Website AND SEO Audit with Screaming Frog and Excel

Cathy Gray
Strategizing Print & Digital Marketing w/ Business Operations
(and always with coffee in hand)
About | Contact

A Step by Step Website and SEO Audit with Screaming Frog and Excel

I’ll be using this website for this website and SEO audit. 

I’ve prerecorded a video that is on my YouTube Channel, but you can also watch it below without leaving the site. 

I am currently working on a transcript and instructions to follow along if you prefer to follow along at your own pace.

All right, we’ll be going in the step by step on a website audit using Screaming Frog and Excel. Let’s have some fun.

If you guys hear any walking around that’s my dog being a dog and if he barks it’ll scare the crap out of me, too. (Luckily my dog never barked, so I didn’t have to edit out a barking dog.)  

A Glimpse at the Final Audit

The following video is a short clip of what the final website and SEO audit should look like. The video pans to the right showing the content tabs, but does not scroll down to show all of the pages that are included.

Start with Screaming Frog

Let’s get started with Screaming Frog to crawl or scrap our website and export it to Excel where we’ll do some conditional formatting. With the conditional formatting, the report will tell us where we need to make our adjustments for SEO optimizations. It will help us prioritize.

Depending on your website goals, you can add other details to keep track of as well. 

In my case, I’ll have an additional tab for page layout updates, keyword mapping and other things as they come up.

What is Screaming Frog?

First and foremost, don’t let the strange name make you scratch your head. It’s simply a website crawler that gathers meta data or details about a website.

I used the free version because it suits my purposes for this website audit.

There is a paid version which allows you to crawl a website that has more than 500 pages. This is good for an eCommerce site or one that has many pages and articles.

If you need to download it, visit the makers of the software. https://www.screamingfrog.co.uk/seo-spider/ It’s available for Mac and PC. 

Let Screaming Frog Start Collecting From Your Site

Enter your site and hit start. The time it takes to crawl your site depends on your internet speed and the size of your site.

It isn’t like waiting for water to bowl, watch it or grab a cup of coffee then come back.

Close up of screaming frog before entering a website to crawl Closeup of Screaming Frog with a Website Crawl Complete

Closeup of Screaming Frog Export Button

Once it is complete, export the file.

In my example, I selected All from the drop down menu, but you can filter down if you would like.

For this website audit, this is all that we’ll be using Screaming Frog for. There are so many other things that it can be used for, but right now, it’s about getting prioritizing and setting up a list with what needs to be done.

Finishing Off with Microsoft Excel

In the first and original video, I used Microsoft Excel 2007. In the second video, I used the version of Excel that is connected with my hotmail account. It’s completely online, so the screenshots might be a different from the version that you may using. However it still works in the same way. The styling is the ony thing that will be different. (The Microsoft Office on my computer has been acting goofy today. I quite honestly haven’t had enough coffee today to correct the problem.)

Cathy Gray

Cathy Gray

A Marketing & Operations Aficianodo

About | Contact

 

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Why You Should Always Use a Child Theme in WordPress

Cathy Gray
Strategizing Print & Digital Marketing w/ Business Operations
(and always with coffee in hand)
About | Contact

What is a theme in WordPress?

A theme is simply a set of files that work together to present the content together. A theme sets the overall styling of your website.

Most WordPress websites have a theme, and it is very rare that one will not have one. I can’t think of why a website wouldn’t have a theme.

Let’s Compare WordPress to PowerPoint

WordPress and Microsoft PowerPoint are both the frameworks or software for the website or document. Each have their own theme for fonts, styling, colors and other design elements.

WordPress Themes

Here is a screenshot from dashboard of WordPress where themes are located. Here you can upload a theme that you have purchased or download a theme from the WordPress directory.

PowerPoint Themes

This is a screenshot from PowerPoint 2007 of the available default themes. Under the thumbnails, you can also browse and install other themes from Microsoft. This is a very similar process to WordPress themes.

What is a parent theme?

A parent theme in WordPress is any theme that is available on a marketplate, from a vendor or downloaded from WordPress.org.

When you are starting with a fresh WordPress install, it is comes with a few themes preinstalled. They are named by the year they are released, Twenty Seventeen theme was released in 2017 for example.

2017 WordPress default theme

What is a child theme in WordPress?

A child theme is a theme that is a similar version of the parent. The files pull information from the parent theme, but adds adds security if the parent theme is ever updated.

Why is a Child Theme Important?

If you make changes to a theme without using a child theme and the main or parent theme is updated, you can loose the styling and work that you have done to your site.

