BrightEdge, a leader in enterprise organic search and content performance, acquired OnCrawl to make data science solutions more accessible to SEO professionals.
Oncrawl is a tool similar to a search engine bot that crawls a website and then generates a report full of actionable SEO insights.
Every company has a vision that the future of SEO is data science, although they have different approaches to achieving this vision.
Ultimately, BrightEdge and Oncrawl aim to demystify machine-to-machine communication so that businesses can send stronger signals to search engines and other web entities.
Now, businesses no longer have to choose which of these industry-leading organic search tools best meets their needs.
Users can benefit from the capabilities of both as BrightEdge and Oncrawl come together to combine resources while providing an integrated and dedicated search marketing solution.
BrightEdge users will be able to perform complex data science tasks, while Oncrawl users can introduce automation and data visualization into their workflows.
This means less manual labor, more scalability, and deeper insights for businesses without having to invest in additional tools.
BrightEdge and Oncrawl claim world-first solution
In a press release, the companies said the deal brings a world-first solution to the market:
“This deal creates the world’s most comprehensive, flexible, and intuitive organic search software. In addition, it’s the first and only one that addresses the informational data complexities facing today’s modern enterprise marketing departments.”
Where does this statement come from?
Well, there is a lot of data that SEO professionals don’t use.
Traditionally, SEO has relied on assumption-based best practices. Still to a large extent.
According to Gartner, Martech teams (on average) use only 58% of the marketing technology stack.
Data analysis is one area of platforms that has become very complex, especially for SEO.
Existing platforms may be also Navigation is complicated, which is probably why so much data goes unused.
Pain Points Solved by BrightEdge and Oncrawl
By acquiring Oncrawl, BrightEdge hopes to solve the problem of unused data by helping SEO professionals do things they can’t do with other tools.
In a statement to Search Engine Journal, the company said:
“SEO teams need to adapt and become more like data scientists in the way they handle SEO analytics without adding more manual work.
Today’s businesses need more flexibility in building their SEO technology stack. Solutions need to simplify this, while also allowing for more complex data analysis.
For organizations using independent technology platforms, workflow and API hooks must be preserved. At the same time, they need key capabilities to enable top-level governance across network assets.
This is essential for maintaining hygiene without disrupting testing and one-off items.
Only BrightEdge and Oncrawl have the flexibility to do it simultaneously under one roof. “
In addition to extracting reliable datasets, users have the flexibility to manipulate them in any way they choose.
The data is available to begin with, but more tech-savvy users can go a step further by creating multiple pipelines to mix and match data into tables for analysis.
All of this can be automated using Oncrawl’s web scraping technology and presented in a usable format using BrightEdge’s data visualization technology.
What does this deal mean for existing customers?
As part of this deal, BrightEdge ensures that customers can benefit from the stand-alone and combined structures without changing pricing or disrupting service.
BrightEdge is making Oncrawl technology free to users.
Oncrawl users will have access to a host of AI and automation technologies (such as BrightEdge Autopilot) that will help advance their SEO efforts.
Featured Image: Blue Planet Studios/Shutterstock
