Running Site Crawls and Analyzing Reports

Conducting comprehensive site crawls and thoroughly analyzing the resulting reports are essential components of technical SEO. These processes allow you to identify issues such as broken links, redirect chains, duplicate content, and crawl inefficiencies that can hinder search engine performance. In this chapter, we’ll guide you through the process of running site crawls, interpreting key metrics, and using data-driven insights to refine your website’s technical health.

1. Preparing for a Site Crawl

Setting Up Your Tools

• Select the Right Crawler:
  Tools like Screaming Frog SEO Spider, Sitebulb, and SEMrush Site Audit are indispensable for crawling your website. These tools simulate how search engine bots navigate your site.
• Define the Scope:
  Determine whether you need to crawl the entire website or focus on specific sections (e.g., a recently restructured area, a new blog, or a product category).
• Baseline Data Collection:
  Record current metrics such as crawl depth, number of broken links, and redirect chains to use as benchmarks for future improvements.

2. Running the Crawl

Step-by-Step Process

1. Initiate the Crawl:
   • Launch your chosen tool and input your website’s URL.
   • Configure settings to capture essential data (e.g., HTTP status codes, meta tags, structured data, etc.).
2. Monitor Progress:
   • Watch the crawl in real time to ensure that it is processing as expected.
   • Take note of any immediate red flags, such as a high number of 404 errors or slow response times.
3. Complete and Export the Data:
   • Once the crawl is complete, export the report in a format that’s easy to analyze (e.g., CSV, Excel, or PDF).

3. Analyzing Crawl Reports

Key Metrics to Review

• HTTP Status Codes:
  Identify pages returning 4xx or 5xx errors. These errors can indicate broken links or server issues that need to be addressed.
• Redirect Chains and Loops:
  Examine the number and length of redirects. Long chains or loops can dilute link equity and waste crawl budget.
• Duplicate Content:
  Check for multiple pages with similar content that might confuse search engines and impact rankings.
• Page Depth:
  Identify pages that are too deeply nested, making them harder for bots to reach efficiently.
• Meta Data and Structured Data Issues:
  Review the presence and accuracy of meta tags, canonical tags, and structured data implementations.

Tools for Data Analysis

• Visual Site Maps:
  Use the visual mapping features in Sitebulb or Screaming Frog to get an overview of your site’s architecture and identify problematic areas.
• Log File Integration:
  Combine crawl reports with log file analysis to understand how real-world bot behavior aligns with your simulated crawl data.
• Custom Dashboards:
  Set up custom dashboards in tools like Google Data Studio to track key performance metrics over time.

4. Acting on the Data

Prioritizing Fixes

• High-Impact Issues:
  Focus first on resolving critical errors (e.g., 404 pages, redirect loops) that directly affect crawl efficiency and user experience.
• Content and Structure Adjustments:
  Revise your internal linking structure and site hierarchy based on pages that are under-crawled or too deep in the architecture.
• Regular Updates:
  Update meta tags, structured data, and canonical URLs as needed to ensure consistency and reduce duplicate content issues.

Iterative Improvement

• Re-Crawl and Compare:
  After implementing fixes, re-run your site crawl to compare new data with your baseline. This helps you measure the effectiveness of your optimizations.
• Continuous Monitoring:
  Establish a routine schedule for regular crawls and audits to catch emerging issues early and maintain optimal site performance.

5. Case Study Example

Global E-commerce Platform

• Initial Findings:
  A global e-commerce site experienced low crawl frequency on product pages and discovered numerous redirect chains and 404 errors during a crawl.
• Actions Taken:
  • Restructured the site navigation to bring high-value product pages closer to the homepage.
  • Implemented 301 redirects to eliminate redundant chains.
  • Fixed broken links and updated internal linking.
• Results:
  The platform saw a 30% increase in crawl frequency for key pages, improved indexation, and enhanced user engagement, ultimately leading to better search rankings and increased organic traffic.

In Summary

Running site crawls and analyzing the resulting reports are vital steps in maintaining and improving your technical SEO. By preparing thoroughly, using the right tools, and focusing on key metrics such as HTTP status codes, redirect chains, and duplicate content, you can identify and resolve issues that impede crawl efficiency. Acting on these insights with prioritized fixes and iterative improvements ensures that your site remains accessible and high-performing.