Thursday, 27 November 2014

Web Scraping Tools for Non-developers

I recently spoke with a resource-limited organization that is investigating government corruption and wants to access various public datasets to monitor politicians and law firms. They don’t have developers in-house, but feel pretty comfortable analyzing datasets in CSV form. While many public datasources are available in structured form, some sources are hidden in what us data folks call the deep web. Amazon is a nice example of a deep website, where you have to enter text into a search box, click on a few buttons to narrow down your results, and finally access relatively structured data (prices, model numbers, etc.) embedded in HTML. Amazon has a structured database of their products somewhere, but all you get to see is a bunch of webpages trapped behind some forms.

A developer usually isn’t hindered by the deep web. If we want the data on a webpage, we can automate form submissions and key presses, and we can parse some ugly HTML before emitting reasonably structured CSVs or JSON. But what can one accomplish without writing code?

This turns out to be a hard problem. Lots of companies have tried, to varying degrees of success, to build a programmer-free interface for structured web data extraction. I had the pleasure of working on one such project, called Needlebase at ITA before Google acquired it and closed things down. David Huynh, my wonderful colleague from grad school, prototyped a tool called Sifter that did most of what one would need, but like all good research from 2006, the lasting impact is his paper rather than his software artifact.

Below, I’ve compiled a list of some available tools. The list comes from memory, the advice of some friends that have done this before, and, most productively, a question on Twitter that Hilary Mason was nice enough to retweet.

The bad news is that none of the tools I tested would work out of the box for the specific use case I was testing. To understand why, I’ll break down the steps required for a working web scraper, and then use those steps to explain where various solutions broke down.

The anatomy of a web scraper

There are three steps to a structured extraction pipeline:

    Authenticate yourself. This might require logging in to a website or filling out a CAPTCHA to prove you’re not…a web scraper. Because the source I wanted to scrape required filling out a CAPTCHA, all of the automated tools I’ll review below failed step 1. It suggests that as a low bar, good scrapers should facilitate a human in the loop: automate the things machines are good at automating, and fall back to a human to perform authentication tasks the machines can’t do on their own.

    Navigate to the pages with the data. This might require entering some text into a search box (e.g., searching for a product on Amazon), or it might require clicking “next” through all of the pages that results are split over (often called pagination). Some of the tools I looked at allowed entering text into search boxes, but none of them correctly handled pagination across multiple pages of results.

    Extract the data. On any page you’d like to extract content from, the scraper has to help you identify the data you’d like to extract. The cleanest example of this that I’ve seen is captured in a video for one of the tools below: the interface lets you click on some text you want to pluck out of a website, asks you to label it, and then allows you to correct mistakes it learns how to extract the other examples on the page.

As you’ll see in a moment, the steps at the top of this list are hardest to automate.

What are the tools?

Here are some of the tools that came highly recommended, and my experience with them. None of those passed the CAPTCHA test, so I’ll focus on their handling of navigation and extraction.

    Web Scraper is a Chrome plugin that allows you to build navigable site maps and extract elements from those site maps. It would have done everything necessary in this scenario, except the source I was trying to scrape captured click events on links (I KNOW!), which tripped things up. You should give it a shot if you’d like to scrape a simpler site, and the youtube video that comes with it helps get around the slightly confusing user interface.

    import.io looks like a clean webpage-to-api story. The service views any webpage as a potential data source to generate an API from. If the page you’re looking at has been scraped before, you can access an API or download some of its data. If the page hasn’t been processed before, import.io walks you through the process of building connectors (for navigation) or extractors (to pull out the data) for the site. Once at the page with the data you want, you can annotate a screenshot of the page with the fields you’d like to extract. After you submit your request, it appears to get queued for extraction. I’m still waiting for the data 24 hours after submitting a request, so I can’t vouch for the quality, but the delay suggests that import.io uses crowd workers to turn your instructions into some sort of semi-automated extraction process, which likely helps improve extraction quality. The site I tried to scrape requires an arcane combination of javascript/POST requests that threw import.io’s connectors for a lo
op, and ultimately made it impossible to tell import.io how to navigate the site. Despite the complications, import.io seems like one of the more polished website-to-data efforts on this list.

