Data Integrity

The Gold Standard in Data Integrity

Search Marketing is Fueled by Data

Marketers analyze their search metrics and ask themselves: what positions do I rank in, what keywords are driving traffic, what pages are converting, and how’s my lead volume, revenue and conversions? These metrics inform priorities that impact critical business decisions that contribute to the bottom line. Whether an organization manages a website with dozens of pages or hundreds of thousands of pages across multiple business units and domains, having accurate analytics data is critical to success.

Search and Social is Big Data

So just how big is the search dataset? In a word, massive. Search engines process a tremendous amount of data including: search queries, location specific searches, social signals, and crawls for new content. Behind Google’s search algorithm is a Big Data company that processes over 20 petabytes of data each year. Beyond the search engines, social networks also process a massive dataset, which is an important consideration due to the positive correlation of social signals on search rankings. Facebook processes 2.5 billion pieces of content and over 500 terabytes of data each day. That’s 300 million photos and 2.7 billion Like actions each day. And, Twitter processes over 400 million tweets each day.

The Evolving Search Landscape

In addition to processing massive amounts of data, search engines like Google and Bing are constantly refining their algorithms, and adjusting the search engine results page (SERP). In August of 2012, Google changed the SERP for many pages with site links and rolled out shorter pages with only seven links instead of 10. This significant change impacts numerous industries. Many organizations have seen a decrease in page one rankings, and a decrease in traffic for keywords in positions 8-10, that now appear on page two instead of page one.

As Google makes changes, organizations need technology with Big Data processing power capable of analyzing this massive data stream. Many technologies in the industry query in groups of 100 (num=100) by modifying Google results in order to display 100 results on a single page. This method produces statistically inaccurate data, and contaminates business metrics.

BrightEdge Offers the Gold Standard in Data Integrity

The BrightEdge commitment to data integrity includes crawling individual pages (rather than using num=100 logic) to make sure that the data in the platform is accurate. In addition, with proprietary Blended Rank technology, developed in June of 2012, BrightEdge ensures that as Google evolves the SERP, the search ranking data provided in dashboards are representative of what a user sees. Other technologies claim to measure Universal results, however the actual numerical count and the position on the page do not reflect what a user actually sees. BrightEdge is the only platform to have Blended Rank technology to show actual placement amongst text, image, video, social, and local results.

BrightEdge Data Integrity Methodology

BrightEdge at its core is a Big Data company, dedicating significant engineering resources to create rigorous and high quality set of data streams stemming from a commitment to delivering customer success.

BrightEdge Data Integrity at a glance:

Largest dataset in the industry — BrightEdge processes over 100 terabytes of data each week, and over 150 billion URLs in total.
Most accurate data — Unique blended rank technology ensures rank is a true representation of a users experience. Crawls multiple times a week to ensure data accuracy.
Highest quality data — Platform includes backlink data from Majestic and Moz.