Interview with URLProfiler – How to Audit Your Digital Channels

Defining your digital strategy should always start with understanding in granular detail the current performance of your digital channels. And to do this requires expertise in collating and capturing the various datapoints that impact your brand and how it positions itself in the market place.

Whilst there are a number of different tools to help the digital marketer gain better insights into current performance and situation there does not seem to be a universal tool that can import the various datasets into one spreadsheet…..until now

Enter URLProfiler – an easy to use auditing tool that audits your links and social data from a number of different datasets such as number of tweets on a URL, or your sites Moz Page Authority. URLProfiler provides your organisation the competitive edge to support the wider digital marketing strategy assisting not only SEO and content marketing but your Marketing, PR and Sales teams with opportunities to drive link prospecting and social strategies as well as getting to know your competitors strategies better.


I caught up with Patrick one of the founding partners of URLprofiler to provide us some insights on the tool, how his bread making is going and his thoughts on the digital marketing industry….


Tell us a little about Patrick

I’m pretty ordinary. I live in Sheffield, UK, and I’m all settled down with a wife and 2 (very) little boys. I’ve worked 100% from home for the last 2 years, which means I’ve been able to spend loads of time with the kids and support my wife as much as I can. I’ve also taken the opportunity to learn how to bake bread. After lots of practice loaves, they now taste fucking amazing (if anyone wants to learn, buy this book).

This was today’s loaf:













How has your digital career evolved? Types of companies you’ve worked for?

Like almost everybody you speak to in SEO, I ‘fell’ into the industry. I first got involved with digital while working in the purchasing department for a promotional gifts company called Ideasbynet. The previous SEO guy had gone AWOL, so I threw my hat in the ring to give it a go. I knew nothing, so it was certainly a learning experience trying to make sense of what I’d inherited.

After a couple of years of in-house, I decided I needed another change so joined Chris Gilchrist at Hit Reach, and we formed a little SEO team with Chris Dyson and worked on some really cool projects.

Much as I enjoyed working with the guys – and it was another great learning experience – I wasn’t all that keen on client work. When the opportunity came up to join forces with Gareth and build something completely of our own I jumped at the chance.


So what exactly is URL Profiler? Sell it to us in a Tweet?

I had to check it would fit. So you can embed this –









How would you explain the benefits of the tool to a non-technical/SEO audience?

Badly (I’ve tried on numerous occasions). Seriously, there is a level of technical experience required to get the most out of the tool. More importantly, the user has to have a clear understanding of what data they are trying to collect.

We do actually have a number of customers like this – some of them using it for sales processes – and to those people I emphasize the sheer volume of data that URL Profiler can process (hundreds of thousands of URLs).

The thing with our software is this – no single task is impossible without our tool. However it is the ability to combine several tasks at once, at significant scale, that makes it so powerful.



If I want to learn more about the tool, where is a good place to start?

Just sign up for a trial. We send out daily instructional emails which help get you started – and I am a firm believer that the best way to learn is by doing.

That said, if you prefer to read a bit more first, we have an ever expanding section of Guides, and our Knowledge Base should help you out of a jam. Our blog, whilst not necessarily being ‘about the software’, will often touch on uses so it can be a great starting point for anyone with more of a passing interest.

One of our guides:















Also, if there’s something specific you wish to do with the software but can’t quite figure out how, just hit us up on – me or Gareth will sort you out.



Can the tool crawl any sized website or are there restrictions?

This question reflects a common misconception with our software – it isn’t a crawler. The user imports a list of URLs, and the software will compile data about these URLs. Some of this is API driven (e.g. number of tweets on a URL, or Moz Page Authority), and in some cases we are scraping data from the URL (e.g. the Twitter account for this domain).

The only limitations in terms of the number of URLs a user can profile are based on license type. Our most popular license – Pro – allows the user to import up to 50,000 URLs at any one time.

All that being said, we are actually building a crawler and adding that to the URL Profiler functionality. If you want to be the first to know when we launch it, sign up for early access here.


