Screaming Frog – what is it?

Screaming Frog is nothing more than an advanced crawler that scans websites for a comprehensive analysis of their structures and elements affecting on-site SEO. The tool facilitates the work of auditors because it detects numerous irregularities in connection with meta tags, duplicate content, headers (H1-H6), 404 errors or even incorrectly implemented redirects.

Free version of Screaming Frog
The free version of Screaming Frog allows you to e.g. generating XML sitemaps, analyzing 500 random URLs from a selected website, as well as visualizing specific domains.

The paid version of Screaming Frog
The paid version of Screaming Frog offers much more and costs around $ 150 a year. At this price, we can, among others analyze any number of URLs, render JavaScript, integrate the tool with Google Analytics / Google Search Console, and even check spelling and grammar on the page.

Screaming Frog – how to use?

To start working with Screaming Frog, enter any URL that you want to be scanned by robots (Mode -> Spider / Mode -> List). Then, it is worth learning how to use the basic functionalities of this tool to facilitate the collection of information on the subject of the website, which are presented below.

Title tag and meta description, H1 / H2 headers
The tool provides us with information about duplicate or missing parameters, possibly not matching the Google guidelines. We can analyze this type of data by entering the target URL. In the SERP Snippet tab, we will check how individual tags are displayed in the search engine.

Verifying broken or redirected sites
This functionality is especially appreciated by Paraphrase-Online.com on-site specialists. Well, it allows you to find all broken pages within the site. That’s not all, because if we click a specific address – we will verify where the links to pages returning the 404 code came from.

Checking the loading time of domains
The third, very useful option of Screaming Frog is checking the loading time of domains. Just go to the Internal tab, then HTML, and then click “Response Time”. Then we will be able to sort the data based on the loading time and of course compare it with the GA (Google Analytics) report on the bounce rate.

Remember!
Pages that load much slower tend to have a higher bounce rate than sites that load faster.

Information on internal links that lead to specific pages
An important point for every SEO specialist specializing in link building. Well, thanks to the Screaming Frog tool, we will verify each URL address based on internal links leading to it, as well as text anchors. Just select the “Inlinks” tab at the bottom of the program to find out, among other things, what pages are the links coming from, are they dofollow / nofollow links and what anchor texts have been redirected to the site.

Additional “Tree” view facilitating the analysis of the website structure
ccording to Paraphrase-Online experts, the analysis of the website structure, using the additional “Tree” view, is very useful because it allows you to verify what the URL of each subpage looks like. Thanks to this, we will be able to eliminate incorrect navigation elements and implement the necessary structural changes.

Checking the correctness of the implementation of Google Analytics and Google Search Console
Screaming Frog also allows you to verify the implementation of GSC and GA tags on each of the subpages of the selected website. It is also worth knowing that the columns available in the program can be rotated and placed in the correct order. As we mentioned before, all information can be easily exported to Excel.

Create an XML Map
The functionalities of Screaming Frog allow you to instantly create a graphic sitemap and XML sitemap. If we want additional configuration – we will determine the frequency of visits to the site by the robot, which will be based on the place in the domain structure of a specific subpage.

Remember!
We can open the sitemap in Excel. This is very useful because we will verify that the specific addresses do not contain duplicate parameters. That’s not all, because for key URL links we can set the most important guidelines manually (e.g. frequency of changes, priority, and other values). After you finish working with the sitemap, save the file as XML.

It is also worth mentioning the possibility of verifying information in the context of website graphics (eg images exceeding 100 Kb, with a missing “alt” attribute or exceeding 100 characters). Screaming Frog SEO spider also allows you to check the correctness of URLs and list errors, e.g. URLs exceeding 115 characters, including underscores or uppercase letters.

How to speed up the analysis in Screaming Frog?

