Ruth Everett - Getting to grips with Python and Machine Learning (BrightonSEO April 2020)

1. Getting to Grips with Python & Machine Learning for SEO Ruth Everett // DeepCrawl https://www.slideshare.net/RuthEverett1 @rvtheverett
2. Ruth Everett Technical SEO Analyst @rvtheverett Getting to Grips with Python & Machine Learning for SEO @rvtheverett @DeepCrawl
3. @rvtheverett @deepcrawl #BrightonSEO Allow: /dogs Allow: /SEO Allow: /python My coding partner in crime
4. PROBLEM SEOs are busy @rvtheverett #BrightonSEO
5. SOLUTION Automation #BrightonSEO @rvtheverett
6. @rvtheverett #BrightonSEO Enter Data Analysis & Automation with Python
7. Getting Started with Python What We’ll Cover How Python can help with Technical SEO An Introduction to Machine Learning for SEO @rvtheverett #BrightonSEO
8. #BrightonSEO GETTING STARTED WITH PYTHON @rvtheveret
9. Before @rvtheverett #BrightonSEO
10. Now @rvtheverett #BrightonSEO
11. WHAT IS PYTHON? Code written in the terminal @rvtheverett #BrightonSEO Results generated Open-source interactive programming language Interpreted line by line
12. COMPANIES USING PYTHON @rvtheverett #BrightonSEO
13. 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." @rvtheverett #BrightonSEO
14. COMPANIES USING PYTHON "Python is fast enough for our site and allows us to produce maintainable features in record times, with a minimum of developers" @rvtheverett @BrightonSEO
15. CODECADEMY @rvtheverett #BrightonSEO 20 week online course Mixture of theory and practical A range of projects to undertake Code console & terminal to play and test
16. DATACAMP @rvtheverett #BrightonSEO Wide range of skill tracks Interactive exercises Instant explanations Challenges and projects https://www.datacamp.com/learn/python/
17. SOLOLEARN @rvtheverett #BrightonSEO Free mobile app Learn Python on the go Over 200 practice questions Code Playground https://www.sololearn.com/Course/Python/
18. CODECOMBAT @rvtheverett #BrightonSEO https://codecombat.com/
19. USING PYTHON Mac - Terminal Windows - Command Line @rvtheverett #BrightonSEO
20. USING PYTHON @rvtheverett #BrightonSEO Google Colab
21. USING PYTHON @rvtheverett #BrightonSEO Jupyter Notebook
22. PYTHON LIBRARIES @rvtheverett #BrightonSEO Data extraction & analysis Scientific Computing Natural Language Processing Machine Learning
23. @rvtheverett #BrightonSEO HOW PYTHON CAN HELP WITH TECHNICAL SEO
24. WHY SHOULD WE CARE? @rvtheverett #BrightonSEO 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/
25. WHY SHOULD WE CARE? @rvtheverett #BrightonSEO Spend 5 hours a week using excel
26. WHY SHOULD WE CARE? @rvtheverett #BrightonSEO Spend 5 hours a week using excel Thats 20 hours a month
27. WHY SHOULD WE CARE? @rvtheverett #BrightonSEO Spend 5 hours a week using excel Thats 20 hours a month Over 200 hours a year
28. WHY SHOULD WE CARE? @rvtheverett #BrightonSEO Imagine what we could achieve if we spent this time on other important tasks (that can’t be automated)
29. WHY SHOULD WE CARE? @rvtheverett @DeepCrawl Redirect Relevancy
30. WHY SHOULD WE CARE? @rvtheverett Pivot Tables @DeepCrawl
31. @rvtheverett #BrightonSEO 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
32. AUTOMATING WITH PYTHON @rvtheverett #BrightonSEO Automating with Python Parameter Finder 404 Checker Internal Linking Analysis Image Optimisation Website Scraping Keyword Research
33. @rvtheverett #BrightonSEO CHALLENGE - MISSING ALT TEXT SOLUTION - IMAGE CAPTIONING WITH PYTHIA
34. IMAGE CAPTIONING WITH PYTHIA @rvtheverett #BrightonSEO Pythia Modular Framework https://paperswithcode.com/paper/bottom-up-and-top-down-attention-for-image https://learnpythia.readthedocs.io/en/latest/
35. @rvtheverett #BrightonSEO IMAGE CAPTIONING WITH PYTHIA Google Colab Link
36. @rvtheverett #BrightonSEO IMAGE CAPTIONING WITH PYTHIA Google Colab Link
37. @rvtheverett #BrightonSEO IMAGE CAPTIONING WITH PYTHIA
38. @rvtheverett #BrightonSEO IMAGE CAPTIONING WITH PYTHIA
39. It’s not perfect though! @rvtheverett #BrightonSEO IMAGE CAPTIONING WITH PYTHIA
40. @rvtheverett #BrightonSEO CHALLENGE - LARGE IMAGE FILE SIZES SOLUTION - OPTIMISE IMAGES
41. OPTIMISE IMAGES WITH PILLOW @rvtheverett #BrightonSEO 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
42. OPTIMISE IMAGES WITH PILLOW @rvtheverett #BrightonSEO
43. OPTIMISE IMAGES WITH PILLOW @rvtheverett #BrightonSEO
44. OPTIMISE IMAGES WITH PILLOW @rvtheverett #BrightonSEO
45. OPTIMISE IMAGES WITH PILLOW @rvtheverett #BrightonSEO Original Optimised
46. @rvtheverett #BrightonSEO UNDERSTANDING PAGERANK
47. UNDERSTANDING PAGERANK @rvtheverett @DeepCrawl https://colab.research.google.com/drive/1zQ8VFcNmwVLKEMwJ3lhTginPoSC5TdpB
48. @rvtheverett @DeepCrawl https://colab.research.google.com/drive/1zQ8VFcNmwVLKEMwJ3lhTginPoSC5TdpB UNDERSTANDING PAGERANK
49. @rvtheverett #BrightonSEO No coding knowledge required!
