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Get More From 
Your Content: 
Embrace Your 
Inner Geek. 
by Matt Beswick, aged 31 and a half.
I have a 
confession. 
@mattbeswick
My friends and family 
have known this for a 
LONG time. 
@mattbeswick
I’m a geek. 
@mattbeswick
From building crap 
batch programs when 
I was 12... 
@mattbeswick
To being part of a text-based 
game when I was 15... 
@mattbeswick
To a hacked together Facebook game that 
changed my life. 
@mattbeswick
A Story of Growth... 
@mattbeswick
... and ridiculous levels of engagement. 
@mattbeswick
I’m a FAKEgeek.
SELECT * FROM table 
WHERE 
username 
LIKE 
‘%$username%’ 
@mattbeswick
Google Apps Scripts: Confusing. 
@mattbeswick
Eventually I make 
stuff work. 
@mattbeswick
So don’t be scared… 
@mattbeswick
THIS IS MY CALL 
TO ARMS 
@mattbeswick
Being a geek helps make life 
easier. 
@mattbeswick
Being a geek saves you huge 
amounts of time. 
@mattbeswick
But more importantly helps 
you get noticed. 
@mattbeswick
First. Imagine… 
@mattbeswick
#searchloveselfie 
@mattbeswick
We’ll come 
back to that 
later 
@mattbeswick
Here We Go! 
@mattbeswick
Crafting Stories 
@mattbeswick
Get Links 
@mattbeswick
Get Noticed 
@mattbeswick
Surveys FTW 
@mattbeswick
Single vs. Multiple 
@mattbeswick
@mattbeswick 
A List of Answers
Multiple Questions = Crosstabs 
@mattbeswick
It’s all about the idea, and 
the story. 
@mattbeswick
Take The Answers & Look For Trends 
@mattbeswick
Create a list of the most interesting findings 
@mattbeswick
Finally, get your creatives 
to do their thing 
@mattbeswick
Finally, get your creatives 
to do their thing
http://www.tecmark.co.uk/smartphone-usage-data-uk-2014/
This is the post. BBC? TV Coverage??
Lessons Learned 
@mattbeswick
1. Unique data is great for 
outreach 
@mattbeswick
2. You’re looking for a 
story 
@mattbeswick
3. Where possible, include 
the data 
@mattbeswick
4.Follow @staceycav 
@mattbeswick
Scraping 
@mattbeswick
Disclaimer: Google Don’t 
Like You Doing This 
@mattbeswick
Stealing 
Is 
Naughty 
@mattbeswick
SearchLove London | Matt Beswick, 'Get More From Your Content'
@mattbeswick
You could use software… 
http://www.targetlocal.co.uk/tools/simple-serp-scraper/ 
@mattbeswick
Where’s the fun in that? 
@mattbeswick
It’s Geek Time! 
@mattbeswick
PHP == Good 
@mattbeswick
1. Google URL 
http://www.google.com/search?hl=en&pws=0&q=sea 
rchlove 
@mattbeswick
2. Get the HTML 
$html = file_get_contents($url_check); 
@mattbeswick
3. Load the HTML 
@$dom->loadHTML($html); 
@mattbeswick
4. Convert to XPath 
$xpath = new DOMXPath($dom); 
@mattbeswick
5. Grab the Results 
$xpath->evaluate("//div[@id='search']//h3/a/@href"); 
@mattbeswick
Success!? 
http://www.shutterstock.com/gallery-667657p1.html?cr=00&pl=edit-00 @mattbeswick
Cue Tumbleweed… 
@mattbeswick
The power comes when 
you do it 
en-masse 
@mattbeswick
Example: 
“Online Share Trading”
1. Take the top keywords 
for your client / site 
@mattbeswick
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
2. Scrape page 1 for each 
of these phrases 
@mattbeswick
@mattbeswick
3. Get an overall view of 
who your competitors 
really are 
@mattbeswick
@mattbeswick
You now know who you’re up against 
@mattbeswick
Let’s Take 5… 
@mattbeswick
… Seconds 
@mattbeswick
@mattbeswick
This could get messy 
@mattbeswick
Some 
Data 
Your 
Code 
Cool 
Stuff 
APIs 
(over) Simplified 
@mattbeswick
Not just for 
geeks* 
*Knowing how 
to code helps. 
