A Place For Mom Leverage Machine

Learning With DataForSEO APIs

“Feedback on usage has been great. Our only challenge has been that as a high volume user, we have had to build new processes to re-try gathering data when the API fails to respond. However, with that in place, we generally get 99% of our data daily.”

About A Place For Mom A Place for Mom is the undisputed leader on the North American market of senior housing referral services, serving over 200,000 customers each year. Through the network of over 200 local agents, the company helps families to find the most appropriate housing situation to care for senior adults based on budget and level of care needed.

Marston GouldThe Senior Director of Search Marketing at A Place For Mom

Success Story

Improve internal web analytics and digital marketing tools.

Automate labor-intensive parts of business processes.

Find a reliable data source for implementing machine learning.

Business Challenge

With nearly 80 individual domains and a multitude of subdomains, the search marketing team of A Place For Mom struggled to collect ranking data on all the targeted keywords across several major markets. At the same time, given the tough competition in the senior housing market, they had no other choice but to make digital marketing their predominant engine of growth.

“SEO/SEM drive 70% of our business,” explained Marston Gould, the Senior Director of Search Marketing at A Place For Mom. “We invest heavily in being the most effective marketing company in our industry.”

Objectives

Carrying out everyday marketing and analytics tasks for such a huge enterprise would require a lot of time and money. On the other hand, the automation of tasks to the required extent would be impossible without applying machine learning and, subsequently, utilizing vast volumes of SEO data.

“We collect daily rank data for all of our major keywords across all our major markets. We use this data as an input to dynamically modify the internal linking, sitemaps and page headers of our websites using machine learning.”

Nonetheless, a very few vendors are capable of providing rank data to the necessary extent. After trying out several solutions, A Place For Mom decided to opt out for the Rank Tracker API of DataForSEO.

“3 years ago, we used Searchmetrics at $1/kwd/month. Then we went to SEMRush at $1/kwd/year.”Gould continued. ”With Rank Tracker API our costs are so low we can imagine doing things we never dreamed up before.”

There are other factors - apart from the costs - that have also had a significant impact on the company’s choice of the data provider, among which Gould singled out “the scale of solutions” and “the variety of data sets.”

DataForSEO APIs have paid off to A Place For Mom, which not only accomplished its agenda to automate time-consuming SEO tasks but also broke new ground in digital marketing operations.

Solution

The team of A Place For Mom came to realize machine learning is a great way to adjust various crucial SEO workflows automatically. The only way to accomplish this was collecting vast amounts of data on a daily basis. Here is how Marston Gould described this process:

About DataForSEO

DataForSEO is the leading provider of SEO data for the marketing technology industry. With an API-led approach to data delivery DataForSEO is enabling hundreds of software businesses to enhance their products with reliable, accurate, and fresh data.

For more information, please visit https://dataforseo.com.

www.dataforseo.com

info@dataforseo.com

LinkedIn