    Kimono was one of the most popular suggestions I got, and is quite polished. After installing the Kimono bookmarklet in your browser, you can select elements of the page you wish to extract, and provide some positive/negative examples to train the extractor. This means that unlike import.io, you don’t have to wait to get access to the extracted data. After labeling the data, you can quickly export it as CSV/JSON/a web endpoint. The tool worked seamlessly to extract a feed from the Hackernews front page, but I’d imagine that failures in the automated approach would make me wish I had access to import.io’s crowd workers. The tool would be high on my list except that navigation/pagination is coming soon, and will ultimately cost money.

    Dapper, which is now owned by Yahoo!, provides about the same level of scraping capabilities as Kimono. You can extract content, but like Kimono it’s unclear how to navigate/paginate.

    Google Docs was an unexpected contender. If the data you’re extracting is in an HTML table/RSS Feed/CSV file/XML document on a single webpage with no navigation/authentication, you can use one of the Import* functions in Google Docs. The IMPORTHTML macro worked as advertised in a quick test.

    iMacros is a tool that I could imagine solves all of the tasks I wanted, but costs more than I was willing to pay to write this blog post. Interestingly, the free version handles the steps that the other tools on this list don’t do as well: navigation. Through your browser, iMacros lets you automate filling out forms, clicking on “next” links, etc. To perform extraction, you have to pay at least $495.

    A friend has used Screen-scraper in the past with good outcomes. It handles navigation as well as extraction, but costs money and requires a small amount of programming/tokenization skills.

    Winautomation seems cool, but it’s only available for Windows, which was a dead end for me.

So that’s it? Nothing works?

Not quite. None of these tools solved the problem I had on a very challenging website: the site clearly didn’t want to be crawled given the CAPTCHA, and the javascript-submitted POST requests threw most of the tools that expected navigation through links for a loop. Still, most of the tools I reviewed have snazzy demos, and I was able to use some of them for extracting content from sites that were less challenging than the one I initially intended to scrape.

All hope is not lost, however. Where pure automation fails, a human can step in. Several proposals suggested paying people on oDesk, Mechanical Turk, or CrowdFlower to extract the content with a human touch. This would certainly get us past the CAPTCHA and hard-to-automate navigation. It might get pretty expensive to have humans copy/paste the data for extraction, however. Given that the tools above are good at extracting content from any single page, I suspect there’s room for a human-in-the-loop scraping tool to steal the show: humans can navigate and train the extraction step, and the machine can perform the extraction. I suspect that’s what import.io is up to, and I’m hopeful they keep the tool available to folks like the ones I initially tried to help.

While we’re on the topic of human-powered solutions, it might make sense to hire a developer on oDesk to just implement the scraper for the site this organization was looking at. While a lot of the developer-free tools I mentioned above look promising, there are clearly cases where paying someone for a few hours of script-building just makes sense.

Source: http://blog.marcua.net/post/74655674340

Tuesday, 25 November 2014

A Content Marketer's Guide to Data Scraping

As digital marketers, big data should be what we use to inform a lot of the decisions we make. Using intelligence to understand what works within your industry is absolutely crucial within content campaigns, but it blows my mind to know that so many businesses aren't focusing on it.

One reason I often hear from businesses is that they don't have the budget to invest in complex and expensive tools that can feed in reams of data to them. That said, you don't always need to invest in expensive tools to gather valuable intelligence — this is where data scraping comes in.

Just so you understand, here's a very brief overview of what data scraping is from Wikipedia:

    "Data scraping is a technique in which a computer program extracts data from human-readable output coming from another program."

Essentially, it involves crawling through a web page and gathering nuggets of information that you can use for your analysis. For example, you could search through a site like Search Engine Land and scrape the author names of each of the posts that have been published, and then you could correlate this to social share data to find who the top performing authors are on that website.

Hopefully, you can start to see how this data can be valuable. What's more, it doesn't require any coding knowledge — if you're able to follow my simple instructions, you can start gathering information that will inform your content campaigns. I've recently used this research to help me get a post published on the front page of BuzzFeed, getting viewed over 100,000 times and channeling a huge amount of traffic through to my blog.

