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SEO Analytics for Free – Combining Google Search with the Moz API

Posted by Purple-Toolz

I’’ m a self-funded start-up entrepreneur. I desire to get as much as I can for complimentary prior to persuading our financing director to invest our hard-earned bootstrapping funds. I’’ m likewise an expert with a background in information and computer technology, so a little bit of a geek by any meaning.

What I attempt to do, with my SEO expert hat on, is pursue excellent sources of complimentary information and wrangle it into something informative. Why? Since there’’ s no worth in basing customer guidance on guesswork. It’’ s far much better to integrate quality information with great analysis and assist our customers much better comprehend what’’ s essential for them to concentrate on.

In this post, I will inform you how to get going utilizing a couple of totally free resources and show how to gather distinct analytics that offer helpful insights for your blog site posts if you’’ re an author, your firm if you’’ re an SEO, or your site if you’’ re a customer or owner doing SEO yourself.

The circumstance I’’ m going to utilize is that I desire examine some SEO qualities (e.g. backlinks, Page Authority and so on) and take a look at their impact on Google ranking. I wish to respond to concerns like ““ Do backlinks actually matter in getting to Page 1 of SERPs? ” and “ What sort of Page Authority rating do I truly require to be in the leading 10 outcomes?” ” To do this, I will require to integrate information from a variety of Google searches with information on each outcome that has the SEO associates because I wish to determine.

Let’’ s get going and resolve how to integrate the following jobs to accomplish this, which can all be setup free of charge:

.Querying with Google Custom Search EngineUsing the complimentary Moz API accountHarvesting information with PHP and MySQLAnalyzing information with SQL and R.Querying with Google Custom Search Engine.

We initially require to query Google and get some outcomes saved. To remain on the best side of Google’’ s regards to service, we’’ ll not be scraping Google.com straight however will rather utilize Google’’ s Custom Search function. Google ’ s Custom Search is developed generally to let site owners supply a Google like search widget on their site. There is likewise a REST based Google Search API that is totally free and lets you query Google and obtain outcomes in the popular JSON format . There are quota limitations however these can be set up and reached supply a great sample of information to deal with.

When set up properly to browse the whole web, you can send out questions to your Custom Search Engine, in our case utilizing PHP, and treat them like Google actions, albeit with some cautions. The primary constraints of utilizing a Custom Search Engine are: (i) it doesn’’ t utilize some Google Web Search functions such as individualized outcomes and; (ii) it might have a subset of arise from the Google index if you consist of more than 10 websites.

Notwithstanding these restrictions, there are lots of search choices that can be passed to the Custom Search Engine to proxy what you may anticipate Google.com to return. In our situation, we passed the following when phoning:

.https://www.googleapis.com/customsearch/v1?key=&userIp=.<&cx<> &cx &q= iPhone+ X &cr= countryUS &start=. 1.


https://www.googleapis.com/customsearch/v1 –– is the URL for the Google Custom Search— Your Google Developer API KeyuserIp =— The IP address of the – regional maker making the callcx =— Your Google Custom Search Engine IDq= iPhone+ X– The Google inquiry string (‘ +’ changes ‘ ‘ )cr= countryUS– Country limitation( from – Goolge ’ s Country Collection Name list) start =1– The index of the very first outcome to return– e.g. SERP page 1. Succeeding calls would – increment this to get pages 2– 5.

Google has stated that the Google Custom Search engine varies from Google.com , however in my minimal prod screening comparing outcomes in between the 2, I was motivated by the resemblances therefore continued with the analysis. That stated, bear in mind that the information and results listed below originated from Google Custom Search( utilizing ‘ entire web ’ questions), not Google.com.

. Utilizing the complimentary Moz API account ‘.

