3rd party cookies.
You'll uncover the top 7 Facebook ad hacks of 2024, all centered around first party ad signal data restoration and how to coax the new default Meta Audience+ ad targeting system to do what you want it to do, each backed by solid results and case studies. Learn how to skyrocket your landing page conversions by 20-25%, how to scale ads like never before, and target niche audiences with strategies that defy traditional norms.
Plus, gain insights into critical privacy regulations and how to maintain a full compliance therein.
Top 10 Cases of Amnesia A Journey through Memory Loss.pptxelizabethella096
Amnesia, the loss of memory, is a fascinating and complex condition that has captured the imagination of scientists, storytellers, and the general public alike. It can be triggered by various factors such as brain injury, psychological trauma, or even certain medical conditions. This article delves into ten intriguing cases of amnesia each offering unique insights into the human mind and the fragile nature of memory.
3. Paul Shapiro | @fighto
Why Automate?
1.Work faster and free up time for the
important stuff
2.Look at more data
3.Improved consistency and procedure
4. Paul Shapiro | @fighto
What Can You Automate?
• If you’re doing something on a routine basis,
it can probably be automated (but doesn’t
mean it should).
• Any procedures that can be broken down into
smaller, micro-tasks that can be handled a by
a computer.
• Machine Learning can help with more complex
decision making (think power of AlphaGo).
8. Paul Shapiro | @fighto
How to Conceptualize Automation:
Break into Micro-tasks
1
2 3 4
9. Paul Shapiro | @fighto
How to Work with APIs
API Endpoint:
http://api.grepwords.com/lookup?apikey=random_string&q=keyword
Simple API key authentication via GET request
String is
unique to
you
(authentic
ation)
Variable,
changes
and often
looped
10. Paul Shapiro | @fighto
How to Work with APIs
http://api.grepwords.com/lookup?apikey=secret&q=board+games
Output (JSON):
Simple API key authentication via GET request
[{"keyword":"board games","updated_cpc":"2018-04-30","updated_cmp":"2018-04-
30","updated_lms":"2018-04-30","updated_history":"2018-04-
30","lms":246000,"ams":246000,"gms":246000,"competition":0.86204091185173,"com
petetion":0.86204091185173,"cmp":0.86204091185173,"cpc":0.5,"m1":201000,"m1_mo
nth":"2018-02","m2":246000,"m2_month":"2018-01","m3":450000,"m3_month":"2017-
12","m4":368000,"m4_month":"2017-11","m5":201000,"m5_month":"2017-
10","m6":201000,"m6_month":"2017-09","m7":201000,"m7_month":"2017-
08","m8":201000,"m8_month":"2017-07","m9":201000,"m9_month":"2017-
06","m10":201000,"m10_month":"2017-05","m11":201000,"m11_month":"2017-
04","m12":201000,"m12_month":"2017-03"}]
11. Paul Shapiro | @fighto
How to Work with APIs
Most API Outputs:
1. JSON
2. XML
3. CSV
12. Paul Shapiro | @fighto
How to Work with APIs
Last Step:
Parse it!
13. Paul Shapiro | @fighto
How to Work with APIs
Parsing Example Using Python:
import json
json_string = '[{"keyword":"board games","updated_cpc":"2018-04-
30","updated_cmp":"2018-04-30","updated_lms":"2018-04-
30","updated_history":"2018-04-
30","lms":246000,"ams":246000,"gms":246000,"competition":0.86204091185173,"com
petetion":0.86204091185173,"cmp":0.86204091185173,"cpc":0.5,"m1":201000,"m1_mo
nth":"2018-02","m2":246000,"m2_month":"2018-01","m3":450000,"m3_month":"2017-
12","m4":368000,"m4_month":"2017-11","m5":201000,"m5_month":"2017-
10","m6":201000,"m6_month":"2017-09","m7":201000,"m7_month":"2017-
08","m8":201000,"m8_month":"2017-07","m9":201000,"m9_month":"2017-
06","m10":201000,"m10_month":"2017-05","m11":201000,"m11_month":"2017-
04","m12":201000,"m12_month":"2017-03"}]‘
parsed_json([0]['gms'])
1
2
3
14. Paul Shapiro | @fighto
How to Work with APIs
Full Python Script:
import requests
import json
r =
requests.get('http://api.grepwords.com/lookup?apike
y=secretapikey&q=board+games')
parsed_json = json.loads(r.text)
print(parsed_json[0]['gms'])
18. Paul Shapiro | @fighto
Why KNIME?
