(Challenge) SEO Small Data Limitations
As their business grew rapidly, Seer needed a more flexible solution to their new data consumption needs. They wanted to gain an in-depth look at consumer behavior and identify hidden trends in keyword data while avoiding wasted time and spend. They decided to develop an in-house proprietary tool to identify semantic inaccuracies and campaign leaks.
Seer was limited by the volume and depth of the keyword data at their disposal with their previous data provider and by the process to work with the data; it was difficult to identify important keywords driving conversions for their clients.
(Solution) A Partner to Scale With
Seer made the switch to the Traject Data SERP API, pulling data on millions of keywords which they incorporated into their business intelligence and analysis tools. They are now equipped to identify new and hidden trends by having access to an unprecedented amount of data in just hours.
- Seer ran 2 million keywords for a large international shoe manufacturer through Traject Data. The result was 202 million SERP records populated into Seer’s BigQuery in under 24 hours.
- Seer currently stores over 7TB, or 6,023,498,262 rows of keyword data in just one of their internal products.
Beyond massive data sets, Traject Data has provided Seer immediate access to the specific data they need by accommodating custom data requests i.e. collecting and pushing the “Date Published” value for Seer’s SERP results. “The fact that we’ve been able to work with Traject to pull in things that aren’t typically available in other platforms gives us a leg up,” says CEO, Wil Reynolds. The extra data allows Seer to validate hypotheses that wouldn’t be possible with basic search results and to create value and build long-term strategies for their clients.
Business Impact
202M
SERP Data Records
6+
Integrated Data Streams
7TB+
Keyword Data
(Results) Immediate Insights from Massive Data Sets
- Fast answers to difficult-to-answer questions.
- Moving with statistical significance, free from bias and guesstimates
Impact on an eCommerce Client: “Searching across millions of keywords and pulling in URLs has helped us to find URL patterns in auto-generated pages. We joined that data to paid conversion data, and we had a way of finding where we were getting beat by auto-generated pages for keywords that drive real money.”
Impact on a Media Publisher: “We have a client whom a lot of people searching for their brand name are looking for jobs, and a lot are looking to buy. We were able to look at 100K+ search terms and get a feel based on the organic results which modifiers on their brand (other than jobs and career keywords) were showing job sites; knowing that intent helped us save that client a lot of money in paid.”
Client Win We’re Most Proud of: “That one time, we reviewed a competitor’s TV ads and outranked them for the words they brought to market. The competitor was Goliath, our client – David. And we had to be sharp, when the competitor dropped over $25 million on a TV and outdoor campaign to bring a certain word to market, their siloed organization never communicated the TV script to the web team, so every time that ad ran, our client got huge bumps in traffic a fractions of the cost. By the time the competitor realized it, the campaign had run its course over six months.”
Long-Term Impact on Seer Interactive
- Better data, faster, at an affordable price
- Easy population of data into Seer’s internal environment
- More nimble and productive team
- Quality and quantity of output has grown dramatically
- Wasted spend minimized, savings unlocked for clients
- Moving with statistical significance, free from bias and guesstimates
“Using Traject Data opens up so many more possibilities because we can get more data at a lower cost, faster. It’s a win, win, win…we’d be limiting our ability to find insights for clients if we didn’t have Traject Data. It’s a game changer.” – Ethan Lyon, Director, Innovation
Learn more about Seer Interactive.
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