Python Script: Compare the Content of 2 Website Sitemaps on n-Gram Level

How does your content compare to your strongest competitor? To answer this question we build a small Python Script that is doing the following tasks:

  1. Download the sitemaps of the domains you want to compare
  2. Parse all URLs that are found in the sitemap and count n-Grams
  3. Calculate the ngram frequency in percent for each website to make them comparable
  4. Analyze the content focus for shared ngrams (both websites use the same words)
  5. Analyze the content gaps (one website uses ngrams that are not used by the other website)

To give you an example of how the results are looking like I compared searchengineland.com vs. searchenginejournal.com. When you run the Python Script you will receive a Excel file that is containing the following data:

Your result will have 3 Tabs: a) General Infos about the data used b) Shared N-Grams of both websites c) Exclusive N-Grams
The N-Gram Frequency for shared N-Grams
Exclusive N-Grams for both websites

Here you can find the Python Script for running that analysis – just change the 2 Sitemap URLs to your needs and run the script. All results are saved like in my screenshots:

# Pemavor.com Sitemap Content Comparison
# Author: Stefan Neefischer (stefan.neefischer@gmail.com)

#pip install openpyxl==3.0.4 

from openpyxl.formatting.rule import ColorScale, FormatObject, Rule
from openpyxl.styles import colors, Border, Side, Font, Alignment
from openpyxl.worksheet.table import Table
from urllib.request import urlparse
import advertools as adv
import pandas as pd

# ENTER THE URLS OF THE SITES THAT YOU WANT TO COMPARE
site1 = "https://WEBSITE_A/sitemap.xml"
#site2 = 'https://searchengineland.com/sitemap_index.xml'
site2="https://WEBSITE_B/sitemap.xml"
# The result will save in sitemap_comparison.xlsx file

site1_name = urlparse(site1).netloc.replace('www.', '')
site2_name = urlparse(site2).netloc.replace('www.', '')

def sitemap_ngram_analyzer(site):

    sitemap = adv.sitemap_to_df(site)
    sitemap = sitemap.dropna(subset=["loc"]).reset_index(drop=True)
    
    total_url_count = sitemap.shape[0]

    # Some sitemaps keeps urls with "/" on the end, some is with no "/"
    # If there is "/" on the end, we take the second last column as slugs
    # Else, the last column is the slug column
    slugs = sitemap['loc'].dropna()[sitemap['loc'].dropna().str.endswith('/')].str.split('/').str[-2].str.replace('-', ' ')
    slugs2 = sitemap['loc'].dropna()[~sitemap['loc'].dropna().str.endswith('/')].str.split('/').str[-1].str.replace('-', ' ')
    
    # Merge two series
    slugs = list(slugs) + list(slugs2)
    slugs = list(set(slugs))
    
    # adv.word_frequency automatically removes the stop words
    onegram_df = adv.word_frequency(slugs)
    twogram_df = adv.word_frequency(slugs, phrase_len=2)
    
    onegram_df['word'] = onegram_df['word'].astype(str)
    twogram_df['word'] = twogram_df['word'].astype(str)
 
    output_csv = pd.concat([onegram_df, twogram_df], ignore_index=True)\
                    .rename({'abs_freq':'Count','word':'Ngram'}, axis=1)\
                    .sort_values('Count', ascending=False)
    
    return output_csv, total_url_count
    
# call sitemap Ngram analyzer
df1, df1_url_count = sitemap_ngram_analyzer(site1)
df2, df2_url_count = sitemap_ngram_analyzer(site2)

#######  Creating Excel File  #######

site1_url_count = f'{df1_url_count:,}'
site2_url_count = f'{df2_url_count:,}'

total_url_df = pd.DataFrame([{site1_name: site1_url_count, site2_name: site2_url_count}])

desc1 = 'The shared Ngrams between the two sitemaps with their term frequencies.'
desc2 = 'The exclusive Ngrams for each sitemap with their term frequencies.'

