Stop guessing what works on a page. Start extracting it.

Transcript

1. Joe Worgan Snaptrip Group Stop guessing what works on a page. Start extracting it.
2. A VERY, VERY QUICK INTRO • 5 years of experience in SEO • Working at Snaptrip Group - a travel accommodation provider
3. AS SEOS, WE USUALLY OPTIMISE BASED ON INSTINCT, BEST PRACTICE OR WHAT WORKED LAST YEAR
4. AS SEOS, WE USUALLY OPTIMISE BASED ON INSTINCT, BEST PRACTICE OR WHAT WORKED LAST YEAR BUT…. WHAT IF THERE WAS SOMETHING WE COULD DO INSTEAD?
5. ✨CUSTOM EXTRACTION ✨
6. WHAT IS IT? Custom extraction lets you pull any specific piece of information off a webpage, across thousands of URLs at once
7. WHY USE IT? DATA ANALYSIS SPOTTING ISSUES COMPETITOR ANALYSIS
8. WHO’S IT FOR? Travel ✈ eComm 🛍 Recipe 󰞽 Blogs ✍ Directory 📁
9. HOW TO DO IT Option 1: Option 2: Learn: • Regex • Xpath • CSS • Use an LLM to give you a hand 🤝
10. VISUAL CUSTOM EXTRACTION
11. A REAL WORLD EXAMPLE FROM
12. FAQ EXTRACTION
15. NOW WHAT? • You’ve found the pages…. now what? • Connect up your GA4 or GSC account to tie this in with your performance metrics
16. THE DATA Pages with FAQs grew: 65%+ Pages without FAQs grew: 48%+ • Pages with FAQs consistently outperformed those without • This isn't a best practice guess. It's from our own data Knowing that FAQs work isn't enough. We can work out which FAQs work better than others…
17. LET’S GO EVEN DEEPER • Number of FAQs • ‘Show more’ button • Word count of FAQ answers • Number of internal links • FAQ Schema • FAQ position on page (above the fold v below) • FAQ heading text
19. FAQ DATA
20. THE HOTEL GURU Does content freshness work on an editorial site? Let’s use custom extraction to find out!
21. PULL THE SCHEMA DATA
22. We’ve now worked out the last modified date of over 2000+ pages Easily pick out pages with outdated content
23. ORGANIC • Pages updated 6-12 months ago attracted most traffic • Freshness does matter, but so does giving time Google to react to the changes
24. AI DATA • The AI pattern is almost identical to organic - win in search and win in AI too
25. THE REAL POWER OF CUSTOM EXTRACTION COMES WHEN YOU COMBINE EVERYTHING TOGETHER
26. FIVE EXTRACTIONS IN ONE CRAWL 1) Datemodified Schema 2) Author name 3) Intro word count 4) Number of H2 sections 5) Number of internal links in the copy
27. FIVE EXTRACTIONS IN ONE CRAWL
28. WHAT DOES THIS TELL US?
29. A FEW TAKEAWAYS • You don’t need to be a regex expert - use LLMs to your advantage!
30. A FEW TAKEAWAYS • You don’t need to be a regex expert - use LLMs to your advantage! • Stop auditing pages one at a time - save yourself time!
31. A FEW TAKEAWAYS • You don’t need to be a regex expert - use LLMs to your advantage! • Stop auditing pages one at a time - save yourself time! • Don’t just extract one thing - combine elements to give you the bigger picture
32. A FEW TAKEAWAYS • You don’t need to be a regex expert - use LLMs to your advantage! • Stop auditing pages one at a time - save yourself time! • Don’t just extract one thing - combine elements to give you the bigger picture • Do this on your competitors’ site too
33. A FEW TAKEAWAYS • You don’t need to be a regex expert - use LLMs to your advantage! • Stop auditing pages one at a time - save yourself time! • Don’t just extract one thing - combine elements to give you the bigger picture • Do this on your competitors’ site too • Get creative with what you extract - the granular the better!
34. A FEW TAKEAWAYS • You don’t need to be a regex expert - use LLMs to your advantage! • Stop auditing pages one at a time - save yourself time! • Don’t just extract one thing - combine elements to give you the bigger picture • Do this on your competitors’ site too • Get creative with what you extract - the granular the better!