Disclaimer: One thing that I really need to stress before you read on is the fact that scraping a website may breach its terms of service. You should ensure that this isn't the case before carrying out any scraping activities. For example, Twitter completely prohibits the scraping of information on their site. This is from their Terms of Service:

    "crawling the Services is permissible if done in accordance with the provisions of the robots.txt file, however, scraping the Services without the prior consent of Twitter is expressly prohibited"

Google similarly forbids the scraping of content from their web properties:

    Google's Terms of Service do not allow the sending of automated queries of any sort to our system without express permission in advance from Google.

So be careful, kids.
Content analysis

Mastering the basics of data scraping will open up a whole new world of possibilities for content analysis. I'd advise any content marketer (or at least a member of their team) to get clued up on this.

Before I get started on the specific examples, you'll need to ensure that you have Microsoft Excel on your computer (everyone should have Excel!) and also the SEO Tools plugin for Excel (free download here). I put together a full tutorial on using the SEO tools plugin that you may also be interested in.

Alongside this, you'll want a web crawling tool like Screaming Frog's SEO Spider or Xenu Link Sleuth (both have free options). Once you've got these set up, you'll be able to do everything that I outline below.

So here are some ways in which you can use scraping to analyse content and how this can be applied into your content marketing campaigns:

1. Finding the different authors of a blog

Analysing big publications and blogs to find who the influential authors are can give you some really valuable data. Once you have a list of all the authors on a blog, you can find out which of those have created content that has performed well on social media, had a lot of engagement within the comments and also gather extra stats around their social following, etc.

I use this information on a daily basis to build relationships with influential writers and get my content placed on top tier websites. Here's how you can do it:

Step 1: Gather a list of the URLs from the domain you're analysing using Screaming Frog's SEO Spider. Simply add the root domain into Screaming Frog's interface and hit start (if you haven't used this tool before, you can check out my tutorial here).

Once the tool has finished gathering all the URLs (this can take a little while for big websites), simply export them all to an Excel spreadsheet.

Step 2: Open up Google Chrome and navigate to one of the article pages of the domain you're analysing and find where they mention the author's name (this is usually within an author bio section or underneath the post title). Once you've found this, right-click their name and select inspect element (this will bring up the Chrome developer console).

Within the developer console, the line of code associated to the author's name that you selected will be highlighted (see the below image). All you need to do now is right-click on the highlighted line of code and press Copy XPath.

For the Search Engine Land website, the following code would be copied:

//*[@id="leftCol"]/div[2]/p/span/a

This may not make any sense to you at this stage, but bear with me and you'll see how it works.

Step 3: Go back to your spreadsheet of URLs and get rid of all the extra information that Screaming Frog gives you, leaving just the list of raw URLs – add these to the first column (column A) of your worksheet.

Step 4: In cell B2, add the following formula:

=XPathOnUrl(A2,"//*[@id='leftCol']/div[2]/p/span/a")

Just to break this formula down for you, the function XPathOnUrl allows you to use the XPath code directly within (this is with the SEO Tools plugin installed; it won't work without this). The first element of the function specifies which URL we are going to scrape. In this instance I've selected cell A2, which contains a URL from the crawl I did within Screaming Frog (alternatively, you could just type the URL, making sure that you wrap it within quotation marks).

Finally, the last part of the function is our XPath code that we gathered. One thing to note is that you have to remove the quotation marks from the code and replace them with apostrophes. In this example, I'm referring to the "leftCol" section, which I've changed to ‘leftCol' — if you don't do this, Excel won't read the formula correctly.

Once you press enter, there may be a couple of seconds delay whilst the SEO Tools plugin crawls the page, then it will return a result. It's worth mentioning that within the example I've given above, we're looking for author names on article pages, so if I try to run this on a URL that isn't an article (e.g. the homepage) I will get an error.

For those interested, the XPath code itself works by starting at the top of the code of the URL specified and following the instructions outlined to find on-page elements and return results. So, for the following code:

//*[@id='leftCol']/div[2]/p/span/a

We're telling it to look for any element (//*) that has an id of leftCol (@id='leftCol') and then go down to the second div tag after this (div[2]), followed by a p tag, a span tag and finally, an a tag (/p/span/a). The result returned should be the text within this a tag.

