Web analytics company SimilarWeb acquired rank tracking and monitoring tool Rank Ranger last month. Terms of the deal, announced on May 16, were not revealed. I recently had a chance to conduct a Q&A with SimilarWeb VP, GM Digital Marketing Solutions Baruch Toledano, as well as Rank Ranger CEO and founder Shay Harel. Toledano and Harel discussed what the acquisition means for both companies and their customers. They also discuss some of the biggest challenges and opportunities in SEO right now. Here are the highlights. SimilarWebThe company, founded in 2007, has more than 1,000 employees. It also has more than 2,500 customers around the world, from startups to Fortune 500 companies, including Adidas, Adobe, Booking.com, DHL, Google, MGM and Pepsico. According to Toledano, SimilarWeb’s mission is to:
Why did SimilarWeb acquire RankRanger? Toledano said:
This acquisition provides many SimilarWeb customers with a comprehensive view into their business decisions, Toledano said.
What is Toledano’s favorite thing about Rank Ranger?
This was the second acquisition for SimilarWeb within six months. In November, SimilarWeb acquired Embee Mobile, a mobile insights provider. That acquisition was meant to strengthen its mobile app intelligence offering. Rank RangerThe company, founded in 2009, has “hundreds” of customers (the company declined to be more specific), including H&M, Reckitt and Motley Fool. All of Rank Ranger’s employees (more than a dozen developers and SEO specialists) now work out of SimilarWeb’s Tel Aviv office. All that has really changed is that Rank Ranger is now a SimilarWeb-owned company. Harel views SimilarWeb as a complementary software to Rank Ranger, which allows for new opportunities to develop new SEO tools and analytics (e.g., traffic analysis, competitor intelligence, advanced reporting). Here’s how Harel summed up what Rank Ranger does:
For many startups, the goal is to get acquired. But that was never the goal for Rank Ranger, Harel said:
I asked Harel what he remembered most about the early days of the company. At the time, SEO was still in its early stages and there was a growing demand from marketers for tools that helped them perform daily and monthly tasks:
Harel also shared a couple of highlights from his time at Rank Ranger:
So what is Harel’s favorite thing about SimilarWeb?
The biggest SEO challenges and opportunities right nowAccording to Toldedano:
He added that challenges are opportunities where SEO can become a pivotal role within the marketing team:
Because SEO sits at the junction between creative, analytical and technical disciplines of marketing, it provides the best representation of the voice of customers and what it means to each of these disciplines, Toldedano said.
Keeping up with Google is the biggest challenge, according to Harel. More specifically, changes to SERP features and the display of organic results.
The post SimilarWeb & Rank Ranger talk acquisition, SEO challenges, opportunities appeared first on Search Engine Land. via Search Engine Land https://searchengineland.com/similarweb-rank-ranger-acquisition-seo-386111
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