Introduction

Sitebulb collects extensive data about your website during a crawl. This information is organised into columns that you can view, filter, and export across various report types. This guide details each data column in Sitebulb, explains its meaning, and shows how you can leverage it to enhance your website’s SEO, performance, and overall health. It may also be useful for LLMs to understand the technical terminology used on Sitebulb.

Data columns are grouped into categories (such as On Page, Links, or Performance) and are available across different report types, depending on the URL or element being analysed. Some columns appear only for internal URLs, some only for external URLs, and some for page resources such as images or scripts.

Report Types

Sitebulb organises data into several report types, each focused on a different aspect of your website. Here is an overview of what each report covers.

Report	What It Covers	Typical Use
URL List	Every URL discovered during the crawl, with hundreds of data points per URL covering structure, content, links, performance, and more.	The main report; use it to analyse any aspect of your pages.
Links	Every link found on your site (internal and external), including anchor text, link attributes, and link location.	Find broken links, analyse internal linking, review nofollow usage.
Resources	Page resources such as images, CSS files, JavaScript files, and fonts, including size, optimisation, and caching data.	Identify large images, uncompressed resources, and caching issues.
Anchor Text	Aggregated analysis of all anchor text used across your site, broken down by link type and location.	Spot generic anchor text, review internal linking patterns.
Spelling Errors	Spelling mistakes detected across your website content.	Find and fix typos and spelling issues across your site.
Content Search	Results from custom content search queries you define before the crawl.	Check whether specific text appears (or is missing) across your pages.
Structured Data (Objects)	Complete structured data objects (e.g. Product, Article, FAQPage) found on your pages, including validation results.	Verify your Schema.org markup and fix errors.
Structured Data (Properties)	Individual properties within structured data objects, with validation status.	Drill into specific fields within your structured data.
Search Console Keywords	Google Search Console keyword performance data linked to your URLs.	Understand which queries drive traffic and where keywords appear on your pages.

URL Scope

Not every data column applies to every URL. Sitebulb uses URL scopes to determine which columns are relevant. For example, when you filter a report to show only internal URLs, you will see columns specific to internal pages (such as indexability and on-page SEO factors), while external URL views show columns relevant to outbound link analysis.

Scope	Applies To	Example Columns
Internal	Pages on your own website	Indexable, Title Tag, Word Count, Core Web Vitals
External	Pages on other websites (outbound links)	HTTP Status, Link Count
Resource	Non-HTML resources (images, CSS, JS, fonts)	File Size, Compression, Cache Control
All	Every URL, regardless of type	URL, HTTP Status Code, Content Type

Search Console Keywords

When you connect Google Search Console to Sitebulb, keyword performance data is imported and linked to your internal URLs. This lets you see which search queries drive traffic to each page and whether those keywords appear in key on-page elements.

These columns only appear when Google Search Console integration is enabled, and data is available for the URL.

Column	Description	How To Use It
Clicks	The number of times users clicked through to this URL from Google search results.	Identify your highest-traffic pages and compare against impressions to spot opportunities.
Impressions	The number of times this URL appeared in Google search results for a given keyword.	High impressions with low clicks may indicate poor title tags or meta descriptions.
CTR	Click-through rate: the percentage of impressions that resulted in a click.	Low CTR suggests your search snippet could be improved. Compare against similar pages.
Position	The average ranking position in Google search results for this keyword.	Track which keywords you rank well for and which need improvement.
Keyword	The search query that triggered this URL to appear in results.	Understand what users are actually searching for when they find your pages.
Keywords in Query	The number of individual words in the search query.	Longer queries (3+ words) are often more specific and easier to target.
Is Branded	Whether the search query contains your brand name.	Separate branded from non-branded traffic to understand organic reach.
In URL	Whether the keyword appears in the page’s URL.	Keywords in URLs can help search engines understand page relevance.
In Title	Whether the keyword appears in the page’s title tag.	Title tag alignment with target keywords is a core ranking factor.
In Meta Description	Whether the keyword appears in the meta description.	Including keywords in meta descriptions can improve CTR (they appear bold in results).
In H1	Whether the keyword appears in the page’s H1 heading.	H1 alignment with search queries signals topical relevance.
In Top Anchor	Whether the keyword appears in the most common anchor text linking to this page.	Anchor text alignment with target keywords supports internal linking strategy.

