The most valuable thing in Search Engine Optimization (SEO) is speed. In the race for better rankings, the ability to quickly adapt one’s website to the ever-changing search algorithm can earn higher positions. Thus, SEO professionals require high data delivery speed from everyone and everything they work with, especially SEO tools.

Karsten Madsen, the CEO of an all-in-one SEO tool Morningscore, says that speed is one of the key expectations from their customers. Morningscore aims to deliver speedy results in all the different processes it covers. One of the first of these is helping users to make sense of the SEO tool and its functions.

“Many of our customers have never used a different SEO tool before. They are beginners in this sense. Often, it is our tool that teaches them SEO”, – Karsten says.

Learning is made easier by the gamification approach. Game mechanics makes the whole SEO management process fun and easy to grasp, even for beginners. Users can set up SEO missions, measure the monetary value of SEO, and learn to prioritize the most profitable tasks.

Smooth for customers, busy in the background

Once familiar with the tool’s functionalities, Morningscore users start to expect fast data delivery. And while they can be sure to get it, there’s a lot of work in the background to ensure this promise is met.

“As an SEO tool, we need precise, fast, and reliable keyword ranking data. Our customers expect getting data REALLY fast, which is a big, but interesting engineering challenge for us”, – says Morningscore CEO.

SEO tools depend on a constant flow of reliable SERP data. However, constant algorithm, layout, or features changes can affect this flow. In some cases, they can even break parsing or scraping tools.

As a result, those who gather SEO data often see parser and scraper maintenance as one of their regular responsibilities. This, of course, costs a lot of time and money; thus, many SEO platforms, including Morningscore, at least partly outsource web scraping solutions. However, extreme care is necessary when picking one of these solutions.

“Web scraping is getting difficult as IPs, a crucial part of the process, get blacklisted with many providers. So when choosing our web scraping solution provider, we are looking for one that can get consistently high data extraction success rates. If the success rate drops, then it takes longer to get results, and that is not an option as our customers love speedy data”, – Karsten explains.

To ensure their customers get timely search intelligence data, Morningscore partners with Oxylabs, a leading publicly available data gathering solutions provider, and use their specialised tool SERP Scraper API. It was created specifically with public data gathering from search engines challenges in mind. 

“Oxylabs not only gives us keyword data but also interprets it and refines it for us. This is not possible with many competing providers. We probably save 1 full time dev-ops engineer because of Oxylabs”, – says Morningscore CEO.

Fast-paced product development

When a reliable scraping solution works in the background, ambitious SEO marketers that use Morningscore can get their insights quickly and act on them right away. Meanwhile, Morningscore can focus on further enhancing their product features to meet customer needs and solidifying their market position.

As an example, Karsten Madsen shares the success of one of the Morningscore’s most popular functionalities. A “refresh keywords” button was introduced in the tool, allowing users to get fresh results on demand. Since then, the conversion rate has gone up +5%. 

“The best part is that this functionality was developed in less than a month because Oxylabs public data tool was plug and play”, – he says.

Fresh SERP data is collected and interpreted within milliseconds from the moment when the user clicks the “refresh keywords” button and until they get the updated result or at least the first response. And while the engineering of the Morningscore tool is based on many complicated turning parts, users don’t even get to notice it.