Web scraping is an ongoing hot topic in the modern business environment. With unique tools and varying levels of scalability, most modern companies and business-minded internet users utilize data scraping tools to keep their hands on the most relevant information online.
Automated data extraction can provide aid for many projects. It is mostly used to keep an eye on competitor price sensitivity, scout for new advertisement partnerships, and follow the trends of internet users that may become potential clients in the future. By combining both scraping and parsing processes, data scrapers save us a lot of time by only extracting the most valuable portions of web data and organizing them into an understandable format – a feat that would take hours for manual users.
While not every step of the data aggregation process is fully automated, modern businesses employ junior programmers to maintain the code of parses and make sure that every target is susceptible to organized data extraction.
With enough time, the most basic data scraping processes can be understood with little programming knowledge. The applicability of scraping bots and the acquired data is vast and only limited by the user’s imagination. To avoid abstraction and further confusion, let’s focus on one of the most common use cases – web scraping for information needed for competitor analysis. We will discuss the importance of search engine optimization (SEO), the appearance of your company and its competitors in search engine results pages (SEO), and how analysis helps us adjust company decisions and defeat competitors in these crucial performance metrics.
Localization also plays an important role in SEO and the most effective marketing campaigns. Most internet users gravitate to local businesses discovered in their searches and maintaining a presence in the desired market is the key to the success and domination of a region. For the most effective localization efforts, you must understand the SERP rankings of competitors in the desired geolocation and test your appearance on the search engine. For example, if we target a client base in Germany, we need German proxies to see the localized search results. Having a German proxy will also help you access location-restricted websites for other data-sensitive tasks and observe the different appearances of ads. You can get a German proxy or any other intermediary server from the best business-oriented providers. Now that we understand the power of external tools let’s focus on web scraping for SEO and competitor analysis.
Search engines present their results on complex criteria that keep changing over time. While the goal is to keep the most relevant pages on top, modern companies keep looking for loopholes and quick fixes to grow their visibility.
By building enough relevant backlinks that lead back to the website, businesses improve their SERP position but many different search queries have to be tested.
If you search for the name of your brand, it’s obvious to expect the top position in the results. However, you probably already understand from experience that this is not how customers search for goods and services. Especially when unfamiliar with the market and its top companies, internet users use short phrases – keywords to find a quick best choice that suits their needs.
This is where the benefits of web scraping start to kick in. To improve the visibility in search engines, we must guarantee growth in rankings for every keyword. If your company deals in furniture, you must ensure high positions for all available products so that the person will see you as the top option in their search.
By monitoring SEO and analyzing your top competitors based on those keywords, you will understand the most important strengths and weaknesses and in what direction the generation of backlinks has to be improved. If the top position is occupied by a successful provider, modern businesses strive to get into the top 3 or top 5 results based on a keyword or focus on other search queries where the top position is more fragile.
The importance of geolocation
Achieving a top position for a keyword in one region is not as sweet if local competitors outperform you in attractive markets. By changing your geolocation with proxy servers, you can access any region in the world to test the differences in SERP positions. This way, you can uncover untapped markets where the competition is weak, and the top position is ripe for the taking. If the market is in demand for your products and services, you may uncover a great localization opportunity through SEO competitor analysis, that will end up taking your company to new heights.
Competing with local businesses is not easy, as consumers usually prefer the closest credible company for communication in their native language, lower shipping costs, and overall comfort. Establishing a sufficient SERP position for the most important keywords in the spoken language and associated location names will help you lay the groundwork for expansion and attract the attention of local users.
SEO competitor analysis through web scraping gives you a clear overview of search engine results and filters out only the most relevant information. By understanding what the average consumer in a chosen region sees by entering relevant keywords into the search query, you will have a much clearer plan of action and the necessary knowledge for the improvement of weaknesses and reinforcement of strengths in your digital marketing campaigns. When extracting information from search engines, don’t forget to use proxy servers, as they will protect your IP address from exposure and blacklisting. Tech companies behind search engines do not like web scraping on their websites, so it is better to hide your address before SERP extraction.