What are some of the benefits URL Profiler offer the wider organisation? I am thinking how would you sell it to your PR or inbound teams?

There are loads – most of which we find out about by talking to our customers (who, it seems, are far more inventive than us!)

  • Marketing/PR – take your prospect list and pull back email addresses and social accounts for the whole domain.
  • Sales – paste in the homepage for each of your clients, then do the mobile-friendly check. For any that don’t pass the mobile-friendly test, sell them a responsive site and/or a mobile strategy.
  • Sales – identify URLs/websites with a lot of links, but not a lot of social activity. Sell them a social strategy.
  • Sales – using the SEMrush integration, run a prospect list through and check how much activity each is showing for PPC. Sell them PPC management services.
  • CRO/Analytics – Using the Google Analytics integration, paste in all your landing pages and extract data specifically about these for analysis (a surprising amount of Analytics tools don’t allow you to do this).



What types of actionable data does URL Profiler provide to support an organisation’s digital strategy?

A metric shit ton. It is easier to think of this in terms of tasks. Here’s a few examples:

  • Content Audits – URL Profiler has become the go-to tool for building content inventories, allowing users to combine link metrics, social data, Analytics data alongside all the most important SEO metrics.
  • Link Audits – Import all your links and classify your anchor text (brand/commercial), and URL Profiler can run through link profiles into the hundreds of thousands, and tell you which ones are unnatural and may cause you to receive a penalty from Google.
  • Link Prospecting – Pull together URL and domain metrics from various different tools, all in one place. Think Moz alongside Majestic and Ahrefs, with social metrics to boot. For thousands of URLs at once, at lightning fast speeds.
  • Technical Insight – URL Profiler can give you page level data that you simply can’t get elsewhere. Our exclusive duplicate content checker can tell you exactly how much duplicate content Google thinks you have, and our new Google index checker genuinely offers unparalleled insight into indexation (both of those links will tell you more, if you are interested).

One thing I guess it is worth pointing out to readers is that the data does not come out in pretty graphs and dashboards. It is pretty much raw data in Excel – you still need to do the analysis yourself.









There seems to be a number of analytics tools available for the seasoned digital marketer – Does URL Profiler give you the ability to source number of different metrics within the one tool?

Yep, that is exactly what it does, in fact. URL Profiler augments the tools you currently subscribe to, making them even more useful and valuable. It allows you to combine data points such as:

  • Link Metrics – Moz, Majestic and Ahrefs (plus old school PageRank!)
  • Social Data – Social share counts per URL, and social account URLs
  • Traffic/Popularity Data – SEMrush and Alexa data
  • Performance – Google PageSpeed and Mobile-friendly test
  • Analytics – Google Analytics traffic and user data
  • Topical Data – uClassify public topical classifiers



Any advice you’d like to offer newbie digital marketers moving into digital?

If you’re just getting started in digital there is a hell of a lot to learn. But there is a truly amazing community out there who will help you, you just need to find it.

Here’s how I’d suggest you embed yourself in the community:

  1. Read as much as you can. Start with Moz, then try and branch out by finding authors you like and reading their other stuff (own blogs, other guest posts).
  2. If you aren’t on Twitter already, get on it (this is where digital marketers live). Follow all the people you liked reading, then let Twitter suggest a few to you. Participate in conversations – don’t be scared to ask questions. The whole point of social media is to be social.
  3. Convince your boss to let you go to a conference. It doesn’t necessarily matter which one (though you can do a lot worse than BrightonSEO, which is free). When you get there, talk to as many people as you can.

Rinse and repeat.



What’s on your reading list?

Too much.

I regularly read all the main SEO blogs, and pay particular attention to AJ Kohn’s Blind Five Year Old (which is outstanding). I also subscribe to Hiten Shah’s SaaS weekly newsletter, which gives me a weekly fix of SaaS and keeps my brain thinking along business lines.

I have several business and marketing books I’ve yet to start/finish – Influence, Start With Why and Tested Advertising Methods (all come recommended by peers), and I’m halfway through the latest Peter F.Hamilton sci-fi epic.



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