Documentation > Organic Search > SEO Audit

On-Page Audit: Keyword Optimization

Use the On-Page Keyword Optimization tool to analyze any URL and Keyword combination you need to optimize.

This tool can also be used to analyze pages and keywords that are not currently in your campaign (e.g., a competitor's page, a page containing a banner ad you're paying for, etc.).

You will find our helpful hint

icons throughout the page analysis, simply hover over one to gain deeper insights into each test, as well as links to any additional information we think you'll find helpful.

Create a Report

Navigate to Reports & Tools > Organic Search > SEO Audit

Create On-Page Keyword Optimization Report

Click into the "enter URL" field and if the campaign has landing pages that are ranking, you can select a URL from a list. If no pages are ranking, or if you want to optimize a different landing page, then enter the URL
Click into the "enter keyword" field and select a keyword that is tracking in the campaign, or enter a different keyword that you want to optimize the page for
Select a language (the language set as the account default automatically displays)
If you want a quick scan and don't need the Page Response Speed or Mobile Access tests, you can disable them by hovering over the 3 lines between the language and search button and remove the check from the corresponding box
Click the Search button

Report Options

General Settings:

Enter a Custom Report Title (if desired)
Select Crawler type:

Standard is sufficient for most cases and is faster. It works the way most search engines crawl a web page, viewing the page source code.
Advanced crawls the page similar to a normal web browser, including client-side scripts (set to run in the client's browser) such as JavaScript files, and code that determines design and other behavior. This method takes more time because it waits for all code to load before completing the scan. This is the method to choose for sites that have security checks that block scans.

If you select Advanced Crawler, a Max Load Time option displays. The default is 7 seconds and the maximum time allowed is 30 seconds. This option should be utilized if you run the Advanced Crawler at 7 seconds and do not get results in the report, an indicator that the website is very slow and many resources are needed to load before our crawler can take the snapshot of the page (of if the page contains redirects).

Show or Hide the display of:

Section Descriptions
Recommendations

On-Page Optimization Analysis Section Settings

Show or Hide the Display of Page Analysis Sections:

Page URL
Page Title
Meta Description
Meta Keywords
H1 Heading
Page Structure
Page Keywords
Content Statistics
Readability
Search Engine Access
Page Response Speed
Images
Canonical Tags
Page Links
Mobile Access

Click the Apply Changes button after you've made your selections.

Color Palette:

Select a color palette to apply to the report sections

Click the Apply Changes button after you've made your selections.

Keyword Occurrences Grid

The Keyword Occurrences grid provides a summary of where, how many times, and in what format the keyword appears in specific locations of the page code. How these occurrences rate, based on best practice, contributes to your overall page score.

Understanding Page Score

Your Page Score Badge is calculated based on the results in each of the report sections relative to best practices.

90+: Optimized! Your page is professionally optimized for the keyword you've targeted. Minor adjustments based on the report recommendations might increase the page score, however, may not be necessary depending on the time investment vs. change in results.

80 to 89: Almost there! Search results could be improved by further optimization based on the report recommendations.

70 to 79: Improvement needed. By following the recommendations provided in each section of the report, you could see a substantial improvement in page rank - as well as provide a better user experience.

60 to 69: Just passing. You should be able to boost your rankings significantly by employing the recommendations throughout the report. Don't get discouraged, we suggest you begin with the Critical factors first and then work down to High Importance, Important, etc. You

Less than 60: Not Optimized! If you're running this report on your competitor's site and keyword, this score is good news! However, if this is the result you achieved on a page you're responsible for it's time to get busy optimizing right away. Simply follow the recommendations and monitor your rankings as you make changes - this will help you determine what is working for your page and spot further opportunities for achieving that 90+ score!

SERP Preview

View your search engine listing as it's displaying on Google

Click the Optimize Meta Tags button to review the number of characters and pixels of your page title and description vs. the number that Google allows. Use the editor to make changes to the text to see the affect on the display and character/pixel limits (this tool is for analysis, you will need to apply any desired changes directly in your website).

Page URL

Address the Critical KEYWORD factors by following the recommendations in each report section.

The following Page Analysis details optimization status of the specific web page URL you entered above (your website or a competitor's website) for the keyword you entered and provides best practice recommendations for SEO improvement.

The health of your URL can affect search engine rank based on factors such as URL string length, quality and type, keyword placement in domain/subdomain name or subfolders, and even domain history.

Page Title

The Page Title is considered by search engines to be the most important place to identify keywords and associate the page with a topic or set of terms. It can also determine user engagement. Therefore, Page Titles should be highly relevant to the page content and effectively engage the searcher to click.

META Description

The meta description attribute is used by most major search engines to generate the description of your website they display in search results. Some search engines use a snippet of page content related to the search term, but it is still important to ensure your page meta description is readable and relevant to your overall page content. The On-Page Keyword Optimization Audit checks for Keywords in the Meta Description, Number & Length of Meta Tag Description.

META Keywords

Most search engines are no longer considering Meta keywords in their ranking algorithms, especially Google. This test verifies the existence of a Meta Keyword Tag.

H1 Heading

Search engines may place a weighting on your page’s indexing based on the content of the H1 tag. This test checks for the existence, quality and number of H1 Tags.

Page Structure

Addresses Page Size, Code-to-Text Ratio, Title Tag, Meta Description Tag, H1 Tag, Doctype Declaration and Deprecated Tags

Page Keywords

Evaluates the Top 10 Keywords on the page, along with placement in the Title Tag, number of keyword occurrences, frequency, prominence and emphasis.