To speed up the analysis in Screaming Frog, you should divide your work into stages – then we will be able to initially verify selected information about a given website, and then use the additional functions of this tool. First of all, we recommend paying special attention to, among others:

– page size,
– the number of dofollow and nofollow links,
– number of internal and outbound links,
– page description (meta description),
– page title (meta title),
– keywords,
– status (there is 200 or 404), – page encoding (UTF),
– domain address.

After a thorough analysis of the above factors, let’s check the side functions of the program, that is: all internal and external links, meta robots, duplicate domains, etc. Below are the other Screaming Frog options:

– page depth level,
– file size,
– inlinks,
– outlinks,
– XML Sitemap Generator,
– pictures,
– cannonical,
– 301 or 302 redirects,
– User-Agent Switcher,
– flaws with urls,
– Anchor text.

It is also worth mentioning the possibility of analyzing file sizes, errors (e.g. 4xx, 5xx), headers, as well as problems with URLs, which include, for example, underlines, capital letters or even the lack of ASCII characters.

We can significantly speed up the work in Screaming Frog by performing actions in the right order, taking into account individual assumptions specified in the initial SEO strategy. If we want a comprehensive on-site website optimization – this tool will turn out to be perfect, however, we have to buy the premium version, because the free version is too limited to perform a meticulous domain analysis.

How to crawl problematic sites with Screaming Frog?

Crawling problematic sites doesn’t have to be difficult. All you have to do is go to the “Advanced” tab, and then change the settings of several important options, including “Always follow redirects”, “response timeout” as well as “max redirects to follow”.

Always follow redirects
After selecting this option, Screaming Frog will pay attention to 3XX redirect directives, and what’s more – he will ignore the so-called crawl depth. The above functionality is very useful when we intend to strongly change the structure of the website or migrate to other URLs.

Remember!
Thanks to the “always follow redirects” option, we will verify multiple redirects and the redirect loop much more accurately than in the default settings. This is because SF often does not identify all “deep redirects”.

If, however, we want to check incorrect redirections within the website – we recommend downloading the “Redirect Chains” report from the Reports tab. We will then check the URLs redirected more than twice (single redirects are not visible here).

Response timeout
In the event that we have a free domain, but we want to obtain as much relevant data as possible about it, we should increase the waiting time by Screaming Frog for an HTTP response. We recommend that you change the value beyond the default of 20 seconds.

Max redirects to follow
An interesting option that allows you to direct Screaming Frog robots to determine the length of the redirect path that they are to present in the summary. As a standard, crawlers follow 5 consecutive redirections.

This tab offers one more additional function – extracting images with the srcset attribute. The use of this option is very useful when we want to place the same image in different resolutions – for example in responsive websites.

Summary

Screaming Frog, developed in 2010 (founder: Dan Sharp), is used all over the world by the vast majority of SEO specialists. It has many useful functions, and its main operation is based on reliable scanning of websites, so that you can later verify their dysfunctions and effectively fix them. At Paraphrase-Online, we use Screaming Frog primarily to improve on-site SEO audits and we believe that in this aspect it is an absolute leader!

FAQ

Here are the answers to the most frequently asked questions about Screaming Frog SEO spider!

When is it worth analyzing the website?
The analysis of the website is very useful when we see that it is not working properly, its position does not increase according to the assumptions made, and the traffic from SERPs has definitely decreased. It is then worth verifying meta tags, headers, internal and external links, as well as other on-site factors available in Screaming Frog, which may be a potential cause of irregularities.

What is the price of Screaming Frog?
Screaming Frog is priced at $ 149 annually. The premium version is free, but it has many limitations (e.g. no possibility of integration with Google Search Console and Google Analytics).

The most effective advertising for big players

The programmatic campaign was carried out in April this year and lasted a month. Our client has just introduced a new product to the market, so the main goal was to achieve the widest possible reach of advertisements to reach the largest possible group of potential customers. At the same time, however, we did not want to lose quality, so the campaign was to be visible mainly on high-quality portals that were very popular among Internet users. We have been cooperating with our client for a long time, creating other types of campaigns, so we knew his recipient profile, which made it easier for us to choose the means to achieve the set goal.

