7 SEO actions to automate with Google App Script


Google App Script language can save SEOs a lot of time. Overview of the tasks that can be delegated to the machine.

Google App Script relies heavily on JavaScript and is a programming language specific to the American company’s ecosystem. Alpha Keïta, an independent SEO consultant, presents Google App Script as “a language and a platform that you can use to code Google services to automate a specific set of tasks there”. But not only. Just as the Data Studio can be attached to certain APIs to pull data from external tools, the Google App Script provides the ability to add and aggregate data from third-party services to place anywhere. Here’s a non-exhaustive list of what’s possible with App Script related to natural referencing.

Notification in case of problem

Alpha Keïta offers an ingenious way to automate daily reporting: “I created an app script that allows me to pull data from tools like Screaming Frog or Botify to organize it in a Google Sheet. Then it was enough for me to add a rule to ensure that if such a KPI falls below a certain percentage, I will automatically receive an email.” This can be very practical for many SEO KPIs: “For example, if a certain page typology has level 5 in exceeds the depth or the crawl rate drops below 50%, I get a warning,” says the SEO consultant.

Automation of an SEO dashboard

Another example from Alpha Keïta is automating a dashboard: “Restoring data from third-party tools like Semrush or Google Search Console makes it possible to feed tables of data directly into Google Sheets. With App Script, it’s possible to configure this data collection to get the data you want, such as all keywords won in a given time period.”

To go even further, the SEO consultant names another solution: “The trigger system makes it possible to restart the script according to certain time criteria. For example, I can launch the “GetURL” function hourly or weekly and get that data right into an inbox once the report is generated.”

Checks during a migration

Staying in site monitoring, Jonathan Maurin, founder of deux.io, talks about the usefulness of App Script for SEO checks during a migration: “As part of a migration for a client, if we need to change the NDD, that’s Aim to waste as little SEO juice as possible”. Here, using App Script helps keep track of the status code of all pages on the site once the redirection plan has been deployed. To do this, Jonathan Maurin uses Screaming Frog to scan the entire page before redirecting crawls, then it uses an app script to count the number of redirects performed and the redirect code received (200, 301, 404, etc.).

Check if its pages are indexed

To continue with the site crawl, it is also possible to create a script to see if a site’s pages are indexed. “In this way, it is possible to determine whether an improvement needs to be made to the internal mesh or what the Googlebot’s crawling budget is being spent on,” specifies Jonathan Maurin. Very useful if this automation can also be done with Moz or Majestic in conjunction with Screaming Frog to check the performance of the pages or even Ahrefs to determine their semantic potential.

Google scratch

If you can use Google App Script to monitor your website, you can also develop it further by doing external monitoring and even netlinking! “To do this, we create a script to get the results from Google and report what interests us: URL, title, description, site location, etc. All this according to pre-selected criteria such as language and keyword.” , describes the founder of deux ok By coupling this script with growth hacking methods, he manages to automate a large part of the netlinking process: “We can also recover the email addresses of websites with a blog part, which we recover in Google Sheet then by direct mail. For example, send mass targeted requests for guest articles.”

Keyword Clustering

App Script isn’t just about numbers! All associated questions can be found from a keyword list and integrated into topics. Jonathan Maurin explains his method: “I started by browsing an e-commerce site. I pulled the H1 and URL of each product page. Then, by passing that information to the app script, it would look for the keywords that I should target based on a cluster that it recognized.” The time savings with this script is significant compared to traditional research using tools like Semrush or Ubersuggest significantly: “Because these platforms cannot manage multiple keywords at the same time, while such a script can list up to 25,000 keywords at a time.”

Even if this automation saves a lot of time, Jonathan Maurin limits: “There is some leeway because the results have to be sorted by hand. But a good part is usable.”

Simple sitemap visualization

“There are still sitemaps that are created by hand, although that’s less and less the case with CMS,” says Jonathan Maurin. Under these conditions, it is difficult to check at a glance whether the sitemap is correct. A small script is enough to call up the sitemap in XML format and send it to a Google Sheet in a visually clearer way. “The URLs recognized on Screaming Frog and the URLs recognized on the sitemap can also be compared using this technique,” warns the founder of deux.io.

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