This week on Lumar’s Human-First Digital Podcast, we're discussing how to use custom extractions (and XPath) — an often overlooked tool in SEOs’ arsenal — to turbo-charge your website crawls, SEO projects, and provide support for broader marketing efforts. Our guest this week is David Gossage, an e-commerce technical SEO expert and SEO manager at Click Consult.

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“I’ve found that knowing how to extract things is a very good way of making friends with a lot of people,” says Chris Spann, host of Human-First Digital.

“A simple example of where it will benefit non-tech teams: Say you’ve got a list of other websites that you want to target for backlinks. You can crawl a site and go, ‘Well, actually, all of the outbound links of this site are ‘nofollow’ — you can do that using XPath,” explains Gossage.

Explore how custom extractions can benefit SEO, content, paid search teams, and broader digital marketing efforts in the full episode.

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Episode Timestamps:

00:00:11 — Welcome to Human-First Digital, a Lumar podcast
00:00:29 — Meet David Gossage, Technical SEO Manager for E-Commerce Websites
00:05:20 — Understanding XPath Basics
00:07:27 — Overcoming XPath Challenges
00:11:36 — How Custom Extractions Enable Collaboration Across Web Teams
00:14:12 — Key Takeaways & Final Thoughts