SlideShare a Scribd company logo
Screaming Frog + Xpath:
A Guide to Analyse the Pants
Off Your Competition
Sabine Langmann // sabine-langmann.com //
@SabTheLa https://slideshare.net/sabinelangmann
12.04.2019 Sabine Langmann bit.ly/sfx-2019
Level 1
12.04.2019 Sabine Langmann bit.ly/sfx-2019
What is this about?
12.04.2019 Sabine Langmann bit.ly/sfx-2019
We‘d like: to crawl specific
elements on our own web pages
or the ones of our competition
We use: Screaming Frog‘s
Custom Extraction + XPath
12.04.2019 Sabine Langmann bit.ly/sfx-2019
12.04.2019 Sabine Langmann bit.ly/sfx-2019
12.04.2019 Sabine Langmann bit.ly/sfx-2019
12.04.2019 Sabine Langmann bit.ly/sfx-2019
Level 2
12.04.2019 Sabine Langmann bit.ly/sfx-2019
Who am I?
https://www.sabine-langmann.com
https://www.linkedin.com/in/sabine-langmann/
@SabTheLa
12.04.2019 Sabine Langmann
Slides: bit.ly/sfx-2019
bit.ly/sfx-2019
Level 3Level 3
12.04.2019 Sabine Langmann bit.ly/sfx-2019
Xpath
12.04.2019 Sabine Langmann bit.ly/sfx-2019
XPath (XML Path Language) is a
query language
for selecting nodes
from an XML document.
Wikipedia
12.04.2019 Sabine Langmann bit.ly/sfx-2019
Simple Syntax
node every page element (e.g. H2, a, p, div)
// adresses a certain node
attribute attribute of a node (e.g. class, id)
@ adresses a certain attribute
count() counts addressed nodes
12.04.2019 Sabine Langmann bit.ly/sfx-2019
Simple Syntax
12.04.2019 Sabine Langmann
//node[@attribute="attribute_name"]
bit.ly/sfx-2019
Simple Syntax
12.04.2019 Sabine Langmann
//node[@attribute1="attribute_name1" and
@attribute2="attribute_name2"]
bit.ly/sfx-2019
Simple Syntax
12.04.2019 Sabine Langmann
count(//node[@attribute="attribute_name"])
bit.ly/sfx-2019
Level 4
12.04.2019 Sabine Langmann bit.ly/sfx-2019
Examples
12.04.2019 Sabine Langmann bit.ly/sfx-2019
BBC.com
vs.
TheGuardian.com
12.04.2019 Sabine Langmann bit.ly/sfx-2019
BBC.com
12.04.2019 Sabine Langmann bit.ly/sfx-2019
12.04.2019 Sabine Langmann bit.ly/sfx-2019
12.04.2019 Sabine Langmann
How many images?
How many H2, H3, etc?
How many words?
How many links to which pages?
bit.ly/sfx-2019
12.04.2019 Sabine Langmann bit.ly/sfx-2019
12.04.2019 Sabine Langmann bit.ly/sfx-2019
12.04.2019 Sabine Langmann bit.ly/sfx-2019
What am I searching for?
12.04.2019 Sabine Langmann bit.ly/sfx-2019
In
I‘m searching for text (name of
the topic tag)
12.04.2019 Sabine Langmann bit.ly/sfx-2019
Suitable Xpath selector:
//li[
@class="tags-list__tags"
and
@data-entityid="topic_link_bottom"
]
12.04.2019 Sabine Langmann bit.ly/sfx-2019
12.04.2019 Sabine Langmann bit.ly/sfx-2019
12.04.2019 Sabine Langmann bit.ly/sfx-2019
12.04.2019 Sabine Langmann bit.ly/sfx-2019
12.04.2019 Sabine Langmann bit.ly/sfx-2019
12.04.2019 Sabine Langmann
https://www.bbc.com/news/uk-politics-.*
bit.ly/sfx-2019
12.04.2019 Sabine Langmann
Don‘t forget ;)
bit.ly/sfx-2019
12.04.2019 Sabine Langmann bit.ly/sfx-2019
12.04.2019 Sabine Langmann
Result
bit.ly/sfx-2019
12.04.2019 Sabine Langmann Bit.ly/abjsd
Ain‘t nobody got time
for Excel. Better listen
to Ben!
