Max Prin - brightonSEO San Diego 2023 - Developing SEO Tools
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The document discusses developing SEO tools using APIs and provides examples of tools that could be built including: - Site health monitoring tools that regularly check URLs and gather technical data using free APIs. - An expanded URL inspector that fetches page data and runs additional technical checks using free and paid APIs. - A keyword research tool that combines Search Console data with paid API data on keywords. - Automated reporting tools that pull data from Google APIs, Search Console, and Analytics to create custom dashboards. - Tools to monitor Google algorithm updates and search status using free JSON APIs.
Max Prin - brightonSEO San Diego 2023 - Developing SEO Tools
- 1. Developing SEO Tools: Custom solutions with free and paid APIs Max Prin CONDÉ NAST | TECHNICALSEO.COM slideshare.net/MaxPrin @maxxeight
- 2. (Traditional) SEO Pillars Relevance Content Strategy Authority & Trust Link Building Site Infrastructure Technical SEO
- 3. Improving the site infrastructure in order to optimize crawling and indexing to eventually increase ranking. True, but incomplete. Technical SEO?
- 4. Technical SEO? “Any sufficiently technical action undertaken with the intent to improve search results.” – Russ Jones
- 5. Technical SEO Site Health Fixes + Improvements 01 Tooling Automation + Reporting 02
- 6. Tooling
- 8. Getting Started ● Google Cloud Platform Free Tier ○ Virtual machine ○ Storage ○ APIs https://cloud.google.com/free
- 9. Getting Started ● Front-end (UI) ○ HTML / CSS ○ JavaScript ■ React / Angular / Vue ● Back-end ○ Server ○ Database ○ Language: python, php, nodejs (at least for puppeteer)
- 10. Efficiency
- 11. Automation Reporting Monitoring, data export, time-consuming tasks, etc. Custom dashboards, augmented data, etc.
- 12. Site Health Monitoring ● Out-of-the-box solutions, scheduled crawls, custom extractions, etc. ● Custom solution - tips and ideas ○ Monitor only a few URLs per page template ○ No database needed, only keep 3 days of data in .txt of .json files ○ Free API for Domain-level info: whoisxmlapi.com (screenshot, DNS, categorization, SSL cert, etc.) ○ Gmail API + Puppeteer: parse GSC notifications and login GSC to get “# of URLs impacted”
- 13. URL Inspector on Steroid “I want to know everything about that URL…” ● Fetch and render (custom extractions for rendering issues) ○ cURL + puppeteer ● On-page elements (meta data, headings, etc.) ● hreflang tags validation ● Schema markup extraction ○ Free Yandex API ● GSC’s URL inspection API ● PageSpeed Insights API (Lighthouse reports) ● Content: entities, classification, sentiment ○ Google Natural Language API ● Traffic: GSC + GA APIs ● CMS API for internal data ● Geotargeting: anonymous-proxies.net https://technicalseo.com/tools/fetch-render/
- 15. Keyword Tool Combine: ● Search Console data (ranking URLs, clicks / impressions) With (paid APIs from semrush, keywords everywhere, etc.): ● Search volumes ● Related keywords ● Top ranking URLs Similar to Bing Webmaster Tools
- 16. Clients’ Tech Stacks BuiltWith API: https://api.builtwith.com
- 19. Search Console Analytics API Combining properties Pro tip: use “service accounts” to avoid disconnection and authentication with your app
- 21. Google Algorithm Updates https://technicalseo.com/tools/google-algorithm-updates/ Google Search Status Dashboard https://status.search.google.com/incidents.json maxpr.in/algo-updates-json
- 22. More Insights (Just) with Search Console Data Combine “dimensions” with the API and/or data from multiple requests to analyze: ● Top Keywords of Top URLs ○ e.g. top 5 keywords for each of the top 100 URLs ○ What % of traffic each keyword represent? e.g. top keyword = 65% of clicks to page ● Cannibalization ○ How many and which pages rank for each keywords? ○ Within same site or across markets (e.g. UK site outranking US site in US)
- 23. Core Web Vitals ● Leverage the historical data endpoint in CrUX API ● Overlay competitors (programmatically pull from semrush) ● Warning: Search Console report vs. CrUX origin data
- 24. Search Console Sitemaps API + robots.txt info + HTTP status code checker
- 25. Jira API Custom table listing all “SEO” issues (based on name, description, label, comments, etc.)
- 26. Own Data + Natural Language Processing (NLP) Augmented data for deeper performance analysis Clicks, impressions, CTR, position from GSC + Author + Content type (page template) + Site section + Published/modified date + Word count + Core Web Vitals + Content category (classification, entities, tags) + Sentiment analysis (title and/or body) Clicks Impressions CTR # of Pages Beauty & Fitness 1,234,567 34,567,891 3.57% 25 Shopping 456,789 22,333,444 2.05% 65 News 123,456 11,789,101 1.05% 58
- 27. Own Data + Natural Language Processing (NLP) Augmented data for deeper performance analysis + Clicks Impressions CTR # of Pages Positive 1,234,567 34,567,891 3.57% 25 Neutral 456,789 22,333,444 2.05% 65 Negative 123,456 11,789,101 1.05% 58
- 28. Generative AI Content briefs, ideation, etc. Explaining data
- 29. Generative AI OpenAI’s GPT API - Function calling - Integrate any data into your chat/assistant - Eliminate “hallucinations” - New: cheaper pricing for GPT-4 API and improved function calling feature