There are billions of searches on Google’s search engine every day. Those people are looking for something online, making it an excellent business opportunity for companies looking to promote their products or services.
Many companies compete for ranking positions in search engine results, and the highest ranks are reserved for only a few companies. Getting high SERP rankings is not an easy thing to do. That is why people are starting to use web scraping to get relevant information that can help improve their practices.
Let’s see what SERP scraping is and explore the potential advantages of this new method of improving rankings.
What are search engine results pages (SERPs)
When you type in a specific query, SERPs show in the search engine results. They include video, images, news, organic results, and ads. Every search result is unique because search engines personalize them by looking at:
- Browsing history;
- Social settings;
- Online behavior.
At the same time, specific aspects of searches are determined generally outside of these factors. Simply put, the algorithms for SERPs are constantly changing as Google and other search engines look to provide the best possible user experience.
You must work on your SERPs if you want to improve your position within a niche. One of the ways to do it is with a SERP scraper.
Scraping and SERP
Scraping is using automated software to extract data from the web and store it in a structured manner. A SERP scraper collects information from search engine results. SERP scrapers gather relevant user input, including keywords, excluded keywords, result types, etc.
With these inputs, SERP scapers can automatically find keywords on multiple search engines and gather all relevant results in a single place. This scraping method lets you acquire information like page rank, backlinks, and other important SEO metrics.
In general, this scraping gives insights into where your business stands within your respected niche and helps you understand what you need to do to improve.
Why companies use SERP scraping
Companies need to strengthen their online presence if they want to compete in their market. As you might know, numerous companies compete online for consumers’ attention. Scraping SERPs can help you do that in several ways.
First, this method makes it easy to index your site, which is vital for improving your rankings. That is the foundation for building your online presence, even though it might sound trivial. Here are the most common reasons companies use this method.
- Listing their websites on the local knowledge panel
SERP scrapers can help companies list their sites on the local knowledge panel, one of the best organic search results appearing when people look for specific keywords. Ranking your business on the local knowledge panel increases its visibility in search engines.
- Analyzing traffic sources
Many companies use SERP scrapers to learn where their competitors are getting traffic. It allows companies to create similar keyword strategies and improve their marketing practices. If this is what you’re looking for, you should definitely check it out.
- Identifying the best strategies and competitors
Scraping can help you discover relevant keywords that have high search volumes but don’t have a lot of competition. In other words, it can help break into different niches and sub-niches to beat the competition.
- Finding the best-converting keywords
SERP scraping helps companies boost conversion rates by finding the right keywords. People actively search online for products and services they intend to buy, and ranking higher for the keywords they use will lead to increased sales.
SERP scraper use cases
Companies use SERP scrapers in various scenarios and as part of different processes. Here are some of the most common use cases to consider.
Companies can use SERP scraping to learn what their competitors are doing to improve SERP visibility, allowing them to create better strategies and improve performance.
For example, if you find out that your competitors are using long-tail keywords to rank, you might want to use short-tail keywords.
On the other hand, if there’s only one website ranking for specific keywords, you can use the same strategy to rank beneath that site.
Finding keyword relevance
Just because you’re ranking for a specific keyword doesn’t mean you should be doing it. Not all keywords are relevant, and with a SERP tracking tool, companies can see how well the keywords are performing and whether they are bringing results.
Scraping has found its way into many different business segments, including marketing and SEO. It’s crucial to keep track of the latest trends and how keyword popularity changes. Understanding the habits of customers and what your competition is doing will give you better insights into the whole picture.
SERP scraping tools are ideal for that. They can help you acquire those valuable insights to gain a competitive edge, attract more customers, and provide them with the best experience.