#SMX #12C2 @Ayima Rob Kerry – Chief Strategy Officer at Ayima USING APIS TO AUTOMATE MARKETING TASKS
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#SMX #12C2 @Ayima
Rob Kerry – Chief Strategy Officer at Ayima
USING APIS TO AUTOMATE MARKETING TASKS
#SMX #12C2 @Ayima
• Co-foundedtheglobalonlinemarketingagency,Ayima,in2007
• WorkedinSEOandinternetcompaniesforover15years
• Knownas“evilgreenmonkey”whenSEOfirstbecameathing
• Ayimanowhasateamofover100peopleacross6officesinEurope,NorthAmericaandAsia
Rob & Ayima
#SMX #12C2 @Ayima
• API=ApplicationProgrammingInterface
• Inotherwords–ithelpssoftwaretotalktoothersoftware
• MostmarketingsoftwareoffersanAPIasstandard(oftenfree)
• LatestevolutionofthewebisAPIFirst,withweb/userinterfacesbuiltontopoftheAPI
What is an API?
#SMX #12C2 @Ayima
Example – AngularJS
#SMX #12C2 @Ayima
• MostAPIsareverystrict
• Someinformationisrequired,otherwisethedatarequestwillfail
• APIsarenothumanfriendly,yourcodemusthandletheerrorsandfailgracefullywithafluffymessage
• DataisusuallyreturnedinJSON(JavaScriptObjectNotation),alongstringthatcanbechangedintodatanamesandvalues
APIs have strict rules…
#SMX #12C2 @Ayima
Example – Grepwords API (Keyword/Volume Data)
#SMX #12C2 @Ayima
Postman – No coding needed
getpostman.comFreetoolforMac&GoogleChrome
#SMX #12C2 @Ayima
• Softwaredevelopersandserviceproviderscanonlyguessatwhatdatayouneed,whenyouneeditandinwhichformat
• Somewebinterfacesareslow,long-windedandrestricttheamountofdatareturned
• WithAPIs,youchoosewhatdatayouneedandwhatyoudon’t
• Automateclient/managementreportsanddataresearchtasks
Why bother with APIs?
#SMX #12C2 @Ayima
• Datasourcesoftendon’tliketointegrateorplaywithothers
• Aren’tyoutiredofexportingtoCSV/ExcelandthenresortingtoVLOOKUPsandbloatedspreadsheetmerges?
• Usingmultipledatasourcestocreatenewinsightscangiveyouthecuttingedgeoveryourcompetitors
Data is better with friends
#SMX #12C2 @Ayima
SHARE OF VOICE
#SMX #12C2 @Ayima
• Youwanttoknowhowyourwebsiteisperformingforasetofkeywords,comparedtoyourcompetitors
• WhoareyouronlinecompetitorsinSEOandPPC?
• Whichareasaretheystrongandweakin?
• Whichkeywordsofferthebestopportunities?
Share of Voice - Overview
#SMX #12C2 @Ayima
1. SearchVolume
2. SEO/PPCKeywordRankings
3. AverageCTR(ClickThroughRate)data
Share of Voice - Data Needed
#SMX #12C2 @Ayima
1. AdvancedWebRankings–GetaverageCTRdataforOrganicrankingsfromthousandsofwebsites,downloadthereportforPaidSearchCTRdata
2. Build/BringYourOwn–OrganicCTRdatacanbefoundinGoogleSearchConsoleandPaidCTRinAdWords
Share of Voice – Average CTR Data
#SMX #12C2 @Ayima
1. GoogleAdWordsAPI–Limitedtobigagenciesandsoftwareprovidersandheavilyrestricted
2. Grepwords.com–ScrapedGoogleKeywordTooldata,costingfrom$15amonth
3. SEMRush.com–AlsooffersscrapedGoogleKeywordTooldatastartingfrom$15amonth
Share of Voice – Search Volume
#SMX #12C2 @Ayima
1. AuthorityLabs.comAPI–First10pagesofOrganicsearchresultsandPPCresultsfor~$0.66per1,000
2. SERPMetrics.com-$0.62per1,000requestsbutonlyoffersOrganicresults
3. Build/BringYourOwn–Youmayalreadycollectthisdataandcanuseanexistingfeed
Share of Voice – SEO/PPC Keyword Rankings
#SMX #12C2 @Ayima
Share of Voice – Average CTR Data
#SMX #12C2 @Ayima
1. Foreachkeywordinyourlist,giveeachrankingDomainascore
2. KeywordScore=(MonthlySearchVolume*RankingCTR)
3. AddtheKeywordScoresupforeachfeaturedwebsiteandsortbytheTotalKeywordScoreforeachDomain
4. YounowhaveanestimatedShareofVoicerankingandMonthlyTrafficVolumeforyouandyourcompetitors
Share of Voice – Create a Report
#SMX #12C2 @Ayima
Share of Voice – Example
UK Payment Gateways – 500 Keywords
#SMX #12C2 @Ayima
COST TO COMPETE
#SMX #12C2 @Ayima
• HaveyoueverbeenaskedhowmuchitwouldcosttorankforXkeywordinOrganicSearch?
