These slides talk about the place of Automation in connecting developers, SEOs, and marketers in a way that makes our jobs easier and helps us discover new ways to lead with compassion.

1. DeepCrawl presentation template
The New Era of
Automation in Tech SEO

2. ‘We envision a world where women are
proportionally represented as technical
leaders, executives, founders, VCs,
board members, and software
engineers.’

3. Tech SEO is
changing

4. Tech SEO is
always changing

5. We spend too
much time in a
reactive state

6. Identifying changes
Frantic live testing
Chasing developers

7. Reading release notes
Frantic live testing
Chasing developers

8. Reading release notes
Frantic live testing
Chasing developers

9. All to request to
fix released live
code

10. DeepCrawl presentation template
50%
of companies release site
changes at least one time
per day

11. DeepCrawl presentation template
50% 35%
of companies release site
changes at least one time
per day
of all releases have
technical defects that can
affect revenue

12. The risks are real

13. The risks are real
The challenges to
keep up are real

14. DeepCrawl presentation template
Have technical changes to
your website ever resulted
in a negative impact on
marketing performance?
Don’t
know
Yes
No
41% of marketers say they’ve experienced a
negative impact from poorly executed technical
changes, 25% don’t even know
41%
25%
33%

15. DeepCrawl presentation template
Which can lead to lost revenue
“Asos profits plunge
87%(1) due to navigation
changes that impacted
SEO rankings”
(1) ASOS is a £2.4bn revenue business — https://www.bbc.co.uk/news/business-47877688

16. *IBM System Sciences Institute
The cost to fix a bug
found in staging is
~6 times less
expensive
than when found
on a live website*

17. DeepCrawl presentation template
17
Reacting to
problematic code
should not
consume our days

18. DeepCrawl presentation template
18
Reacting to
problematic code
should not
deplete our money

19. Reactive patterns
destroy strategy

20. Automation
is our best start
20

21. Automation
creates opportunity
21

22. Automation
+ development
+ onsite
+ data visualization
+ human impact

23. 23
Automation &
Development

24. DeepCrawl presentation template
In most cases, code is
released to a site
without being checked
against Tech SEO best
practices

25. 25
What if you could automate
technical SEO testing within
development QA?

26. 26
Fixing a defect in QA takes
15% of the time
it takes in Production*

27. Let’s move from Reactive SEO
Developer
writes code
Code is submitted to
engineering release
CI/CD pipeline
Code
released SEO investigates
SEO adds ticket to
JIRA backlog
Developer
investigates
(If and when ticket is
prioritised...)
Developer updates
code
Code is submitted to
engineering release
CI/CD pipeline
SEO runs crawl to
check for errors
Code
released
!
Site Traffic
Drops
Changes
safely
released

28. Automation Hub runs
automated SEO tests
Standard pre-
release tests e.g. UX
To Controlled SEO
Developer
writes code
Changes
safely
released to
live website
Test
fails
Test
passes
Code is submitted to
engineering release CI/CD pipeline
Required
corrections
sent back
to the
developer

29. 29
Automation &
Your Live Site

30. 30
Monitoring Robots.txt
Issues
● Meddling hands
● Elusive problems
● Help I’ve blocked everything

31. 31
Monitoring Robots.txt
Issues
● Meddling hands
● Elusive problems
● Help I’ve blocked everything
< Nanny-bots >

32. 32
Internal Linking
The risks
● It affects everything in SEO
● You have control
● Most important ranking signal

33. 33
Internal Linking
The risks
● It affects everything in SEO
● You have control
● Most important ranking signal
The opportunities
● Baseline > gaps > progress
● Leveraging log files
● Qualifying architecture
● Finding the right words

34. 34
Performance
Google’s Page Experience algorithm
update is coming,
Slow Core Web Vital metrics will
mean lost traffic

35. 35
Performance
Google’s Page Experience algorithm
update is coming,
Slow Core Web Vital metrics will mean
lost traffic
Monitor Everything
● Your templates
● Your site
● Your competitors’ sites
● Ranking

36. 36
Unlocking Content
Creating effective content is expensive
● Inspiration is fleeting
● Inspired != impactful
● Be smart

37. 37
Unlocking Content
Creating effective content is expensive
● Inspiration is fleeting
● Inspired != impactful
● Be smart
High value content automation
● Content targets & kin
● Use online conversations
● Scale, test, refine titles & H1s
● Transcriptions & translations to
multiply your reach

38. Automation &
Data Visualization
38

39. 39
Where do you spend your reporting time?
Gathering Analyzing

40. 40
Create data visualizations that drive decisions
Make it easy
● Name the audience
● Automate data, pinpoint findings
● Amass data, but you need to find
the why
Ex:
● Get resources without spending
them by automating branded vs.
non-branded performance
● Automate A/B testing data
overlays to make better site
decisions

41. 41
Automation &
Human
Relationships

42. 42
It starts with compassion

43. 43
Marketing Development
SEO Team

44. CMO Objective
Drive growth
Short Term ROI
Increase
Execute change
CTO Objective
Deliver on
product roadmap
Clear tech debt
(42% of time!)
Avoid negative site
impact
SEO Team
Objective
Get the budget
Get SEO tasks done
Make SEO a priority
on roadmap
SEO tasks aren’t being executed
Stakeholders aren’t aligned

45. DeepCrawl presentation template
% of Tech teams understanding
Marketing priorities?
% of Marketing teams
understanding Tech processes
We do not understand our peer’s priorities

46. 46

47. 47
Use automation to become a better citizen
● Increase accessibility
● Identify cognitive bias
● Save lives

48. 48
Let’s wrap this up, eh?
● Automation & AI have limitations
● Built by Fallible Humans™

49. 49
Let’s wrap this up, eh?
● Automation & AI have limitations
● Built by Fallible Humans™
● You are not replaceable
● Your time is precious
● Let’s create new energy
● Lead the charge!

50. 50
Useful resources
● Hamlet Batista
● Aleyda Solis
● Hülya Çoban
● Britney Mueller
● Ruth Everett
● Rachel Anderson
● JS Oakes
● Paul Shapiro
● Dave Elliott
● Patrick Hathaway
● Dave Smart
● Charly Wargnier (also @ Brighton)
● Moshe Ma-yafit
● JC Chouinard
● Andy Chadwick
● Suganthan Mohanadasan
● Noah Learner
● https://www.seopythonistas.com/
● https://i.codeseo.dev/
● https://openai.com/

51. Thank you