50. OTHER POSSIBILITIES @rvtheverett #BrightonSEO Log File analysis Validate hreflang Identify duplicate URLs Perform competitor analysis Automate page speed audits
51. @rvtheverett #BrightonSEO Think about what you can automate!
52. @rvtheverett #BrightonSEO PAGESPEED API WITH PYTHON
53. @rvtheverett #BrightonSEO PAGESPEED API WITH PYTHON https://colab.research.google.com/drive/1Oe1VTocg21KIVDqROXSt15H6CoO905D0
54. PYTRENDS @rvtheverett #BrightonSEO
55. PYTRENDS @rvtheverett #BrightonSEO
56. OTHER FUN PYTHON PROJECTS @rvtheverett #BrightonSEO Create a bot using Python, Telegram and RandomDog API https://www.practicepython.org/ https://realpython.com/pygame-a-primer/ https://inventwithpython.com/pygame/
57. @rvtheverett #BrightonSEO AN INTRODUCTION TO MACHINE LEARNING FOR SEO
58. WHAT IS MACHINE LEARNING? @rvtheverett #BrightonSEO “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/
59. POWERING MACHINE LEARNING @rvtheverett #BrightonSEO https://www.expertsystem.com/machine-learning-definition/ Run a script to train the computer, using a dataset
60. POWERING MACHINE LEARNING @rvtheverett #BrightonSEO https://www.expertsystem.com/machine-learning-definition/ Run a script to train the computer, using a dataset Summarise & Visualise the dataset
61. POWERING MACHINE LEARNING @rvtheverett #BrightonSEO https://www.expertsystem.com/machine-learning-definition/ Run a script to train the computer, using a dataset Summarise & Visualise the dataset Evaluate the algorithms
62. POWERING MACHINE LEARNING @rvtheverett #BrightonSEO https://www.expertsystem.com/machine-learning-definition/ Run a script to train the computer, using a dataset Summarise & Visualise the dataset Evaluate the algorithms Make Predictions
63. REAL WORLD MACHINE LEARNING EXAMPLES @rvtheverett #BrightonSEO RankBrain NLP Computer Vision BERT
64. REAL WORLD MACHINE LEARNING EXAMPLES @rvtheverett #BrightonSEO Twitter Curated Timelines
65. REAL WORLD MACHINE LEARNING EXAMPLES @rvtheverett #BrightonSEO Facebook Chatbots https://ipullrank.com/machine-learning-guide/how-to-set-up-a-chatbot/
66. REAL WORLD MACHINE LEARNING EXAMPLES @rvtheverett #BrightonSEO Personalised Recommendations https://medium.com/netflix-techblog/artwork-personalization-c589f074ad76
67. REAL WORLD MACHINE LEARNING EXAMPLES @rvtheverett #BrightonSEO Personalised Recommendations https://medium.com/netflix-techblog/artwork-personalization-c589f074ad76
68. @rvtheverett #BrightonSEO DATA IS THE FUEL FOR MACHINE LEARNING
69. SUPERVISED LEARNING @rvtheverett #BrightonSEO
70. SUPERVISED LEARNING @rvtheverett #BrightonSEO
71. SUPERVISED LEARNING
72. SUPERVISED LEARNING
73. UNSUPERVISED LEARNING @rvtheverett #BrightonSEO
74. UNSUPERVISED LEARNING @rvtheverett #BrightonSEO
75. UNSUPERVISED LEARNING
76. MACHINE LEARNING SIMPLIFIED @rvtheverett #BrightonSEO - 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.
77. SEO POSSIBILITIES WITH MACHINE LEARNING @rvtheverett #BrightonSEO SEO Possibilities with Machine Learning Evaluating Content Quality Log File Analysis Predictive analysis Title Tag Optimisation User Engagement Insights Audio Transcribing
78. @rvtheverett #BrightonSEO PREDICTIVE PREFETCHING
79. PREDICTIVE PREFETCHING @rvtheverett #BrightonSEO https://guess-js.github.io/docs Automate the process of predictive prefetching
80. PREDICTIVE PREFETCHING @rvtheverett #BrightonSEO https://guess-js.github.io/docs Predict the next page a user is likely to visit and prefetch these pages.
81. PREDICTIVE PREFETCHING @rvtheverett #BrightonSEO https://guess-js.github.io/docs Predict the next page a user is likely to visit and prefetch 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.
