The essential asset for any classified site is fresh content and unique listings. Malicious bots sent by competitors and third-party scrapers crawl the information from your website and publish it elsewhere or even sell the information. This is an illegal activity, done without your consent. Such malicious bots have adverse effects on your classifieds business in many ways.
Impact of Malicious Bots on Classifieds
Theft of Content and Fresh Listings
Unique listings and content are the intellectual property for businesses like classifieds. The moment a new listing is published on your web/mobile app, the competitors scrape your content, tweak it and publish it on their website — all within a few minutes! This dilutes the genuine buyer traffic coming to your website or your mobile application. All your spending and efforts on acquiring the right content will be futile as the content is replicated at multiple places.
The success of classifieds and online marketplaces depends on advertisers and users that post their listings. The revenue from advertisers is critical to your business. Malicious bots fill the web forms with fake details and end up as dead leads that don’t convert. Further, your sales team will spend a significant amount of time and effort in chasing them.
Analytics play a huge role in online businesses like classifieds. Undetected bot traffic is often mistaken to be genuine. This leads to the misrepresentation of your business KPIs and poor estimation of demand.
Your marketing strategy, if based on these incorrect figures, will inevitably result in poor ROI.
Reduced Server Performance
Unwanted and undetected bot traffic in your website and mobile app will increase server loads and bandwidth costs. This will make your web pages slow and frustrate your genuine users.
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