Links

The Links report shows every individual link found during the crawl. Each row represents a single link instance, with data about the source page, destination URL, anchor text, and link attributes. This is essential for understanding how your site is connected internally and how it links out to other websites.

Column	Description	How To Use It
Target URL	The destination URL that the link points to.	Check where your links are going, especially useful for finding links to broken pages.
Target URL Rank (UR)	The URL Rank score of the destination page, based on internal link equity.	Understand which pages receive the most link value from your site structure.
Linking URL	The source page that contains this link.	Find which pages are linking to a specific destination.
Linking URL Rank (UR)	The URL Rank score of the source page.	Higher-authority source pages pass more link equity.
Anchor Text	The visible, clickable text of the link.	Review whether your anchor text is descriptive and relevant to the target page.
Bookmark	The fragment identifier (e.g. #section-name) if present.	Check that bookmark links point to real sections on the target page.
Contains Bookmark	Whether the link includes a # fragment.	Filter for links with anchors to audit jump links.
Bookmark Found	Whether the fragment target actually exists on the destination page.	Broken bookmarks lead to confusing user experiences.
Bookmark to Self	Whether the bookmark points to a section on the same page.	Common for table-of-contents or in-page navigation links.
JavaScript Status	Whether this link was discovered only through JavaScript rendering.	JavaScript-only links may not be crawled by all search engines.
Nofollow	Whether the link has a rel="nofollow" attribute.	Nofollow links do not pass link equity; review whether this is intentional.
Sponsored	Whether the link has a rel="sponsored" attribute.	Should be used on paid or sponsored links.
UGC	Whether the link has a rel="ugc" attribute.	Should be used on user-generated content links (comments, forum posts).
Image	Whether the link is wrapped around an image rather than text.	Image links use the image’s alt text as anchor text , make sure it’s descriptive.
Location	Where on the page the link appears (header, footer, navigation, or content).	Content links carry more SEO weight than navigation or footer links.
Internal	Whether the link points to a page on the same website.	Separate internal from external for different types of analysis.
Malformed	Whether the link URL is malformed or invalid.	Malformed links won’t work properly; fix them immediately.
Crawl Status	The crawl status of the target URL.	Quickly identify links pointing to pages that returned errors.
Has Non-descriptive Text	Whether the anchor text is generic (e.g. “click here”, “read more”).	Replace generic anchor text with descriptive text for better SEO and accessibility.
Has URL Rank	Whether this link passes URL Rank value to the target.	Useful for understanding your site’s link equity flow.
Linking URLs	The total number of URLs that link to this target.	Helps identify your most-linked-to pages.
CSS Path	The CSS selector path to the link element in the page’s HTML.	Useful for developers investigating link placement.

Resources

The Resources report covers non-HTML assets loaded by your pages: images, CSS stylesheets, JavaScript files, fonts, and other media. Optimising these resources directly affects page load speed and Core Web Vitals scores.

Image Data

Column	Description	How To Use It
Scaled Image	Whether the image is being displayed smaller than its actual dimensions.	Serving oversized images wastes bandwidth. Resize images to match their display size.
Missing Alt Text	Whether the image is missing an alt attribute.	Alt text is essential for accessibility and helps search engines understand image content.
Alt Text	The value of the image’s alt attribute.	Review for quality; alt text should describe the image accurately and concisely.
Client Width / Height	The rendered dimensions of the image in the browser.	Compare against natural dimensions to check for scaling issues.
Natural Width / Height	The original pixel dimensions of the image file.	Large natural dimensions on small display areas indicate optimisation opportunities.
Display Width / Height	The dimensions applied via CSS.	CSS-controlled sizing , useful for responsive design auditing.
Attribute Width / Height	The width and height set via HTML attributes.	Setting HTML width/height attributes prevents layout shift (improves CLS).
Is OffScreen	Whether the image is positioned outside the visible viewport.	Offscreen images should use lazy loading to avoid unnecessary data transfer.
Is Hidden	Whether the image is hidden via CSS.	Hidden images still load; consider removing them if not needed.
Defer OffScreen	Whether this image is a good candidate for lazy loading.	Add loading="lazy" to images flagged here to improve page speed.
Is Picture	Whether the image uses the HTML <picture> element.	The <picture> element enables serving different image formats to different browsers.
Total Pixels	The total pixel count of the image.	Very high pixel counts indicate images that may need resizing.
Visible Pixels	The number of pixels actually visible in the viewport.	Compare against total pixels to find images where most of the data is wasted.

