ILO

The ILO App: A Step-by-Step Tool for Managing SEO Data and Improving Link Structures

Managing SEO efficiently can be a complicated process, especially for websites with a large number of pages. The ILO app aims to simplify this by offering a structured, step-by-step approach. It brings together tools for handling key aspects of SEO, like collecting performance data, mapping search queries to URLs, improving internal linking, and understanding user behaviour.

Built on Streamlit, the ILO app walks users through the entire process, starting with the basic task of collecting URLs and culminating in advanced link recommendations and ranking. Each tool is designed to fit naturally into the SEO workflow, ensuring that users can progress logically from one task to the next without getting overwhelmed.

This article will break down the ILO app’s features, showing how each tool fits into the overall SEO strategy and how it helps improve search performance and user engagement.

The Structure of the ILO App

The ILO app is set up in a sequence that reflects how SEO professionals typically approach optimising a website. It begins with foundational steps like gathering URLs and search performance data, then moves into deeper analysis with tools like query mapping and URL potential scoring. Finally, the app offers tools for refining internal links and making data-driven decisions to improve a site’s SEO performance.

1. Populating URLs: The First Step

The first tool users interact with is Populate URLs. This feature is straightforward but essential. It pulls all the relevant URLs from a website and stores them in the app’s database. Without this, the rest of the app wouldn’t have a clear picture of the site structure to work with.

It’s a basic but vital starting point. Users can either pull URLs from a sitemap, Google Search Console, or upload them manually if necessary. This ensures that all pages—especially those that are critical for SEO—are included in the analysis. This feature saves time, as users don’t need to manually track down URLs, but beyond this initial data collection, there isn’t much complexity to it.

Once the URLs are set, the rest of the app’s tools have the information they need to start providing insights.

2. Fetching Google Search Console Data: Getting the Performance Picture

With the URLs in place, the next step is gathering performance data through the Fetch GSC Data tool. This feature connects to Google Search Console (GSC) and pulls in key metrics like:

Impressions (how often a page appears in search results),
Clicks (the number of times users click on a page from search results),
CTR (Click-Through Rate, the percentage of impressions that result in clicks),
Average Position (the average ranking of a page for a query).

This data gives users a sense of how well their website is performing in search engines. They can narrow down the data by date ranges, countries, or devices (e.g. mobile or desktop) to focus on specific aspects of their audience or campaigns.

The tool allows users to centralise their GSC data in one place, eliminating the need for manual data exports. This data then serves as the foundation for further analysis in the ILO app, enabling users to make decisions based on current and historical performance metrics.

3. Query Intent Classification: Analysing What Users Want

Once performance data is in place, understanding the intent behind the queries becomes crucial. The Query Intent Classifier helps users categorise search queries based on user intent:

Informational: When users are seeking knowledge or answers.
Commercial: When users are looking to buy or research products or services.
Transactional: When users are ready to take action, like making a purchase.
Navigational: When users are searching for a specific website or page.

By understanding intent, users can tailor their content to better meet the needs of searchers. For example, if a high-traffic query is largely informational, it might be worth ensuring that the landing page offers clear answers or helpful guides. If the query is commercial, a product page or service offering should be more prominent.

The ILO app automates this process, saving time and ensuring accurate categorisation of queries. With this insight, users can align their content with what searchers are looking for, improving both user experience and search performance.

4. Mapping Queries to URLs: Connecting Users to the Right Pages

One of the most important tasks in SEO is making sure search queries are leading users to the most relevant pages on your site. The Map Queries to URLs tool takes care of this by analysing the search queries that are driving traffic to specific pages. It then maps these queries to their optimal landing pages based on metrics like impressions and clicks.

This tool is particularly useful for identifying mismatches between queries and URLs. For example, if a high-traffic query is directing users to a page that doesn’t fully answer their question or meet their needs, it can lead to high bounce rates. The ILO app helps users spot these mismatches so they can correct them, either by optimising the content on the landing page or redirecting traffic to a more appropriate URL.

By ensuring that search queries are leading to the right pages, this tool helps improve user engagement and ensures that SEO efforts are driving the best possible results.

5. CTR Stats and CTR Delta: Measuring Engagement Over Time

Click-Through Rate (CTR) is a key metric in SEO, as it measures how often users click on a link after seeing it in search results. A high CTR suggests that a page is relevant and attractive to searchers, while a low CTR might indicate that the title or meta description needs improvement.

The CTR Stats tool in the ILO app provides detailed insights into how CTR varies across different queries and pages. It allows users to identify which pages are performing well and which may need further optimisation.

In addition to current CTR stats, the CTR Delta feature tracks changes in CTR over time. This tool helps users see how their SEO efforts are impacting engagement. For instance, if a page’s CTR has improved significantly after a title or meta description update, this tool will highlight that positive change. Conversely, if a page’s CTR has dropped, users will know to investigate further and make adjustments.

