Content Lens helps you audit content quality at scale from both an SEO and AI Search perspective.
It evaluates pages collected during a crawl and provides page-level scores, explanations, suggestions, and recommended actions. This helps you identify which pages are strong, which pages need improvement, and where your team should focus first.
Content Lens is especially useful when you want to understand whether your pages:
answer the main search intent clearly;
cover the important subtopics and follow-up questions users may have;
are easy to read, scan, and understand;
use clear title tags, meta descriptions, and headings;
contain language issues that may affect clarity or trust.
Once the crawl is complete, you can use the Content Lens dashboards to review content quality across your site, compare page groups, and prioritize improvements.
How to activate Content Lens
You have two options:
1) Create a new crawl configuration
2) Update your existing crawl configuration
1) Create a new crawl configuration
Go to your project page:
Click on Create configuration
Select the Content Lens card
Follow the configuration steps
2) Update an existing crawl configuration
Go to your project page:
Click on Edit configuration
Select your crawl configuration and click edit
Go to the analysis tab and Content Lens bloc
Enable Content Lens:
Content Lens limits and filters
Content Lens includes configuration options to help you control which pages are analyzed and manage your Content Lens quota accordingly.
Note: Crawl with Content Lens enabled will consume both crawl tokens and AI content analysis tokens. If limits and filters apply, it will only affect the AI content analysis tokens consumption.
Option | Description |
Max URLs to analyze | Limits the number of pages analyzed by Content Lens. |
Max analysis depth | Analyzes only pages found within a specific crawl depth. |
Indexable pages only | Restricts the analysis to indexable pages. |
Minimum word count | Excludes pages with too little readable content. |
Included URL regex | Only include URLs matching a specific pattern. |
Exclude boilerplate content
Before running a Content Lens analysis, we recommend excluding boilerplate content from the crawl.
Boilerplate content includes repeated page elements such as:
headers;
navigation menus;
footers;
cookie banners;
repeated promotional blocks;
newsletter blocks.
Excluding boilerplate helps Content Lens focus on the main content of each page.
This is especially important for large websites where repeated template blocks can represent a large part of the extracted text.
Learn how to configure content exclusion here:
https://help.oncrawl.com/en/articles/10513044-optimize-content-analysis-with-the-exclude-content-feature
Content Lens Dashboards
After the crawl, Content Lens results are available in Content Quality dashboard which comes with two tabs:
Overview
Actions
Overview dashboard
The Overview dashboard gives a high-level view of content quality across analyzed pages.
Use it to review:
the number of analyzed pages;
the average Content Quality Score;
the distribution of pages by score range;
average scores by criterion;
score distribution by page group.
This dashboard helps you identify which sections of the site have the strongest or weakest content quality.
Actions dashboard
The Actions dashboard helps you prioritize content improvements.
Use it to find:
pages with CTR improvement opportunities;
pages that need stronger semantic coverage;
pages that may require a strategic rewrite;
recommended actions by page group;
weak or needs-improvement pages with SEO potential.
When Google Search Console data is connected, the Actions dashboard can help prioritize pages based on impressions, clicks, CTR, and position.
Metrics available
Content Lens provides the following metrics:
Scores
Content Quality Score
Query Fanout Coverage Score
Relevance & User Experience Score
Meta Tags Optimization Score
Heading Structure Score
Grammar & Spelling Score
Explanations
Query Fanout Coverage explanation
Relevance & User Experience explanation
Meta Tags Optimization explanation
Heading Structure explanation
Grammar & Spelling explanation
Suggestions
Query Fanout Coverage suggestions
Relevance & User Experience suggestions
Meta Tags Optimization suggestions
Heading Structure suggestions
Grammar & Spelling suggestions
Actions
Actions for Improvement
More details on the metrics definitions and scoring system available here: https://help.oncrawl.com/en/articles/15431888-content-lens-scoring-and-metrics-definitions
Best practices
Create a dedicated crawl profile for Content Lens.
Apply content exclusion before launching the crawl.
Start with your most important page groups.
Use filters and limits to avoid analyzing low-value URLs.
Use page groups to compare templates, sections, or content types.
Connect Google Search Console data to prioritize pages with SEO potential.
Start with pages that combine weak scores, high impressions, and clear recommended actions.