Getting Started with Python and Machine Learning for SEO | BrightonSEO October 2020 | Ruth Everett

Getting to Grips with
Python & Machine Learning
for SEO
Ruth Everett // DeepCrawl
https://www.slideshare.net/RuthEverett1
@rvtheverett

Ruth Everett
Technical SEO Analyst
@rvtheverett
Getting to Grips with
Python & Machine
Learning for SEO
@rvtheverett@DeepCrawl

@rvtheverett @deepcrawl#BrightonSEO
Allow: /dogs
Allow: /SEO
Allow: /python
My coding partner
in crime

PROBLEM
SEOs are busy
@rvtheverett#BrightonSEO

SOLUTION
Automation
#BrightonSEO @rvtheverett

Enter Data Analysis & Automation
with Python

Getting Started with Python
What We’ll Cover
How Python can help with
Technical SEO
An Introduction to Machine
Learning for SEO

#BrightonSEO
GETTING
STARTED WITH
PYTHON
@rvtheveret

Before

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

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."

"Python is fast enough for our site and
allows us to produce maintainable
features in record times, with a minimum
of developers"
@rvtheverett@BrightonSEO

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

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

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

CODECOMBAT
@rvtheverett#BrightonSEOhttps://codecombat.com/

USING PYTHON
Mac - Terminal Windows - Command Line

USING PYTHON
Google Colab

USING PYTHON
Jupyter Notebook

PYTHON LIBRARIES
Data extraction & analysis
Scientific Computing
Natural Language Processing
Machine Learning

HOW PYTHON CAN HELP WITH
TECHNICAL SEO

WHY SHOULD WE CARE?
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/

WHY SHOULD WE CARE?
Spend 5 hours a week using excel

WHY SHOULD WE CARE?
Thats 20 hours a month

WHY SHOULD WE CARE?
Thats 20 hours a month
Over 200 hours a year

WHY SHOULD WE CARE?
Imagine what we could
achieve if we spent this
time on other important
tasks
(that can’t be automated)

WHY SHOULD WE CARE?
@rvtheverett@DeepCrawl
Redirect Relevancy

WHY SHOULD WE CARE?
@rvtheverett
Pivot Tables
@DeepCrawl

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

AUTOMATING WITH PYTHON
Automating with
Python
Parameter
Finder
404
Checker
Internal Linking
Analysis
Image
Optimisation
Website
Scraping
Keyword
Research

CHALLENGE - MISSING ALT TEXT
SOLUTION - IMAGE CAPTIONING
WITH PYTHIA

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

Google Colab Link

It’s not perfect though!

CHALLENGE - LARGE IMAGE FILE
SIZES
SOLUTION - OPTIMISE IMAGES

OPTIMISE IMAGES WITH PILLOW
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

Original Optimised

UNDERSTANDING PAGERANK

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

No coding knowledge
required!

OTHER POSSIBILITIES
Log File analysis
Validate hreflang
Identify duplicate URLs
Perform competitor
analysis
Automate page speed
audits

Think about
what you can
automate!

PAGESPEED API WITH PYTHON

PAGESPEED API WITH PYTHON
https://colab.research.google.com/drive/1Oe1VTocg21KIVDqROXSt15H6CoO905D0

PYTRENDS

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

AN INTRODUCTION
TO MACHINE
LEARNING FOR SEO

WHAT IS MACHINE LEARNING?
“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/

POWERING MACHINE LEARNING
@rvtheverett#BrightonSEOhttps://www.expertsystem.com/machine-learning-definition/
Run a script to
train the
computer,
using a dataset

Run a script to
train the
computer,
using a dataset
Summarise &
Visualise the
dataset

Run a script to
train the
computer,
using a dataset
Summarise &
Visualise the
dataset
Evaluate the
algorithms

Run a script to
train the
computer,
using a dataset
Summarise &
Visualise the
dataset
Evaluate the
algorithms
Make
Predictions

REAL WORLD MACHINE LEARNING EXAMPLES
RankBrain NLP
Computer
Vision
BERT

Twitter Curated Timelines

Facebook Chatbots
https://ipullrank.com/machine-learning-guide/how-to-set-up-a-chatbot/

Personalised Recommendations
https://medium.com/netflix-techblog/artwork-personalization-c589f074ad76

DATA IS THE FUEL
FOR MACHINE
LEARNING

SUPERVISED LEARNING

UNSUPERVISED LEARNING

MACHINE LEARNING SIMPLIFIED
- Ethem Alpaydin
Machine learning will help us make sense
of an increasingly complex world. Already
we are exposed to more data than what our
sensors can cope with or our brains can
process.

