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

1. Ruth Everett
Technical SEO Analyst
@rvtheverett
Tackling Python: What is it
and how can it help with
Technical SEO?
@rvtheverett@DeepCrawl

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

3. @rvtheverett@DeepCrawl
PROBLEM
SEOs are busy

4. @rvtheverett
SOLUTION
Automation
@DeepCrawl

5. @rvtheverett
Enter Data Analysis & Automation
with Python
@DeepCrawl

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@DeepCrawl

7. @rvtheverett
MY INTRODUCTION
TO PYTHON
@DeepCrawl

8. Before
@rvtheverett@DeepCrawl

9. Now
@rvtheverett@DeepCrawl

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

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

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

13. COMPANIES USING PYTHON
@rvtheverett@DeepCrawl

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@DeepCrawl

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

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

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

19. CODECOMBAT
@rvtheveretthttps://codecombat.com/ @DeepCrawl

20. @rvtheverett
WHAT IS PYTHON?
@DeepCrawl

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

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

23. USING PYTHON
@rvtheverett
Google Colab
@DeepCrawl

24. USING PYTHON
@rvtheverett
Jupyter Notebook
@DeepCrawl

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

26. @rvtheverett
HOW PYTHON
CAN HELP WITH
TECHNICAL SEO
@DeepCrawl

27. WHY SHOULD WE CARE?
@rvtheverett
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/ @DeepCrawl

28. WHY SHOULD WE CARE?
@rvtheverett
Spend 5 hours a week using excel
Thats 20 hours a month
Over 200 hours a year
@DeepCrawl

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

30. WHY SHOULD WE CARE?
@rvtheverett@DeepCrawl
Redirect Relevancy

31. WHY SHOULD WE CARE?
@rvtheverett
Pivot Tables
@DeepCrawl

32. @rvtheverett
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
@DeepCrawl

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

34. @rvtheverett
CHALLENGE - MISSING ALT TEXT
SOLUTION - IMAGE CAPTIONING
WITH PYTHIA
@DeepCrawl

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

36. @rvtheverett
IMAGE CAPTIONING WITH PYTHIA
Google Colab Link @DeepCrawl

37. @rvtheverett
IMAGE CAPTIONING WITH PYTHIA
@DeepCrawl

38. It’s not perfect though!
@rvtheverett
IMAGE CAPTIONING WITH PYTHIA
@DeepCrawl

39. @rvtheverett
CHALLENGE - BROKEN PAGES
SOLUTION - CRAWL404
@DeepCrawl

40. CRAWL404
@rvtheverett
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 @DeepCrawl

41. @rvtheverett
CHALLENGE - LARGE IMAGE FILE
SIZES
SOLUTION - OPTIMISE IMAGES
@DeepCrawl

42. OPTIMISE IMAGES WITH PILLOW
@rvtheverett
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 @DeepCrawl

43. OPTIMISE IMAGES WITH PILLOW
@rvtheverett@DeepCrawl

44. OPTIMISE IMAGES WITH PILLOW
@rvtheverett@DeepCrawl

45. OPTIMISE IMAGES WITH PILLOW
@rvtheverett@DeepCrawl

46. OPTIMISE IMAGES WITH PILLOW
@rvtheverett
Original Optimised
@DeepCrawl

47. UNDERSTANDING PAGERANK
@rvtheverett@DeepCrawlhttps://colab.research.google.com/drive/1zQ8VFcNmwVLKEMwJ3lhTginPoSC5TdpB

48. @rvtheverett@DeepCrawlhttps://colab.research.google.com/drive/1zQ8VFcNmwVLKEMwJ3lhTginPoSC5TdpB
UNDERSTANDING PAGERANK

49. @rvtheverett
No coding knowledge
required!
@DeepCrawl

50. OTHER POSSIBILITIES
@rvtheverett
Log File analysis
Validate hreflang
Identify duplicate URLs
Perform competitor
analysis
Automate page speed
audits
@DeepCrawl

51. @rvtheverett
Think about
what you can
automate!
@DeepCrawl

52. @rvtheverett
PAGESPEED API WITH PYTHON
@DeepCrawl

53. @rvtheverett
PAGESPEED API WITH PYTHON
Try it out on Colab @DeepCrawl

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

55. POWERING MACHINE LEARNING
@rvtheverett
“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/ @DeepCrawl

56. POWERING MACHINE LEARNING
@rvtheveretthttps://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
@DeepCrawl

57. REAL WORLD MACHINE LEARNING EXAMPLES
@rvtheverett@DeepCrawl

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

59. @rvtheverett
THE FUTURE OF SEO
Understand and solve problems
faster
@DeepCrawl

60. @rvtheverett
THE FUTURE OF SEO
Make data driven decisions
@DeepCrawl

61. @rvtheverett
THE FUTURE OF SEO
Focus on other important
optimisation activities
@DeepCrawl

63. TALK TO YOUR
DEVELOPERS

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

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

66. DEEPCRAWL
PROFESSIONAL
SERVICES
https://github.com/DeepCrawlSEO/public

67. KEY TAKEAWAYS
@rvtheverett
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.
@DeepCrawl

68. USEFUL RESOURCES
@rvtheverett
https://www.python.org/
https://www.searchenginejournal.com/python-seo-data-reference-guide/287927/
https://www.jcchouinard.com/python-for-seo/
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/
@DeepCrawl

69. THANK YOU
Ruth Everett
Technical SEO Analyst
@rvtheverett
@DeepCrawl