On page SEO optimization, our new SEOZoom tools

SEOZoom Tools admin 10 October 2019 Reading time : 5 minutes

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Ivano wrote this almost a year ago: SEOZoom was the first SEO tool in the world to offer a vision of the performance of a website no longer based on the placement of keywords like a simple rank tracker, but on the performance of every single website page. After a while, international competitors appreciated and imitated our page tracking, but meanwhile our development work did not stop and raised the bar again for the tools dedicated to on page SEO.

A new SEO tool to analyze contents

It is from these bases that the new Contents section within SEOZoom projects has been created, born with the goal to exceed and improve the page monitoring that, despite having been a great innovation invented in SZ and then resumed from famous world-wide tools, no longer seems to fully meet our ambitions and, above all, the needs of users.

Indications and suggestions to improve ranking

With the neverending evolutions of Google’s algorithm, today it is not only the URL’s performance as an entity that matters anymore, but rather the analysis of the specific performance of the contents on that page. This is not just a philosophical matter: the new section, while retaining the old features of the Pages section, allows you to carry out a more in-depth study of the content of each web page, offering quick suggestions to improve the ranking.

Focus on crawl budget and keyword cannibalization

A great news regards the attention to the factors that can favor the performance in SERP of a website, like the optimization of the resources and, in particular, to the more effective management of the crawl budget (which we know to be a basic element to optimize a website for search engines), the analysis to avoid problems of contents and keyword cannibalization and a direct focus on web pages that do not generate any profit.

This change was driven by the awareness that each website presents to search engines an oversized number of web pages, many of which may well not exist at all. To navigate these pages, Google takes time and resources, even if in the end it does not give the hoped-for results: so why waste precious crawl Budget on not performing pages or on pages that are cannibalized, instead of focusing it on the most performing resources?

How the tool works

Let’s try to deepen, then, the functioning of the new SEOZoom tools present in the Contents section that, as previously said, is available to users who have entered a domain in a monitored project. The new area shows 4 tabs, a.k.a Contents Overview (the opening and summarizing dashboard), Worst pages, Monitored pages and Schedule edits, which we are now going to see in detail.

Optimizing contents with SEOZoom

The first screen that appears in Overview is an overall view on the “Performance and use of Crawl Budget”: on the basis of a preset traffic range, it is indicated on each line the number of pages of the website that fall under the specific parameter, the aggregated volume of pages and the number of total keywords of each web page in this group.

Analysis of the Crawl budget

In the performance column you can read the percentage traffic volume that comes from each of these groupings; in the crawl budget column you find out instead how many resources are dedicated to scanning these pages, thanks to an estimate made by SEOZoom to help you understand which sections of the website are using a lot of resources and which instead are bringing a higher estimated volume of traffic.

By combining the data of these two columns you can easily and quickly understand if, compared to the overall situation, the relationship between performance and resources is homogeneous or if there are inefficient web pages that however occupy a large number of resources.

How to discover the site’s crawl budget

Next to the table there are three side boxes that provide details on these factors. Specifically, you can see:

– the percentage level of crawl budget resources that are dedicated to pages that have a very low yield;

– a summary of contents that are easy to optimize according to SEOZoom, which have good keyword potential and are already present on Google’s second page;

– a graph showing the use of resources and the performance of contents, still with the aim of helping to intuitively understand the performance of the website in analysis.

Studying the site’s contents

Very wide and versatile is the Content table of the site, which allows you to browse the results through a series of filters and opens up a whole new dashboard on the right with the key information for your SEO strategy.

How to enhance contents and ranking

The contents with potential are those present in pages that have keywords placed on Google’s second and third page with a high number of monthly searches, which can therefore generate an increase of traffic through a work of SEO optimization of the keywords. For instance, SEOZoom also indicates the keywords the web page is ranked for even if the keyword in question has not even been used within the text, highlighting then an immediate piece of advice in order to improve the contents of the page by eventually considering to insert such keyword in the text or maybe inside the heading tags.

Keywords and intent gap

Further deepening the analysis you will find other valuable information to improve the on page SEO, such as data related to Intent Gap, possible lackings of focus of a web page compared to those that are getting the most out of Google. SEOZoom shows the relevant terms for the topic used by most competitors, but also the secondary terms that still have relevance for the type of page, always reporting the presence or absence of such words within the page examined.

Studying your competitors with SEOZoom

The other available focus are on Main pages (those that have a greater volume of current traffic), growing or dropping pages (that, as you can easily guess, group the pages that have had a negative yield or a positive increase) and then two new interesting and useful sections. Inside New Contents SEOZoom highlights the pages that have acquired new placements in SERP, with information that can be very important when, for instance, you register a competitor site to monitor into a project, given the fact that it immediately identifies the contents with which this competitor is now entering the SERP.

How to avoid keyword cannibalization

The other news is called Cannibalization and it is a tool that shows in detail which URLs are competing for the same keywords, comparing the web pages and reporting if there are cases of internal competition for the same keywords on the site, which generates – as we know – a potentially negative effect. It is always good to specify that this SEOZoom tool does not detect whether the text is duplicated or copied, but simply that according to the scan the indicated pages are ranked for the same keywords and on the same data.

Page monitoring with SEOZoom

The Contents section then integrates some tools already present in the previous page monitoring, beginning with the Worst Pages: the feature proposes a list of pages of the site that do not get results for several reasons, such as possible SEO errors that create inconvenience to Google’s spider, which finds itself lost in browsing countless unnecessary web pages rather than navigating the good pages of the site. Among the errors detected there can be redirect 301, pagination, missing Canonicals and generic “Poor quality or errors”, to be deepened with the other tools of the suite. So, this section allows you to locate any issues in websites, do other Crawling Budget Optimization analyses and make Google spider happy, by focusing more attentions to the important pages of the site.

Planning your edits with our SEO tools

We continue with “Monitored pages“, very useful to personally report to SEOZoom the site pages to be kept under particular control, in addition to the automatic one: strategically, you can enter both the most relevant pages for your online activity and those of competitors to closely follow. In the end, “Schedule edits” is the area where you can develop and plan the interventions on the site while safely keeping a backup of the previous version in SEOZoom, to compare performances and possibly (in the worst cases) return to the state prior the changes.