Introduction

Hey, I’m Laura with OnCrawl and this is our Tech Talk.
I’m the head our Canadian office and in charge of OnCrawl’s growth in North America. I joined the OnCrawl adventure at the very beginning, when it was only 10 people in a classroom and I’m here today to share our journey and talk about SEO in the great digital marketing sphere.

Market problem

Are you wondering why your website is not reaching the top positions in Google? Why you’re not generating any revenues on some of your strategic pages? Well, to answer those questions, and many more, you need a clear vision of what is going on on your website. And the only way to do that is to rely on actionable data. Technical SEO platforms can help you make smarter SEO decisions. Using this type of technology will allow you to get an accurate view of what pages Google’s bots are frequently visiting or to know which sections of your website seem to be valuable for Google. Basically, to see your website thru Google’s eyes.

Data showing market problem

Let’s take a look at 2 key figures which show how important it is for marketers to use SEO software:
– First, according to Emarketer, 57.4%% of marketing specialists says that SEO makes the biggest impact on their lead generation goals
– Additionally, according to a Conductor survey, 66% of digital marketers say that organic search was their top performing online channel in 2019
SEO is often compared to gardening or cooking even: it takes planification, time, but also, the right equipment for success.
Here is an actual example from one of our users who managed to increase organic traffic by 70% in one year by improving Google crawl rate on important pages. Before SEO actions were taken on this website, it was wasting a large portion of its crawl budget on useless pages, an issue which OnCrawl has brought to light. After SEO revemping, conversions increased by 68%. What I want to show here is that if Google doesn’t know that your important pages are out there, your website doesn’t have a chance to show up on the top positions. And if your money pages don’t get visibility, then you are probably missing out some big opportunities.

Introduce your technology

Now, what exactly is it that we do at OnCrawl?
We’ve used our technology know-how to build an award-wining technical SEO platform that helps you make smarter SEO decisions.
We combine your content, inlinks, log files and search data at scale so that you can open Google’s blackbox and build an SEO strategy with confidence.  As an SEO crawler, log files analyzer and third-party integrations platform, OnCrawl generates actionable dashboards to support your entire search engine optimization process and helps you improve your rankings, traffic and online revenues.

Describe the history of your tech/company

At the very beginning, OnCrawl was meant to be a one-time data project. In 2013, François Goube and Tanguy Moal developed a crawler technology specifically for the needs of the largest French ecommerce website, called Cdiscount, who has been using OnCrawl since then. When François and Tanguy got the first results out of their own platform, they realized they wanted to make these advanced search technologies accessible to the greatest number of SEO profs. A few months later, OnCrawl was officially born!
Today, the company has already ran two fundraising campaigns to become the leading cloud-based SEO platform on the market. With offices in France and Canada, OnCrawl has grown up to 50 employees and won 10 international awards.

Who do you best serve (your customers)?

Created for e-commerce, online publishers, and SEO agencies who need a deeper site crawling and daily monitoring, OnCrawl currently works with over 1000 companies in 66 countries such as Forbes, Vistaprint, G2, SurveyMonkey, Canon or Skyscanner.

How do you solve the market problem?

We help SEO profesionnals solve their SEO issues and improve their organic traffic, rankings, and revenues. Driven by a strong tech spirit, OnCrawl gives search marketers an easy access to the data they need by providing actionable and reliable dashboards and reports they can leverage on.

What is your USP?

OnCrawl is currently the fastest growing player on the market. We have created the next generation of technical SEO platforms by integrating data and providing insights across the whole search engine optimization process. Innovation is defintely in our DNA, that’s why we just released the first R&D platform exploring the cross-path between technical SEO, data science and machine learning. Another of our core values is customer support. We have a whole team of SEO experts to assist our customers and help them going further on their SEO challenges.
On top of that, we have been recognized three years in a row as the best SEO tool in Europe and, last year, as Best Search Tool at the US Search Awards.

Examples of customers helped

I’d like to give you the example of Murat Yatagan, VP of Growth at Brainly. Murat is not only a OnCrawl user but also one of our brand ambassadors. When he first started at Brainly, he conducted a full audit of the website with OnCrawl. He then realized that the number of internal links pointing to legacy pages was decreasing Brainly’s website signals from the most valuable pages according to the company SEO strategy. Murat knew that he would have to explain the ROI of SEO for key pages, and show the value of his SEO project. Using OnCrawl, he was able to earn the support of decision-makers and engineers in order to carry out the project successfully!
What made OnCrawl so valuable in this project was the ability to cross-analyze all of the available data in one place. This allowed Murat to go beyond data insight generation and regular monitoring. OnCrawl gave him an easy access to the numbers and charts he needed to tell the right story to the people he’s working with.

What was the before and after (impact)

Using OnCrawl, Murat managed to overdeliver on forecasted results by 30%, achieved a 40% increase in crawl rate on monney pages, and 90% of his key pages were improved allong the revamping progress. That’s one example among many others of how SEO software can become a strong asset in your toolbox.

Any quirks or limitations of your tech?

Our only technology’s limits, in practice, are actually our clients server limits. For example, the technology used by OnCrawl allows you to crawl at an infinite speed. From here, our only limitation is your infrastructure. Currently, we collect up to 25 millions of URLs per day, or approximately 1 billion web pages and 150 billions of links per month.

Where does your tech sit in the Martech stack?

Where does OnCrawl stand in your set of marketing tools? As MarTech Stack can be a little tricky to visualize, we’ll use the great Gartner Digital Marketing Transit Map to illustrate this part. Obviously, OnCrawl is first and foremost an SEO tool. As you can see on this map, the station “SEO Tools” is directly connected to the Search ecosystem. But that’s not all! SEO Tools are also strongly connected to the analytics ecosystem which is itself related to the strategy line. We can say that OnCrawl is a great asset for building your SEO strategy and completing your Analytics data. And of course as Search is not limited to desktop, OnCrawl can also be a strong tool for your mobile acquisition strategy.

Pricing, onboarding, timeline of adoption

Now, you maybe wondering how much does it cost for everything it does? Well, our pricing is based on the number of pages you want to crawl and the number of log lines you want to analyze: so, basically, the size of your website and the volume of traffic you get. For instance, we have subscription plans starting at 59USD/month, up to customized subscription plans for very large websites. On top of that, just as our technology, we like to provide our users with an actionable Support, ensured by actual SEO professionals. Our team will help you define your crawling strategy based on our industry knowledge; they’ll help you analyze your data; optimize your SEO roadmap; and suggest you KPIs to track in different reports allong our partnership.