Don't worry if you don't understand this, but if you do, it will help you to create your own XPath. For example, if you wanted to grab the output of an a tag that has rel=author attached to it (another great way of finding page authors), then you could use some XPath that looked a little something like this:

//a[@rel='author']

As a full formula within Excel it would look something like this:

=XPathOnUrl(A2,"//a[@rel='author']")

Once you've created the formula, you can drag it down and apply it to a large number of URLs all at once. This is a huge time-saver as you'd have to manually go through each website and copy/paste each author to get the same results without scraping – I don't need to explain how long this would take.

Now that I've explained the basics, I'll show you some other ways in which scraping can be used…

2. Finding extra details around page authors

So, we've found a list of author names, which is great, but to really get some more insight into the authors we will need more data. Again, this can often be scraped from the website you're analysing.

Most blogs/publications that list the names of the article author will actually have individual author pages. Again, using Search Engine Land as an example, if you click my name at the top of this post you will be taken to a page that has more details on me, including my Twitter profile, Google+ profile and LinkedIn profile. This is the kind of data that I'd want to gather because it gives me a point of contact for the author I'm looking to get in touch with.

Here's how you can do it.

Step 1: First we need to get the author profile URLs so that we can scrape the extra details off of them. To do this, you can use the same approach to find the author's name, with just a little addition to the formula:

=XPathOnUrl(A2,"//a[@rel='author']", <strong>"href"</strong>)

The addition of the "href" part of the formula will extract the output of the href attribute of the atag. In Lehman terms, it will find the hyperlink attached to the author name and return that URL as a result.

Step 2: Now that we have the author profile page URLs, you can go on and gather the social media profiles. Instead of scraping the article URLs, we'll be using the profile URLs.

So, like last time, we need to find the XPath code to gather the Twitter, Google+ and LinkedIn links. To do this, open up Google Chrome and navigate to one of the author profile pages, right-click on the Twitter link and select Inspect Element.

Once you've done this, hover over the highlighted line of code within Chrome's developer tools, right-click and select Copy XPath.

Step 3: Finally, open up your Excel spreadsheet and add in the following formula (using the XPath that you've copied over):

=XPathOnUrl(C2,"//*[@id='leftCol']/div[2]/p/a[2]", "href")

Remember that this is the code for scraping Search Engine Land, so if you're doing this on a different website, it will almost certainly be different. One important thing to highlight here is that I've selected cell C2 here, which contains the URL of the author profile page and not just the article page. As well as this, you'll notice that I've included "href" at the end because we want the actual Twitter profile URL and not just the words ‘Twitter'.

You can now repeat this same process to get the Google+ and LinkedIn profile URLs and add it to your spreadsheet. Hopefully you're starting to see the value in this, and how it can be used to gather a lot of intelligence that can be used for all kinds of online activity, not least your SEO and social media campaigns.

3. Gathering the follower counts across social networks

Now that we have the author's social media accounts, it makes sense to get their follower counts so that they can be ranked based on influence within the spreadsheet.

Here are the final XPath formulae that you can plug straight into Excel for each network to get their follower counts. All you'll need to do is replace the text INSERT SOCIAL PROFILE URL with the cell reference to the Google+/LinkedIn URL:

Google+:

=XPathOnUrl(<strong>INSERTGOOGLEPROFILEURL</strong>,"//span[@class='BOfSxb']")

LinkedIn:

=XPathOnUrl(<strong>INSERTLINKEDINURL</strong>,"//dd[@class='overview-connections']/p/strong")

4. Scraping page titles

Once you've got a list of URLs, you're going to want to get an idea of what the content is actually about. Using this quick bit of XPath against any URL will display the title of the page:

=XPathOnUrl(A2,"//title")

To be fair, if you're using the SEO Tools plugin for Excel then you can just use the built-in feature to scrape page titles, but it's always handy to know how to do it manually!