@mattbeswick
@mattbeswick 
Get your 
learning on…
Building a Request 
@mattbeswick
Here’s what you get…
Which is the same as this 
@mattbeswick
Social Data? No Problem 
http://api.sharedcount.com/?url=http://www. 
distilled.net 
@mattbeswick
Here’s What We Get 
@mattbeswick
Again, doing this for one URL isn’t very 
powerful… 
http://i.dailymail.co.uk/i/pix/2010/12/20/article-1340131-0C8A6AA5000005DC-966_634x421.jpg @mattbeswick
… but when you do it for the masses you 
start to learn things. 
http://www.shutterstock.com/gallery-667393p1.html?cr=00&pl=edit-00 @mattbeswick
Twitter API – Get Tweets by Search – e.g. “SearchLove” 
@mattbeswick
How about we do this for the speakers? 
@mattbeswick
Here’s some top level data for them… 
@mattbeswick
What are they reading? 
@mattbeswick
And look for sites that we should be publishing on. 
@mattbeswick
Suggested Viewing – Richard Baxter 
http://www.slideshare.net/seogadget/really-targeted-outreach-from-richard-baxter-seogadget
Everything else basically involves stealing 
stuff. 
@mattbeswick
Let’s steal some keywords 
@mattbeswick
Take our list of competitors from earlier… 
tddirectinvesting.co.uk 
money.co.uk 
iii.co.uk 
hl.co.uk 
thisismoney.co.uk 
selftrade.co.uk 
Only use NICHE competitors 
@mattbeswick
Use the SEMRush API to grab their paid 
and organic keywords 
@mattbeswick
In the background we’re doing this… 
http://api.semrush.com/ 
?type=domain_organic 
&key=YOUR_API_KEY 
&display_limit=500 
&export_columns=Ph,Po,Nq,Cp,Ur 
&domain=selftrade.co.uk 
&database=uk 
@mattbeswick
Which gives us this… 
@mattbeswick
And in the end we have a spreadsheet! 
@mattbeswick
Let’s order by ‘total competitors’ 
@mattbeswick
Or by landing page to identify groupings 
@mattbeswick
Want to take it a step 
further? 
@mattbeswick
Drop those landing pages into URLProfiler
Generate Screenshots 
@mattbeswick
You now know what they’re bidding on… 
… and their landing pages
If that doesn’t generate ideas, nothing will. 
@mattbeswick
More Tumbleweeds? 
Flick Through & Pick Out Great Landing 
Pages 
@mattbeswick
“We’re just here for the links” 
@mattbeswick
Let’s steal those too then. 
@mattbeswick
Our Heroes! 
*Knowing how 
to code helps. 
http://moz.com/products/api http://developer-support.majesticseo.com/
Take our list of competitors again… 
@mattbeswick
In the background 
$parameters["item"] = $url; 
$parameters["datasource"] = "fresh”; 
$parameters["Mode"] = 1; 
$parameters["Count"] = 10000; 
$parameters["MaxSourceURLsPerRefDomain"] = 1; 
$parameters["MaxSameSourceURLs"] = 1; 
@mattbeswick
In the background 
$api_service = new 
APIService(MAJESTIC_APP_API_KEY, 
MAJESTICSEO_ENDPOINT); 
$response = 
$api_service- 
>executeOpenAppRequest("GetBackLinkData", 
$parameters, MAJESTIC_ACCESS_TOKEN); 
@mattbeswick
We get a nice big list…
But there’s LOADS of crap 
@mattbeswick
@mattbeswick 
Export to Excel & Filter
So we can now steal their keywords, and 
their links...
Let’s talk about the bigger picture 
@mattbeswick
@mattbeswick 
It’s that word again
@mattbeswick 
This is what Google wants 
http://www.shutterstock.com/gallery-790342p1.html?cr=00&pl=edit-00
Being a liar isn’t an option any more 
@mattbeswick
Combining all of the above helps you build 
@mattbeswick 
networks to build your brand.
One Last Bright Idea
Analyse a page 
for topics 
Get that list and 
store it 
Use it as a basis 
for outreach
An example Textwise Response…
Don’t 
Forget 
Your 
Spider 
@mattbeswick
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
… here’s an example of what you get... 
@mattbeswick
One Problem…
Textbroker = $1000+/mth 
@mattbeswick
#searchloveselfie 
@mattbeswick
API Examples 
http://www.mattbeswick.co.uk/big-list-of-apis/
Matt Beswick 
Hidden Pixel 
@mattbeswick 
matt@hiddenpixel.com 
FREE STUFF! 
http://www.hiddenpixel.com/SL2014/

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