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SearchLove London | Matt Beswick, 'Get More From Your Content'



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For many, there is a real fear when it comes to the more technical side of Search, but don’t worry – Matt is on a mission to help you embrace the geekery without (too much) pain. From data analysis to web scraping and APIs, you’ll learn how to kick-start your ideation process, build better content, and get more from your outreach. He’s even promised to throw in a few freebies, too!

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SearchLove London | Matt Beswick, 'Get More From Your Content'

  1. Get More From Your Content: Embrace Your Inner Geek. by Matt Beswick, aged 31 and a half.
  2. I have a confession. @mattbeswick
  3. My friends and family have known this for a LONG time. @mattbeswick
  4. I’m a geek. @mattbeswick
  5. From building crap batch programs when I was 12... @mattbeswick
  6. To being part of a text-based game when I was 15... @mattbeswick
  7. To a hacked together Facebook game that changed my life. @mattbeswick
  8. A Story of Growth... @mattbeswick
  9. ... and ridiculous levels of engagement. @mattbeswick
  10. I’m a FAKEgeek.
  11. SELECT * FROM table WHERE username LIKE ‘%$username%’ @mattbeswick
  12. Google Apps Scripts: Confusing. @mattbeswick
  13. Eventually I make stuff work. @mattbeswick
  14. So don’t be scared… @mattbeswick
  15. THIS IS MY CALL TO ARMS @mattbeswick
  16. Being a geek helps make life easier. @mattbeswick
  17. Being a geek saves you huge amounts of time. @mattbeswick
  18. But more importantly helps you get noticed. @mattbeswick
  19. First. Imagine… @mattbeswick
  20. #searchloveselfie @mattbeswick
  21. We’ll come back to that later @mattbeswick
  22. Here We Go! @mattbeswick
  23. Crafting Stories @mattbeswick
  24. Get Links @mattbeswick
  25. Get Noticed @mattbeswick
  26. Surveys FTW @mattbeswick
  27. Single vs. Multiple @mattbeswick
  28. @mattbeswick A List of Answers
  29. Multiple Questions = Crosstabs @mattbeswick
  30. It’s all about the idea, and the story. @mattbeswick
  31. Take The Answers & Look For Trends @mattbeswick
  32. Create a list of the most interesting findings @mattbeswick
  33. Finally, get your creatives to do their thing @mattbeswick
  34. Finally, get your creatives to do their thing
  36. This is the post. BBC? TV Coverage??
  37. Lessons Learned @mattbeswick
  38. 1. Unique data is great for outreach @mattbeswick
  39. 2. You’re looking for a story @mattbeswick
  40. 3. Where possible, include the data @mattbeswick
  41. 4.Follow @staceycav @mattbeswick
  42. Scraping @mattbeswick
  43. Disclaimer: Google Don’t Like You Doing This @mattbeswick
  44. Stealing Is Naughty @mattbeswick
  45. @mattbeswick
  46. You could use software… @mattbeswick
  47. Where’s the fun in that? @mattbeswick
  48. It’s Geek Time! @mattbeswick
  49. PHP == Good @mattbeswick
  50. 1. Google URL rchlove @mattbeswick
  51. 2. Get the HTML $html = file_get_contents($url_check); @mattbeswick
  52. 3. Load the HTML @$dom->loadHTML($html); @mattbeswick
  53. 4. Convert to XPath $xpath = new DOMXPath($dom); @mattbeswick
  54. 5. Grab the Results $xpath->evaluate("//div[@id='search']//h3/a/@href"); @mattbeswick
  55. Success!? @mattbeswick
  56. Cue Tumbleweed… @mattbeswick
  57. The power comes when you do it en-masse @mattbeswick
  58. Example: “Online Share Trading”
  59. 1. Take the top keywords for your client / site @mattbeswick
  60. best online share trading online share trading online share trading uk share trading share trading account share trading online shares trading trade shares online trading shares trading shares online uk share trading @mattbeswick
  61. 2. Scrape page 1 for each of these phrases @mattbeswick
  62. @mattbeswick
  63. 3. Get an overall view of who your competitors really are @mattbeswick