12.04.2019 Sabine Langmann bit.ly/sfx-2019
TheGuardian.com
12.04.2019 Sabine Langmann bit.ly/sfx-2019
12.04.2019 Sabine Langmann bit.ly/sfx-2019
12.04.2019 Sabine Langmann bit.ly/sfx-2019
12.04.2019 Sabine Langmann bit.ly/sfx-2019
12.04.2019 Sabine Langmann bit.ly/sfx-2019
What am I searching for?
12.04.2019 Sabine Langmann bit.ly/sfx-2019
In
<div class="submeta">
I‘m searching for
the topic tag names
12.04.2019 Sabine Langmann bit.ly/sfx-2019
Suitable Xpath selectors:
//div[@class="submeta__section-labels"])
and
//div[@class="submeta__keywords"]
12.04.2019 Sabine Langmann bit.ly/sfx-2019
12.04.2019 Sabine Langmann bit.ly/sfx-2019
12.04.2019 Sabine Langmann
https://www.theguardian.com/sitemaps/news.xml
bit.ly/sfx-2019
12.04.2019 Sabine Langmann
Result
bit.ly/sfx-2019
Yourcat.co.uk
vs.
TheFoodaholic.co.uk
12.04.2019 Sabine Langmann bit.ly/sfx-2019
Yourcat.co.uk
12.04.2019 Sabine Langmann bit.ly/sfx-2019
12.04.2019 Sabine Langmann bit.ly/sfx-2019
12.04.2019 Sabine Langmann
How many links in editorial content?
How many internal/external?
bit.ly/sfx-2019
12.04.2019 Sabine Langmann bit.ly/sfx-2019
12.04.2019 Sabine Langmann
<div class=“post-body-container”>
bit.ly/sfx-2019
“How many links in editorial content?”
Suitable Xpath selector:
count(//div[@class="post-body-container"]//p//a)
12.04.2019 Sabine Langmann bit.ly/sfx-2019
“How many internal editorial links?”
Suitable Xpath selector:
count(//div[@class="post-body-container"]//p//a[
starts-with(@href, "https://www.yourcat.co.uk/")])
12.04.2019 Sabine Langmann bit.ly/sfx-2019
12.04.2019 Sabine Langmann bit.ly/sfx-2019
12.04.2019 Sabine Langmann bit.ly/sfx-2019
12.04.2019 Sabine Langmann bit.ly/sfx-2019
Result
12.04.2019 Sabine Langmann bit.ly/sfx-2019
TheFoodaholic.co.uk
12.04.2019 Sabine Langmann bit.ly/sfx-2019
12.04.2019 Sabine Langmann bit.ly/sfx-2019
12.04.2019 Sabine Langmann
How many links in editorial content?
How many internal/external?
bit.ly/sfx-2019
12.04.2019 Sabine Langmann bit.ly/sfx-2019
12.04.2019 Sabine Langmann bit.ly/sfx-2019
“How many links in editorial content?”
Suitable Xpath selector:
count(//div[@itemprop="articleBody"]//p
//a[not(contains(@href, "wp-content"))])
12.04.2019 Sabine Langmann bit.ly/sfx-2019
“How many internal editorial links?”
Xpath selector:
count(//div[@itemprop="articleBody"]//p
//a[starts-with(@href, "http://www.thefoodaholic.co.uk")
and not(contains(@href, "wp-content"))])
12.04.2019 Sabine Langmann bit.ly/sfx-2019
Result
12.04.2019 Sabine Langmann bit.ly/sfx-2019
Level 5
12.04.2019 Sabine Langmann bit.ly/sfx-2019
Recap:
Which data do I need?
Can I crawl the respective elements?
What is the right Xpath selector?
That‘s it!
12.04.2019 Sabine Langmann bit.ly/sfx-2019
More Xpath Cases,
SERP-Crawling, Regex,
…
12.04.2019 Sabine Langmann bit.ly/sfx-2019
12.04.2019 Sabine Langmann
Wait no more. Max
shows how!
bit.ly/sfx-2019
12.04.2019 Sabine Langmann bit.ly/sfx-2019
Thanks!!

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Screaming Frog + Xpath: BrightonSEO April 2019