That is why it is best practice to use a child theme. I’ve been in the situation where the main theme had to be updated and and I didn’t use a child theme.

I made rookie mistake when I first started. I didn’t have a child theme and lost all of my customizations.

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WordPress Theme Changes

Over the next few weeks, I will be making theme changes to the overall design of this website.

It will be exciting!

Details on Cathy Gray’s Website

Cathy Gray
Strategizing Print & Digital Marketing w/ Business Operations
(and always with coffee in hand)
About | Contact

Website Details

Current Website Information

  • Will continue to be built with WordPress
  • Theme updated to Divi
    • I switched from BeTheme to Divi because of the Lifetime updates with my subscription that I have.Who can argue with a one-time purchase instead of an annual buy.
  • Divi Child theme used: yes
    • Always use a child theme. There are some that do not use it for the Divi theme, but why would you not if it is best practice. Why you should always use a child theme with WordPress?

Plugins Used

  • Yoast

Website Information Prior to November 2018

  • Built with WordPress.
  • Theme: BeTheme
  • Child Theme Used: Yes

Plugins Used

  • Yoast
  • Contact form 7
  • TinyMCE Advanced
  • WP Sitemap Page

Plugins Tried on this Website

These plugins have been tried on the site but weren’t used for various reasons.

  • Pixabay
Cathy Gray

Cathy Gray

A Marketing & Operations Aficianodo

About | Contact

 

Latest Articles

Website AND SEO Audit with Screaming Frog and Excel

Cathy Gray Strategizing Print & Digital...

Chicken Noodle Soup

Cathy Gray Strategizing Print & Digital...

Why You Should Always Use a Child Theme in WordPress

Utilizing a child theme is a best practice in Wordpres.

Using Headings

Heading tags H1 through H6 are tags that are used for creating of headings on a web page. It is done in the same way as an informative book, think about a college book. Headings have a top-down hierarchy with the most important tag is the h1 heading tag and will usually be the title of a post.

There are two ways headings can structure content. In classic HTML, there would be one H1 heading tag on each page, a few of H2 headings and so on. These would all combine to form an outline of the page.

In HTML5, each sectioning tag, an article or section for example, starts again with an H1. This was done to make it easier to combine several components onto one page and still have a good outline.

Structuring the Entire Page Using Headings

In the case of HTML4, it is logical to use one H1 per page where the H1 is the main title of that page. In most cases, The H1 is not a brand name or website name. The few exceptions are the home page or about page. This works because it makes sense to use a brand or website name on these pages.

On a category page that H1 would be the category name and on a product page the product name. It’s not that hard to understand this logic and it is recommended to use headings in this way.

H2 is for subheadings of an H1. Use it to divide content into scannable blocks; both Google and your visitor will like it. H3 is for subheadings of that H2, preferably. I want to mention that this all isn’t new. Over the last many years, not much has changed in the way it is recommended to use headers as best practices. This doesn’t mean that all websites or website designers follow this. There are some that may put the company or brand as the heading for all pages on a site. While every page is technically about the company or brand, but it is too vague and needs to be more specific. If a web developer follows the later, in my opinion, they are old-fashioned regarding best practices.

What I disagree with is when people use headings to style elements of a website such as Call Now. They use H1 to style the phone number. A web designer should know better. Google’s SEO Starter Guide mentions this. Second, when people just put an entire paragraph in an H2 or H3, because it is easier that putting it in the correct way with paragraph styling.

Using Uncommon Headings

Does a site use any H4, H5 or H6 as headings? Using an H4 could be useful if the text is longer than 1,000 words and you want to add an extra layer in the page structure or for scannable for mobility purposes. An H4 could be used for sidebar or footer headings that are sections within that particular section of a page. Using an H1 or H2 is the sidebar or footer headings seems like duplicated use of an H1 or H2 tag when used to structure the page.

Some WordPress themes do not pay that much attention to these headings, sometimes making H5 text smaller than paragraph text. If the lesser headings are used, just be aware of this design element. In this case, adjustments can be made within the theme’s coding pages.

Headings and SEO

What value do headings have for SEO? Well for one, headings help bots grasp the main topics of a long post when a website is crawled. Search engines scan your post, why not make it as easy as possible. Second and the most important reason is for the end user, the visitor of a site. If a page is detailed, use headings with the user in mind and make it easy to understand the content quickly.

It is always best to use headings from the perspective of the end user as well as the purpose of the page.

 

There are other things like text content and schema.org markup that will help page rankings more than a heading structure. Using a consistent heading structure isn’t hard. It only helps visitors.