We decided that the best solution for the client would be to use video ads published on YouTube and in places automatically purchased by the Programmatic system as part of Open Auctions. We supplemented these activities with the Display campaign, using, among others, the Rich Media (Parallax) creation, whose advanced functions increase the possibilities of interaction with the recipient. We also decided to use animated HTML5 banners, which draw the attention of a typical user much better than traditional ones. What effect did the chosen strategy bring? In a month, it managed to reach 22,823,700 views in the most attractive advertising spaces on the Internet.

When it comes to impressions, the natural question may arise as to whether the ad was actually spotted and worked. After all, the creations could appear in a place where the user will not notice them, or they could be scrolled so quickly that it was impossible to register the message. To avoid such doubts, the viewability parameter was created, which determines what percentage of displayed ads was most likely actually seen by the recipient. In the case of the discussed campaign, viewability was at the level of 89%, which means that almost every display was related to the achievement of the assumed goal.

The best surfaces at optimal prices

But let’s move on to a more detailed campaign analysis. As the main goal of advertising was to familiarize as many potential customers as possible with the new product, we focused on different formats and different environments – this maximized the chance of achieving the expected reach. Different activities in different systems and display places, however, always carry the risk of burning through the budget. In optimization activities, we focused mainly on minimizing the cost of impressions without losing their number and, of course, the quality of placements for advertising. We also set a common capping for all formats, i.e. the maximum number of ad impressions per day per user. Thanks to this, it was possible to avoid unnecessary expenses on repeating the message to recipients familiar with it, and thus reach a greater number of new potential customers.

We also took care to exclude low-quality placements on an ongoing basis, which allowed us to maintain high-quality broadcasts throughout the campaign. As a result, the ad was most often displayed in such recognizable and prestigious placements.

Of course, we also paid attention to brand safety, i.e. securing the brand’s reputation. Throughout the campaign, we made sure that advertisements did not appear on websites rich in controversial content or in provocative contexts that could harm the client’s image.

Programmatic campaign costs

The entire month of the campaign is also the work of both our specialists and self-learning algorithms on issues such as budget relocations and bid optimization to achieve maximum reach within the assumed budget. As a result, we significantly reduced the costs of the campaign – a single impression averaged 2 cents for open auctions in Programmatic and 3 cents for the YouTube platform.

– Average CPV Video total: $ 0.03,
– CPV Programmatic Average Open Auctions: $ 0.02,
– YouTube average CPV $ 0.03.

In the case of CPM rates, i.e. per thousand ad impressions, the costs were as follows:

– Average CPM total: $ 3.66,
– YouTube average CPM $ 12.7,
– Average CPM Programmatic Video open auctions $ 3.90,
– CPM Display Programmatic average open auctions $ 2.21.

The total cost of the campaign was $ 83,500 and allowed to reach almost 23 million views. So optimizing your bids resulted in a number of impressions close to the population of Texas. Of course, this does not mean that so many people saw the client’s advertising creations, as promotional videos and banners could be displayed several times to the same users. Still, this is the reach that has significantly helped raise awareness of both the brand and the new product.

It should not be forgotten that Programmatic is an advanced system that collects huge amounts of data about Internet users in order to display advertisements only to those who are likely to be interested in the offer. This is a significant advantage over television or outdoor campaigns, in the case of which we have very little influence on the selection of the target group, and thus the final result of activities.

What is dropshipping?

Dropshipping is slowly becoming a very popular concept and more and more people are looking for detailed information on this topic. It is a specific logistics model used for online sales. It consists in transferring the responsibility for the entire shipping process to the supplier. This means that the online store does not have its own goods and its own warehouses, but only cooperates with an external company that carries out orders transferred to it. Some of the benefits of such a solution are obvious – no storage costs and no need to invest in goods (which may or may not sell), so much lower financial risk. In addition, the transfer of logistics to an external entity makes running a business much easier. Of course, that doesn’t mean dropshipping has only advantages.

