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You may have seen my recent video about whether or not keywords are dead. They’re not, and neither is tracking them in order to benchmark and monitor SEO performance. It all makes for nice clickbaity articles, but the matter of the fact that they are still very much alive.
There are many excellent SEO rank tracking tools available. I have used Advanced Web Ranking (AWR) since I started doing SEO in 2010, and its features — from classic keyword tracking and gap analysis to market share and monitoring search intent — are such that I’ll probably continue to use this for several years to come. Especially as the price point is excellent.
That said, and as I have always said, good SEOs should get their data from a range of sources before using their own intuition in terms of what this tells us. With this in mind, services like SerpAPI and DataforSEO stand out as more sophisticated rank tracking solutions due to their cost-effectiveness and the level of detailed data they provide.
To newbies or more content-focused SEOs, these tools might seem a bit technical at first, especially if you’re not familiar with APIs or programming. However, with a bit of guidance, you can harness the power of these tools to gain deep insights into your SERP performance.
This guide will walk you through the process of using SerpAPI and DataforSEO, which was shared by Chris Green a few weeks ago on LinkedIn. This guide talks you through testing them out in their playground environments and implementing them via Google Sheets or custom workflows.
Understanding SerpAPI and DataforSEO
SerpAPI and DataforSEO are APIs that allow you to scrape and collect data from SERPs. They enable you to pull detailed information about search results, including rankings, URLs, snippets, ads, and more, from different search engines and locations.
- SerpAPI offers an easy-to-use interface and comprehensive documentation, making it accessible even for beginners.
- DataforSEO is known for its robust features and is widely used by SEO professionals to gather large amounts of data efficiently.
These tools allow you to track your website’s performance on Google, and other search engines should you so wish.
Step By Step Guide to Using SerpAPI and DataforSEO
Explore the Tools
Visit the Playgrounds
- To get started, familiarise yourself with the tools by using their “playground” functionalities. The playgrounds allow you to test out the APIs in a user-friendly environment without needing to write any code.
- SerpAPI Playground
- DataforSEO Playground
- In these playgrounds, you can simulate API requests to see the type of data you can retrieve, such as search results for different queries, locations, and devices.
Understand the Data
- Take some time to explore the types of data these tools can extract. This includes organic search results, paid ads, local pack results, and more.
- Experiment with different parameters like location, device type, and search engine to see how they affect the data.
Test the Tools
Practice Scraping
- Use the playgrounds to practice scraping SERPs. Start with basic queries and gradually try more complex ones, adjusting parameters such as location or device type to see how the results change.
- The playgrounds will give you a feel for how the API requests work and the kind of information you can obtain.
Evaluate the Data
- Analyse the data you retrieve to understand how it can be useful for your SEO efforts. Look for patterns such as how rankings vary by location or device and consider how you can use this information to inform your SEO strategies.
Decide Your Approach
Google Sheets
- If you prefer to avoid coding, both SerpAPI and DataforSEO offer integrations with Google Sheets. This allows you to pull SERP data directly into a spreadsheet, making it easier to analyse and share.
- Integration Guides:
Build Custom Workflows
For Coders and Advanced Users
- If you’re comfortable with programming, you can create custom workflows using languages like Python, PHP, or Bash. This allows you to automate data extraction, customise your requests, and integrate the data into your existing systems.
Making API Requests
import requests
url = "https://serpapi.com/search"
params = {
"engine": "google",
"q": "your query",
"location": "New York, NY",
"api_key": "your_api_key"
}
response = requests.get(url, params=params)
data = response.json()Extracting and Storing Data
import pandas as pd
results = data['organic_results']
df = pd.DataFrame(results)
df.to_csv('serp_data.csv', index=False)Take It One Stage at a Time
Start Basic
If you’re new to APIs or data extraction, start with the basics. Use the playgrounds and Google Sheets integrations to get comfortable with the process before moving on to more advanced techniques.
Continuous Improvement
Stay updated with the latest features and updates from SerpAPI and DataforSEO. These platforms regularly add new functionalities that can further enhance your data collection and analysis processes.
Summary
Using SerpAPI and DataforSEO allows you to track and analyse SERP data in near real time, and means you don’t have to waste valuable credits with your enterprise-level rank tracking software.
Whether you choose to use Google Sheets for a no-code solution or dive into custom workflows with programming, these tools offer flexibility and power at a cost-effective price.
But just be wary that this doesn’t come with some of the bells and whistles I’ve mentioned, and a nice interface that you get with the likes of AWR and SERanking. Still, for the price, I believe this is well worth experimenting with and can complement your existing stack.