• SometimesthePaidSearchCPC(CostPerClick)isprohibitivelyexpensiveorlegallyrestricted
• GoogleandBing’srankingalgorithmshaveevolved,butstillcentermostlyaroundlinks
Cost to Compete - Overview
#SMX #12C2 @Ayima
Wejustneedlinkdatafromoneofthe3mainsources:
1. Majestic.com–APIaccessrequiresaplatinumlevelsubscriptionat$400amonth
2. Ahrefs.com–APIaccessstartsfrom$500amonth
3. Moz.com–FreeAPIaccessor$500amonth
Cost to Compete - Data Needed
#SMX #12C2 @Ayima
1. GettheDomainAuthorityscoreforeachofthewebsitescurrentlyrankingintheTop10forthekeyword
2. Next,pulldataonallofthelinkstotherankingpagesandthePageAuthorityoftheirlinkingpages
3. Dothesameforyourownwebsiteandkeywordlandingpage
Cost to Compete – Pull the data
#SMX #12C2 @Ayima
• Foreachrankingpage,addtogetherthePageAuthorityforeverylinkingpage
• Youcanfilterthedatabyunique“ClassC/Subnet”linksinordertogetmoreaccurateresults
• Dothesameforyourownkeywordlandpage
Cost to Compete – Create a Report
#SMX #12C2 @Ayima
• Toestimateyourrequiredlinks,subtractthenumberoflinksintotheyourkeywordlandingpagefromthenumberpointingintoyourcompetitor’s.
• DothesamewiththetotalPageAuthorityscore,thendividethisnumberbythenumberoflinksrequired(above)
• ThisgivesyouanestimateofhowmanylinksyouneedandtheaveragePageAuthoritythoselinksshouldhave
Cost to Compete – Estimates
#SMX #12C2 @Ayima
• TocalculatethecostofrankingineachTop10position,multiplythenumberofrequiredlinksbytheaveragecostofacquiringalinkviayourpreferredmethod
• SomewebsitesrankinGooglepurelybasedontheirDomainAuthority(e.g.Wikipedia)whichskewsourresults
• Youcanusethewebsite’sDomainAuthoritytodetecttheseinstancesandeitherexcludeorlearnfromthem
Cost to Compete – Estimates (2)
#SMX #12C2 @Ayima
• CreateanSEOROIestimate,usingdatafromourShareofVoice
• Taketheestimatemonthlytraffic(SearchVolume/CTR)forourkeywordanddesiredrankingposition
• UseyouraverageSEOconversionrateandAOV(AverageOrderValue)toestimatetheadditionalmonthlyrevenue
• Wenowknowourbreak-evenpointandrevenuegrowth
Cost to Compete – ROI Estimates
#SMX #12C2 @Ayima
OTHER USES FOR APIs
#SMX #12C2 @Ayima
PPC/SEO Opportunities
#SMX #12C2 @Ayima
• GoogleSearchConsoleAPIgivesyou5xmoredatathanthewebinterface
• Getallyourkeyworddataback,byrequestingkeyworddataforeachindividualSEOlandingpage
• EstimateSEOrevenuetoakeywordleveloncemore,bydividingtherevenuegeneratedfromanSEOlandingpagebythepercentageofSEOtrafficsentbyakeyword
Recovering (not provided) data
#SMX #12C2 @Ayima
• CreateyourownlinkauditsbypullingthedatafromAPIs
• Addextralinkdatasuchasthelinkingpage’stopicandestimatedtrafficfromtheAlexa.comAPI
• Getcleveratspamdetection,using3rdpartysecurityAPIssuchasGoogle’sSafeBrowsingAPIandWebofTrust
• Identifylinkrelevancebasedontheimagesonthelinkingpage,usingGoogle’snewVisionAPI
Link Cleanup
#SMX #12C2 @Ayima
• IdentifypeoplebiddingonyourbrandtermsbypullingPPCdatafromtheAuthorityLabsAPI
• RequestSERPdataforeverymajorcity,tofindaffiliatesbreakingyourtermsbybiddingincertaincities/states
• Canalsoidentifyholesinacompetitor’sPPCstrategy,wheretheymaynotbebiddingatcertaintimesorinsomelocations
Identify PPC Trademark Infringement
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