Screaming Frog Tool

Screaming Frog is a desktop crawler with community-built MCP servers available. Even without MCP, the agent can analyze exported crawl data (CSV/Excel). This is your primary technical SEO audit tool.

When to Use Screaming Frog vs Other Tools

You Need	Use Screaming Frog	Use Instead
Full technical site crawl	✅ Most detailed crawler	Semrush site audit (lighter)
Location page quality audit at scale	✅ Best for this	—
Custom data extraction (NAP, schema fields)	✅ Unique capability	—
Duplicate content detection	✅	—
Internal linking analysis	✅	—
Redirect chain detection	✅	—
Schema validation per page	✅ Custom extraction	—
Missing titles/metas across hundreds of pages	✅	—
Keyword rankings	❌	Local Falcon, Semrush
Backlink data	❌	Ahrefs
Search traffic data	❌	GSC, GA4
Citation data	❌	BrightLocal

How the Agent Interacts with Screaming Frog

With MCP Connected

The agent can trigger crawls and read results directly.

Without MCP (More Common)

The user runs the crawl locally and exports data. The agent analyzes the exported CSV/Excel files.

Tell the user what to export:

1. Run the crawl in Screaming Frog
2. Export: Internal > All (CSV)
3. If needed: Bulk Export > specific reports (response codes, directives, schema, etc.)
4. Upload the CSV to the conversation

Core Workflows

Location Page Technical Audit

When: User has a multi-location site and needs to verify all location pages are technically sound.

What to check in crawl data:

Check	Where to Find	What's Wrong If...
Title tags	Title 1 column	Duplicate titles across locations, missing titles, truncated titles
Meta descriptions	Meta Description 1	Duplicate metas, missing metas, boilerplate metas
H1 tags	H1-1 column	Missing H1, duplicate H1s, H1 doesn't include service + city
Word count	Word Count column	Under 300 words = thin content (Google may not index)
Status codes	Status Code column	404 errors, 302 redirects (should be 301), 5xx errors
Canonical tags	Canonical Link Element 1	Self-referencing canonical missing, or canonical pointing to wrong page
Internal links in	Inlinks column	0 or 1 internal links = orphan page
Schema present	Custom extraction needed	No LocalBusiness schema on location pages
NAP on page	Custom extraction needed	Missing or inconsistent NAP
Page speed	PageSpeed tab (if PSI integration enabled)	LCP > 2.5s, CLS > 0.1

Custom Extraction for Local SEO

What to tell the user to configure:

LocalBusiness Schema Extraction:

• Extraction: CSS Selector or XPath
• Target: script[type="application/ld+json"]
• This extracts the full JSON-LD block — agent can then validate schema fields

NAP Extraction:

• Business name: CSS selector for the element containing business name
• Phone: CSS selector for tel: links
• Address: CSS selector for address block

Per-page schema validation the agent should do:

1. Is @type correct? (e.g., Dentist, Plumber, LocalBusiness)
2. Does name match GBP exactly?
3. Does address match GBP exactly?
4. Does telephone match GBP exactly?
5. Are openingHoursSpecification present?
6. Are geo coordinates present and correct?
7. Is areaServed present (for SABs)?

Duplicate Content Detection

When: Multi-location sites often have boilerplate location pages with only the city name changed.

What to check:

• Near-duplicate detection (Screaming Frog has this built in)
• Word count column — if all location pages are exactly the same word count, they're probably templated
• Title tag patterns — if all titles are "[Service] in [City] | [Brand]" with identical supporting content, Google may not index them all

What "unique enough" looks like:

• Unique intro paragraph mentioning specific area landmarks, neighborhoods, demographics
• Unique service details relevant to that location
• Unique testimonials or case studies from that area
• Different photos per location
• Unique FAQ based on common questions from that area's customers

Internal Linking Analysis

When: Location pages aren't getting organic traffic and you suspect they're orphaned or poorly linked.

What to check:

• Inlinks column: How many internal pages link to each location page
• Crawl depth: How many clicks from homepage to reach each location page
• Link structure: Are location pages linked from the main navigation, footer, or buried?

Healthy internal linking for location pages:

• Every location page linked from a locations index/directory page
• Location pages linked from service pages (where relevant)
• Location pages linked from each other (nearby locations)
• Crawl depth: Max 3 clicks from homepage

Redirect Audit

When: User migrated sites, changed URLs, or has old location pages that redirected.

What to check:

• 302 redirects (should usually be 301 for permanent moves)
• Redirect chains (A → B → C → D — should be A → D)
• Redirect loops (A → B → A)
• Old location URLs that 404 instead of redirecting

Interpreting Crawl Data for Local SEO

Priority Issues (Fix First)

Issue	Impact	How to Find
Location pages returning 404	Pages completely invisible	Status Code = 404, filter to location URLs
Location pages not in sitemap	Google may not discover them	Cross-reference sitemap URLs with crawled URLs
Location pages blocked by robots.txt	Google can't crawl them	Indexability column = "Blocked by Robots.txt"
Location pages with noindex	Google won't index them	Meta Robots column contains "noindex"

Important Issues (Fix Next)

Issue	Impact	How to Find
Duplicate titles across locations	Google may suppress duplicates	Title 1 column — sort and find duplicates
Thin content (under 300 words)	Google may not index	Word Count column < 300
Missing schema	Losing structured data signals	Custom extraction shows empty
Orphan pages (0-1 internal links)	Low crawl priority, low authority	Inlinks column = 0 or 1

Maintenance Issues (Fix When Possible)

Issue	Impact	How to Find
Missing meta descriptions	Lower CTR from search results	Meta Description 1 = empty
Images without alt text	Accessibility + minor SEO signal	Images tab, Alt Text column empty
Redirect chains	Wasted crawl budget, slow page loads	Redirect Chains report

What to Do Next

What You Found	Next Action	Skill
Location pages with thin content	Rewrite with unique, substantial content per location	local-landing-pages
Missing schema on location pages	Implement LocalBusiness schema	local-schema
Duplicate titles/metas	Rewrite with unique, keyword-targeted titles per location	local-landing-pages
Orphan location pages	Fix internal linking structure	local-landing-pages
Indexing issues (noindex, robots.txt, missing from sitemap)	Fix technical issues	local-seo-audit
NAP inconsistencies found via custom extraction	Fix on-page NAP to match GBP exactly	gbp-optimization, local-citations
All technical issues documented	Package into audit report for client	client-deliverables

Default next step: Screaming Frog crawl data is a goldmine but it's raw. Always prioritize: indexing blockers → content issues → structural issues → optimization opportunities.