File and Transfer Data

Column	Description	How To Use It
Is CSS	Whether this resource is a CSS background image.	CSS background images may need different optimisation approaches than inline images.
Lazy Loading	The value of the loading attribute (lazy or eager).	Ensure offscreen images use lazy loading and above-the-fold images use eager.
Total Size (kB)	The uncompressed file size in kilobytes.	Large files slow down your page; look for anything unexpectedly big.
Compressed Size (kB)	The compressed transfer size (after gzip/brotli).	Compare with total size to check compression effectiveness.
Downloaded	Whether the resource was successfully downloaded during the crawl.	Failed downloads may indicate server issues or access restrictions.

Optimisation Opportunities

Column	Description	How To Use It
Wasted Coverage Size (kB)	The amount of unused JavaScript or CSS in kilobytes.	Remove or defer unused code to reduce page weight and improve load times.
Wasted Coverage Percentage	The percentage of the file that is unused.	High percentages suggest the file could be split or tree-shaken.
Next-Gen Format (kB)	Potential savings from converting to WebP or AVIF.	Modern image formats can reduce file size by 25–50% without quality loss.
Efficient Animated Content Savings (kB)	Potential savings from converting animated GIFs to video.	Replacing GIFs with MP4/WebM videos dramatically reduces file size.
Encoding Image Saving (kB)	Potential savings from better image compression.	Re-encode images with optimal quality settings without visible quality loss.
Potential Render Blocking Savings (ms)	Estimated time savings from async/defer loading.	Render-blocking resources delay first paint , defer or async load where possible.
Passed @font-face display URLs	Number of font declarations with font-display set.	Setting font-display ensures text is visible while fonts load.
Failed @font-face display URLs	Number of font declarations missing font-display.	Add font-display: swap (or optional) to prevent invisible text during font loading.

Caching

Column	Description	How To Use It
Expires Date	How many days until the cached resource expires.	Short expiry times mean browsers re-download resources on repeat visits.
Cache Control	The Cache-Control header value for this resource.	Review caching policies; static assets should have long cache durations.

Anchor Text

The Anchor Text report totals up all anchor text used across your site, showing how often each piece of text is used, where it appears, and what types of links it is associated with. This is valuable for understanding your internal linking language and identifying generic or unhelpful anchor text.

Column	Description	How To Use It
Anchor Text	The clickable text content of the link.	Review your most-used anchor text for relevance and variety.
Words	The number of words in the anchor text.	Very short (1 word) or very long anchor text may need attention.
Internal	Whether this anchor text is used on internal links.	Focus on internal anchor text for on-site SEO improvements.
Non-descriptive	Whether the text is generic (e.g. “click here”, “learn more”).	Replace generic text with descriptive anchor text that tells users and search engines what to expect.
Links	Total number of link instances using this anchor text.	High counts for the same text may indicate template-driven links.
Unique Links	Number of unique source-to-target link combinations.	Helps distinguish template links from genuine content links.
Linking URLs	Number of distinct source pages using this anchor text.	Understand how widely this anchor text is used across your site.
Target URLs	Number of distinct destination pages this anchor text points to.	Many targets for the same text may dilute its SEO value.
Navigation	How many of these links are in the navigation.	Navigation links appear on every page; their anchor text is important for site structure signals.
Content	How many of these links are in the main content area.	Content links are the most valuable for SEO.
Header	How many of these links are in the header.	Header links are typically sitewide navigation.
Footer	How many of these links are in the footer.	Footer links are often utility links (privacy, terms, etc.).
Image	How many of these links are on images.	Image links use alt text as anchor text; check alt text quality.
Nofollow	How many of these links have nofollow.	Review whether nofollow is intentionally applied to these links.
Sponsored	How many of these links are marked as sponsored.	Verify that sponsored links are correctly attributed.
UGC	How many of these links are marked as user-generated content.	UGC links should be clearly distinguished from editorial links.

