Automate or DIE! Search Elite 2017

The presentation is not about set and forget SEO activities, but about being more efficient as there a lot of repetitive tasks you can automate to free up your time.

  1. Automate or DIE!
  2. #SearchElite @DavidIwanow
  3. Who am I? I’ve been doing SEO for over 10 years and I’m currently the Director of Strategy at BlueGlass, a London-based digital marketing agency with a focus on SEO and Content Marketing. We also have BlueGlass offices in Zurich and Tallinn.
  4. The Drum 2016 Content Marketing Agency of the Year 5 x Search Awards winner
  5. What is not covered? The presentation is not about set and forget SEO activities
  6. ● Link building should not be automated ● Outreach for digital PR should not be automated ● Content production should not be automated ● SEO recommendations should not be fully automated ● Does not focus on machine learning or AI ● Reporting shouldn’t be fully automated (needs human checks) This presentation is not about These are the types of things that should not be automated
  7. Be more efficient! There are a lot of repetitive tasks you do that you can automate
  8. 1. Things will break 2. TinEye for monitoring images 3. Malware monitoring 4. Crawling your website 5. Tracking SEO changes 6. Tracking HTML changes 7. Receive Google Analytics alerts 8. Uptime and performance monitoring 9. Monitoring domain changes 10. Pushing tasks into Asana/Basecamp/Trello/Sheets 11. Tableau for Tracking/Reporting 12. Tableau Alternatives for Reporting Automation gets more out of your day Also you can’t work 24/7… so be smart about what you are doing…
  9. If it ain’t broke….What happens when something breaks? Who is first to notice? Who is last?
  10. Old behaviour that must change ▪ Takes days or weeks to notice issues ▪ Client reports problems before you notice them ▪ Traffic starts to dip and you aren’t sure why ▪ Things break again that you just fixed ▪ You don’t always know when something is fixed ▪ The improvements made are hard to visualise ▪ Being proactive is seen as a waste of resources
  11. Things will break! Not everything will always run smoothly, so monitor what might break
  12. Migrations might fail
  13. Google Analytics may break
  14. Website code might break
  15. Malware might pop up at times
  16. Where is your logo showing up?
  17. How can you help? There are a lot of small things you can do that are mostly set and forget
  18. Regular crawling! It’s essential you are constantly looking for bugs and issues
  19. DeepCrawl regular site crawls
  20. Schedule site crawls in advanced
  21. AWRCloud – website auditor
  22. OnCrawl – server log analysis
  23. SEMrush – site audit dashboards
  24. SEMrush – track crawlability
  25. SEMrush – crawl primary pages
  26. SEMrush – send issues to Trello
  27. Tracking changes? How can you keep an eye on what is happening 24/7?
  28. Track changes in DeepCrawl
  29. SEMrush – track your changes
  30. SEMrush – backlink audit email
  31. SEMrush – site audit email
  32. SEMrush – HTTPs check ups
  33. SEMrush – top level statistics
  34. Track code changes! Have your SEO recommendations being implemented or worse broken?
  35. Track HTML changes
  36. Track HTML changes
  37. Track competitors! It’s important to measure your activities in context not in a silo
  38. Majestic backlink dashboards
  39. Google Analytics? Do you have time to check daily? Still manually defining page types?
  40. GA intelligence event alerts
  41. Define page types only once
  42. What about domains? Maybe you can’t afford a siteops team or IP lawyers on retainer?
  43. Monitor for changes of DNS
  44. Monitor domain registrants
  45. Automated brand monitoring
  46. Domain monitoring
  47. Set and forget with email alerts
  48. What to watch? You have too many pages to watch, so which should be your priority?
  49. ▪ Ecom checkout pages ▪ Admin content should not get traffic ▪ Search result pages are probably most intensive to render ▪ Login pages should always work ▪ Error pages should resolve in 404 ▪ Blog pages may break if you run multiple cms ▪ Browse/Category pages as are key part of flow ▪ Product listing page ▪ GEO pages as location maps may break What pages to monitor?
  50. How to keep watch? So now you know what you should be monitoring, what can you use?
  51. Uptime monitoring for FREE
  52. Alerts via SMS, email, Twitter…
  53. Monitor important 3rd parties
  54. Record alerts for review later
  55. Push alerts direct to devs
  56. Track update & changes
  57. Receive email updates
  58. Conditional alerts! It’s important to sometimes track the little things in life
  59. Email alert on condition
  60. Capture everything! You should be tracking trends, monitoring changes and storing everything
  61. Export GSC data into sheets
  62. Export various data into sheets
  63. The small tasks? There are a lot of small tasks that can be automated
  64. Automation of mundane tasks
  65. Visualise your data! Don’t hide all the hard work you have done and surface new insights
  66. Collate the data into reports
  67. Google search console data
  68. Chart performance metrics
  69. Compare organic vs paid
  70. How are metrics YoY?
  71. Organic visibility changes
  72. Google Datastudio visualisation
  73. Software mentioned to use ▪ SEOMonitor ▪ SEMRush ▪ DomainTools ▪ GTMetrix PRO ▪ AWRCloud
  74. Thank You!