Content Statistics

Search engines seek pages that contain relevant, machine-readable content that provides the best match for their visitors search text. This section tallies the Word Count, Character Count and number of H2, H3 and H4 tags on a web page against best practice and provides recommendation for optimization.

Readability

Character, syllable, word and sentence counts, as well as characters and syllables per word and words per sentence can determine the readability of your content by specific audiences. Since scoring systems produce numbers, it's easy for search engines to include such parameters in their algorithms and thus boost or penalize your site in the SERPs. This section provides analysis of page content using 6 respected tests and offers support for many languages.

Accessible to Search Engines

In order for a webpage to rank in the search results, a search engine must be able to crawl it. This analysis confirms that the domain can be crawled by search engines via Robots.txt file, provides HTTP Status Code for error detection, and Safe Browsing.

Page Response Speed

Search Engines and site visitors judge sites based on how quickly pages load. An unresponsive site can damage search engine rankings and discourage potential customers from remaining on your site. The Page Response Speed test is broken down into Core Web Vitals and Diagnostics.

Core Web Vitals provide:

PageSpeed Insights Score is a summary of the page's performance. A score of 90 and higher is considered good, 50 - 90 is in need of improvement, and below 50 is considered poor.
The First Contentful Paint (FCP) metric measures the time from when the page starts loading until any part of the page's content is rendered on the screen. For this metric, "content" refers to text, images (including background images), svg elements, or non-white canvas elements. To provide a good user experience, the goal is FCP of 0 to 1000 ms; 1000 - 3000 ms requires improvement, and over 3000 ms is poor. Learn how to improve this score.
The First Input Delay (FID) measures the time from when a user first interacts with a page (for example, when they click or tap a link or button, or use a custom JavaScript-powered control) until the browser is actually able to begin processing event handlers in response to that interaction. To provide a good user experience, the goal is FID of 100 milliseconds or less; 100 - 300 ms needs improvement, and over 300 ms is poor. Learn how to improve this score.
The Largest Contentful Paint (LCP) metric reports the render time of the largest image or text block visible within the viewport, relative to when the page first started loading. To provide a good user experience, the goal is LCP of 2.5 seconds or less; 2500 - 4000 ms needs improvement, and over 4000 ms is poor. Learn how to improve this score.
The Cumulative Layout Shift (CLS) measures the sum total of all individual layout shift scores for every unexpected layout shift that occurs during the entire lifespan of the page. A layout shift occurs any time a visible element changes its position from one rendered frame to the next. To provide a good user experience, the goal is a CLS score of 0 to 0.1; 0.1 to 2.5 needs improvement, and over 2.5 is poor. Learn how to improve this score.

The Diagnostics provide additional information about how a page adheres to best practices for web development. This test analyzes factors that affect page responsiveness, such as:

Page Load Time is triggered when PageSpeed Insights detects that your server response time is above 200 ms. There are dozens of potential factors which may slow down the response of your server.
Page Redirects details the number (if any) of redirects from the given url to the final landing page.
GZip Compression details the status of compressible resources - whether they were served with or without gzip compression.
Minify CSS is an indicator of whether or not the size of one of your resources could be reduced through minification.
Minify JavaScript is an indicator of whether or not the size of one of your JavaScript resources could be reduced through minification.
Optimize Images is an indicator of the status of the images on the page regarding the potential to optimize by reducing their file size without significantly impacting their visual quality.
The Page Code Breakdown section provides a pie chart detailing the percentage of HTML, Images, JavaScrip, CSS and other items in the page's code.

Images

Image File Name, Title, Alt text, Description and Caption provide search engines with important relevancy signals, and enable visitors with text-only browsers or slow Internet connections to quickly determine the relevancy of your page. This test analyzes the balance of Images and Text on the page, confirms that all images contain quality Alt Tags and Title attributes, and checks for Keyword in Image File name, all of which are factors in the search engine visibility of a page.

Canonical Tags

Search engines have been known to penalize sites that have more than one page with similar or identical content. The SEO best practice is to use Canonical tags that tell a search engine that the page it is currently crawling should be treated as a copy of the URL within the tag. This effectively tells the search engine that multiple pages should be considered as one and that it should attribute any content and link metrics back to the main URL. This test confirms whether or not a page has a canonical tag and provides instructions for adding one if it is needed.

Page Links

The number of outbound links from a page, whether they be internal links to another page in your site or external to a different domain can be a signal to search engines of your page authority - or lack thereof in cases of many outbound links on a page relating to your targeted keyword(s) and content. This factor can determine search engine indexing of the page and placement in the SERPs. This test analyzes the number and type of links on the page and provides recommendations for optimizing the on-page links.

Mobile Access

Mobile optimized sites rise higher in SERPs than non-mobile sites when a visitor searches from a mobile device. This mobile device accessibility test determines the mobile-friendliness of a landing page.

April 2020 Update: The Content to Viewport test and Mobile Screenshot were deprecated by Google and thus removed from this tool.

If the Mobile audience is important to you, then the Head section of your landing page should contain the Viewport Tag and Apple Icon code is also recommended if you're targeting an Apple device audience. If you're using a content management system like WordPress, Drupal, Joomla, etc. responsive themes should have these tags built in.

Recheck a Site

If you correct issues reported in the Analysis sections, you can easily recheck the page score and Analysis sections by clicking the Recheck button. Select:

Quick Recheck if content, keywords, meta fields or page structures changes have been made.
Full Recheck if changes were made to address mobile-friendly, broken links or page speed. This may take several minutes to complete.

Recheck the On-Page Optimization for a URL and Keyword

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