Spelling Errors

When spelling analysis is enabled, Sitebulb checks your page content for spelling mistakes. The Spelling Errors report aggregates all detected errors so you can prioritise fixes across your site.

Column	Description	How To Use It
Word	The misspelt word that was detected.	Review each word; some may be technical terms or brand names that should be added to a custom dictionary.
Total	The total number of times this misspelling appears across all pages.	High counts indicate a recurring error worth fixing site-wide.
URLs	The number of pages where this misspelling was found.	More URLs affected means greater urgency to fix.
Language Code	The language detected for the page content.	Check that the correct language is being detected for accurate spell-checking.
Example URL	A sample page where this error appears.	Use this to quickly navigate to a page and verify the error in context.
Suggestions	Suggested corrections for the misspelling.	Review suggestions before making changes , context matters.

Content Search

Content Search lets you define custom search terms before starting a crawl. Sitebulb then checks every crawled page for those terms and reports where they appear and how often.

Column	Description	How To Use It
Term	The search term or phrase you defined.	Use this to verify whether specific content, phone numbers, disclaimers, or tracking codes appear across your site.
Count	The number of times this term was found on the page.	Zero means the term is missing from that URL , useful for finding pages that should contain specific content.

Structured Data

Sitebulb analyses all structured data markup (JSON-LD, Microdata, and RDFa) on your pages, validating it against Schema.org specifications and Google’s rich result requirements. Data is split into two report levels: objects (the complete entities like Product or Article) and properties (individual fields within those entities).

Structured Data Objects

Each row represents a complete structured data entity found on a page.

Column	Description	How To Use It
@id	The unique identifier of the structured data object.	Check that @id values are consistent and use absolute URLs where appropriate.
Schema Type	The Schema.org type (e.g. Product, Article, FAQPage).	Verify that the correct schema type is being used for each page.
Search Feature	Which Google search feature this object may be eligible for.	Understand which rich results your markup could trigger.
Format	The markup format used: JSON-LD, Microdata, or RDFa.	Google recommends JSON-LD , consider migrating from other formats.
Error	Whether the object has a validation error.	Objects with errors will not be eligible for rich results.
Schema Errors	Number of errors against the Schema.org specification.	Fix schema errors to ensure your markup is technically correct.
Google Errors	Number of errors against Google’s specific requirements.	Google errors prevent rich result eligibility; prioritise these.
Google Warnings	Number of warnings from Google’s validation.	Warnings suggest improvements that could enhance your rich results.
Children Schema Errors	Schema.org errors in nested/child objects.	Errors in nested objects can affect the parent object’s validity.
Children Google Errors	Google-specific errors in nested objects.	Fix child errors to ensure the complete object qualifies for rich results.
Children Google Warnings	Google warnings in nested objects.	Address child warnings to maximise rich result quality.

Structured Data Properties

Each row represents an individual property within a structured data object, allowing you to drill into the detail.

Column	Description	How To Use It
Schema Type	The Schema.org type of the parent object.	Understand which entity this property belongs to.
Search Feature	The Google search feature the parent object targets.	See which rich result feature depends on this property being correct.
Name	The property name (e.g. “name”, “price”, “image”).	Verify that all required and recommended properties are present.
Value	The actual value of the property.	Check that values are correct and properly formatted.
Error	Whether this property has a validation error.	Fix property-level errors to ensure the parent object validates correctly.

URL List Columns

The URL List is Sitebulb’s most comprehensive report, with data points covering virtually every aspect of each page. With nearly 600 data columns, it provides a complete picture of your website. Below is a breakdown by category.

URL Structure

Basic information about the URL itself, including its structure, how it was found, and whether it has any formatting issues.

