Do you want your small site to rank well on Google?
If your site has up to 500 subpages, you can check it quickly and for free for SEO errors using Screaming Frog. In this article, I’ll explain how to identify 3 key SEO mistakes and how to correct them.
To rank high on Google, you need a solid foundation. This foundation means several “building blocks” (parameters) that together form your site. Google’s algorithm evaluates your site’s quality when determining ranking. If your site is well structured, it will get a better ranking and you’ll get better results from link building.
If your site isn’t well structured, your visibility in Google will drop—which means fewer visitors. If you run an online shop, that can mean lower revenue.
Over 200 parameters
Google’s algorithm considers over 200 parameters when ranking pages. We can’t cover them all here. For good SEO results, you need patience and perseverance. It may sound like a lot, but any progress is better than none! If you follow the tips in this article, you’ll at least get started right and get a short intro to this powerful SEO tool. 🙂
Test your site with Screaming Frog
You can download Screaming Frog here. The free version scans up to 500 pages.
Once installed and opened on your computer, you’re ready to let your site be analyzed.
How to test your site with Screaming Frog
- Copy your homepage URL from your browser (the full address).
- Paste the address into Screaming Frog.
- Press “Start” and wait until the scan reaches 100%.
Once the scan finishes, you can check your site for SEO errors.
#1 Page titles
A page’s title matters a lot for its ranking. Most sites have many subpages, so it’s important that not only your homepage, but every page has an optimized title.
Example:
A shoe shop – let’s call it skotildig.dk – usually has many categories, with URLs such as:
- skotildig.dk/sandaler
- skotildig.dk/klipklappere
- skotildig.dk/stoevler
Maybe you also have subcategories:
- skotildig.dk/stoevler/vinterstoevler
- skotildig.dk/stoevler/sommerstoevler
There are various products in these categories, each with its own URL:
- skotildig.dk/bootstar-comfort-400
All these categories and product pages must have relevant and unique titles, so Google and users quickly understand each page’s topic. Screaming Frog helps you easily spot title problems.
Missing page titles
- Click the “Page Titles” tab.
- Select the “Missing” filter.
If pages you want indexed by Google appear, it’s important to add titles. At the end of this section you’ll find optimization tips. If nothing shows up here, you have no missing titles.
Duplicate titles
Check if you have duplicate titles—pages with exactly the same title. Duplicates must be avoided for SEO. Google uses the title (and content) to decide for which keywords your page should show up. If you have two pages titled “Men’s winter boots – premium quality at a low price,” Google won’t know which to show for “Men’s winter boots.”
How to check duplicates with Screaming Frog
- Click “Page Titles”.
- Select “Duplicate”.
If Screaming Frog shows you a list of identical titles, check them carefully. For those you want Google to find, change the title so each is unique.
How to optimize a page title
First, write a short text that:
- Attracts users searching for your product/service.
- Convinces Google your page deserves to show up for that search.
Example display on Google results:
You can use this tool to preview your title and check character limits.
Tip: Google reads left to right, so if you want to rank for “Winter boots,” put the keyword at the start.
Once your title is relevant for both users and Google, add it via your CMS.
#2 Missing meta descriptions
Meta descriptions are important since, like titles, they can persuade users to click. To check if any are missing:
- Click the “Meta Description” tab.
- Select “Missing”.
If pages you want to attract traffic to show up, add optimized meta descriptions.
How to optimize meta descriptions
You can use the same tool to preview and check character count.
A meta description looks like this:
Tip: Include the keyword in the meta description. The word will show in bold when searched for, e.g., “winter boots.”
When you have a good meta description, add it in your CMS.
#3 H1 headers
Google and visitors use headers to understand your page’s content. Each subpage needs one main H1 header. Most CMSs let you set headers as “H1” without HTML code.
Missing H1 header
To see which subpages lack H1:
- Click the “H1” tab.
- Select “Missing”.
If there are pages lacking H1 where you want to rank in Google, add them. The section may already exist—just set it as “H1” in the CMS. At the end, you’ll find tips for writing SEO-optimized H1s.
Duplicate H1 headers
- Click “H1”.
- Select “Duplicate”.
Duplicate H1s confuse Google, as it looks like several pages share a topic. For example, two different pages called “Winter boots” means Google can’t tell which to rank for that keyword, just like duplicate titles.
If Screaming Frog’s duplicate list shows pages you want Google to find, optimize them.
How to optimize H1 headers
Make every H1 unique and include the keywords you want pages to rank for. Again, Google reads left to right, so start with the keyword. E.g., for “Winter boots,” write: “Winter boots for kids and adults.”
