From e-commerce to listings sites to real estate and myriad verticals beyond, the data you can harness using custom extraction via crawler tools is worth its weight in revenue. With a greater granularity of data at your fingertips, you can uncover CRO and user experience insights that can inform your optimizations and transform your customer experience.
In this episode of Whiteboard Friday, we're delighted to welcome Luke Carthy to share actionable wisdom from his recent MozCon 2019 presentation, Killer CRO and UX Wins Using an SEO Crawler.[1]
Video Transcription
Hey, Moz. What's up? Wow, can I just say it's incredible I'm here in Seattle right now doing a Whiteboard Friday? I can't wait to share this cool stuff with you. So thanks for joining me.
My name is Luke Carthy[2]. As you can probably tell, I'm from the UK, and I want to talk to you about custom extraction, specifically in the world of e-commerce. However, what I will say is this works beautifully well in many of the verticals as well, so real estate, in job listings. In fact, any website that can pretty much spit out HTML in a web crawler, you can use custom extraction.
What is custom extraction?
Let's get started. What is custom extraction? Well, as I kind of just alluded to, it allows you, when you're crawling using like Screaming Frog, for example, or DeepCrawl or whatever it is you want to use, it allows you to grab and extract specific parts of the HTML and export it to a file, a CSV, in Excel, or whatever you prefer.
As a principle, okay, great, but I'm going to give you