Checklist - MOZ crawler
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FeatureExplanation
Does the MOZ crawler support a feature?
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Basic SEO reports
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List of indexable/non-indexable pages
It's necessary to view a list of indexable / non indexable pages to make sure there are no mistakes. Maybe some URLs were intended to be indexable?
Yes. Go to "Site crawl" -> "crawler warnings" and review the following sections: "Meta noindex" and "X-robots Noindex"
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Missing title tags
Meta titles are an important part of SEO audits. A crawler should show you a list of pages that have missing tags.
Yes, go to "Site crawl" -> "Metadata Issues" -> "Missing title"
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Filtering URLs by status code (3xx, 4xx, 5xx)
When you perform an SEO audit, it's necessary to filter URL by status code. How many URLs are not found (404)? How many URLs are redirected (301)?
Yes. For 4xx and 5xx errors, go to Site crawl -> "Critical crawler issues".
If you want to see a list of redirected URLs, go to "All Crawled pages" -> "filter by status": "301".
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List of Hx tags
“Google looks at the Hx headers to understand the structure of the text on a page better.” - John Mueller
Yes, you can see pages with missing H1 tags by clicking "Site crawl" -> "Content issues" -> "Missing H1".
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View internal nofollow links
It's nice to see internal nofollow list to make sure there aren’t any mistakes.
Yes, go to "Site crawl"-> "Crawler warnings" -> and see the "X-Robots Nofollow" / "Meta Nofollow" reports.
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External links list (outbound external)
A crawler should allow you to analyze both internal and external outbound links.
No
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Link rel="next" (to indicate a pagination series)
When you perform an SEO audit, you should analyze if the pagination series are implemented properly.
No
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Hreflang tags
Hreflang tags are the foundations of international SEO, so a crawler should recognize them to let you point to hreflang-related issues.
No
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Canonical tagsEvery SEO crawler should inform you about canonical tags to let you spot indexing issues.
Yes, but there is just a basic report called "Pages with missing canonical tags"
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Information about crawl depth - number of clicks from a homepage
Additional information about crawl depth can give you an overview of the structure of your website. If an important page isn’t accessible within a few clicks from a homepage, it may indicate poor website structure.
Yes
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Content analysis
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List of empty / Thin pages
A large number of thin pages can negatively affect your SEO efforts. A crawler should report them.
Yes. Go to "Site crawl" -> "Content issues" -> "Thin content". Moz classifies your pages as thin if they contain less than 50 words (excluding the navigation and ads)
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Duplicate content recognision
A crawler should give you at least basic information on duplicates across your website.
Moz: "Our tool has a 90% tolerance for duplicate content, which means it will flag any content that has 90% of the same code between pages. This includes all the source code on the page and not just the viewable text.". Additionally, Moz reports duplicated titles
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Convenience
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A detailed report for given URL
It's must-have! If you do a crawl of a website, you may want to see internal links pointing to a particular URL, to see headers, canonical tags, etc.
Yes, but Moz provides just the basic info: "is a page indexable", "word count", "status code"
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Advanced URL filtering for reporting - using regular expressions and modifiers like "contains," "start with,” "end with."

I can't imagine my SEO life without a feature like this. It’s common that I need to see only URLs that end with “.html” or those which contain a product ID. A crawler must allow for such filtering.
No (but you can use a simple filtering)
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Adding additional columns to a report


This is also a very important feature of crawlers. I simply can't live without it. When I view a single report, I want to add additional columns to get the most out of the data. Fortunately, most crawlers allow this.
No
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Page categorizing
Some crawlers offer the possibility to categorize crawled pages (i.e. blog, product pages etc) and see some reports dedicated to specific categories of pages.
No
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Filtering URLs by type (HTML, CSS, JS, PDF etc)


Crawlers visit resources of various types (HTML, PDF, JPG). But, usually you want to review only HTML files. A crawler should support this.
No
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Basic statistics about website structure - ie. Depth stats, No
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Overview - the list of all the issues listed on a single dashboard


It's a positive if a crawler lists all the detected issues on a single dashboard. Of course, it will not do the job for you, but it can make SEO audits easier and more efficient.
Yes
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Comparing to the previous crawl
When you work on a website for a long time, it’s important to compare the crawls that were done before and after the changes.
Yes, you can see a list of new issues http://take.ms/n8LGv
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Crawl settings
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List mode - crawl just the listed URLs (helpful for a website migration)
Sometimes you want to perform a quick audit of a specified set of URLs without crawling the whole website.
No
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Changing the user agent
Sometimes, it's necessary to change the user agent. For example, even when a website blocks Ahrefs, you still need to perform a crawl. Also, more and more websites detect Googlebot by user agent and serve it a pre-rendered version instead of fully equipped JS.
No
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Crawl speed adjusting

You should be able to set a crawl speed i.e 1-3 URLs per second if a website can't handle host load, while you may want to crawl much faster if a website is healthy.
No
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Can I limit crawling? Crawl depth, max number of URLs
Many websites have millions of URLs. Sometimes, it's good to limit the crawl depth or specifying a max number of URLs allowed to crawl.
No
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Analyzing a domain protected by an htaccess Login
(helpful for analyzing staging websites)

This is a helpful feature if you want to crawl the staging website.
No
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Can I exclude particular subdomains, include only specific directories?