Category	What It Includes	Why It Matters
URL Basics	The full URL, URL type, scheme (HTTP/HTTPS), host, subdomain, and crawl depth.	Understanding your URL structure helps identify issues like inconsistent protocols, unnecessary subdomains, or pages buried too deep in your site.
URL Quality	Checks for double slashes, non-ASCII characters, uppercase letters, spaces, and overly long URLs.	Clean, well-formatted URLs are easier for search engines to crawl and for users to understand.
Query Strings	Number of parameters, repetitive parameters, pagination parameters, tracking parameters, and session IDs.	Excessive query parameters can cause crawl waste and duplicate content issues.
XML Sitemap	Whether the URL appears in your XML sitemap.	URLs you want indexed should be in the sitemap; URLs you don’t want indexed should not be.
URL Source	How the URL was discovered: by the crawler, in sitemaps, in Google Analytics, in Search Console, or in a URL list.	Understanding discovery sources helps you identify orphan pages and coverage gaps.
Crawl Depth	The minimum number of clicks from the start URL to reach this page.	Deep pages (4+ clicks) may be harder for search engines to discover and are less likely to rank.
Base URL	The resolved base URL for relative link resolution.	Incorrect base URLs can cause all relative links on a page to break.

HTTP Response

Data from the server’s response when Sitebulb requested each URL.

Category	What It Includes	Why It Matters
Status Code	The HTTP status code (e.g. 200, 301, 404, 500), status text, and any error messages.	Status codes tell you whether pages are working, redirecting, or broken.
Caching Headers	Compression type, Cache-Control, ETag, Expires, and Vary headers.	Proper caching headers improve repeat visit performance and reduce server load.
Cookies	The number of cookies set by the response.	Excessive cookies increase request size and may raise privacy compliance concerns.

File Properties

Category	What It Includes	Why It Matters
Content Type	The content type and MIME type of the response.	Correct content types ensure browsers and search engines handle your pages properly.
File Size	Individual file size and total page size (including all resources).	Large pages load slowly and consume more bandwidth , aim for lean pages.
Encoding	Character encoding (e.g. UTF-8) and content encoding.	Incorrect encoding can cause character display issues across different browsers and regions.
Minification	Whether JavaScript and CSS files are minified.	Minified files are smaller and load faster.

Indexability

Columns that determine whether a page can appear in search engine results.

Category	What It Includes	Why It Matters
Indexable Status	Whether the URL is indexable, and the reason if it is not (noindex, canonicalised, robots.txt blocked, etc.).	The single most important SEO column; if a page isn’t indexable, it cannot rank.
Robots Directives	All robots meta directives: noindex, nofollow, noarchive, nosnippet, max-snippet, max-image-preview, max-video-preview, and more.	Fine-grained control over how search engines treat each page.
Canonical	Canonical URL, canonical status, whether it’s self-referencing, and incoming canonical count.	Canonical tags consolidate ranking signals and prevent duplicate content issues.
Robots.txt	Whether the URL is allowed or blocked by robots.txt.	Blocked pages cannot be crawled, which affects indexation and link equity flow.

International

Category	What It Includes	Why It Matters
Hreflang	Hreflang annotations, validity, language and region codes, and alternate page URLs.	Hreflang tells search engines which language version of a page to show in each country.
Language	Detected page language, HTML lang attribute, and any conflicts between declared and detected language.	Correct language signals help search engines serve the right version to users.

Link Metrics (URL Level)

Aggregated link data for each URL, showing how well-connected each page is within your site and to external sites.

Category	What It Includes	Why It Matters
Incoming Links	Total incoming internal links, external links, and unique linking URLs.	Pages with few incoming links may be hard for search engines and users to discover.
Outgoing Links	Total outgoing internal and external links.	Pages with many outgoing links may dilute link equity.
URL Rank	Sitebulb’s URL Rank score based on internal link equity.	Higher URL Rank indicates greater authority from your site’s link structure.
Link Locations	Breakdown by location: navigation, content, header, and footer.	Content links are more valuable for SEO than navigational links.
Link Types	Breakdown by type: text, image, and JavaScript links.	Ensure important links are standard HTML text links for maximum crawlability.
Link Attributes	Breakdown by relationship: nofollow, sponsored, and UGC.	Review whether link attributes are correctly applied across your pages.

On-Page SEO

The core on-page elements that search engines use to understand and rank your content.