Moz offer an Application Programming Interface (API). To utilize it you will require to sign up for a Mozscape API crucial , which is restricted however totally free to 2,500 rows each month and one inquiry every 10 seconds. Existing paid strategies provide you increased quotas and begin at$ 250/month. Having a complimentary account and API secret, you can then query the Links API and examine the following metrics :

Moz information field

Moz API code




The variety of external equity links to the URL



The variety of links (external, equity or nonequity or not,) to the URL

umrp **


The MozRank of the URL, as a stabilized 10-point rating

umrr **


The MozRank of the URL, as a raw rating

fmrp **


The MozRank of the URL’s subdomain, as a stabilized 10-point rating

fmrr **


The MozRank of the URL’s subdomain, as a raw rating



The HTTP status code taped for this URL, if offered



A stabilized 100-point rating representing the probability of a page to rank well in online search engine results



A stabilized 100-point rating representing the probability of a domain to rank well in online search engine results


NOTE: Since this analysis was recorded, Moz recorded that they have actually deprecated these fields. In screening this( 15-06-2019), the fields were still present.


Moz API Codes are totaled prior to calling the Links API with something that appears like the following:

. www.apple.com% 2F? Cols= 103616137253 &AccessID= MOZ_ACCESS_ID &. Expires =1560586149 &Signature= .


.http://lsapi.seomoz.com/linkscape/url-metrics/” class=” redactor-autoparser-object”> http://lsapi.seomoz.com/linksc …– Is the URL for the Moz APIhttp% 3A% 2F% 2F > www.apple.com% 2F — An encoded – URL that we wish to get information onCols= 103616137253– The amount of the Moz API codes from the table – aboveAccessID= MOZ_ACCESS_ID– An encoded variation of the Moz Access ID( discovered in your API account) Expires =1560586149– A timeout for the question- set a couple of minutes into the futureSignature= — An encoded variation of the Moz Access ID( discovered in your API account).

Moz will return with something like the following JSON:

.> – Selection.(. [ut]=> Apple. [uu]=> www.apple.com/ [ueid] => <> 13078035. [uid]=> 14632963. [uu]=> www.apple.com/. [ueid]=> 13078035. [uid]=> 14632963. [umrp]=> 9.[umrr] =>> 0.8999999762. [fmrp]=> 2.602215052. [fmrr] =>> 0.2602215111. [us]=> 200. [upa]=> 90. [pda] => 100. )>

For an excellent starting> point onquerying Moz with PHP, Perl, Python, Ruby and Javascript, see this repository on Github . I selected to utilize PHP.

. Collecting information with PHP and MySQL.

Now we have a Google Custom Search Engine and our Moz API, we’’ re practically all set to record information. Google and Moz react to demands through the JSON format therefore can be queried by lots of popular shows languages. In addition to my picked language, PHP, I composed the outcomes of both Google and Moz to a database and picked MySQL Community Edition for this. Other databases might be likewise utilized, e.g. Postgres, Oracle, Microsoft SQL Server and so on. Doing so allows determination of the information and ad-hoc analysis utilizing SQL (Structured Query Language) along with other languages (like R, which I will discuss later on). After producing database tables to hold the Google search engine result (with fields for rank, URL and so on) and a table to hold Moz information fields (ueid, upa, uda and so on), we’’ re all set to develop our information gathering strategy.

Google supply a generous quota with the Custom Search Engine (as much as 100M questions daily with the exact same Google designer console secret) however the Moz totally free API is restricted to 2,500. For Moz, paid for choices offer in between 120k and 40M rows per month depending on strategies and variety in expense from $250––$ 10,000/ month. As I’’ m simply checking out the complimentary alternative, I created my code to collect 125 Google inquiries over 2 pages of SERPs (10 outcomes per page) enabling me to remain within the Moz 2,500 row quota. When it comes to which browses to fire at Google, there are various resources to utilize from. I picked to utilize Mondovo as they offer various lists by classification and approximately 500 words per list which is adequate for the experiment.

I likewise rolled in a couple of PHP assistant classes together with my own code for database I/O and HTTP.

In summary, the primary PHP foundation and sources utilized were:

.Google Custom Search Engine –– Ash Kiswany composed an exceptional post utilizing Jacob Fogg ’ s PHP user interface for Google Custom Search; Mozscape API– As discussed, this PHP application for accessing Moz on Github was a great beginning point; Website spider and HTTP– At Purple Toolz , we have our own spider called PurpleToolzBot which utilizes Curl for HTTP and this Simple HTML DOM Parser ; Database I/O– PHP has outstanding assistance for MySQL which I covered into classes from these tutorials .

