You Guide to Content Length for SEO Audits

SEO Audits

Written by Jeremy Earle, JD

May 20, 2022

Thin content and the structure of the site’s material might influence search engine results… Learn more about audit items relating to content here.

The majority of SEO audits focus on identifying thin content to prevent penalties, but what about other strictly necessary elements?

Let’s take a closer look at it.

Everything from thin content, to image links, to images with no alt text or pictures with too much alt text, to Flash implementations and how the material is structured on the website, would be great to know about everything that might affect rankings.?

To Spot, the Empty Page, Look for

Click on the internal tab, then the arrow next to “filter”, and pick “HTML” when Screaming Frog has done crawling.

A Word Count column may be seen on the right if you scroll down.

Thin content pages may be identified using this strategy, even if it isn’t as exact as some other approaches.

Since the navigation is usually limited in terms of word count, it should be easy to tell whether the page’s content is thin or not in most cases.

Assume that a meaty article takes up 3,150 words of the 3,500 words on the page if the site has an extensive menu (150 words), a short footer (200 characters), and a very sparse rest of its text.

When in doubt, use Google Chrome’s Word Count addon to see how many words are in the article’s meat alone.

HTML-based page loading speed

To maintain a high position in search engine results, page speed has recently become an important ranking criterion to do correctly.

According to a recent post by Google’s John Mueller, Page Speed suggestions are a valid figure.

Make sure your load time is no more than 2-3 seconds.

Finding bottlenecks and page performance difficulties might be more difficult by using a single tool.

Using at least three tools to verify this measure is recommended.

This is because the PageSpeed Insights tool from Google isn’t always correct.

By using various tools, you’ll be able to discover faults that Google’s PageSpeed Insights Tool may not have caught.

Although Google’s test indicates your site is 100% optimized, other programmes may still find flaws in it.

Another tool like WebPageTest may help you uncover server bottlenecks, including another problem like time to the first byte, which can cause longer load times if you’re not attentive.

Aside from using Google Analytics, you may also see whether your website’s page speed is slow.

Using Google Analytics, you can see which sites are getting the most traffic and require improvement.

It’s as simple as logging into your Google Analytics account and going to Your View -> Reports, then clicking on Behavior > Site Speed.

An in-depth look at each page’s performance may be seen in the Page Timings Report.

With all of this information at your fingertips, making a case for priority pages and site-wide revamps will be simpler.

A new set of performance measurements are also available via Google’s Page Speed Insights, which are included in the Lighthouse analysis.

Content-Length Estimation using Competitor Research

Longer content tends to perform better in search engine results and is given a higher position.

It’s important to note that competition analysis may be used to gauge the length of your material.

It’s a matter of fact.

An example of a competition analysis might be for the law sector.

Competitors like “California DUI Lawyers” are what we’re looking for in the market.

The first step is to open a new private session by pressing ctrl+shift+N.

Because your browser will open a private window with everything disabled and no logged-in sessions while you undertake competition analysis, this is critical…

There are several advantages to this:

It’s not as clear-cut as using your logged-in account since you won’t get any tailored suggestions.

A non-logged in a regular window doesn’t have the same localized results with logged-in accounts.

In no way will your data be influenced by the results you get from our service.

The word count may be checked in Screaming Frog by making sure you are on the internal tab and scrolling to the right until you find it:

Simply type in your top five rivals for that keyword, then count the number of words in each competitor’s content.

You’re then competing to see who can produce more words, better content, and better inbound links than you can.

The Length of Mobile Content Should Be Considered

Many people (mostly SEOs) believe that mobile is a threat to their prospects of gaining a prospective consumer through mobile and that with lengthier material, they’ll just bounce away like there was no tomorrow.

This is a long cry from reality.

Long-form material will continue to be read on mobile devices.

Text legibility isn’t an issue anymore, thanks to Samsung’s and Apple’s higher-quality displays…

Although mobile devices are modest in size, Ellen Harvey of has shown that long-form content performs equally as well (if not better) than short-form material, despite the smaller device size:

(1) Although mobile platforms favour short-form content, long-form content is just as popular and receives as many visitors.

Long-form articles get an average of 1,530 interactions from mobile users. Still, short-form articles garner 1,576 interactions, according to Pew, even though long-form articles make up just 24% of the overall article sample size. “This does not necessarily suggest that viewers are clamouring for more long-form material since there is a good possibility that most users are not aware of storey length when they click a link,” says Pew. There are still as many first-time visitors to long-form articles as short-form ones.