Category	What It Includes	Why It Matters
Title Tag	Title text, character length, pixel width, and issues (missing, duplicate, too long, too short).	The title tag is the most important on-page ranking factor and appears in search results.
Meta Description	Description text, character length, pixel width, and issues.	Meta descriptions don’t directly affect rankings but strongly influence click-through rate.
H1 Heading	H1 text, presence, count, and issues (missing, duplicate, multiple).	The H1 should clearly describe the page’s main topic.
Heading Structure	H2 through H6 counts and hierarchy.	A logical heading structure helps search engines understand your content’s organisation.
Content	Word count, sentence count, text-to-HTML ratio, and DOM node count.	Thin content (low word count) may not provide enough value to rank. High DOM counts can slow rendering.
Readability	Flesch Reading Ease score, Flesch-Kincaid Grade Level.	Match readability to your target audience; simpler text often performs better in search.

Pagination

Category	What It Includes	Why It Matters
Pagination Status	Whether the page is paginated, rel=prev/next attributes, view-all page, and self-referencing pagination.	Correct pagination signals help search engines understand multi-page content sequences.

Redirects

Category	What It Includes	Why It Matters
Redirect Data	Redirect chains, target URLs, redirect type (301, 302, 307, 308, JavaScript, meta refresh), and chain length.	Long redirect chains waste crawl budget and slow page loads. Temporary redirects (302) don’t pass full link equity.

Resource Metrics (URL Level)

Category	What It Includes	Why It Matters
Resource Counts	Image count, JavaScript file count, CSS file count, font count, and third-party resource count per page.	Too many resources slow page loads. Third-party resources add latency and are outside your control.
Resource Sizes	Total image size, JavaScript size, and CSS size per page.	Large resource totals are a common cause of poor page speed scores.

Performance and Web Vitals

Page speed and user experience metrics, including Google’s Core Web Vitals.

Category	What It Includes	Why It Matters
Page Load Timing	DOMContentLoaded time, Load time, and Total Time.	Basic timing metrics that indicate how quickly pages become usable.
Core Web Vitals	Largest Contentful Paint (LCP), First Input Delay (FID), Cumulative Layout Shift (CLS), First Contentful Paint (FCP), Time to Interactive (TTI), Total Blocking Time (TBT), and Speed Index (SI).	Core Web Vitals are a Google ranking factor. Poor scores can directly impact your search visibility.
Lighthouse Scores	Performance, Accessibility, Best Practices, and SEO scores.	Lighthouse scores provide a quick summary of page quality across key dimensions.

Google Analytics and Search Console

Category	What It Includes	Why It Matters
Google Analytics	Sessions, users, bounce rate, and page value from Google Analytics.	Combine crawl data with traffic data to prioritise fixes by business impact.
Search Console	Clicks, impressions, CTR, and average position from Google Search Console.	Understand organic search performance at the page level.

Social Markup

Category	What It Includes	Why It Matters
Open Graph	og:type, og:title, og:description, and og:image.	Open Graph tags control how your pages appear when shared on Facebook, LinkedIn, and other platforms.
Twitter Card	Card type, title, description, and image.	Twitter Card tags control how your pages appear when shared on Twitter/X.
Facebook	fb:app_id and article:author.	Additional Facebook-specific metadata for content attribution.

Security

Category	What It Includes	Why It Matters
HTTPS and Security	HTTPS usage, mixed content warnings, and security headers (HSTS, Content Security Policy, X-Frame-Options).	HTTPS is a ranking signal. Mixed content and missing security headers create vulnerabilities.

Accessibility

Category	What It Includes	Why It Matters
Accessibility	ARIA attributes, accessibility issues, and colour contrast problems.	Accessible websites reach more users and align with legal requirements in many regions. Google also uses accessibility signals.

AMP

Category	What It Includes	Why It Matters
AMP	AMP status, validity, and errors.	If you use Accelerated Mobile Pages, Sitebulb validates your AMP markup and reports issues.

URL Inspection

Category	What It Includes	Why It Matters
URL Inspection	Google URL Inspection API data including index coverage status and mobile usability.	See exactly how Google views each URL, whether it’s indexed, mobile-friendly, and whether there are any issues.

Sitebulb Data Columns