Oncrawl – Leveraging Dataiku for Predictive SEO as a Product Strategy

[Alex]

Team members:
Vincent Terrasi, Product Director
Elodie Mondon, Data Engineer
Damien Garaud, Data Scientist

Country:
France

Organization:
Oncrawl

Description:
Enterprise SEO platform powered by the industry-leading SEO Crawler and Log Analyzer. Combine the power of technical SEO, machine learning and data science for increased revenues from search engines.

Oncrawl offers two product suites to help you open Google’s blackbox and increase website revenues based on reliable SEO data.

Oncrawl Insights:
Unleash your SEO potential with prescriptive analysis. Unify your search data and improve your site’s traffic, rankings and online revenues:

• Analyze your website like Google does, no matter how large or complex your website is.
• Understand the impact of ranking factors on crawl budget and organic traffic
• Relies on 600+ indicators, advanced data exploration and actionable dashboards.

And Oncrawl Genius:
Empower your SEO with data science and automation. Use SEO data to build a more profitable business through BI, data science and machine learning:

• Build custom solutions to business and marketing problems with our API
• Use ready-made machine learning projects and adaptable models applied to SEO
• Connect with Business Intelligence solutions for better strategic decision-making

Awards Category:

• Alan Tuning

<h3 data-id=”challenge”>
Challenge:</h3>
Due to the complexity of today’s markets, the growing opacity of search engine ranking algorithms, and the sheer volume of data available affecting Search Engine Optimization (SEO), the ability to easily manipulate and analyze data now makes the difference between using it as a marketing tool, and leveraging it as an executive-level product strategy.

In SEO, the goal is to rank pages at the top of search engine results. However, search engine ranking algorithms are based on many factors and generally constitute a black box. Our clients wanted to know the ranking factors that are most influential for their website.

This is the goal of predictive SEO. Exhaustive data, incl. indexed pages, links, logs, etc. is collected to train a ML model to recognize the patterns between ranking factors and actual page rank. It is designed to answer questions frequently encountered in the field: how to predict crawl budget, how to detect anomalies based on trends, how to generate SEO text, etc.

Integrating technical SEO with a data science platform is the best solution to provide the most efficient and relevant insights to answer these.

Within the field, many different use cases are possible:

• Identification of new or unindexed content for real-time indexing requests
• SEO text generation
• Anomaly reporting based on trends in your crawl results
• Prediction of future long tail trends
• Find ranking factors per URL or group of URLs
• Monitor your crawl budget by category or subcategory to detect SEO issues
• Detect the best new products for the next few weeks for featured highlights
• Monitor your crawl budget based on different
• Google bots to focus on the right technologies
• And lots more!

Additionally, another challenge is access to SEO data and data analysis skills in the filed: few specialists are also skilled in data analysis, and few data analysis platforms have the ability to easily interface with the sources of data used in SEO.
<h3 data-id=”solution”>
Solution:</h3>
API usage is limited by calculation speed in API-based solutions that then use Python or R to manipulate the data. Dataiku makes data manipulation simpler and more robust when compared to traditional API usage and enables faster data integration.

Oncrawl plugin for Dataiku provides a recipe enabling the easy export of URLs or aggregated data from crawls, as well as logging monitoring events. Here’s the step-sby-step process:

Step 1: Import the data

You can retrieve different projects from Oncrawl, and request the latest crawls. You can therefore use both data related to your site and data related to your competitors. This is not possible directly in Oncrawl where each project corresponds to a specific website.

[Mitchleysid]

Impressive to see how Oncrawl is leveraging Dataiku for predictive SEO! The blend of technical SEO, machine learning, and data science offers a potent mix to demystify Google’s often opaque mechanics. “Oncrawl Insights” sounds especially exciting – a tool that provides such an in-depth analysis and understanding of a website’s performance in the search landscape is surely indispensable.

[Deekweerap]

I’ve played around with combining data from different tools before, and it can get overwhelming. Having a setup like this that keeps everything organized and gives clear insights would’ve saved me so much time. When I was working on something similar, I got some help from elitesolutionsdigital.com, and it made a big difference. They helped pull everything together so it wasn’t just a bunch of numbers but something I could actually use.

[Author]

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