#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?

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Example – AngularJS

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•  MostAPIsareverystrict

•  Someinformationisrequired,otherwisethedatarequestwillfail

•  APIsarenothumanfriendly,yourcodemusthandletheerrorsandfailgracefullywithafluffymessage

•  DataisusuallyreturnedinJSON(JavaScriptObjectNotation),alongstringthatcanbechangedintodatanamesandvalues

APIs have strict rules…

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Example – Grepwords API (Keyword/Volume Data)

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Postman – No coding needed

getpostman.comFreetoolforMac&GoogleChrome

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•  Softwaredevelopersandserviceproviderscanonlyguessatwhatdatayouneed,whenyouneeditandinwhichformat

•  Somewebinterfacesareslow,long-windedandrestricttheamountofdatareturned

•  WithAPIs,youchoosewhatdatayouneedandwhatyoudon’t

•  Automateclient/managementreportsanddataresearchtasks

Why bother with APIs?

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•  Datasourcesoftendon’tliketointegrateorplaywithothers

•  Aren’tyoutiredofexportingtoCSV/ExcelandthenresortingtoVLOOKUPsandbloatedspreadsheetmerges?

•  Usingmultipledatasourcestocreatenewinsightscangiveyouthecuttingedgeoveryourcompetitors

Data is better with friends

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SHARE OF VOICE

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•  Youwanttoknowhowyourwebsiteisperformingforasetofkeywords,comparedtoyourcompetitors

•  WhoareyouronlinecompetitorsinSEOandPPC?

•  Whichareasaretheystrongandweakin?

•  Whichkeywordsofferthebestopportunities?

Share of Voice - Overview

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1.  SearchVolume

2.  SEO/PPCKeywordRankings

3.  AverageCTR(ClickThroughRate)data

Share of Voice - Data Needed

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1.   AdvancedWebRankings–GetaverageCTRdataforOrganicrankingsfromthousandsofwebsites,downloadthereportforPaidSearchCTRdata

2.   Build/BringYourOwn–OrganicCTRdatacanbefoundinGoogleSearchConsoleandPaidCTRinAdWords

Share of Voice – Average CTR Data

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1.   GoogleAdWordsAPI–Limitedtobigagenciesandsoftwareprovidersandheavilyrestricted

2.   Grepwords.com–ScrapedGoogleKeywordTooldata,costingfrom$15amonth

3.   SEMRush.com–AlsooffersscrapedGoogleKeywordTooldatastartingfrom$15amonth

Share of Voice – Search Volume

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1.   AuthorityLabs.comAPI–First10pagesofOrganicsearchresultsandPPCresultsfor~$0.66per1,000

2.   SERPMetrics.com-$0.62per1,000requestsbutonlyoffersOrganicresults

3.   Build/BringYourOwn–Youmayalreadycollectthisdataandcanuseanexistingfeed

Share of Voice – SEO/PPC Keyword Rankings

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Share of Voice – Average CTR Data

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1.  Foreachkeywordinyourlist,giveeachrankingDomainascore

2.  KeywordScore=(MonthlySearchVolume*RankingCTR)

3.  AddtheKeywordScoresupforeachfeaturedwebsiteandsortbytheTotalKeywordScoreforeachDomain

4.  YounowhaveanestimatedShareofVoicerankingandMonthlyTrafficVolumeforyouandyourcompetitors

Share of Voice – Create a Report

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Share of Voice – Example

UK Payment Gateways – 500 Keywords

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COST TO COMPETE

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•  HaveyoueverbeenaskedhowmuchitwouldcosttorankforXkeywordinOrganicSearch?

•  SometimesthePaidSearchCPC(CostPerClick)isprohibitivelyexpensiveorlegallyrestricted

•  GoogleandBing’srankingalgorithmshaveevolved,butstillcentermostlyaroundlinks

Cost to Compete - Overview

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Wejustneedlinkdatafromoneofthe3mainsources:

1.   Majestic.com–APIaccessrequiresaplatinumlevelsubscriptionat$400amonth

2.   Ahrefs.com–APIaccessstartsfrom$500amonth

3.   Moz.com–FreeAPIaccessor$500amonth

Cost to Compete - Data Needed

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1.  GettheDomainAuthorityscoreforeachofthewebsitescurrentlyrankingintheTop10forthekeyword

2.  Next,pulldataonallofthelinkstotherankingpagesandthePageAuthorityoftheirlinkingpages

3.  Dothesameforyourownwebsiteandkeywordlandingpage

Cost to Compete – Pull the data

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•  Foreachrankingpage,addtogetherthePageAuthorityforeverylinkingpage

•  Youcanfilterthedatabyunique“ClassC/Subnet”linksinordertogetmoreaccurateresults

•  Dothesameforyourownkeywordlandpage

Cost to Compete – Create a Report

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•  Toestimateyourrequiredlinks,subtractthenumberoflinksintotheyourkeywordlandingpagefromthenumberpointingintoyourcompetitor’s.

•  DothesamewiththetotalPageAuthorityscore,thendividethisnumberbythenumberoflinksrequired(above)

•  ThisgivesyouanestimateofhowmanylinksyouneedandtheaveragePageAuthoritythoselinksshouldhave

Cost to Compete – Estimates

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•  TocalculatethecostofrankingineachTop10position,multiplythenumberofrequiredlinksbytheaveragecostofacquiringalinkviayourpreferredmethod

•  SomewebsitesrankinGooglepurelybasedontheirDomainAuthority(e.g.Wikipedia)whichskewsourresults

•  Youcanusethewebsite’sDomainAuthoritytodetecttheseinstancesandeitherexcludeorlearnfromthem

Cost to Compete – Estimates (2)

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•  CreateanSEOROIestimate,usingdatafromourShareofVoice

•  Taketheestimatemonthlytraffic(SearchVolume/CTR)forourkeywordanddesiredrankingposition

•  UseyouraverageSEOconversionrateandAOV(AverageOrderValue)toestimatetheadditionalmonthlyrevenue

•  Wenowknowourbreak-evenpointandrevenuegrowth

Cost to Compete – ROI Estimates

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OTHER USES FOR APIs

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PPC/SEO Opportunities

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•  GoogleSearchConsoleAPIgivesyou5xmoredatathanthewebinterface

•  Getallyourkeyworddataback,byrequestingkeyworddataforeachindividualSEOlandingpage

•  EstimateSEOrevenuetoakeywordleveloncemore,bydividingtherevenuegeneratedfromanSEOlandingpagebythepercentageofSEOtrafficsentbyakeyword

Recovering (not provided) data

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•  CreateyourownlinkauditsbypullingthedatafromAPIs

•  Addextralinkdatasuchasthelinkingpage’stopicandestimatedtrafficfromtheAlexa.comAPI

•  Getcleveratspamdetection,using3rdpartysecurityAPIssuchasGoogle’sSafeBrowsingAPIandWebofTrust

•  Identifylinkrelevancebasedontheimagesonthelinkingpage,usingGoogle’snewVisionAPI

Link Cleanup

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•  IdentifypeoplebiddingonyourbrandtermsbypullingPPCdatafromtheAuthorityLabsAPI

•  RequestSERPdataforeverymajorcity,tofindaffiliatesbreakingyourtermsbybiddingincertaincities/states

•  Canalsoidentifyholesinacompetitor’sPPCstrategy,wheretheymaynotbebiddingatcertaintimesorinsomelocations

Identify PPC Trademark Infringement

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LEARN MORE: https://www.ayima.com/

THANK YOU

@Ayima

rob@ayima.com