Screaming Frog + Xpath: BrightonSEO April 2019

•

16 likes•15,569 views

Sabine Langmann

Here is my talk about "Screaming Frog & Xpath: How to Analyse The Pants Off Your Competition"

Marketing

Screaming Frog + Xpath:
A Guide to Analyse the Pants
Off Your Competition
Sabine Langmann // sabine-langmann.com //
@SabTheLa https://slideshare.net/sabinelangmann

12.04.2019 Sabine Langmann bit.ly/sfx-2019

Level 1
12.04.2019 Sabine Langmann bit.ly/sfx-2019

What is this about?
12.04.2019 Sabine Langmann bit.ly/sfx-2019

We‘d like: to crawl specific
elements on our own web pages
or the ones of our competition
We use: Screaming Frog‘s
Custom Extraction + XPath
12.04.2019 Sabine Langmann bit.ly/sfx-2019

Level 2
12.04.2019 Sabine Langmann bit.ly/sfx-2019

Who am I?
https://www.sabine-langmann.com
https://www.linkedin.com/in/sabine-langmann/
@SabTheLa
12.04.2019 Sabine Langmann
Slides: bit.ly/sfx-2019
bit.ly/sfx-2019

Level 3Level 3
12.04.2019 Sabine Langmann bit.ly/sfx-2019

Xpath
12.04.2019 Sabine Langmann bit.ly/sfx-2019

XPath (XML Path Language) is a
query language
for selecting nodes
from an XML document.
Wikipedia
12.04.2019 Sabine Langmann bit.ly/sfx-2019

Simple Syntax
node every page element (e.g. H2, a, p, div)
// adresses a certain node
attribute attribute of a node (e.g. class, id)
@ adresses a certain attribute
count() counts addressed nodes
12.04.2019 Sabine Langmann bit.ly/sfx-2019

Simple Syntax
12.04.2019 Sabine Langmann
//node[@attribute="attribute_name"]
bit.ly/sfx-2019

Simple Syntax
12.04.2019 Sabine Langmann
//node[@attribute1="attribute_name1" and
@attribute2="attribute_name2"]
bit.ly/sfx-2019

Simple Syntax
12.04.2019 Sabine Langmann
count(//node[@attribute="attribute_name"])
bit.ly/sfx-2019

Level 4
12.04.2019 Sabine Langmann bit.ly/sfx-2019

Examples
12.04.2019 Sabine Langmann bit.ly/sfx-2019

BBC.com
vs.
TheGuardian.com
12.04.2019 Sabine Langmann bit.ly/sfx-2019

BBC.com
12.04.2019 Sabine Langmann bit.ly/sfx-2019

12.04.2019 Sabine Langmann
How many images?
How many H2, H3, etc?
How many words?
How many links to which pages?
bit.ly/sfx-2019

What am I searching for?
12.04.2019 Sabine Langmann bit.ly/sfx-2019

In
I‘m searching for text (name of
the topic tag)
12.04.2019 Sabine Langmann bit.ly/sfx-2019

Suitable Xpath selector:
//li[
@class="tags-list__tags"
and
@data-entityid="topic_link_bottom"
]
12.04.2019 Sabine Langmann bit.ly/sfx-2019

12.04.2019 Sabine Langmann
https://www.bbc.com/news/uk-politics-.*
bit.ly/sfx-2019

12.04.2019 Sabine Langmann
Don‘t forget ;)
bit.ly/sfx-2019

12.04.2019 Sabine Langmann
Result
bit.ly/sfx-2019

12.04.2019 Sabine Langmann Bit.ly/abjsd
Ain‘t nobody got time
for Excel. Better listen
to Ben!
12.04.2019 Sabine Langmann bit.ly/sfx-2019

TheGuardian.com
12.04.2019 Sabine Langmann bit.ly/sfx-2019

In
<div class="submeta">
I‘m searching for
the topic tag names
12.04.2019 Sabine Langmann bit.ly/sfx-2019

Suitable Xpath selectors:
//div[@class="submeta__section-labels"])
and
//div[@class="submeta__keywords"]
12.04.2019 Sabine Langmann bit.ly/sfx-2019

12.04.2019 Sabine Langmann
https://www.theguardian.com/sitemaps/news.xml
bit.ly/sfx-2019

Yourcat.co.uk
vs.
TheFoodaholic.co.uk
12.04.2019 Sabine Langmann bit.ly/sfx-2019

Yourcat.co.uk
12.04.2019 Sabine Langmann bit.ly/sfx-2019

12.04.2019 Sabine Langmann
How many links in editorial content?
How many internal/external?
bit.ly/sfx-2019

12.04.2019 Sabine Langmann
<div class=“post-body-container”>
bit.ly/sfx-2019

“How many links in editorial content?”
Suitable Xpath selector:
count(//div[@class="post-body-container"]//p//a)
12.04.2019 Sabine Langmann bit.ly/sfx-2019

“How many internal editorial links?”
Suitable Xpath selector:
count(//div[@class="post-body-container"]//p//a[
starts-with(@href, "https://www.yourcat.co.uk/")])
12.04.2019 Sabine Langmann bit.ly/sfx-2019