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

PREDICTIVE PREFETCHING

@rvtheverett#BrightonSEOhttps://guess-js.github.io/docs
Automate the
process of predictive
prefetching

Predict the next page a user is likely to visit and prefetch
these pages.

these pages.
Predict the next piece of content (article, product, video) a
user is likely to want to view and adjust or filter the user
experience to account for this.

these pages.
Predict the next piece of content (article, product, video) a
user is likely to want to view and adjust or filter the user
experience to account for this.
Predict the types of widgets an individual user is likely to
interact with more (e.g games) and use this data to tailor a
more custom experience.

INTERNAL LINKING

INTERNAL LINKING
Crawl to identify broken internal links
Algorithm to suggest the
most accurate
replacement page
Replace broken
internal links

INTERNAL LINKING

CONTENT QUALITY

CONTENT QUALITY
Search Volume
Uniqueness Freshness
Internal Links Word Count
Search Traffic Heading Tags
Time on page
Bounce Rate
Conversion Rate
Model generates insights on the factors that are most
important.

CONTENT QUALITY
Important content factors
Machine Learning Model
Content Quality
Score

USER EXPERIENCE

USER EXPERIENCE
@rvtheverett#BrightonSEOhttps://github.com/mgechev/guess-next
Sentiment analysis - Instagram bullying language

USER EXPERIENCE
Image cropping - Twitter

USER EXPERIENCE
Computer Vision

USER EXPERIENCE
Computer Vision - Making images accessible

USER EXPERIENCE
Chatbots - Helping users find the most useful content

USER EXPERIENCE
Chatbots - Helping users find the most useful content
Remember trust is
important - let users
know if they talking to
a bot rather than a
human

NATURAL LANGUAGE PROCESSING

MACHINE LEARNING TOOLS
Google’s NLP Model
Natural Language uses machine learning to reveal the structure and meaning of text.
Analyses text to understand the sentiment, as well as extract key information.
https://cloud.google.com/natural-language/

@rvtheverett#BrightonSEOhttps://cloud.google.com/natural-language/

@rvtheverett#BrightonSEOhttps://github.com/BritneyMuller/colab-notebooks
@BritneyMuller

Entity Salience

Entity Categorisation

@rvtheverett#BrightonSEOhttps://codelabs.developers.google.com/codelabs/tensorflow-for-poets/#0
IMAGE CATEGORISATION

TENSOR FLOW FOR POETS
Retrain an already trained model using transfer
learning for a similar problem.
Train a simple classifier to classify images of flowers.

TENSOR FLOW FOR POETS

THE FUTURE OF SEO
Understand and solve problems
faster

THE FUTURE OF SEO
Make data driven decisions

THE FUTURE OF SEO
Focus on other important
optimisation activities

THE FUTURE OF SEO
Improve user experience

JOIN COMMUNITIES
https://pyslackers.com/web

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

PEOPLE TO FOLLOW
@britneymuller
@hamletbatista
@TylerReardon
@DataChaz
@dawnieando
@jroakes
@jessthebp
@aysunakarsu
@math_rachel

DEEPCRAWL
PROFESSIONAL
SERVICES
@BermanHale
@allophonousrex
@rachelleighrva
@NeilDesai
@theJimmyB0b
@Rick_BarK

KEY TAKEAWAYS
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.

USEFUL RESOURCES
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/
https://www.tensorflow.org/learn

THANK YOU
#BrightonSEO
Ruth Everett
Technical SEO Analyst
@rvtheverett // @deepcrawl

Getting Started with Python and Machine Learning for SEO | BrightonSEO October 2020 | Ruth Everett

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