Content analysis

Estimated reading time: 4 min
Last modified: 13.10.2020

Content analysis explores the nature of content and its characteristics. It deals with both structure and extend of the text as well as its key points, author identification, readableness and many other features.

In the area of online marketing the content analysis usually focuses on a specific content section of web pages which are analysed in detail and weak/strong points are identified, and possibly suggests what direction in writing new content you should take.

Data for content analysis from Marketing Miner

Miner Content Analysis will help you analyze not only your own content but also the content of your competition. Find out the metadata (titles, descriptions) of each URL, a number of words or a number of links on the URL.

TIP: We recommend combining this Miner with Miner Social signals that will tell you how many shares have specific URLs on each social network.

In practice

Content analysis of your site

When analyzing your own site, you might be interested, for example, in:

  • The title. Isn’t the title too long or too short? Does it contain a keyword and is it attractive to a user who searches in Google?
  • The meta description. Isn’t the description too long or too short? Does it contain a keyword and is it attractive to a user who searches in Google?
  • Headline H1. Does H1 contain a keyword? Does the H1 describe properly what is the page about and is it attractive to the user?

Content analysis of your competition

When analyzing your competitor’s content, you can also focus on headlines, descriptions and H1 headings. Mostly because you want to find out for which keywords your competitor optimizes, what kind of content he creates and, in combination with Miner Social signals find out which of these articles are most successful on social networks.

You can also look at other metrics, such as:

  • Number of words per URL.
  • Number of internal and external links on that URL.
  • Average reading time of the article.

Let’s see how you can get this data.

Import data

Get started by clicking on Create report button and specifying URLs at the input. Then write or copy the dataset of the URLs for which you want to analyze its content.

Content analysis - insert data

An even better option would be to insert the entire Sitemap (if you have it). To do so, click on the Import From URL section in the left sidebar.

Content analysis in marketing miner - sitemap

For a report to be easily identifiable, it is good to name it. Simply click into Your Report Name field.

Then click on the flag to select the country for which you want to get the data and finish by clicking on Next Step.

Selection of the Miner

In the Content information section, click on Miner Content analysis. Nothing else needs to be set. Click on Get Data to start processing your inputs.

Content analysis miner

Output example

You will see only the first 200 records of the total URLs in the output. Therefore, we recommend downloading the output as an Excel file and then analyzing the results directly there.

Column description

Columns are divided into three tabs directly in Marketing Miner. But you will find them all together in Excel. Let’s explain what they mean.


  • Content Analysis: Status of analyzed URL. If redirection or error occurs on the URL, the redirection or error status code will be displayed in the column. More about status codes can be found in the Status codes and redirects check manual.
  • Meta description: Meta description of the page.
  • H1: H1 heading of the page.
  • Title: Title of the page.
  • Title width: Title width in pixels.
  • Article Type: Automatic categorization of an article by its title (for example Guide, Quiz, and so on).
  • Comments: Number of comments in the article.


  • Reading Time: Approximate time to read content on that URL. It is calculated based on the number of words in the content.
  • Words: Number of words in the content.
  • Words without stop words: Number of words without the so-called “stop words,” such as “and”, “but” and so one.
  • Paragraphs: The number of paragraphs in the content of that URL.
  • Links: Number of internal and external links on the URL.
  • Number of external links: Number of external links on the URL.
  • Number of internal links: Number of internal links on the URL.
  • X-Robots-Tag: Content of X-Robots-Tag (if exists). Read more about X-robots-tag.
  • Meta robots: Content of meta robots tag. It might be follow, nofollow, index or noindex. You can find more information about this in guide URL indexability.
  • Rel=”next”: Indicates whether there is the following page marking anywhere in the content with rel=”next”.
  • Rel=”prev”: Indicates whether there is the previous page marking anywhere in the content with rel=”prev”.
  • Syllables: The number of syllables in the content of that URL.


Output analysis

When analyzing your own site, focus on analyzing titles, descriptions and H1 headings.

Title optimization

Marketing Miner will mark titles that are too long (over 600 px) in your output. You will see that in the Title width column. It is better to shorten these titles, as they will be cut after 600 px in the search engine, which would be a pity.

In addition to the titles length, you can also check if they contain important keywords, and whether they are written in an appealing way for users who can find your site in the search engine.

Meta description optimization

A similar approach, as for titles, also applies to descriptions. You should try to write meaningful and compelling descriptions, containing keywords and they shouldn’t be too long or too short. Also, it is not recommended to have one same description for more URLs. However, you don’t have to create a meta description for each page. Just focus on the important pages of the site or those that rank well in search engine and bring you traffic. It is all right if some of your meta descriptions remain empty.

H1 optimization

H1 headline is a headline that is visible not only in the search engine but also directly on the page and reader can see it right away. Therefore, it should be as attractive as possible and should tell what the site is about. Ideally, it should contain a keyword for which you are optimizing your page.

What else might be interesting for you from the perspective of your own site or when analyzing your competition?

Number of internal and external links per page

There should not be too many or too little. Few links can mean that your content is not well-founded by other sources. Too many links can seem untrustworthy and they will also get less link juice.

Number of comments

A high number of comments in the article can indicate the success of the article. If the article caused readers to respond, whether negative or positive, it is likely to be quality content. Focus on analyzing this content and get inspired.

Content Information

The number of words in the article is also an interesting indicator of how long articles, on average, your competitor creates and how well their length works or does not work.

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