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 info you may harness utilizing customized extraction by way of crawler instruments is price its weight in income. With a larger granularity of knowledge at your fingertips, you may uncover CRO and consumer expertise insights that may inform your optimizations and rework your buyer expertise.

In this episode of Whiteboard Friday, we’re delighted to welcome Luke Carthy to share actionable knowledge from his current 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 unbelievable I am right here in Seattle proper now doing a Whiteboard Friday? I am unable to wait to share this cool stuff with you. So thanks for becoming a member of me.

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

What is customized extraction?

Let’s get began. What is customized extraction? Well, as I sort 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 permits you to seize and extract particular components of the HTML and export it to a file, a CSV, in Excel, or no matter you favor.



As a precept, okay, nice, however I will 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 all the pieces in crimson is one thing that you would be able to probably extract. Although, as I mentioned, something on the web page you may. 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 a list web site, and after all you’ve itemizing pages, you’ve product pages. Wouldn’t it’s nice in the event you may in a short time, at scale, perceive your entire 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 critiques it has, and of the critiques, what is the mixture rating, whether or not it is 4 stars, 5 stars, no matter it’s?

That’s actually highly effective as a result of you may then begin to perceive how good pages carry out primarily based upon the knowledge that they’ve, primarily based upon site 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 concentrate on 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 may go away and do this.

You can fireplace up a crawl, and there isn’t any cause 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 critiques like, what FAQs do folks have, are you able to then leverage that in your personal content material. 

Examples of methods 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 determine competitor does not have a selected product in inventory, and, because of that, I have been capable of improve our costs as a result of they did not promote it. We did at that particular time, and we may determine the value level, the truth that they did not have any inventory, and it was superior. Think about that. Really highly effective insights at large 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 mentioned, actual property, jobs, or something in that surroundings.

If you concentrate on the competitors once more for a second, there isn’t a cause why you would not be capable of extract by way of customized extraction the most effective filters that individuals use, the highest filters, the highest aspects that individuals like to pick out and perceive. So you may then see whether or not you are utilizing the identical sort of mixtures of options and aspects in your web site and perhaps enhance that.

Equally, you may 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 clients. The identical factor applies to each environments right here. 

If you’re a itemizing web site and you checklist jobs otherwise you checklist merchandise or categorized adverts, is it location filters that they’ve on the prime? Is it availability? Is it critiques? Is it scores? You can crawl various your rivals throughout various areas and determine whether or not there is a sample, see a theme, and then see whether or not you may leverage and higher that and reap the benefits of that. That’s an effective way by which you should utilize it. 

Example three: Recommendations, options, and optimization

But on prime 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 folks purchase on Amazon comes from suggestions, and 75% of what folks watch on Netflix comes from options, from suggestions.

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



But once more, again to highly effective intelligence, your rivals, particularly when you’ve 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, various options. The extra several types of suggestions you’ve, the extra information you’ve, the extra intelligence you’ve, the extra perception you’ve. Going again to say an actual property instance, you is likely to be a property right here. It’s at this worth. What is your important aspirational actual property competitor recommending to you that you could be not pay attention to?

Then you may 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 so on., 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 information at scale

To summarize and deliver all of it to an in depth, customized extraction is all about nice granular information at scale. The actually highly effective factor about it’s you are able to do all of this your self, so there isn’t any must need to have conferences, ship elaborate emails, get permission from someone.

Fire up Screaming Frog, fireplace up DeepCrawl, fireplace up no matter sort of crawler you need to use, take a look at customized extraction, and see how one can make your online 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 sources:

Video transcription by Speechpad.com


This is a meaty matter, we all know — in the event you loved this Whiteboard Friday and end up desperate 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:

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