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Screaming Frog SEO Spider (“SF”) is the favourite tool used by most SEOs I know. We usually use it to do a crawl of a website. I am happy to use SF, but I have seldom looked deep into the Visualisations menu to export one of its reports, known as Body Text Word Cloud.
I was checking a website of a US company and felt something was amiss. I ran a partial crawl of a few pages and looked at this Word Cloud, where I noticed that its primary keyword (present on the website in spades) was missing in this report. I questioned SF tech support, who confirmed it as a bug. It was a stopword in some European languages, but not in English. They fixed it within days in the version seen in the image above and it will soon be in the next production release.
As much as I love SF, this post is about this report and not the rest of the tool. If you have it and have a recent crawl of any website, you should open the crawl file, or do a small crawl of your site, or that of a competitor. Note: Many will block crawlers, so do your best human emulation.
Content Analysis
I picked a former client (9 years ago) whose site still shows many well-implemented SEO features. They are doing a great job with content, as I found out with this check.
Now, most people who use Screaming Frog SEO Spider might have looked at the body text word cloud and not given it much thought – well, that was certainly me. In case you did not know, that word cloud is only that of the home page. If your primary keywords are not seen in that cloud, you might want to rethink the make-up of that page.
You can check any crawled text page by right-clicking a page URL and choosing the option in Visualisations for Body Text Word Cloud.
Here’s an example from this site. It’s their eSIM page.
Here is their Network Solutions page.
Those two examples should suffice for the post, but I checked some other pages and observed that they have done a great job giving their primary keywords adequate prominence without overdoing it. I could run a single-page crawl of a competitor page if it happens to be performing better in the SERPs and check its word cloud.
As usual, the usual disclaimers apply. Ranking involves numerous other factors that won’t be picked up by a tool, so I imply nothing other than to encourage SF users to explore this option on their sites.