How to find technical SEO problems, strengths, and trends on your website - Oncrawl

Have you ever looked at the results of a crawl or an audit and wondered how to make sense of them?
During this webinar, our speakers from Oncrawl, have discussed how to segment your website to go straight to the insights, no matter how many pages or how much data you have. We'll show you examples that make trends and anomalies stand out, and highlight best practices for effective website segmentation for technical SEO.

Transcript

1. How to identify technical SEO problems, strengths, and trends on your website
2. • Welcome! • There will be a replay — you'll receive it in a few days. • Feel free to ask questions in the questions tab at the bottom of your screen. We'll answer them at the end. How to find problems, strengths, and trends using segmentation
3. Our panel today Rebecca Berbel Yasmine Bennani Sara Borghi Product Marketing Manager SEO Strategist Product Owner
4. Rich data and cross-analysis Excellent scalability Powerful segmentation Permanent data availability and history Support your competitive digital strategy and ensure website and brand visibility on search engines. Industry-leading Technical SEO Data for Competitive Websites www.oncrawl.com
5. How to find problems, strengths, and trends using segmentation • What is segmentation? • Segmentation in Oncrawl • Driving insights with segmentation • Tips & top takeaways • Q&A
6. Why look at groups of pages in technical SEO?
11. What's new for segmentation in Oncrawl?
12. What are some of the new elements in Oncrawl's segmentation feature?
13. Is there something that characterizes Oncrawl's segmentations that make them so powerful?
14. What are the key goals for the evolution of the feature?
15. Using segments & segmentation to drive insights
16. What are the types of insights that segmentations can unlock?
17. How do you create a useful segmentation? How do you choose the right metrics?
18. What are some real-life examples that Oncrawl users have found helpful?
19. Segmentation based on SEO Sessions This segmentation allows SEO professionals to pinpoint which pages are most effective in attracting organic traffic. By analyzing these pages: • They can uncover successful SEO strategies (like keyword optimization, content quality, internal linking, etc.) and replicate these strategies on other pages. • It also helps in identifying underperforming pages that need optimization. • Cross analyse whether the pages that receive the highest amount of organic sessions are also the most crawled by bots. • Check if there’s any issue related to content duplication affecting the pages that receive the highest amount of sessions
20. Use this segmentation to explore whether certain pages that receive a lot of organic traffic do not return the correct status code response. Segmentation by status code
21. Also use the segmentation by SEO sessions to check if the pages that receive the most traffic are affected by technical issues, e.g. content duplication that is not managed. Segmentation by page group
22. Segmentation based on articles publication date You can use Regex to create a “dynamic” rule for publication date, that automatically adapts to the crawl, without having to do it manually every time. Very helpful for content teams that want to integrate this analysis in their workflow.
23. The dynamic rule for publication date is also very helpful when combined with the alerting feature. This allows for teams to receive an email when the number of articles that is older than x months is higher than the threshold value that is specified in the set up. Oncrawl can smoothly enter in your SEO process. Dynamic rule by publication date
24. Use the segmentation by publication date to check the distribution of content production over time and see if there's a regular trend in it and if it matches the business seasonality. Segmentation by publication date
25. Also use the segmentation by publication date to check how content performance changes over time, identify the need for updates, and optimize for "freshness." SEOs can assess the long-term value of their content investment. They can see which older articles continue to perform well, justifying the need for regular updates, and which might be phased out or repurposed. This data is crucial for content strategy, ensuring resources are invested in content that remains relevant and drives traffic over time. Segmentation by publication date
26. Also use the segmentation by publication date to check whether there are technical issues affecting the pages, such as performance issues. Segmentation by publication date
27. Number of products listed on category pages This segmentation allows SEO teams to assess how the number of products on a page impacts its: • Crawlability and indexation • Performance (speed) • Overall impressions and clicks They can then identify the optimal number of products that balance search engine crawling efficiency, visibility and user experience. It's also useful for understanding how product variety and page layout affect organic visibility. E-commerce managers can use this data to optimize category pages for maximum user engagement and conversion. Understanding the impact of product assortment on user behavior helps in making informed decisions about inventory, page layout and UX elements..