These tools provide ongoing feedback on how well a website is engaging users through search, giving SEO professionals the data they need to refine their approach.

6. Traffic Projections: Planning for Future Growth

Knowing where your traffic is coming from and how it’s performing today is important, but it’s just as crucial to forecast future performance. The ILO app’s Traffic Projections feature helps users estimate how much traffic their pages and queries will drive in the future based on current and historical data.

This tool analyses metrics like impressions, clicks, and average position to predict future traffic trends. These insights are particularly useful for SEO planning, as they allow users to prioritise pages that have high growth potential. Pages that are showing upward trends in impressions and CTR can be targeted for further optimisation, while pages with declining traffic projections might need immediate attention.

By providing a window into future performance, this tool helps users plan their SEO efforts more effectively and set realistic traffic goals.

7. Calculating URL Potential: Identifying Opportunities

The Calculate URL Potential feature offers a practical way to prioritise pages for optimisation. It assigns each URL a score based on its total impressions and average position, showing which pages have the greatest potential to drive more traffic if optimised.

For example, a page with high impressions but a low average position could benefit from improved on-page SEO or additional backlinks to push it higher in the rankings. Conversely, a page with good rankings but few impressions might need better internal linking or content updates to attract more traffic.

The potential score simplifies decision-making by giving users a clear idea of which pages are worth focusing on. Instead of trying to optimise every page equally, users can target their efforts where they’ll have the most impact.

8. Scraping and Processing HTML: Examining Content in Detail

Content is central to SEO, and the Scrape and Store HTML tool allows users to dig deep into their website’s content. This feature automatically scrapes the HTML of each URL and stores it for analysis.

Once the content is scraped, the Process Content and Links tool provides an in-depth look at how well the content is optimised. It analyses keyword usage, internal and external links, and overall content structure. This analysis helps users identify areas where content could be improved to boost rankings.

For example, the tool might flag missing meta descriptions, identify opportunities to add internal links, or highlight overused keywords that could lead to keyword stuffing penalties.

This feature takes the guesswork out of content audits and ensures that users are following best practices for SEO.

9. Link Explorer and LinkBERT Predictions: Strengthening Internal Links

Internal linking is a critical component of SEO, helping search engines understand the relationship between different pages on a website. The Link Explorer tool in the ILO app helps users analyse their internal link structure, identifying pages that could benefit from additional links.

The LinkBERT Predictions feature takes this analysis further by using natural language processing (NLP) to suggest potential internal links. Based on the content of each page, LinkBERT identifies pages that should be linked together for better user navigation and SEO performance.

For example, if two pages discuss related topics but aren’t linked, the app will recommend creating a link between them. This not only improves the user experience but also helps distribute link equity more effectively across the site.

This feature makes it easy to optimise internal linking without the need for manual analysis, which can be time-consuming and prone to errors on large websites.

10. N-Gram Population: Uncovering Keyword Patterns

Keywords remain a fundamental part of SEO, and the Populate N-Grams tool helps users understand how keywords are being used across their site. It identifies sequences of words (n-grams) that appear frequently in both page content and search queries.

By analysing these patterns, users can see whether certain keywords are being overused or underutilised. This can help guide future content creation and keyword targeting. For example, if a blog post is meant to target a specific long-tail keyword but the analysis shows that related terms are missing, the content can be updated to include those terms.

This tool is particularly helpful for keyword audits and ensuring that content is aligned with user search behaviour.

11. PageRank Calculation: Assessing Authority

PageRank, the algorithm originally developed by Google, is still one of the key factors in determining the importance of a page. The ILO app’s PageRank Calculation tool analyses a website’s internal linking structure to calculate a PageRank score for each URL.

This score helps users understand which pages carry the most authority and which could benefit from more internal links. For example, if an important page has a low PageRank, it may be worth linking to it from more authoritative pages to boost its ranking potential.

By offering insight into the flow of link equity across a site, this tool helps users ensure that their internal links are set up in a way that supports their most important pages.

12. Link Recommendations and Ranking: Making Smart Link Decisions

The Generate Link Suggestions and Rank Link Suggestions features in the ILO app are designed to take the guesswork out of internal linking. Based on content analysis, URL potential, and query mapping, the app generates recommendations for internal links that will strengthen a website’s SEO performance.

The Rank Link Suggestions tool goes a step further by assigning a score to each suggestion, helping users prioritise the most impactful links. This scoring is based on a combination of factors like content similarity, URL potential, and link equity distribution.

By automating the process of link recommendations and ranking, the ILO app makes it easy for users to make data-driven decisions about their internal links.