Result
12.04.2019 Sabine Langmann bit.ly/sfx-2019

TheFoodaholic.co.uk
12.04.2019 Sabine Langmann bit.ly/sfx-2019

“How many links in editorial content?”
Suitable Xpath selector:
count(//div[@itemprop="articleBody"]//p
//a[not(contains(@href, "wp-content"))])
12.04.2019 Sabine Langmann bit.ly/sfx-2019

“How many internal editorial links?”
Xpath selector:
count(//div[@itemprop="articleBody"]//p
//a[starts-with(@href, "http://www.thefoodaholic.co.uk")
and not(contains(@href, "wp-content"))])
12.04.2019 Sabine Langmann bit.ly/sfx-2019

Level 5
12.04.2019 Sabine Langmann bit.ly/sfx-2019

Recap:
Which data do I need?
Can I crawl the respective elements?
What is the right Xpath selector?
That‘s it!
12.04.2019 Sabine Langmann bit.ly/sfx-2019

More Xpath Cases,
SERP-Crawling, Regex,
…
12.04.2019 Sabine Langmann bit.ly/sfx-2019

12.04.2019 Sabine Langmann
Wait no more. Max
shows how!
bit.ly/sfx-2019

12.04.2019 Sabine Langmann bit.ly/sfx-2019
Thanks!!

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Screaming Frog + Xpath: BrightonSEO April 2019

1. Screaming Frog + Xpath: A Guide to Analyse the Pants Off Your Competition Sabine Langmann // sabine-langmann.com // @SabTheLa https://slideshare.net/sabinelangmann

2. 12.04.2019 Sabine Langmann bit.ly/sfx-2019

3. Level 1 12.04.2019 Sabine Langmann bit.ly/sfx-2019

4. What is this about? 12.04.2019 Sabine Langmann bit.ly/sfx-2019

5. We‘d like: to crawl specific elements on our own web pages or the ones of our competition We use: Screaming Frog‘s Custom Extraction + XPath 12.04.2019 Sabine Langmann bit.ly/sfx-2019

6. 12.04.2019 Sabine Langmann bit.ly/sfx-2019

7. 12.04.2019 Sabine Langmann bit.ly/sfx-2019

8. 12.04.2019 Sabine Langmann bit.ly/sfx-2019

9. Level 2 12.04.2019 Sabine Langmann bit.ly/sfx-2019

10. Who am I? https://www.sabine-langmann.com https://www.linkedin.com/in/sabine-langmann/ @SabTheLa 12.04.2019 Sabine Langmann Slides: bit.ly/sfx-2019 bit.ly/sfx-2019

11. Level 3Level 3 12.04.2019 Sabine Langmann bit.ly/sfx-2019

12. Xpath 12.04.2019 Sabine Langmann bit.ly/sfx-2019

13. XPath (XML Path Language) is a query language for selecting nodes from an XML document. Wikipedia 12.04.2019 Sabine Langmann bit.ly/sfx-2019

14. Simple Syntax node every page element (e.g. H2, a, p, div) // adresses a certain node attribute attribute of a node (e.g. class, id) @ adresses a certain attribute count() counts addressed nodes 12.04.2019 Sabine Langmann bit.ly/sfx-2019

15. Simple Syntax 12.04.2019 Sabine Langmann //node[@attribute="attribute_name"] bit.ly/sfx-2019

16. Simple Syntax 12.04.2019 Sabine Langmann //node[@attribute1="attribute_name1" and @attribute2="attribute_name2"] bit.ly/sfx-2019

17. Simple Syntax 12.04.2019 Sabine Langmann count(//node[@attribute="attribute_name"]) bit.ly/sfx-2019

18. Level 4 12.04.2019 Sabine Langmann bit.ly/sfx-2019

19. Examples 12.04.2019 Sabine Langmann bit.ly/sfx-2019

20. BBC.com vs. TheGuardian.com 12.04.2019 Sabine Langmann bit.ly/sfx-2019

21. BBC.com 12.04.2019 Sabine Langmann bit.ly/sfx-2019

22. 12.04.2019 Sabine Langmann bit.ly/sfx-2019

23. 12.04.2019 Sabine Langmann How many images? How many H2, H3, etc? How many words? How many links to which pages? bit.ly/sfx-2019

24. 12.04.2019 Sabine Langmann bit.ly/sfx-2019

25. 12.04.2019 Sabine Langmann bit.ly/sfx-2019

26. 12.04.2019 Sabine Langmann bit.ly/sfx-2019

27. What am I searching for? 12.04.2019 Sabine Langmann bit.ly/sfx-2019

28. In I‘m searching for text (name of the topic tag) 12.04.2019 Sabine Langmann bit.ly/sfx-2019

29. Suitable Xpath selector: //li[ @class="tags-list__tags" and @data-entityid="topic_link_bottom" ] 12.04.2019 Sabine Langmann bit.ly/sfx-2019