28. Segmentation by number of products listed OQL (Oncrawl Query Language) box showing how to create a segmentation by number of products listed on PLPs. This is based on a scraping rule that was created in the crawl setup phase.
29. Use the segmentation by # of listed products to check if there’s any issues related to canonicalization. Segmentation by number of listed products
30. In this graph we can see that the more products a PLP has, the less likely is to rank. In other works, pages with the highest amount of products listed appear to perform more poorly in terms of rankings than the ones that have less products. Pages with the highest amount of products listed are are heavier. This can impact page speed, which is still a confirmed ranking factor for Google’s search results. While it might not always significantly influence, it serves as a factor considered in assessing the page experience.
31. Segmentation based on backlinks By analyzing backlinks per URL, SEO teams can identify the most authoritative pages and understand what type of content earns the most backlinks. This information is crucial to: • Understand what are the pages that receive the majority of the backlinks and why • Understand if they are affected by technical issues (performance, orphan, content) • Check the internal links from these pages to other ones. Are they leveraged effectively? • Check if they actually rank: they receive a lot of backlinks but they have poor ranking performance, maybe there’s some technical/content issues going on
32. In the graph above, we can see that, in proportion, a highest amount of pages that receive many backlinks do not rank in the SERPs. This situation could be investigated further, as these pages might be affected by technical or content issues.
33. We can also check whether the pages that receive the higher amount of backlinks are also used effectively for internal linking. Internal linking can positively impact your search engine rankings by distributing authority from one page to another within your website. This is known as link equity distribution. In the graph on the left, we see that the average inlinks (follow) from the most linked-to pages are lower than the ones from the less linked-to pages. We can then explore whether this website is distributing the authority or “link juice” from high authority pages to newer or less visible ones. Could we add more internal links on the top-authority pages? Could we optimize the internal linking from the top-authority pages to point to the most strategic pages? This is one way you can use internal links to boost the authority and ranking of other pages.
34. Other segmentation examples
35. Using segmentation to improve internal linking: • Segmentation by number of internal links Segmentation by number of internal links
36. Using segmentation to improve internal linking: • Addressing content quality (number of words + content duplication) on pages that receive the most links. • Note the gap in the bottom image: this is because there are no longer any duplicate pages in those groups.
37. Using a segmentation to examine crawl budget: does the status code returned to Googlebot have an impact? Segmentation by status code
38. Using a segmentation to look at orphan pages present in sitemaps, by page type Segmentation by page type
39. Using a segmentation to look at product pages not linked in the site structure but present in sitemaps
40. Example of a complex segmentation based on elements in query string to target facets (e-commerce)
41. Do query strings impact the correlation between crawl budget spend and organic traffic?
42. Segmentation based on an e-commerce facet: is the article on sale?
44. Tips & takeaways for insightful segmentations
45. Top tips & takeaways for getting insights from segmentation • Start with a segmentation based on patterns in your URLs
46. Top tips & takeaways for getting insights from segmentation • Start with a segmentation based on patterns in your URLs • Incorporate business metrics into segmentations
47. Top tips & takeaways for getting insights from segmentation • Start with a segmentation based on patterns in your URLs • Incorporate business metrics into segmentations • Use multi-level segmentations for detailed analysis
48. Top tips & takeaways for getting insights from segmentation • Start with a segmentation based on patterns in your URLs • Incorporate business metrics into segmentations • Use multi-level segmentations for detailed analysis • Regularly update and refine segmentations
49. Top tips & takeaways for getting insights from segmentation • Start with a segmentation based on patterns in your URLs • Incorporate business metrics into segmentations • Use multi-level segmentations for detailed analysis • Regularly update and refine segmentations • Focus on key aspects that align with business and seo objectives
50. Any questions? (ask them in the questions tab)
51. Thank for your attention Book your demo www.oncrawl.com