Custom Extraction Using an SEO Crawler for CRO and UX Insights – Whiteboard Friday


From e-commerce to listings websites to actual property and myriad verticals past, the information you’ll be able to harness utilizing customized extraction through crawler instruments is value its weight in income. With a larger granularity of knowledge at your fingertips, you’ll be able to uncover CRO and person expertise insights that may inform your optimizations and remodel your buyer expertise.

In this episode of Whiteboard Friday, we’re delighted to welcome Luke Carthy to share actionable knowledge from his latest MozCon 2019 presentation, Killer CRO and UX Wins Using an SEO Crawler.

Video Transcription

Hey, Moz. What’s up? Wow, can I simply say it is unimaginable I am right here in Seattle proper now doing a Whiteboard Friday? I can not wait to share this cool stuff with you. So thanks for becoming a member of me.

My identify is Luke Carthy. As you’ll be able to most likely inform, I am from the UK, and I need to discuss to you about customized extraction, particularly on the planet of e-commerce. However, what I’ll say is that this works fantastically nicely in lots of the verticals as nicely, so actual property, in job listings. In reality, any web site that may just about spit out HTML in an internet crawler, you should use customized extraction.

What is customized extraction?

Let’s get began. What is customized extraction? Well, as I form of simply alluded to, it permits you, if you’re crawling utilizing like Screaming Frog, for instance, or DeepCrawl or no matter it’s you need to use, it lets you seize and extract particular elements of the HTML and export it to a file, a CSV, in Excel, or no matter you like.



As a precept, okay, nice, however I’ll provide you with some actually good examples of how one can actually leverage that. So e-commerce, proper right here we have a product web page that I’ve fantastically drawn, and every part in purple is one thing you could doubtlessly extract. Although, as I stated, something on the web page you’ll be able to. These are just a few good examples.

Product info + web page efficiency

Think about this for a second. You’re an e-commerce web site, you are an inventory web site, and in fact you might have itemizing pages, you might have product pages. Wouldn’t or not it’s nice if you happen to may in a short time, at scale, perceive your whole merchandise’ pricing, whether or not you have acquired inventory, whether or not it is acquired an picture, whether or not it is acquired a description, what number of opinions it has, and of the opinions, what is the combination rating, whether or not it is 4 stars, 5 stars, no matter it’s?

That’s actually highly effective as a result of you’ll be able to then begin to perceive how good pages carry out based mostly upon the data that they’ve, based mostly upon visitors, conversion, buyer suggestions, and all types of nice stuff, all utilizing customized extraction and spitting it out on say a CSV or an Excel spreadsheet file.

Competitive insights

But the place it will get tremendous highly effective and you get a number of perception from is if you begin to flip the lens to your rivals and you consider methods by which you will get these actually good insights. You might have three rivals. You might have some aspirational rivals. You might have a web site that you do not essentially compete with, however you employ them on a day-to-day foundation otherwise you admire how straightforward their web site was to make use of, and you’ll be able to go away and do this.

You can hearth up a crawl, and there is no motive why you could not extract that very same info from different rivals and see what is going on on, to see what pricing your rivals are promoting an merchandise at, have they got that in inventory or not, what are the opinions like, what FAQs do individuals have, are you able to then leverage that in your personal content material. 

Examples of find out how to glean insights from customized extraction in e-commerce

Example 1: Price will increase for merchandise rivals do not inventory

Let me provide you with an ideal instance of how I’ve managed to make use of this.

I’ve managed to establish competitor would not have a selected product in inventory, and, on account of that, I have been in a position to enhance our costs as a result of they did not promote it. We did at that particular time, and we may establish the worth level, the truth that they did not have any inventory, and it was superior. Think about that. Really highly effective insights at huge quantities of scale. 

Example 2: Improving aspects and filters on class pages

Another instance I needed to speak to you about. Category pages, once more extremely beautiful illustrations. So class pages, we have now filters, we have now a class web page, and simply to modify issues up a bit of bit I’ve additionally acquired like a listings web page as nicely, so whether or not it is, as I stated, actual property, jobs, or something in that setting.

If you consider the competitors once more for a second, there is no such thing as a motive why you would not be capable of extract through customized extraction the perfect filters that individuals use, the highest filters, the highest aspects that individuals like to pick out and perceive. So you’ll be able to then see whether or not you are utilizing the identical form of mixtures of options and aspects in your web site and possibly enhance that.

Equally, you’ll be able to then begin to perceive what particular options correlate to gross sales and efficiency and impacts and actually begin to enhance the efficiency of how your web site performs and behaves for your prospects. The similar factor applies to each environments right here. 

If you’re a itemizing web site and you listing jobs otherwise you listing merchandise or labeled adverts, is it location filters that they’ve on the high? Is it availability? Is it opinions? Is it scores? You can crawl quite a few your rivals throughout quite a few areas and establish whether or not there is a sample, see a theme, and then see whether or not you’ll be able to leverage and higher that and benefit from that. That’s a good way by which you should use it. 

Example three: Recommendations, recommendations, and optimization

But on high of that and the one which I’m most fascinated with is by far suggestions.

In the MozCon discuss I did earlier I had a statistic, and I feel I can recollect it. It was 35% of what individuals purchase on Amazon comes from suggestions, and 75% of what individuals watch on Netflix comes from recommendations, from suggestions.

Think about how highly effective that’s. You can crawl your personal web site, perceive your personal suggestions at scale, establish the inventory of these suggestions, the worth, whether or not they have pictures, in what order they’re, and you can begin to construct a extremely vivid image as to what merchandise individuals affiliate together with your gadgets. You can do this on a world scale. You can crawl the whole of your product portfolio or your itemizing portfolio and get that. 



But once more, again to highly effective intelligence, your rivals, particularly when you might have rivals that may have multivariable aspects or multivariable suggestions. What I imply by that’s we have all seen websites the place you have acquired a number of carousels. So you have acquired Recommended for You.

You may need People Also Bought, different recommendations. The extra several types of suggestions you might have, the extra knowledge you might have, the extra intelligence you might have, the extra perception you might have. Going again to say an actual property instance, you is likely to be taking a look at a property right here. It’s at this worth. What is your principal aspirational actual property competitor recommending to you that you could be not concentrate on?

Then you’ll be able to take into consideration whether or not the main target is on location, whether or not it is on worth, whether or not it is on variety of bedrooms, and many others., and you can begin to know and behave how that may work and get some actually highly effective insights from that. 

Custom extraction is all about granular knowledge at scale

To summarize and convey all of it to a detailed, customized extraction is all about nice granular knowledge at scale. The actually highly effective factor about it’s you are able to do all of this your self, so there is no must should have conferences, ship elaborate emails, get permission from any individual.

Fire up Screaming Frog, hearth up DeepCrawl, hearth up no matter form of crawler you need to use, take a look at customized extraction, and see how one can make your small business extra environment friendly, discover out how one can get some actually cool aggressive insights, and yeah, hopefully, fingers crossed that works for you guys. Thank you very a lot.

Bonus assets:

Video transcription by Speechpad.com


This is a meaty subject, we all know — if you happen to loved this Whiteboard Friday and end up wanting to know extra, you are in luck! Luke’s full presentation at MozCon 2019 goes much more in-depth into what customized extraction can do for you. Catch his discuss together with 26 different ahead-pondering matters from our wonderful audio system within the MozCon video bundle:

Access the periods now!

We advocate sharing them together with your staff and spreading the educational love. Happy watching!



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