82. PREDICTIVE PREFETCHING @rvtheverett #BrightonSEO https://guess-js.github.io/docs Predict the next page a user is likely to visit and prefetch 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.
83. @rvtheverett #BrightonSEO INTERNAL LINKING
84. INTERNAL LINKING @rvtheverett #BrightonSEO Crawl to identify broken internal links Algorithm to suggest the most accurate replacement page Replace broken internal links
85. INTERNAL LINKING @rvtheverett #BrightonSEO
86. @rvtheverett #BrightonSEO CONTENT QUALITY
87. CONTENT QUALITY @rvtheverett #BrightonSEO 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.
88. CONTENT QUALITY @rvtheverett #BrightonSEO Important content factors Machine Learning Model Content Quality Score
89. @rvtheverett #BrightonSEO USER EXPERIENCE
90. USER EXPERIENCE @rvtheverett #BrightonSEO https://github.com/mgechev/guess-next Sentiment analysis - Instagram bullying language
91. USER EXPERIENCE @rvtheverett #BrightonSEO https://github.com/mgechev/guess-next Image cropping - Twitter
92. USER EXPERIENCE @rvtheverett #BrightonSEO https://github.com/mgechev/guess-next Image cropping - Twitter
93. USER EXPERIENCE @rvtheverett #BrightonSEO https://github.com/mgechev/guess-next Image cropping - Twitter
94. USER EXPERIENCE @rvtheverett #BrightonSEO https://github.com/mgechev/guess-next Image cropping - Twitter
95. USER EXPERIENCE @rvtheverett #BrightonSEO https://github.com/mgechev/guess-next Computer Vision
96. USER EXPERIENCE @rvtheverett #BrightonSEO https://github.com/mgechev/guess-next Computer Vision - Making images accessible
97. USER EXPERIENCE @rvtheverett #BrightonSEO https://github.com/mgechev/guess-next Chatbots - Helping users find the most useful content
98. USER EXPERIENCE @rvtheverett #BrightonSEO https://github.com/mgechev/guess-next 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
99. @rvtheverett #BrightonSEO NATURAL LANGUAGE PROCESSING
100. MACHINE LEARNING TOOLS @rvtheverett #BrightonSEO 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/
101. MACHINE LEARNING TOOLS @rvtheverett #BrightonSEO https://cloud.google.com/natural-language/
102. MACHINE LEARNING TOOLS @rvtheverett #BrightonSEO https://cloud.google.com/natural-language/
103. MACHINE LEARNING TOOLS @rvtheverett #BrightonSEO https://cloud.google.com/natural-language/
104. MACHINE LEARNING TOOLS @rvtheverett #BrightonSEO https://github.com/BritneyMuller/colab-notebooks @BritneyMuller
105. MACHINE LEARNING TOOLS @rvtheverett #BrightonSEO https://github.com/BritneyMuller/colab-notebooks Entity Salience
106. MACHINE LEARNING TOOLS @rvtheverett #BrightonSEO https://github.com/BritneyMuller/colab-notebooks Entity Categorisation
107. @rvtheverett #BrightonSEO https://codelabs.developers.google.com/codelabs/tensorflow-for-poets/#0 IMAGE CATEGORISATION
108. TENSOR FLOW FOR POETS @rvtheverett #BrightonSEO https://codelabs.developers.google.com/codelabs/tensorflow-for-poets/#0 Retrain an already trained model using transfer learning for a similar problem. Train a simple classifier to classify images of flowers.
109. TENSOR FLOW FOR POETS @rvtheverett #BrightonSEO https://codelabs.developers.google.com/codelabs/tensorflow-for-poets/#0
110. TENSOR FLOW FOR POETS @rvtheverett #BrightonSEO https://codelabs.developers.google.com/codelabs/tensorflow-for-poets/#0
111. @rvtheverett #BrightonSEO THE FUTURE OF SEO Understand and solve problems faster
112. @rvtheverett #BrightonSEO THE FUTURE OF SEO Make data driven decisions
113. @rvtheverett #BrightonSEO THE FUTURE OF SEO Focus on other important optimisation activities
114. @rvtheverett #BrightonSEO THE FUTURE OF SEO Improve user experience
116. TALK TO YOUR DEVELOPERS
117. JOIN COMMUNITIES https://pyslackers.com/web
118. https://www.100daysofcode.com/ KEEP PRACTICING AND HAVE FUN
119. PEOPLE TO FOLLOW @britneymuller @hamletbatista @TylerReardon @DataChaz @dawnieando @jroakes @jessthebp @aysunakarsu @math_rachel
120. DEEPCRAWL PROFESSIONAL SERVICES @BermanHale @allophonousrex @rachelleighrva @NeilDesai @theJimmyB0b @Rick_BarK
121. KEY TAKEAWAYS @rvtheverett #BrightonSEO 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.
122. @rvtheverett #BrightonSEO
123. USEFUL RESOURCES @rvtheverett #BrightonSEO 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
124. THANK YOU #BrightonSEO Ruth Everett Technical SEO Analyst @rvtheverett // @deepcrawl