One element to be knowledgeable about is the 10 2nd period in between Moz API calls . This is to avoid Moz being strained by totally free API users. To manage this in software application, I composed a” inquiry throttler” which obstructed access to the Moz API in between succeeding calls within a timeframe. Whilst working completely it suggested that calling Moz 2,500 times in succession took simply under 7 hours to finish.

. Evaluating information with SQL and R.

Data gathered. Now the enjoyable starts!


It ’ s time to take a look at what we ’ vegot. This is often called information wrangling . I utilize a totally free analytical shows language called R together with an advancement environment (editor )called R Studio . There are other languages such as Stata and more visual information science tools like Tableau , however the financing and these expense director at Purple Toolz isn ’ t somebody to cross!


I have actually been utilizing R for a variety of years due to the fact that it ’ s open sourceand it has numerous third-party libraries, making it suitable and very flexible for this type of work.


Let ’ s roll up our sleeves.


I now have a number of database tables with the outcomes of my 125 search term inquiries throughout 2pages of SERPS (i.e. 20 ranked URLs per search term). 2 database tables hold the Google outcomes and another table holds the Moz information outcomes. To access these, we ’ ll requirement to do a database INNER JOIN which we can quickly achieve by utilizing the RMySQL bundle with R. This is filled by typing” install.packages(‘ RMySQL’)” into R ’ s console and consisting of the line” library (RMySQL )” at the top of our R script.


We can then do the following to link and get the information into an R information frame variable called” theResults. ”

. library( RMySQL). # INNER JOIN the 2 tables. theQuery <-“. SELECT A. *, B. *, C. *. FROM.(. SELECT. cseq_search_id. FROM cse_query.) A– Custom Search Query <.INNER JOIN.(.SELECT.cser_cseq_id,.cser_rank,.cser_url. FROM cse_results.) B– Custom Search Results.ON A.cseq _ search_id =B.cser _ cseq_id. INNER JOIN.(. PICK *. FROM moz.) C– Moz DataFields.ON B.cser _url =C.moz _ url.;.”. # [1] Link to the database.# Replace USER_NAME with your database username.# Replace PASSWORD with your database password.# Replace MY_DB with your database name.theConn

Let’’ s begin with some summaries to get a feel for the information. The procedure I go through is generally the exact same for each of the fields, so let’’ s show and ‘utilize Moz ’ s ‘ UEID ’ field( the variety of external equity links to a URL). By typing the following into R I get the this:

.> summary( theResults$ moz_ueid> ). Minutes. First Qu. Typical Mean 3rd Qu. Max. 0 1 20 14709 182 2755274.>> quantile( theResults$ moz_ueid, probs= c( 1, 5, 10, 25, 50, 75, 80, 90, 95, 99, 100 )/ 100 ). 1% 5% 10% 25% 50% 75% 80% 90% 95 %99 %100 %. 0.0 0.0 0.0 1.0 20.0 182.0 337.2 1715.2 7873.4 412283.4 2755274.0.

Looking at this, you can see that the information is manipulated (a lot) by the relationship of the mean to the mean, which is being pulled by worths in the upper quartile variety (worths beyond 75% of the observations). We can nevertheless, plot this as a box and hair plot in R where each X worth is the circulation of UEIDs by rank from Google Custom Search position 1-20.

Note we are utilizing a log scale on the y-axis so that we can show the complete variety of worths as they differ a lot!

A box and hair plot in R of Moz’’ s UEID by Google rank( note: log scale).