A nice extra touch for analysis is to look at the number of words used within the page titles. To do this, use the following formula:

=CountWords(A2)

From this you can get an understanding of what the optimum title length of a post within a website is. This is really handy if you're pitching an article to a specific publication. If you make the post the best possible fit for the site and back up your decisions with historical data, you stand a much better chance of success.

Taking this a step further, you can gather the social shares for each URL using the following functions:

Twitter:

=TwitterCount(<strong>INSERTURLHERE</strong>)

Facebook:

=FacebookLikes(<strong>INSERTURLHERE</strong>)

Google+:

=GooglePlusCount(<strong>INSERTURLHERE</strong>)

Note: You can also use a tool like URL Profiler to pull in this data, which is much better for large data sets. The tool also helps you to gather large chunks of data from other social networks, link data sources like Ahrefs, Majestic SEO and Moz, which is awesome.

If you want to get even more social stats then you can use the SharedCount API, and this is how you go about doing it…

Firstly, create a new column in your Excel spreadsheet and add the following formula (where A2 is the URL of the webpage you want to gather social stats for):

=CONCATENATE("http://api.sharedcount.com/?url=",A2)

You should now have a cell that contains your webpage URL prefixed with the SharedCount API URL. This is what we will use to gather social stats. Now here's the Excel formula to use for each network (where B2 is the cell that contaiins the formula above):

StumbleUpon:

=JsonPathOnUrl(B2,"StumbleUpon")

Reddit:

=JsonPathOnUrl(B2,"Reddit")

Delicious:

=JsonPathOnUrl(B2,"Delicious")

Digg:

=JsonPathOnUrl(B2,"Diggs")

Pinterest:

=JsonPathOnUrl(B2,"Pinterest")

LinkedIn:

=JsonPathOnUrl(B2,"Linkedin")

Facebook Shares:

=JsonPathOnUrl(B2,"Facebook.share_count")

Facebook Comments:

=JsonPathOnUrl(B2,"Facebook.comment_count")

Once you have this data, you can start looking much deeper into the elements of a successful post. Here's an example of a chart that I created around a large sample of articles that I analysed within Upworthy.com.

The chart looks at the average number of social shares that an article on Upworthy receives vs the number of words within its title. This is invaluable data that can be used across a whole host of different on-page elements to get the perfect article template for the site you're pitching to.

See, big data is useful!

5. Date/time the post was published

Along with analysing the details of headlines that are working within a site, you may want to look at the optimal posting times for best results. This is something that I regularly do within my blogs to ensure that I'm getting the best possible return from the time I spend writing.

Every site is different, which makes it very difficult for an automated, one-size-fits-all tool to gather this information. Some sites will have this data within the <head> section of their webpages, but others will display it directly under the article headline. Again, Search Engine Land is a perfect example of a website doing this…

So here's how you can scrape this information from the articles on Search Engine Land:

=XPathOnUrl(<strong>INSERTARTICLEURL</strong>,"//*[@class='dateline']/text()")

Now you've got the date and time of the post. You may want to trim this down and reformat it for your data analysis, but you've got it all in Excel so that should be pretty easy.

Extra reading

Data scraping is seriously powerful, and once you've had a bit of a play around with it you'll also realise that it's not that complicated. The examples that I've given are just a starting point but once you get your creative head on, you'll soon start to see the opportunities that arise from this intelligence.

Here's some extra reading that you might find useful:

    http://findmyblogway.com/scraping-communities-with-xpath/

    http://builtvisible.com/data-entry-is-a-waste-of-time/

    http://www.seotakeaways.com/data-scraping-guide-for-seo/

    http://okdork.com/2014/04/30/the-step-by-step-guide-to-10x-growth-for-any-blog/

TL;DR

    Start using actual data to inform your content campaigns instead of going on your gut feeling.

    Gather intelligence around specific domains you want to target for content placement and create the perfect post for their audience.

    Get clued up on XPath and JSON through using the SEO Tools plugin for Excel.

    Spend more time analysing what content will get you results as opposed to what sites will give you links!

    Check the website's ToS before scraping.

Source:http://moz.com/blog/a-content-marketers-guide-to-data-scraping