30. 12.04.2019 Sabine Langmann bit.ly/sfx-2019

31. 12.04.2019 Sabine Langmann bit.ly/sfx-2019

32. 12.04.2019 Sabine Langmann bit.ly/sfx-2019

33. 12.04.2019 Sabine Langmann bit.ly/sfx-2019

34. 12.04.2019 Sabine Langmann https://www.bbc.com/news/uk-politics-.* bit.ly/sfx-2019

35. 12.04.2019 Sabine Langmann Don‘t forget ;) bit.ly/sfx-2019

36. 12.04.2019 Sabine Langmann bit.ly/sfx-2019

37. 12.04.2019 Sabine Langmann Result bit.ly/sfx-2019

38. 12.04.2019 Sabine Langmann Bit.ly/abjsd Ain‘t nobody got time for Excel. Better listen to Ben! 12.04.2019 Sabine Langmann bit.ly/sfx-2019

39. TheGuardian.com 12.04.2019 Sabine Langmann bit.ly/sfx-2019

40. 12.04.2019 Sabine Langmann bit.ly/sfx-2019

41. 12.04.2019 Sabine Langmann bit.ly/sfx-2019

42. 12.04.2019 Sabine Langmann bit.ly/sfx-2019

43. 12.04.2019 Sabine Langmann bit.ly/sfx-2019

44. What am I searching for? 12.04.2019 Sabine Langmann bit.ly/sfx-2019

45. In <div class="submeta"> I‘m searching for the topic tag names 12.04.2019 Sabine Langmann bit.ly/sfx-2019

46. Suitable Xpath selectors: //div[@class="submeta__section-labels"]) and //div[@class="submeta__keywords"] 12.04.2019 Sabine Langmann bit.ly/sfx-2019

47. 12.04.2019 Sabine Langmann bit.ly/sfx-2019

48. 12.04.2019 Sabine Langmann https://www.theguardian.com/sitemaps/news.xml bit.ly/sfx-2019

49. 12.04.2019 Sabine Langmann Result bit.ly/sfx-2019

50. Yourcat.co.uk vs. TheFoodaholic.co.uk 12.04.2019 Sabine Langmann bit.ly/sfx-2019

51. Yourcat.co.uk 12.04.2019 Sabine Langmann bit.ly/sfx-2019

52. 12.04.2019 Sabine Langmann bit.ly/sfx-2019

53. 12.04.2019 Sabine Langmann How many links in editorial content? How many internal/external? bit.ly/sfx-2019

54. 12.04.2019 Sabine Langmann bit.ly/sfx-2019

55. 12.04.2019 Sabine Langmann <div class=“post-body-container”> bit.ly/sfx-2019

56. “How many links in editorial content?” Suitable Xpath selector: count(//div[@class="post-body-container"]//p//a) 12.04.2019 Sabine Langmann bit.ly/sfx-2019

57. “How many internal editorial links?” Suitable Xpath selector: count(//div[@class="post-body-container"]//p//a[ starts-with(@href, "https://www.yourcat.co.uk/")]) 12.04.2019 Sabine Langmann bit.ly/sfx-2019

58. 12.04.2019 Sabine Langmann bit.ly/sfx-2019

59. 12.04.2019 Sabine Langmann bit.ly/sfx-2019

60. 12.04.2019 Sabine Langmann bit.ly/sfx-2019

61. Result 12.04.2019 Sabine Langmann bit.ly/sfx-2019

62. TheFoodaholic.co.uk 12.04.2019 Sabine Langmann bit.ly/sfx-2019

63. 12.04.2019 Sabine Langmann bit.ly/sfx-2019

64. 12.04.2019 Sabine Langmann How many links in editorial content? How many internal/external? bit.ly/sfx-2019

65. 12.04.2019 Sabine Langmann bit.ly/sfx-2019

66. 12.04.2019 Sabine Langmann bit.ly/sfx-2019

67. “How many links in editorial content?” Suitable Xpath selector: count(//div[@itemprop="articleBody"]//p //a[not(contains(@href, "wp-content"))]) 12.04.2019 Sabine Langmann bit.ly/sfx-2019

68. “How many internal editorial links?” Xpath selector: count(//div[@itemprop="articleBody"]//p //a[starts-with(@href, "http://www.thefoodaholic.co.uk") and not(contains(@href, "wp-content"))]) 12.04.2019 Sabine Langmann bit.ly/sfx-2019

69. Result 12.04.2019 Sabine Langmann bit.ly/sfx-2019

70. Level 5 12.04.2019 Sabine Langmann bit.ly/sfx-2019

71. Recap: Which data do I need? Can I crawl the respective elements? What is the right Xpath selector? That‘s it! 12.04.2019 Sabine Langmann bit.ly/sfx-2019

72. More Xpath Cases, SERP-Crawling, Regex, … 12.04.2019 Sabine Langmann bit.ly/sfx-2019

73. 12.04.2019 Sabine Langmann Wait no more. Max shows how! bit.ly/sfx-2019

74. 12.04.2019 Sabine Langmann bit.ly/sfx-2019 Thanks!!

Screaming Frog + Xpath: BrightonSEO April 2019

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Screaming Frog + Xpath: BrightonSEO April 2019