Advantages of dropshipping

It cannot be concealed – dropshipping is a very tempting solution that greatly simplifies the process of running an online store and allows you to start earning money on your own account very quickly. You can list many advantages of the system. What kind?

Own business without a lot of capital
Setting up a company usually requires some investments, and in the case of a store they are significant – you need the entire infrastructure to handle orders, as well as the goods and the idea for an online store. Meanwhile, dropshipping allows you to “cut” most of the costs of the project. The only expenses you have to bear at the beginning are those related to the operation of the store’s website and shipping. This means that basically anyone can afford such a business. Moreover, the lack of significant expenses means you can quickly see a return on your investment and start enjoying your profits.

Running your business from anywhere
An online store run in a standard way gives the owner a lot of freedom, but not entirely. It is necessary, among others having a stationary warehouse where goods are stored and where orders are completed and prepared for shipment. Dropshipping is a model that offers much more freedom. You don’t have to have a warehouse that requires inspection at least from time to time. This means you can just work from home and earn money without leaving your home. A trip to another city or even a country is not a problem either. You just need a good internet connection to control your business all the time.

Less responsibilities, less responsibility
By running your own online store in the dropshipping model, you are mainly responsible for collecting orders, acquiring customers and maintaining relationships with them. If the e-shop is integrated with a wholesaler, the inventory and prices are updated automatically. Many companies also offer after-sales service (i.e. primarily returns and complaints). Therefore, the scope of your duties and responsibilities is limited. This means more private life and less stress.

A simple way to do business
The traditional model of running a store also requires much broader knowledge, for example about the logistics process. In addition, it is usually necessary to hire workers, which can also be a challenge. People without experience often find it difficult to enter this world without help. Meanwhile, dropshipping, taking off the most onerous duties from the store owner, means that almost everyone can set up an e-store.

Offer flexibility
If you invest in a commodity, not only do you freeze a large amount of cash, but you also run the risk of it not selling. In the dropshipping model, you can quickly change the assortment if the current one is not popular enough. This flexibility also allows you to adapt to current trends and thus maximize sales. Currently, wholesalers offering cooperation on the basis of dropshipping offer a very wide selection of products from various departments. This in turn increases your options for action.

Fast service = satisfied customer
Reputable dropshipping wholesalers work very efficiently, preparing the order immediately after receiving it. This allows you to offer your customers fast delivery and thus increase their satisfaction!

The disadvantages of dropshipping and the risks associated with operating in this model

As mentioned at the beginning, however, dropshipping also has some downsides like any other business model. However, it is worth knowing that some of them can be minimized or even eliminated. What problems can owners of e-shops operating on the basis of dropshipping face?

Less control over the business
By delegating much of your duties and responsibilities to an external party, you also lose some control over the business. It is the wholesaler who decides how your goods will be packed, shipped and delivered, and you have no right to question it. Therefore, before choosing a partner, you should always carefully check these issues and the rules of customer service (including the return or complaint policy). These are factors that significantly affect the image of the store. If you care about good customer relations (and this is the basis for satisfactory sales results), you cannot ignore it.

Big competition
The numerous advantages of dropshipping and the low entry threshold mean that there are more and more stores operated in this model. Wholesalers also have a limited (though diverse) range. So it’s almost certain that no matter what you choose to sell, someone is already doing it. This in turn means that in order to grab some of the market for yourself, you will have to differentiate yourself. Don’t forget – even a seemingly simple business, such as an e-shop based on dropshipping, requires inventiveness and an entrepreneur’s instinct.

Low margins
Strong competition often also means low margins. Thus, generating a reasonable profit requires obtaining good sales results. However, it is worth knowing that the amount of the margin largely depends on the type of goods offered. There are industries where it is quite high.

