Server access logs are a valuable but often overlooked SEO resource.
They capture every request to a website, providing a complete, unfiltered view of how users and bots interact with the site, offering crucial insights to boost your SEO strategy.
Learn why server access logs are essential for SEO, how to analyze them and how to use the insights and visualizations to improve your SEO strategy.
Why server access logs are essential for advanced SEO analysis
Many popular web analytics and tracking tools provide valuable insights but have inherent limitations.
They primarily capture JavaScript interactions or rely on browser cookies, meaning certain visitor interactions can be missed.
By default, tools like Google Analytics aim to filter out most non-human traffic and group requests into sessions mapped to channels.
Access logs track all server hits, capturing data on both human and bot users. This gives a clear, unfiltered view of site traffic, making log analysis a key tool for SEO, regardless of how users interact with the site.
The anatomy of a server access log entry
A complete server access log entry might look like this:
192.168.1.1 - - [10/Oct/2023:13:55:36 +0000] "GET /about-us.html HTTP/1.1" 200 1024 "https://www.example.com/home" "Mozilla/5.0 (compatible; Googlebot/2.1; +http://www.google.com/bot.html)" 0.237This entry represents a single request to the server and includes:
- IP address:
192.168.1.1- Identifies the client’s IP address.
- Timestamp:
[10/Oct/2023:13:55:36 +0000]- Indicates the date and time of the request.
- HTTP method:
GET- Specifies the type of request.
- Requested URL:
/about-us.html- The page being accessed.
- HTTP protocol:
HTTP/1.1- The protocol version used for the request.
- Status code:
200- Indicates a successful request.
- Bytes transferred:
1024- The size of data sent in response.
- Referrer URL:
https://www.example.com/home- The page the visitor came from.
- User-agent:
Mozilla/5.0 (compatible; Googlebot/2.1; +http://www.google.com/bot.html)- Identifies Googlebot as the client.
- Response time:
0.237- Time taken for the server to respond.
By analyzing each component, SEOs can:
- Understand user and bot behavior.
- Identify technical issues.
- Make data-driven decisions to improve SEO performance.
Granular visibility into bot activity
Logs are particularly useful for tracking bot activity, as they show how and when search engine crawlers interact with specific pages on a website.
Knowing how frequently Googlebot, Bingbot or other search engines crawl your site can help identify patterns and pinpoint which pages are prioritized – or overlooked – by bots, as well as identify high-value pages for better crawl budget “allocation.”
Access logs can help you answer questions like:
- What types of content are crawled most frequently by Googlebot?
- What share of overall requests land with a particular page type and how does that compare with the overall share of URLs?
- Are priority pages getting crawled as often as needed?
- Are there URLs that aren’t getting crawled at all?
- Are bot request patterns for certain content types consistent with requests from other user-agents and referrers? Can any insights be gleaned from the differences?
- Do some URLs get a disproportionate share of crawl requests?
- Is some priority content overlooked by bots?
- What percentage of total indexable URLs are requested by Googlebot?
If you find that high-priority pages or entire sections of the site are being overlooked by bots, it may be time to examine information architecture, the distribution of internal links or other technical issues.
Uncovering crawl efficiency opportunities
Understanding and monitoring the behaviors of search engine bots is particularly crucial for larger sites.
Combined with other tools, like Google Search Console (GSC), Google Analytics (GA) and BigQuery, server logs can help you build an end-to-end view of your organic search funnel and help spot deficiencies.
For a larger ecommerce site, this could include a site-wide or page-type level analysis that considers the full chain, including:
- Total URL count (CMS, database).
- Known URL count (GSC).
- Crawled URLs (GSC, XML Sitemaps, server logs).
- Indexed URLs (GSC).
- URLs getting impressions (GSC – BigQuery).
- URLs that get visits/clicks (GA, GSC – BigQuery, server logs).
- Conversions (GA).
Analyzing this chain helps identify issues and guide crawlers to prioritize important URLs while removing unnecessary ones, like duplicates or low-value content, to save crawl budget.