df1_sum = df1['Count'].sum()
df2_sum = df2['Count'].sum()

ratio1_name = 'Term Frequency (%)\n' + site1_name
ngram1_name = 'Ngram\n' + site1_name
ratio2_name = 'Term Frequency (%)\n' + site2_name
ngram2_name = 'Ngram\n' + site2_name

merged_df = pd.merge(df1, df2, how='outer', on='Ngram', indicator=True)

merged_df[ratio1_name] = merged_df['Count_x'].apply(lambda x: round( (x / df1_sum)*100, 2))
merged_df[ratio2_name] = merged_df['Count_y'].apply(lambda x: round( (x / df2_sum)*100, 2))
merged_df.drop(['Count_x','Count_y'], axis=1, inplace=True)
merged_df = merged_df.dropna(subset=['Ngram']).reset_index(drop=True)
merged_df[[ratio1_name, ratio2_name]] = merged_df[[ratio1_name, ratio2_name]].replace(0, 0.001)

common_words = merged_df[merged_df['_merge'] == 'both'][[ratio1_name,'Ngram',ratio2_name]]
common_words = common_words.sort_values(ratio1_name, ascending=False)
common_words.columns = pd.MultiIndex.from_product([['Shared Ngrams'], common_words.columns])

just_left = merged_df[merged_df['_merge'] == 'left_only'][['Ngram',ratio1_name]]
just_left.loc[-1] = None,None
just_left = just_left.sort_index().reset_index(drop=True)
just_left = just_left.rename({'Ngram':ngram1_name}, axis=1)

just_right = merged_df[merged_df['_merge'] == 'right_only'][['Ngram',ratio2_name]]
just_right.loc[-1] = None,None
just_right = just_right.sort_index().reset_index(drop=True)
just_right = just_right.rename({'Ngram':ngram2_name}, axis=1)

first = FormatObject(type='min')
second = FormatObject(type='max')

color_scale = ColorScale(cfvo=[first, second], color=[colors.Color("ffef9c"), colors.Color("63be7b")])
rule = Rule(type='colorScale', colorScale=color_scale)

color_scale2 = ColorScale(cfvo=[first, second], color=[colors.Color("b0eeff"), colors.Color("2294e6")])
rule2 = Rule(type='colorScale', colorScale=color_scale2)

color_scale3 = ColorScale(cfvo=[first, second], color=[colors.Color("fff2c9"), colors.Color("f7ba00")])
rule3 = Rule(type='colorScale', colorScale=color_scale3)

with pd.ExcelWriter('sitemap_comparison.xlsx', engine="openpyxl") as writer:
    total_url_df.to_excel(writer, sheet_name='Sitemap Info', startrow=3, startcol=1, index=False)
    common_words.to_excel(writer, sheet_name='Shared Ngrams')
    just_left.to_excel(writer, sheet_name='Exclusive Ngrams', startrow=1, startcol=1, index=False)
    just_right.to_excel(writer, sheet_name='Exclusive Ngrams', startrow=1, startcol=4, index=False)
    
    worksheet = writer.sheets['Sitemap Info']

    worksheet.column_dimensions['B'].width = 22
    worksheet.column_dimensions['C'].width = 22

    worksheet['B1'] = f'Sitemap Comparison of {site1_name} and {site2_name}'
    worksheet['B1'].font = Font(bold=True, size='21')
    
    worksheet['B3'] = 'Total URLs'
    worksheet['B3'].font = Font(bold=True)
    worksheet['B3'].border = Border(top=Side(border_style='thin', color='000000'),
                                    left=Side(border_style='thin', color='000000'),
                                    bottom=Side(border_style=None))
    worksheet['C3'].border = Border(top=Side(border_style='thin', color='000000'),
                                    right=Side(border_style='thin', color='000000'),
                                    bottom=Side(border_style=None))
    worksheet['B4'].border = Border(top=Side(border_style=None),
                                    right=Side(border_style=None),
                                    left=Side(border_style='thin', color='000000'))
    worksheet['C4'].border = Border(top=Side(border_style=None),
                                    left=Side(border_style=None),
                                    right=Side(border_style='thin', color='000000'))
    worksheet['B5'].border = Border(left=Side(border_style='thin', color='000000'),
                                    bottom=Side(border_style='thin', color='000000'),
                                    right=Side(border_style='thin', color='000000'),
                                    top=Side(border_style='thin', color='000000'))
    worksheet['C5'].border = Border(right=Side(border_style='thin', color='000000'),
                                    bottom=Side(border_style='thin', color='000000'),
                                    top=Side(border_style='thin', color='000000'))
    