Problems with order fulfillment
It happens that cooperation with a wholesaler is not as smooth as you might want and expect. Sometimes the system fails and the goods shown in the store as available are in fact out of stock. Other times, the order fulfillment time may be longer due to the order queue. However, you can partially protect yourself against this by concluding an appropriate contract with the supplier.

Unclear return and complaint policy
If the company and warehouse data are different, this may mislead customers who want to make a complaint or legally return the goods. Therefore, you need to remember to put transparent information on the store’s website about where the unwanted product can be sent to. The problem can also be solved by adding ready-made returns forms to the packages.

Insufficient knowledge of the goods
The dropshipping model allows you to sell any goods. Which means that sometimes you can start operating in an industry that you don’t know well. This, in turn, can become a problem when you start getting detailed questions about specific goods or their parameters. Customers also often expect professional advice on the selection of a product from the store. The solution is to limit yourself to operating in the industry you know or to carefully read the elements of the offer, e.g. by ordering samples from the supplier.

Duplicate content
When running a dropshipping store, you can often become a victim of duplicate content, i.e. duplicate content, which results in a lower position of the store in Google search results. Therefore, never rely on copied product descriptions! Prepare your own and it will pay off for sure.

Dropshipping – how to start?

Nowadays, starting a business in the dropshipping model is quite easy, because there are many wholesalers serving customers in this way in the global market. First, however, you need to create your own trading platform. There are many solutions available that operate on a variety of principles. They differ primarily in the possibilities and costs of setting up and running a store. That is why it is worth carefully analyzing the available options to choose the right one right away.

You can create the store yourself, which is very easy, especially in the case of some platforms, or you can commission it to an external company. Note that the latter will usually produce a more professional effect, but will be more expensive. In each case, attention should be paid to the possibility and method of integrating the platform with solutions for dropshipping.

Choosing wholesalers for dropshipping

Subsequently, you can choose a key partner for your dropshipping business, i.e. wholesalers. There are currently many possibilities in this regard. However, be careful as not every wholesaler offers the same conditions to its partners. What to pay attention to? What to ask? The most important issues that should interest you are:

– shipping costs,
– available forms of delivery,
– the possibility of linking product categories between the wholesaler and the store,
– automatic updating of inventory and availability,
– additional fees for providing photos or product descriptions,
– method of packing goods for shipment,
– the ability to attach personalized extras to shipments – e.g. advertising materials, discount codes, gifts,
– minimum order amount,
– the company’s return and complaint policy (including the cost of returning the goods by the customer),
– first orders must be paid in advance (some wholesalers have to do so).

It’s a good idea to check the reviews of the company before deciding on their services or, if possible, try the advice of other shop owners on dropshipping. It is especially worth checking forums, blogs and groups on Facebook, where you can often find a lot of useful information.

When signing a contract with a wholesaler, make sure that all the previously discussed issues are included in it. If you use a special platform, read its terms and conditions. This is because creating an account means its acceptance.

Dropshipping – is it worth it?

Summarizing: is it worth “playing” in dropshipping? The answer, of course, is not clear cut. However, you should bear in mind that, contrary to what you may read in some articles or websites, this is certainly not a “golden deal” that will help you get rich effortlessly. Running a store is always a job that requires time, knowledge and often sacrifice. It should be remembered that due to the nature of the dropshipping model, obtaining high earnings is possible only if you achieve very good sales results. This, in turn, most often means the need to actively acquire customers, conduct advanced marketing activities and care for the highest level of service, including communication with consumers. You will probably need to invest in positioning (so that customers can reach your store at all), marketing or creating an attractive and functional website. It all takes resources.

It is worth noting, however, that dropshipping is an opportunity to create a business from almost nothing and helps to significantly minimize the risk of starting a store. The model also allows you to easily examine the demand for specific products. If used properly, it can turn out to be very effective, as proven by numerous stores operating in this way. Is this a solution for you? You have to judge for yourself!