Case Study:

guitarguitar SEO Spider Case Study

Improving user experience with the Screaming Frog SEO Spider


guitarguitar is the UK’s largest guitar retailer with 6 stores across the UK, running since 2004, with over 160 expert employees.

guitarguitar stocks everything a musician could possibly need, whether they’re a beginner, intermediate or pro player rocking the main stage.

They are the first and only UK guitar retailer to offer a 3-year warranty and 30-day exchange as standard.

The Brief

guitarguitar’s key objective has been to improve the user experience on their website as they’ve experienced issues with users having to go several pages deep when visiting some key pages – resulting in the user spending more time navigating, from one page to another.

The client knew that improving internal linking to these deeper pages would not only improve user experience, but also increase the flow of PageRank to them. This would make them more important in the eyes of the search engines and improve their organic visibility.

This presented a major challenge as guitarguitar knew what pages were 3+ clicks deep thanks to the crawl depth reporting in Screaming Frog but needed a seamless and quick solution to help identify linking opportunities across such a large website.

Our Strategy

The client was able to overcome the challenge using Screaming Frog, through the use of the custom search function.

They knew what pages required improved internal linking, but did not know how best to find, organise, and prioritise which pages should link to these deeper pages.

The client was able to bring together a list of primary, secondary, and sometimes tertiary keywords for each of the deep pages and run them through the custom search feature to find out which pages they were on already – without an existing hyperlink.

This greatly improved the speed that they have been able to find internal linking opportunities. These pages were updated to improve both UX, and flow of PageRank.

Without Screaming Frog’s custom search feature this would have been a hugely time-consuming task to undertake on a site of this scale.

Screaming Frog has become one of our key platforms when working on fixing broken links and finding internal linking opportunities across the website. We have been able to become much more efficient when undertaking these tasks and we’re able to invest this invaluable time and effort on other important aspects of SEO.

Nicole Cavin

SEO Executive


guitarguitar have experienced huge improvements in crawl depth where their internal link distribution and weak pages are getting stronger, and the volume of pages that are 3+ clicks away from the homepage are continually declining.

These changes have helped improve organic performance to these key pages and across the site, which can be seen in Sistrix below.

The client has also seen great improvements for indicative UX metrics such as both bounce rate and pages per session in Google Analytics.

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