Box and whisker plots are excellent as they reveal a great deal of details in them (see the geom_boxplot function in R). The purple boxed location represents the Inter-Quartile Range (IQR) which are the worths in between 25% and 75% of observations. The horizontal line in each ‘‘ box ’ represents the average worth (the one in the middle when purchased), whilst the lines extending from package (called the ‘‘ hairs ’-RRB- represent 1.5 x IQR. Dots outside the hairs are called ‘‘ outliers ’ and reveal where the levels of each rank’’ s set of observations are. Regardless of the log scale, we can see a visible pull-up from rank # 10 to rank # 1 in mean worths, showing that the variety of equity links may be a Google ranking aspect. Let’’ s explore this more with density plots .


Density plots are a lot like circulations( pie charts) however reveal smooth lines instead of bars for the information. Just like a pie chart, a density plot ’ s peak reveals where the information worths are focused and can assist when comparing 2 circulations. In the density plot listed below, I have actually divided the information into 2 classifications:( i) results that appeared on Page 1 of SERPs ranked 1-10 remain in pink and;( ii )results that appeared on SERP Page 2 remain in blue. I have actually likewise outlined the means of both circulations to assist show the distinction in outcomes in between Page 1 and Page 2.


The reasoning from these 2 density plots is that Page 1 SERP outcomes had more external equity backlinks( UEIDs) on than Page 2 outcomes. You can likewise see the mean worths for these 2 classifications listed below which plainly demonstrates how the worth for Page 1 (38 )is far higher than Page 2 (11). We now have some numbers to base our SEO method for backlinks on.

. # Create a consider R according to which SERP page an outcome( cser_rank)is on.> theResults$ rankBin theResults$ rankBin <-aspect( theResults$ rankBin).> # Now report the typicals by SERP page by calling ‘ tapply’.> tapply (theResults $moz_ueid, theResults ‘$ rankBin, typical> ). Page 1 Page 2. 38 11.

From this, we can deduce that equity backlinks( UEID) matter and if I were recommending a customer based upon this information, I would state they need to be aiming to overcome 38 equity-based backlinks to assist them get to Page 1 of SERPs. Naturally, this is a minimal sample and more research study, a larger sample and other ranking aspects would require to be thought about, however you understand.


Now let ’ s examine another metric that has less of a variety on it than UEID and take a look at Moz ’ s UPA procedure, which is the possibility that a page will rank well in online search engine outcomes.

.> summary( theResults$ moz_upa ). Minutes. First Qu. Mean 3rd Qu. Max.> 1.00 33.00 41.00 41.22 50.00 81.00.> quantile( theResults $moz_upa, probs= c( 1, 5, 10, 25, 50,> 75, 80, 90, 95, 99, 100)/ 100). 1% 5% 10% 25% 50% 75% 80% 90% 95% 99% 100%. 12 20 25 33 41 50 53 58 62 75 81.

UPA is a number offered to aURL and varies in between 0– 100. The information is much better acted than the previous UEID unbounded variable having its mean and mean close together producing a more ‘ typical ’ circulation as we can see listed below by outlining a pie chart in R.

. A pie chart of Moz ’ s UPA rating.

We ’ ll do the’very same Page 1: Page 2 split and density plot that we did previously and take a look at the UPA rating circulations when we divide the UPA information into 2 groups.

. # Report the typicals by SERP page by calling ‘‘ tapply ’.> tapply( theResults$ moz_upa, theResults $ rankBin, average).Page 1 Page 2.43 39.

In summary, 2 really various circulations from 2 Moz API variables. Both revealed distinctions in their ratings in between SERP pages and supply you with concrete worths (means) to work with and eventually recommend customers on or use to your own SEO.

Of course, this is simply a little sample and shouldn’’ t be taken actually. With complimentary resources from both Google and Moz, you can now see how you can start to establish analytical abilities of your own to base your presumptions on rather than accepting the standard. SEO ranking aspects alter all the time and having your own analytical tools to perform your own tests and experiments on will assist provide you reliability and maybe even a special insight on something hitherto unidentified.

Google supply you with a healthy complimentary quota to acquire search engine result from. If you require more than the 2,500 rows/month Moz offer totally free there are various paid-for strategies you can acquire. MySQL is a complimentary download and R is likewise a complimentary bundle for analytical analysis (and far more).

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