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

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

3. @rvtheverett#WTSFest
PROBLEM
SEOs are busy

4. @rvtheverett#WTSFest
SOLUTION
Automation

5. @rvtheverett#WTSFest
Enter Data Analysis & Automation
with Python

6. 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

7. @rvtheverett#WTSFest
MY INTRODUCTION
TO PYTHON

8. Before
@rvtheverett#WTSFest

9. Now
@rvtheverett#WTSFest

10. 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/

11. 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

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

13. COMPANIES USING PYTHON
@rvtheverett#WTSFest

14. 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

15. 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

16. 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

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

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

19. CODECOMBAT
@rvtheverett#WTSFesthttps://codecombat.com/

20. @rvtheverett#WTSFest
WHAT IS PYTHON?

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

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

23. USING PYTHON
@rvtheverett#WTSFest
Google Colab

24. USING PYTHON
@rvtheverett#WTSFest
Jupyter Notebook

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

26. @rvtheverett#WTSFest
HOW PYTHON
CAN HELP WITH
TECHNICAL SEO

27. 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/

28. 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)

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

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

31. @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

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

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

34. 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/

35. @rvtheverett#WTSFest
IMAGE CAPTIONING WITH PYTHIA
Google Colab Link

36. @rvtheverett#WTSFest
IMAGE CAPTIONING WITH PYTHIA

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

38. @rvtheverett#WTSFest
CHALLENGE - BROKEN PAGES
SOLUTION - CRAWL404

39. 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

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

41. 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

42. OPTIMISE IMAGES WITH PILLOW
@rvtheverett#WTSFest

43. OPTIMISE IMAGES WITH PILLOW
@rvtheverett#WTSFest

44. OPTIMISE IMAGES WITH PILLOW
@rvtheverett#WTSFest

45. OPTIMISE IMAGES WITH PILLOW
@rvtheverett#WTSFest
Original Optimised

46. @rvtheverett#WTSFest
No coding knowledge
required!

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

48. @rvtheverett#WTSFest
Think about
what you can
automate!

49. @rvtheverett#WTSFest
PAGESPEED API WITH PYTHON

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

51. 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/

52. 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/

53. POWERING MACHINE LEARNING
@rvtheverett#WTSFesthttps://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

54. REAL WORLD MACHINE LEARNING EXAMPLES
@rvtheverett#WTSFest

55. 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

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

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

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

60. TALK TO YOUR
DEVELOPERS

61. JOIN COMMUNITIES
https://pyslackers.com/web

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

63. 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.

64. 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/

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