  64. @mattbeswick
  65. You now know who you’re up against @mattbeswick
  66. Let’s Take 5… @mattbeswick
  67. … Seconds @mattbeswick
  68. @mattbeswick
  69. This could get messy @mattbeswick
  70. Some Data Your Code Cool Stuff APIs (over) Simplified @mattbeswick
  71. Not just for geeks* *Knowing how to code helps. @mattbeswick
  72. @mattbeswick Get your learning on…
  73. Building a Request @mattbeswick
  74. Here’s what you get…
  75. Which is the same as this @mattbeswick
  76. Social Data? No Problem @mattbeswick
  77. Here’s What We Get @mattbeswick
  78. Again, doing this for one URL isn’t very powerful… @mattbeswick
  79. … but when you do it for the masses you start to learn things. @mattbeswick
  80. Twitter API – Get Tweets by Search – e.g. “SearchLove” @mattbeswick
  81. How about we do this for the speakers? @mattbeswick
  82. Here’s some top level data for them… @mattbeswick
  83. What are they reading? @mattbeswick
  84. And look for sites that we should be publishing on. @mattbeswick
  85. Suggested Viewing – Richard Baxter
  86. Everything else basically involves stealing stuff. @mattbeswick
  87. Let’s steal some keywords @mattbeswick
  88. Take our list of competitors from earlier… Only use NICHE competitors @mattbeswick
  89. Use the SEMRush API to grab their paid and organic keywords @mattbeswick
  90. In the background we’re doing this… ?type=domain_organic &key=YOUR_API_KEY &display_limit=500 &export_columns=Ph,Po,Nq,Cp,Ur & &database=uk @mattbeswick
  91. Which gives us this… @mattbeswick
  92. And in the end we have a spreadsheet! @mattbeswick
  93. Let’s order by ‘total competitors’ @mattbeswick
  94. Or by landing page to identify groupings @mattbeswick
  95. Want to take it a step further? @mattbeswick
  96. Drop those landing pages into URLProfiler
  97. Generate Screenshots @mattbeswick
  98. You now know what they’re bidding on… … and their landing pages
  99. If that doesn’t generate ideas, nothing will. @mattbeswick
  100. More Tumbleweeds? Flick Through & Pick Out Great Landing Pages @mattbeswick
  101. “We’re just here for the links” @mattbeswick
  102. Let’s steal those too then. @mattbeswick
  103. Our Heroes! *Knowing how to code helps.
  104. Take our list of competitors again… @mattbeswick
  105. In the background $parameters["item"] = $url; $parameters["datasource"] = "fresh”; $parameters["Mode"] = 1; $parameters["Count"] = 10000; $parameters["MaxSourceURLsPerRefDomain"] = 1; $parameters["MaxSameSourceURLs"] = 1; @mattbeswick
  106. In the background $api_service = new APIService(MAJESTIC_APP_API_KEY, MAJESTICSEO_ENDPOINT); $response = $api_service- >executeOpenAppRequest("GetBackLinkData", $parameters, MAJESTIC_ACCESS_TOKEN); @mattbeswick
  107. We get a nice big list…
  108. But there’s LOADS of crap @mattbeswick
  109. @mattbeswick Export to Excel & Filter
  110. So we can now steal their keywords, and their links...
  111. Let’s talk about the bigger picture @mattbeswick
  112. @mattbeswick It’s that word again
  113. @mattbeswick This is what Google wants
  114. Being a liar isn’t an option any more @mattbeswick
  115. Combining all of the above helps you build @mattbeswick networks to build your brand.
  116. One Last Bright Idea
  117. Analyse a page for topics Get that list and store it Use it as a basis for outreach
  118. An example Textwise Response…
  119. Don’t Forget Your Spider @mattbeswick
  120. Keep on crawlin’! Build up a searchable database of sites Use that db as a basis for outreach … and also check who they link to. Crawl each of those sites and check for topics… Start with a ‘seed’ list of sites
  121. … here’s an example of what you get... @mattbeswick
  122. One Problem…
  123. Textbroker = $1000+/mth @mattbeswick
  124. #searchloveselfie @mattbeswick
  125. API Examples
  126. Matt Beswick Hidden Pixel @mattbeswick FREE STUFF!