• Fast way to put together complex
analyses
• Great for prototyping
• Large library of built-in “nodes”
• Free/Open Source
• Run on Windows/Mac/Linux
• Very expandable – even compatible
with R, Python, Java, JavaScript
• Easy enough for non-technical staff
to grasp
20. Paul Shapiro | @fighto
Other Options
• Scripting Languages
• Python
• Ruby
• Node.js
• Go
• R
• Excel with VBA
• Google Sheets
21. Paul Shapiro | @fighto
Cron & Windows Task Manager
are Your Friend
22. Paul Shapiro | @fighto
What is Cron and Why?
• *NIX system daemon used to schedule tasks and
scripts.
• Windows Task Manager is the Windows equivalent
of Cron.
• This way we can schedule scripts and programs that
perform automated tasks on a recurring, scheduled
basis.
23. Paul Shapiro | @fighto
Quick How To
* * * * * command /to/execute
Day of Week (0-6) (Sunday = 0)
Month (1-12)
Hour (0-23)
Day of Month (1-31)
Minute (0-59)
24. Paul Shapiro | @fighto
Run Every Month at Midnight
0 0 1 * * python datacollector.py
26. Paul Shapiro | @fighto
What is a Node?
• Nodes are prebuilt, drag and drop modules designed perform a singular task
• Nodes are strung together like a chain to accomplish larger, more complex
tasks
• Nodes can be grouped together into “meta-nodes”, which can be configured in
unison
27. Paul Shapiro | @fighto
How Do You Add Nodes &
How Do They Connect?
How do you add nodes to your “workflow”?
How do you string nodes together?
28. Paul Shapiro | @fighto
How Do You Configure & Run Nodes?
Configuring Nodes
Running Workflows
OR
30. Paul Shapiro | @fighto
Most Keyword Research Looks Like This
31. Paul Shapiro | @fighto
Typical Time Investment for Keyword
Research
5
8
12
21 21
6
10
18
22
28
0
5
10
15
20
25
30
Micro (0-49 pages) Small (50-99 pages) Medium (100-249 pages) Large (250-499 pages) Extra Large (>500 pages)
Hours to Complete Keyword Research by Site Size
Average (Low End) Average (High End)
33. Paul Shapiro | @fighto
Filtering +
Data
Manipula-
tions
One Big Keyword List
Seed Keywords
- List
- GWMT
- SEMRush Comp. KWs
- SQR Keywords
Keyword Planner
Suggestions (via
GrepWords)
Google Autocomplete
Semantic Keyword
Recommendations
(via MarketMuse)
Google Autocomplete
SEMRush
Domain vs. Domain
Keywords
Google Autocomplete
34. Paul Shapiro | @fighto
Data Manipulations / Calculations
• Get top 10 results from rank checking API (i.e., GetSTAT)
• Use Moz API nodes and find average PA to assess
competiveness.
• Optionally, use SEMRush’s Keyword Difficulty API
Organic
Competition
Search Volume
Keyword Trends
35. Paul Shapiro | @fighto
Data Manipulations / Calculations
• Get top 10 results from rank checking API (i.e., GetSTAT)
• Use Moz API nodes and find average PA to assess
competiveness.
• Optionally, use SEMRush’s Keyword Difficulty API
Organic
Competition
• Get Search Volumes via SEMRush API or via GrepWords APISearch Volume
Keyword Trends
36. Paul Shapiro | @fighto
Data Manipulations / Calculations
• Get top 10 results from rank checking API (i.e., GetSTAT)
• Use Moz API nodes and find average PA to assess
competiveness.
• Optionally, use SEMRush’s Keyword Difficulty API
Organic
Competition
• Get Search Volumes via SEMRush API or via GrepWords APISearch Volume
• Use 2 Years of Google Trends data to calculate slope and
determine growing/declining keywordsKeyword Trends
37. Paul Shapiro | @fighto
String ‘em All Together and then…
38. Paul Shapiro | @fighto
Visualize
This top-right quadrant contains
keywords with:
• Low competition
• Good growth
Larger bubbles show higher
search volumes.
You can alternatively use
current rank on the x-axis to
signal organic market share like
a traditional growth-share
matrix.
