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brightonSEO Set 23 - Exploiting XPath in Scream...

Thiago
September 17, 2023

brightonSEO Set 23 - Exploiting XPath in ScreamingFrog and Google Sheets

Thiago

September 17, 2023
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  1. The Nerd • Husband, dad • Software Engineer • SEO

    since 2008 • Since 2015, wesearch.media • Since 2019, living in DE • Since 2022, Director SEO @ SIXT
  2. The Nerd • Husband, dad • Software Engineer • SEO

    since 2008 • Since 2015, wesearch.media • Since 2019, living in DE • Since 2022, Director SEO @ SIXT
  3. SEO @ SIXT • SEO Specialists • Local, Content, Tech,

    Authority, Data • Product specialists
  4. Understanding how sites are built and how to extract information

    from pages has made my analysis much more relevant to both me and my clients
  5. Specifier Meaning / Selects a direct child // Select any

    descendant or self @ Attribute .. Parent . Self
  6. Specifier Meaning [ and ] Official name is Predicates, you

    can think of them as filters * Any element function() … a function
  7. Useful functions • text() • contains(where, what) • normalize-space(text) •

    starts-with(where, what) & ends- with(where, what) • sum() • and, or
  8. Formula Result =importxml(“//title”, D1) Thiago Pojda =importxml(“//h1”, D1) Thiago Pojda

    =join(,importxml(“//h1/following- sibling::*[1]”, D1)) SIXT | Director of SEO & In-house Dad Joke Specialist =importxml(“//h1/following- sibling::*[2]”, D1) Thiago is a Brazilian SEO nerd who loves learning about (and nudging) consumer behaviours. Worked several years with SEO for big and small brands both at agencies and as in-house, he now leads the SEO Team at SIXT in Germany. =importxml(“//h1/..//a/@href”, D1) https://www.sixt.com/ https://twitter.com/tedois https://linkedin.com/in/pojda
  9. Is my competitor using “SEO texts”? On which page types?

    Any category they’re doing it more? Why? WHY? WHY?
  10. Is my competitor using “SEO texts”? On which page types?

    Any category they’re doing it more? Why? WHY? WHY?
  11. Is my competitor using “SEO texts”? On which page types?

    Any category they’re doing it more? Why? WHY? WHY?
  12. • Think about elements you can use to breakdown your

    competitor’s strategy • Find a great XPath for it, crawl, analyze • Hate XPath until you love it