A great way to get the best performance out of your website is by finding opportunities with on-site optimization. With the SEO tool Screaming Frog, you can have easy access to understanding where on your website these optimization opportunities may be hiding.
Hi, I’m Ben Holland, an Account Manager here at Vertical Measures, and today I’m going to show you how to use the SEO tool, Screaming Frog, to find on-site optimization opportunities for your website.
Screaming Frog is a really great program and it’s simple to use. All you have to do is enter in the URL of the site you want to crawl and then hit Start.
This process takes about a minute to maybe 45 minutes, depending how long your site is. Then, at the end, you will want to “Filter All” and then hit “Export” and save it for use later.
So now we will open up that .csv file in Excel. I’m going to manipulate this file a few ways using conditional formatting to make it very obvious where the opportunities for optimization are within your web page.
The first thing you want to do is delete row 1. After you have deleted row 1, you want to format the entire data set as a table. This will make it very easy to sort later. I also like to extend some of the columns so they’re easier to read.
The first column that I’m going to do some conditional formatting on is the content column. I’m going to make each piece of content a different color so they’re easy to differentiate later in the process.
The next column we’re going to conditionally format is the status code. Each type of status code will get a different color.
The next column that we’re going to conditionally format is titled length. Anything over 70 characters is not properly optimized for the internet. So you want to highlight anything greater than 70 in red.
We can do the same strategy for our meta description length. You want to keep your meta description under 160 characters. So you want to make anything greater than 160 red.
Next is the H1 Length. Each of your pages should have a single H1. So you want to make sure anything that is marked zero is red.
The next column that you want to check is the H2 length. Now every page doesn’t need to have an H2, so you want to highlight any page that does not have an H2.
The next column we do is word count. It’s recommended that you have at least 350 words on each page of content that you have, but I like to see 500. So I point out each one that is below 500 and below 350 words.
Fast forward. Next we’re going to highlight how many inbound links, how many outbound links, and how many external outbound links each of your pages have, with the conditional formatting rule of red as the lowest number and green as the highest number.
I like to clear the rules on the top row to make everything the same color across the top.
Now that we’ve conditionally formatted all of this data, you want to sort it by your column B and then scroll down to the text HTML section. These are all the content pages on your site and then simply look around the rest of the document and each row for red, yellow, or orange. These are easy on-site optimization opportunities.
I’m Ben Holland and thank you for watching.