Site Audit Enhancements and Google Webmaster Tools integration

Hi everyone…

I’m very pleased to announce another nice series of new features that are being rolled out today. This is our second significant release of the year…and expect more soon, as we are really ramping up our development efforts….and we’ve got some even better surprises just around the corner!

I’ve personally spoken to or have met over a dozen SEOs in recent weeks who have asked for the enhancements we are rolling out today (you know who you are – or at least you will once you’ve read what’s in this upgrade!); so thank-you all for taking the time out to talk about SEO strategy, your business processes, search engine tactics and algorithms and occasionally cricket, footy and Rugby too!

I hope you like what we’re serving up for you….and keep those ideas coming.

OK, so the headlines are:


Google Webmaster Tools (GWT) integration

So many of you have asked for this integration (to save you having to login into GWT) that we felt compelled to implement it.  I’d guess less than 50% of readers might have read the API; but it’s fairly limited and unfortunately does not give you some of the nicer bells and whistles that are in Google’s interface.

But knowing Google, they won’t leave it for long, so we’re now geared up to adding to this initial implementation when they roll-out something new (and slightly more useful) into their API.

For now, once you have authenticated, we pull in a series of data elements and checks which are helpful when checking a site at the beginning of an SEO campaign and on a daily basis during the campaign.

These include:

But as you will see, if you read the Site Audit enhancements below, we’ve fully integrated this data – so where relevant, we validate our analysis and findings against Google’s data and present to you a unified view of any issues.

Hopefully, this is bringing you the best of both worlds. Let us know what you’d like to see next?


Organic Breadth and Depth

This is a great new graph to help you track and manage the progress of your search engine promotion campaign. This chart plots the growth (hopefully) or decline in the number of pages receiving organic search visits and the number of organic (branded and non-branded) keywords generating those visits.

In an ideal world you want both metrics to climb in line with your content development efforts and overall site visits (and conversions). If things are not moving as fast as you would like or even going in the wrong direction, then you might want to look at site meta data, which pages your internal links are going to and the relevant anchor text and what the external link profile to these deep pages is like. You might also want to check out our Unindexed Pages report to see whether your new content is getting indexed in the search engines.


Site Audit Enhancements

We’ve beefed up our daily site audits!

Not only do we check that your sites have got all the basic technical SEO fundamentals in place, we now corroborate that data with Google Webmaster Tools (which we also check daily).

This means we’ve genetically modified some of our existing tools like the ‘Dead Links 4XX’ checker so it reports on pages found by our crawler and Googlebot.

But it has also bred a whole new suite of tools that we check with our own new tools and report on from the Google Webmaster Tools API.

So coupling Google Webmaster Tools data with our tools, data and analysis you can now offer your clients even more comprehensive site audits covering:

4XX Client Side Errors

In this table we’ll show you all pages we found with the relevant HTTP status code and the referring pages so you can eliminate any broken links. We’ll also show you if these pages have also been flagged by GWT.


5XX Server Errors

In this table we’ll show you all pages we found with the relevant HTTP status code and the referring pages so you can investigate any temporary or well established issues. We’ll also show you if these pages have also been flagged in your Google Webmaster Tools account.


Canonical URLs

Showing search engines the same site on ‘’ and ‘’ is not a good idea as it can cause duplicate content issues and dilute the authority of these pages as it can split inbound link juice and impact on your ability for the site to rank to its full potential.

This simple test looks to see whether one of ‘’ and ‘’ redirects to the other. If not, then we do a simple content analysis to determine whether the sites are indeed the same or not. If we believe they are, then we’ll warn you and suggest you redirect one to the other. Usually, redirecting the one with the worse inbound link profile to the other is the best thing you can do. You can of course check this using our software.


301 Permanent redirects

Permanent redirects do flow Page Rank from one page to the other, unlike 302 temporary redirects. We always recommend using 301s where you have to do some redirection. We show all 301 redirects we find in a table for easy reference.


302 Temporary redirects

Temporary redirects do not flow Page Rank from one page to the other. We always recommend using 301s unless there’s a genuine reason to do this for a short period of time. We show all 302 redirects we find in a table for easy reference.


On-site optimisation enhancements

Under the Content Section of Tab 3 – “On-Site”; in addition to the new Organic Breadth and Depth tool, you’ll find the following new tools:

Pages with low text counts

Whilst there’s little doubt that stuffing your page with keywords is not a great optimisation strategy; under-doing it is not ideal either.

Whilst many SEOs have proven that sites can rank for keywords in the SERPs even if they do not have those keywords on the page, why make it difficult for yourself?

Yes, the search engines can utilise multiple external and other internal signals to determine what a site or page is about, but in my humble opinion why not make their lives easier? Give them a few clues as to what you do and what you want to be found for…..some nice title tags and meta data, a H1, a H2, some nicely tagged images and a few paragraphs of text, if you can build it into the design.

Our tool counts all the words on every page we’ve crawled on your site. You can simply filter the table to find pages with low text counts and pages with high counts (like this one with 1,469 words!).


Keyword Density

There’s plenty of debate in SEO circles about the importance or irrelevance of keyword density and its impact on rankings.

Whilst opinions differ, (though the majority view seems to say that they are irrelevant) a keyword density analyser can be useful when creating or editing your site’s content pages, if only as a tool to sense check that you are not overdoing any one particular keyword.

Of course, it’s also a useful tool for checking competitors’ websites and pulling 2 word and 3 word keyword phrases they are using.

We’ve made this a free form instant tool that you can utilise when you like; simply enter any URL and in a few seconds you’ll get an Excel file showing all the occurrences of 1 word, 2 word, 3 word and 4 word phrases on that URL.


 And the last thing we’ve added is….

Customisable Columns

We’re hoping it’ll be pretty easy to work out what we have done.  Above each table you can now click a ‘Select columns’ button and you can show or hide columns – this should free up working space and make it easier for you to concentrate on the data that you really want to see.

Well, that’s the lot for now…

But we’ll be back with more before the end of the month. Hopefully, just in time for Search Engine Strategies London on 22nd/23rd February. Why not come and see us there?

In the meantime, We’d love to hear from you?

What constitutes a perfect site audit?  

What else do you look for and what else would you like to see in AnalyticsSEO?

By: Laurie OToole

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