Examples of server access log analyses for SEO
Monitoring crawl activity over time
Use line graphs to illustrate bot visit trends, helping to detect changes in bot behavior over time.
A drastic drop in Googlebot visits may signal a problem that needs investigation, while spikes may indicate a code change that prompted Googlebot to re-crawl the site.
Diagnosing technical SEO issues via error distribution charts
Error distribution charts that track 404 or 500 errors can simplify error monitoring. Visualizing errors over time or by URL cluster helps identify recurring issues.
This can be valuable for troubleshooting 500 errors that occur only at peak hours and are related to platform performance issues, which may not be easily replicated.
Tools like BigQuery, ELK Stack or custom scripts can help automate the collection, analysis and real-time alerts for spikes in requests, 404 or 500 errors and other events.
Detecting unwanted bot activity (bot filtering)
Not all bot traffic is beneficial. Malicious bots and scrapers can be costly and harmful, overwhelming servers with requests and causing server strain, among other issues.
Use server access logs to identify unwanted bot traffic and set up IP filtering or bot-blocking mechanisms.
For example, monitoring for frequent access from certain IP addresses or non-search engine bots helps identify potential scraping bots, malicious actors, AI or competitor activity.
Rate limiting or even blocking unwanted bots reduces server load, protects content and allows the server to focus resources on valuable user and bot interactions.
Real-world examples of log analyses
Ecommerce site: Optimizing crawl efficiency and indexing priorities
Background
An ecommerce website with a vast product catalog spanning hundreds of categories struggled to maintain a desired level of organic visits to critical product pages, as they weren’t getting indexed quickly enough or re-crawled following content updates.
Challenge
Marketing web analytics tools didn’t provide the necessary insights to pinpoint root causes for page underperformance, prompting the SEO team to turn to server access logs.
Solution
Using server access logs, the team analyzed which URLs were being crawled most frequently and identified patterns in bot behavior.
They mapped the bot requests across different page types (such as products, categories and promotional pages) and discovered that bots were over-crawling static pages with minimal updates while missing high-priority content.
Armed with these insights, the team:
- Implemented internal linking adjustments to create new crawl pathways to higher-priority pages.
- Added noindex, nofollow tags to certain low-value pages (e.g., seasonal sale pages or archived content) to redirect crawl budget away from these URLs.
- Disallowed several types of search filters in robots.txt.
- Created dynamic XML sitemaps for newly added or updated product pages.
Results
The changes led to a more desirable distribution of crawl requests, leading to new products getting discovered and indexed within hours or days instead of weeks.
This improved organic visibility and traffic to product pages.
Media company: Mitigating unwanted bot traffic and reducing server load
Background
A media publisher website experienced high server loads, which resulted in slow response times and occasional site outages.
The site released frequent content updates, including news articles, blog posts and interactive media, making quick indexing and stable performance crucial.
Challenge
It was suspected that heavy bot traffic was placing a strain on server resources, leading to increased latency and occasional downtime.
Solution
Through analyzing server logs, it was determined that non-search engine bots – such as scrapers and crawlers from third-party services, as well as malicious bots – accounted for a significant portion of the overall requests.
The team detected patterns from specific IP ranges and bot user-agents that correlated with aggressive and malicious crawlers and:
- Blocked problematic IP addresses, as well as restricted access to certain bots via the robots.txt file.
- Introduced rate limiting for specific user agents known to overload the server.
- Set up real-time alerts for unusual traffic spikes, allowing the team to respond quickly to surges in unwanted bot traffic.
Results
The news publisher site saw considerably reduced server load and improved page load times.
As server strain decreased, search engine bots and human users accessed content more easily, leading to improved crawl and indexing and user engagement.
Using server access logs for advanced SEO insights
Server access logs provide SEOs with a depth of data that traditional web marketing and analytics tools simply can’t offer.
By capturing raw, unfiltered insights into user and bot interactions, server logs open up new possibilities for optimizing crawl distribution, enhancing technical SEO and gaining a more precise understanding of bot behavior.
source https://searchengineland.com/server-access-logs-seo-448131
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