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DataForSEO is a place where software developers can find all data they need to build successful SEO tools. Below is our recent interview with Nick Chernets, the Founder & CEO at DataForSEO:
Q: Nick, tell us something more about your services?
A: We provide it through various APIs, each of which is intended to confront different data-related issues. To be more specific, the data we provide is used for building all sorts of SEO tools: rank tracking, keyword research, on-page optimization, to name a few. DataForSEO also enables digital marketing teams to gain the full governance over the data they use every day, rather than being chained to the third-party software they have absolutely no control of.
Q: What are the benefits of using your platform?
A: The biggest problem with developing SEO tools has always been – and will be in the foreseeable future – finding the way to extract the necessary data from Google’s pages. Anyone who’s ever tried to scrape Google at scale knows how challenging it really is. Googlers had their own reasons to make it hard.
Here, at DataForSEO, we not only have the know-how of scraping and parsing the web, with our APIs you can get a broad range of critical intel: from keywords search volume to rankings, from SE results pages to all sorts of keywords.
Our data has long been used by some of the leading SEO software providers. For them, it’s the question of cost and efficiency. By using our APIs, some of them managed to cut off a whopping 60% of the overall cost and development time.
Recommended: Q: What applications have you seen evolve from your APIs?
A: It’s amazing how many different applications one can build on the top of our APIs. Just to give you an example, one of our clients managed to build an impressive all-in-one SEO software relying only on DataForSEO’s data. There’re also numerous micro-tools that make good use of our APIs: on-page SEO apps, rank checkers, keyword research tools, etc. We are proud that all sorts of SEO-related businesses – doesn’t matter big or small – can build fantastic tools with our data.
Q: From your perspective how can search engine optimization change a business owner’s life?
A: It depends on the kind of business they own. In my case, SEO has always been a cornerstone of the business. The reason for that is probably that every single business project I dealt with revolved around the topic of search engine optimization in one way or another.
This, however, doesn’t essentially mean that every business has to put SEO first. Without a doubt, it helps to enhance visibility, increase traffic, improve website usability, and so on and so forth. But the thing is that such important business KPIs as conversion rate and ROI can’t be achieved solely through SEO; first of all, it requires building a great product or service. On the other hand, though, I’m pretty sure that one can’t grow a sustainable online business without investing big in SEO.
Q: Building or buying SEO software – what’s better and why?
A: Having an SEO software developed in-house is certainly better. First things first, it allows you to tie all the functionality to the requirements and internal processes of your team. Secondly, as I’ve already mentioned, it gives you full control over the data. Thirdly, you can add more functionality as and when necessary, rather than trying to convince a third-party software provider to put the needed feature on their roadmap. Last but not least, custom software can use external data sources and exchange data with other software. Unfortunately, a lot of marketing agencies have a certain stigma of building custom tools. They often say it’s costly and requires a lot of human resources. We are constantly confronting this unconscious bias.
See, the purchased software comes with hidden costs. Frequently the adoption of purchased SEO tool requires particular changes in the agency’s internal processes, paid upgrades and add-ons, additional training and re-training sessions for team members, etc. What’s more, the lack of specific functionality will undoubtedly make you pay extra.
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Q: What are your plans for the future?
A: The web has changed over the past several years. Behavioral patterns of online shoppers have undergone dramatic changes. People no longer see SERP as a great shopping spot, there had been a fundamental shift to big e-commerce platforms.
Now, personally, I see a lot of opportunities coming from the e-commerce industry. We’ve recently launched a couple of new APIs: Google Shopping API and Amazon API. They are intended to solve a problem of running a data-driven competitor analysis and price monitoring.
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