No
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Universal crawl -> crawl + list mode + sitemapNo
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Maintenance
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Crawl scheduling
It's handy to be able to schedule a crawl and set monthly/weekly crawls.
Yes
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Indicating the crawling progress
If you deal with big websites, you should be able to see the current status of a crawl. Will you wait a few hours, or weeks till the 1kk+ crawl will finish?
No
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Robots.txt monitoring
Accidental changes in robots.txt can cause Google to not be able to read and index your content. It's beneficial if a crawler detects changes in Robots.txt and informs you.
No
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Crawl data retention
It’s good if a crawler can store results for a long period of time.
?
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Notifications - crawl finished
A crawler should inform you when a crawl is done (desktop notification / email).
Yes
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Advanced SEO reports
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List of pages with less than x links incoming
If there are no internal links pointing to a page, it may mean for Google that the page is probably irrelevant. It’s crucial to spot orphan URLs.
No
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Comparison of URLs found in sitemaps and in crawl.Sitemaps should contain all the valuable URLs. If some pages are not included in a sitemap, it can cause issues with crawling and indexing by Google.
If a URL is apparent in a sitemap, but can't be accessible through crawl, it may be a signal to Google that a page is not relevant.
No
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Internal Page Rank valueAlthough any PageRank calculations can’t reflect Google’s link graph, it’s still a really important feature. Imagine you want to see the most important URLs based on links. Then you should sort URLs by not only simple metrics like number of inlinks, but also by internal PageRank. You think Google doesn’t use PageRank anymore? http://www.seobythesea.com/2018/04/pagerank-updated/
No
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Mobile audit
In mobile-first indexing it’s necessary to perform a content parity audit between the mobile and desktop versions of your website
No
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Additional SEO reports
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Malformed URLs (https://https://, https://example.com/tag/someting/tag/tag/tag or https://www.example.com/first_part of URL No, but you can export all crawled pages and analyze them in Excel.
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List of URLs with parametersYes, go to "Site crawl" -> "All crawled pages" -> Add a new filter: URL contains "?"
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Mixed content (some pages / resources are served via HTTPS, some by HTTPS)No
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Redirect chains report
Nobody likes redirect chains. Not users, not search engines. A crawler should report any redirect chains to let you decide if it's worth fixing.
Yes. Go to Redirect issues -> Redirect chain
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Website speed statistics
Performance is becoming more and more important both for users and SEO. So crawlers should present reports related to performance.
No
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List of URLs blocked by robots.txt
It happens that a webmaster mistakenly prevents Google from crawling a particular set of pages. As an SEO, you should review the list of URLs blocked by robots.txt - to make sure there are no mistakes.
No
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Schema.org detectionNo
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Export, sharing
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Exporting to excel / CSV
Sometimes a crawler has no power here and you need to export the data and edit it in Excel / other tools.
Yes
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Exporting to PDFYes
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Custom reports / dashboards

No
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Sharing individual reports
Imagine that you want to share a report related to 404s with your developers. Does the crawler support it?
No
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Granting access to a crawl for another person


It's pretty common that two or more people work on the same SEO audit. Thanks to report sharing, you can work simultaneously.
No
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Miscellaneous
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Explanation on the issues
If you are new to SEO, you will appreciate the explanation of the issues that many crawlers provide.
Yes. For every explanation there is author's name listed. Authors are Moz' crew.
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Custom extraction
A crawler should let you perform a custom extraction to enrich your crawl. For instance, while auditing an e-commerce website, you should be able to scrape information about product availability and price.
No
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Can crawler detect the unique part - that is not a part of the template? It’s valuable if a crawler let you analyse only the unique part of a page (excluding navigation links, sidebars and footer).
No
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Ability to use the crawler's APINo
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Supported operating systemsAll - it's a web-based application
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Integration
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Integration with Google AnalyticsYes
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Integration with Google Search ConsoleNo
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Integration with server logs No
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Integration with other toolsMoz Open Site Explorer
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JavaScript rendering
JavaScript is more and more popular. If your website depends heavily on JavaScript, it's a good idea to use a crawler that supports JS.
No
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Free account - tryYes (1 month trial for free; but you need to enter your credit card)
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