Ruth Everett - Tackling Python - How It Can Help with Technical SEO (Women in Tech SEO Fest March 2020)

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@rvtheverett #WTSFest Allow: /dogs Allow: /SEO Allow: /python My coding partner in crime

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@rvtheverett #WTSFest PROBLEM SEOs are busy

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@rvtheverett #WTSFest SOLUTION Automation

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@rvtheverett #WTSFest Enter Data Analysis & Automation with Python

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My introduction to Python What We’ll Cover What Python is and how it can be used How Python can help with Technical SEO @rvtheverett #WTSFest

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@rvtheverett #WTSFest MY INTRODUCTION TO PYTHON

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Before @rvtheverett #WTSFest

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Now @rvtheverett #WTSFest

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

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

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

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COMPANIES USING PYTHON @rvtheverett #WTSFest

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COMPANIES USING PYTHON "Python has been an important part of Google since the beginning, and remains so as the system grows and evolves. Today dozens of Google engineers use Python, and we're looking for more people with skills in this language." @rvtheverett #WTSFest

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

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

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DATACAMP @rvtheverett #WTSFest Wide range of skill tracks Interactive exercises Instant explanations Challenges and projects https://www.datacamp.com/learn/python/

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SOLOLEARN @rvtheverett #WTSFest Free mobile app Learn Python on the go Over 200 practice questions Code Playground https://www.sololearn.com/Course/Python/

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CODECOMBAT @rvtheverett #WTSFest https://codecombat.com/

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@rvtheverett #WTSFest WHAT IS PYTHON?

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

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USING PYTHON Mac - Terminal Windows - Command Line @rvtheverett #WTSFest

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USING PYTHON @rvtheverett #WTSFest Google Colab

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USING PYTHON @rvtheverett #WTSFest Jupyter Notebook

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PYTHON LIBRARIES @rvtheverett #WTSFest Data extraction & analysis Scientiﬁc Computing Natural Language Processing Machine Learning

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@rvtheverett #WTSFest HOW PYTHON CAN HELP WITH TECHNICAL SEO

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

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WHY SHOULD WE CARE? @rvtheverett #WTSFest Spend 5 hours a week using excel Thats 20 hours a month Over 200 hours a year (35 hours in dog time) (140 hours in dog time) (1400 hours in dog time)

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

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

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@rvtheverett #WTSFest WHY IS PYTHON GROWING IN POPULARITY IN THE SEO SPACE? Make data driven decisions Allowing us to focus on other important optimisation eﬀorts Conﬁdence in recommendations Provide concrete insights Better understand data

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

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@rvtheverett #WTSFest CHALLENGE - MISSING ALT TEXT SOLUTION - IMAGE CAPTIONING WITH PYTHIA

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

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@rvtheverett #WTSFest IMAGE CAPTIONING WITH PYTHIA Google Colab Link

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@rvtheverett #WTSFest IMAGE CAPTIONING WITH PYTHIA

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It’s not perfect though! @rvtheverett #WTSFest IMAGE CAPTIONING WITH PYTHIA

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@rvtheverett #WTSFest CHALLENGE - BROKEN PAGES SOLUTION - CRAWL404

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CRAWL404 @rvtheverett #WTSFest Once you specify the sitemap the script will; Read the sitemap.xml ﬁle Search for ‘href’ attribute to get all the valid links from every page Check the link response code Export all 404 error URLs to a text ﬁle Github Link

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@rvtheverett #WTSFest CHALLENGE - LARGE IMAGE FILE SIZES SOLUTION - OPTIMISE IMAGES

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OPTIMISE IMAGES WITH PILLOW @rvtheverett #WTSFest Pure Python using the Pillow library This script does optimise images destructively optimize-images filename.jpg Optimise a single image optimize-images ./ Optimise a folder with multiple images Github Link

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OPTIMISE IMAGES WITH PILLOW @rvtheverett #WTSFest

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OPTIMISE IMAGES WITH PILLOW @rvtheverett #WTSFest

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OPTIMISE IMAGES WITH PILLOW @rvtheverett #WTSFest

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OPTIMISE IMAGES WITH PILLOW @rvtheverett #WTSFest Original Optimised

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@rvtheverett #WTSFest No coding knowledge required!

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OTHER POSSIBILITIES @rvtheverett #WTSFest Log File analysis Validate hreﬂang Identify duplicate URLs Perform competitor analysis Automate page speed audits

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@rvtheverett #WTSFest Think about what you can automate!

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@rvtheverett #WTSFest PAGESPEED API WITH PYTHON

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@rvtheverett #WTSFest PAGESPEED API WITH PYTHON Try it out on Colab

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

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POWERING MACHINE LEARNING @rvtheverett #WTSFest “Machine learning is an application of artiﬁcial intelligence (AI) that provides systems the ability to automatically learn and improve from experience without being explicitly programmed.” https://www.expertsystem.com/machine-learning-definition/

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

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REAL WORLD MACHINE LEARNING EXAMPLES @rvtheverett #WTSFest

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

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@rvtheverett #WTSFest THE FUTURE OF SEO Understand and solve problems faster

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@rvtheverett #WTSFest THE FUTURE OF SEO Make data driven decisions

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@rvtheverett #WTSFest THE FUTURE OF SEO Focus on other important optimisation activities

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TALK TO YOUR DEVELOPERS

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JOIN COMMUNITIES https://pyslackers.com/web

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

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KEY TAKEAWAYS @rvtheverett #WTSFest Python can help technical SEOs increase their eﬃciency. Being able to better understand data will lead to better decisions being made. Anyone can learn Python, with a little commitment. Have fun with it and see what you can create.

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USEFUL RESOURCES @rvtheverett #WTSFest https://www.python.org/ https://www.searchenginejournal.com/python-seo-data-reference-guide/287927/ https://www.searchenginewatch.com/2019/02/06/using-python-to-recover-seo-site-traffic-part-one/ https://cs109.github.io/2015/ https://www.deepcrawl.com/blog/webinars/scaling-automated-quality-text-generation-for-enterprise-sites/ https://automatetheboringstuff.com/ https://towardsdatascience.com/beginners-guide-to-machine-learning-with-python-b9ff35bc9c51 https://www.searchenginejournal.com/python-technical-seo/330515 https://www.searchenginejournal.com/introduction-to-python-seo-spreadsheets/342779/ https://www.fullstackpython.com/

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THANK YOU #WTSFest Ruth Everett Technical SEO & Content Executive @rvtheverett