2.Long-form material is more popular on weekends, especially in the morning, when people have more time to read. On weekends, long-form material gets 137 seconds of engaged time, compared to 123 seconds on weekday mornings.

When it comes to long-form material, 40 per cent of the traffic comes from social media sources, yet internal recommendations result in the highest levels of reader engagement. Long-form articles are read for an average of 148 seconds by mobile users who click on an internal link (a link inside the same website).

  1. At 132 seconds, direct referrals are the second-longest interactions with long-form material behind social media. It takes an average of 111 seconds for people to interact with a social media network. Although direct referrals spend somewhat longer time with the material at 62 seconds, internal referrals spend 59 seconds, short-form content follows the same trend. Short-form material, like long-form, attracts the least engaged readers, with an average engaged time of 52 seconds…
  2. Facebook attracts the most long-form material readers, whereas Twitter attracts the most engaged readers.

There is a 24% difference in the time spent by visitors who come from Facebook to lengthier material vs those who come from Twitter. There is a similar trend, according to Pew.”

Remember that content length does not matter on mobile devices.

There aren’t any actual audit items to check in this section — just good suggestions.

Intriguing SEO Content Issues & How to Fix Them

Google search may be difficult, particularly if your site consistently performs below expectations.

When a website isn’t working as expected, users blame others for the problem by making up reasons.

There are times when the oddities of Google’s search engine may be useful.

However, some of these problems may be due to a combination of a bad website, a lot of competition, and a declining brand.

If your traffic has suddenly dropped, there are probably other problems at play, and this audit will be the first thing you want to perform to uncover any severe penalty concerns.

In addition, don’t forget to check out the term cannibalization tests previously in this article.

First and foremost, when confronted with baffling content issues. Consider the following advice or justifications when confronted with such situations:

When it comes to our client’s confidence, we are in a predicament. It’s crucial to understand that our customers do not search engine optimization agencies.

Our advice isn’t taken seriously half the time.

A small or medium-sized business’s SEO efforts are almost certainly the last thing on its mind. It’s a lot less common at a major company.

Bullshit Own It: A Temperamental SEO’s Guide to Getting Shit Done, by Ian Lurie, is a great way to express this sentiment:

Your audit will likely be received with opposition if “It’s a punishment” and the suggestions that go along with it are not initially examined.

Although you’ve displayed a Barracuda overlay that indicates precisely when the traffic plummeted and the exact connection with when that penalty occurred, this may still be the case.

You could think, “We should rewrite the whole nav menu.”.

Your customer has a firm “No” for you.

This caching plugin should be installed.

And your customer is still refusing to accept your proposal. Despite your best efforts, some suggestions may not be the perfect fit for you.

In Lurie’s view, it’s an issue since it isn’t a punishment.

Lots of little things might produce issues that may seem a punishment.

There are times when big items (on a more regular basis) might create concerns.

And I’m with you.

Customers’ lack of faith in a company is one key factor.

Then there’s this one from Lurie:

You discover a problem with Google indexing 2 million pages, yet your site only has 1,000.

According to the client, they want to state the following: Apparently, that’s not an issue for Google.

Do you have any idea what it entails?

In the words of the customer: “The client more trusts Google than I am,” you’re an idiot.

In this case, the focus of Lurie’s approach is identifying the root cause of your site’s problems.

The log files are the first place to start. If you have a log file, you will be able to see precisely what is going on with your website at all times.

Reviewing your log files may likely reveal a few interesting findings.

If this is the case, it means that Google is indexing your forms more than 80 per cent of the time.

Hundreds of sites with random parameters may be crawled and indexed by Google every day.

In certain search plugins, de-indexing is disabled by default.

Possibly, Google is…etc. Etc.

To begin building trust, look at your own site’s log files and see what’s going on there.

“Here’s what I’ve got,” you may say to the CEO now that you have this proof. “It’s time to repair this.”

This is why an SEO audit would be incomplete without examining the log files.

It’s possible to uncover substantial problems in your log files if you take the time to review them.

The key is that you must own your position and remedy any faults that may result from serious difficulties with your server rather than problems with Google.

You may have to cheat if you can’t play the game because of internal corporate politics.

Remember that it is your livelihood that is in jeopardy and probably not theirs in the end.

Weird issues with your SEO content might arise for a variety of reasons.

No matter how big your firm is.

And After That?

Analyzing duplicate content is the last step in your SEO audit after completing the content length assessment.

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