47. Paul Shapiro | @fighto
Search Console
Schedule to run monthly with Cron
and backup to SQL database:
https://searchwilderness.com/gwmt-
data-python/
JR Oakes’ BigQuery vision:
http://pshapi.ro/2vmjDe8
48. Paul Shapiro | @fighto
301 Redirect Mapping
from Old URLs
49. Paul Shapiro | @fighto
301 Redirect Mapping from Old URLs
Crawl
Current Site
Download
Rendered
Pages
Extract Main
Content
(BoilerPipe)
Convert to
Bitvector
Get Historic
URLs from
Wayback
Machine
API
Filter Out
URLs found
on Current
Site
Grab
Rendered
Page from
Wayback
Machine
Extract
Main
Content
(BoilerPipe)
Convert to
Bitvector
Cosine
Similarity
Generate
.htaccess
strings
1
2
3
52. Paul Shapiro | @fighto
1. Download ranking data via STAT
API
2. Compare results from 1-10 for
each query against results from 1-
10 for every other query.
3. Calculate percent similarity.
4. Schedule checks and examine
what changed.
58. Paul Shapiro | @fighto
CTR
1. Data collection: We collect data on query,
page and associated metrics via the Google
Search Console Search Analytics API.
2. Round average position: I round average
position to the tenths decimal place (e.g., 1.19
is rounded to 1.2).
3. Math: We identify outliers using a combination
of the statistical methods for identifying
outliers (modified z-score, IQR).
4. Email: If any negative outliers are identified
for a keyword query and page combination at
an average position, an email is sent out
identifying all of this data to each of the SEOs
assigned to the account to investigate.
5. Scheduling: Set your script to run on a
recurring basis.
My SEL Article: http://pshapi.ro/2Ae2LYP
60. Paul Shapiro | @fighto
Reddit Data Mining
Reddit Data Mining: Python Script
https://searchwilderness.com/reddit-python-code/
1. Enter filename for output
2. Enter a search or series of searches
3. Choose reddit sorting method. For this purpose,
choose ‘new’
4. Choose to look at all of reddit, or isolate to
particular subreddit(s).
5. Schedule with cron to find new topic ideas on a
recurring basis.
62. Paul Shapiro | @fighto
Bulk Check AMP
Pages with
AMPBench API
Python Script:
http://pshapi.ro/2AHlNaE
Requires:
• Python
• Requests package
Ideally AMPBench would run locally, but
can be ran off the appspot demo URL.
64. Paul Shapiro | @fighto
http://apiv2.ahrefs.com/?from=backlinks_new_lost&limit=10&target=competitor.com&
where=type:%22new%22,date:%222017-06-
01%22&mode=domain&output=json&token=your_personal_api_key
Link Building: Prospecting with Competitors
Scheduled use of Ahrefs API
Parsed Results + SMTP = Link Opportunities
66. Paul Shapiro | @fighto
• Detect new 404s and other errors
• New redirects
• Changes to robots.txt
• Content based changes over time
• Indexation changes
• New pages created
• Changes in rank or traffic
(rank checking API or Search Console)
Use Cloud Crawler like Botify/Deepcrawl with
API or a custom solution
67. Paul Shapiro | @fighto
Custom Solution
1. Run Screaming Frog in the Cloud with lots of
RAM:
• Amazon AWS: http://ipullrank.com/how-to-run-
screaming-frog-and-url-profiler-on-amazon-web-
services/
• Google Cloud:
https://online.marketing/guide/screaming-frog-in-
google-cloud/
2. Activate with command line and Task Manager for
scheduling
3. Use a macro program like RoboTask to generate
reports and send to a particular folder
4. Download via FTP or dump to SQL database for
analysis
5. Analysis produces alerts with SMTP
69. Paul Shapiro | @fighto
1. Download webpage body
contents
2. Run through text
summarization engine(s) to
produce small snippets of
important page text
3. Have person edit to avoid
truncation and improve
language
Process for Semi-Automated Meta Descriptions
https://searchengineland.com/reducing-the-time-it-takes-
to-write-meta-descriptions-for-large-websites-299887
71. Paul Shapiro | @fighto
Recognize Images
• You can use custom machine learning options
(https://www.tensorflow.org/tutorials/image_recognition) but it’s easier and
more effective to use an API in this context.
• For APIs, you have options:
• Microsoft Computer Vision: https://azure.microsoft.com/en-us/services/cognitive-
services/computer-vision/
• Google Cloud Vision API: https://cloud.google.com/vision/
• CloudSight: https://cloudsight.ai/
1. Download all images without alt attribute
2. Run through API and get a caption (not perfect, better than nothing)