Automate or DIE! Search Elite 2017

1#SearchElite @DavidIwanow

Automate or DIE!



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.


The Drum 2016 Content Marketing

Agency of the Year

5 x Search Awards winner


What is not coveredThe presentation is not about set and forget SEO activities


● 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 aboutThese are the types of things that should not be automated


Be more efficientThere are a lot of repetitive tasks you do that you can automate


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 dayAlso you can’t work 24/7… so be smart about what you are doing...


If it ain’t broke….What happens when something breaks? Who is first to notice? Who is last?


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


Things will breakNot everything will always run smoothly, so monitor what might break


Migrations might fail


Google Analytics may break


Website code might break


Malware might pop up at times

https://developers.google.com/safe-browsing/

https://developers.google.com/safe-browsing/


Where is your logo showing up?


How can you help?There are a lot of small things you can do that are mostly set and forget


Regular crawlingIt’s essential you are constantly looking for bugs and issues


DeepCrawl regular site crawls


Schedule site crawls in advanced


AWRCloud - website auditor


OnCrawl - server log analysis


SEMrush - site audit dashboards

https://www.semrush.com/sem/?ref=266190903&refer_source=slide&utm_source=berush&utm_medium=promo&utm_campaign=image



SEMrush - track crawlability




SEMrush - crawl primary pages




SEMrush - send issues to Trello




Tracking changesHow can you keep an eye on what is happening 24/7?


Track changes in DeepCrawl


SEMrush - track your changes




SEMrush - backlink audit email




SEMrush - site audit email




SEMrush - HTTPs check ups




SEMrush - top level statistics




Track code changesHave your SEO recommendations being implemented or worse broken?


Track HTML changes

https://www.changedetection.com/comparepages.html

https://www.changedetection.com/comparepages.html


Track HTML changes

https://visualping.io/

https://visualping.io/


Track competitorsIt’s important to measure your activities in context not in a silo


Majestic backlink dashboards


Google AnalyticsDo you have time to check daily? Still manually defining page types?


GA intelligence event alerts


Define page types only once


What about domainsMaybe you can’t afford a siteops team or IP lawyers on retainer?


Monitor for changes of DNS


Monitor domain registrants


Automated brand monitoring


Domain monitoring


Set and forget with email alerts


What to watch?You have too many pages to watch, so which should be your priority?


▪ 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?


How to keep watch?So now you know what you should be monitoring, what can you use?


Uptime monitoring for FREE

https://uptimerobot.com/

https://uptimerobot.com/


Alerts via SMS, email, Twitter...


Monitor important 3rd parties


Record alerts for review later


Push alerts direct to devs


Track update & changes


Receive email updates


Conditional alertsIt’s important to sometimes track the little things in life


Email alert on condition


Capture everythingYou should be tracking trends, monitoring changes and storing everything


Export GSC data into sheets

https://chrome.google.com/webstore/detail/search-analytics-for-shee/ieciiohbljgdndgfhgmdjhjgganlbncj?hl=en

https://chrome.google.com/webstore/detail/search-analytics-for-shee/ieciiohbljgdndgfhgmdjhjgganlbncj?hl=en


Export various data into sheets

https://supermetrics.com/product/supermetrics-for-google-drive/

https://supermetrics.com/product/supermetrics-for-google-drive/


The small tasksThere are a lot of small tasks that can be automated


Automation of mundane tasks


Visualise your dataDon’t hide all the hard work you have done and surface new insights


Collate the data into reports


Google search console data


Chart performance metrics


Compare organic vs paid


How are metrics YoY?


Organic visibility changes


Google Datastudio visualisation


Software mentioned to use

▪ SEOMonitor

▪ SEMRush

▪ DomainTools

▪ GTMetrix PRO

▪ AWRCloud

http://bit.ly/TrySEOMonitor


https://www.domaintools.com/products/monitoring/

https://gtmetrix.com/pro/

https://www.awrcloud.com


Thank You!

Date post:	22-Jan-2018
Category:	Marketing
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