    worksheet.merge_cells('B3:C3')
    worksheet['B3'].alignment = Alignment(horizontal='center')
    worksheet['B5'].alignment = Alignment(horizontal='center')
    worksheet['C5'].alignment = Alignment(horizontal='center')
    
    worksheet['B7'] = 'In this file, you can see Ngram statistics and comparisons for page slugs that are contained in sitemaps'
    
    worksheet['B9'] = 'Worksheet'
    worksheet['B10'] = 'Shared Ngrams'
    worksheet['B11'] = 'Exclusive Ngrams'
    worksheet['C9'] = 'Description'
    worksheet['C10'] = desc1
    worksheet['C11'] = desc2
    worksheet['B9'].font = Font(bold=True)
    worksheet['C9'].font = Font(bold=True)
    
    ############ Shared Ngrams Part ############
    
    worksheet = writer.sheets['Shared Ngrams']

    worksheet.column_dimensions['B'].width = 22
    worksheet.column_dimensions['D'].width = 22
    worksheet.column_dimensions['C'].width = 17

    worksheet['B2'].alignment = Alignment(wrapText=True)
    worksheet['D2'].alignment = Alignment(wrapText=True)
    
    end = worksheet["A"][-1].coordinate
    for row1 in worksheet[f'A1:{end}']:
          for cell1 in row1:
            cell1.value = None
            cell1._style = worksheet['L2']._style
            
    start = worksheet["B"][1].coordinate
    end1 = worksheet["B"][-1].coordinate
    worksheet.conditional_formatting.add(f"{start}:{end1}", rule)
    
    start = worksheet["D"][1].coordinate
    end = worksheet["D"][-1].coordinate
    worksheet.conditional_formatting.add(f"{start}:{end}", rule)
    
    end = 3 + common_words.shape[0]
    worksheet.auto_filter.ref = f"B2:D{end}"

    ############ Exclusive Ngrams Part ############

    worksheet = writer.sheets['Exclusive Ngrams']

    worksheet['B1'] = 'Exclusive Ngrams'
    worksheet['B1'].font = Font(bold=True)
    
    worksheet['B1'].border = Border(top=Side(border_style='thin', color='000000'),
                                    left=Side(border_style='thin', color='000000'))
    worksheet['C1'].border = Border(top=Side(border_style='thin', color='000000'))
    worksheet['D1'].border = Border(top=Side(border_style='thin', color='000000'),
                                    bottom=Side(border_style='thin', color='000000'))
    worksheet['E1'].border = Border(top=Side(border_style='thin', color='000000'))
    worksheet['F1'].border = Border(right=Side(border_style='thin', color='000000'),
                                    top=Side(border_style='thin', color='000000'))
    worksheet['D2'].border = Border(bottom=Side(border_style='thin', color='000000'),
                                    top=Side(border_style='thin', color='000000'))
    
    worksheet.merge_cells('B1:F1')
    worksheet['B1'].alignment = Alignment(horizontal='center')

    worksheet['B2'].alignment = Alignment(wrapText=True)
    worksheet['C2'].alignment = Alignment(wrapText=True)
    worksheet['E2'].alignment = Alignment(wrapText=True)
    worksheet['F2'].alignment = Alignment(wrapText=True)
    
    worksheet.column_dimensions['B'].width = 22
    worksheet.column_dimensions['C'].width = 22
    worksheet.column_dimensions['E'].width = 22
    worksheet.column_dimensions['F'].width = 22
    
    ### Make table for filtering
    end = 2 + just_left.shape[0]
    tab1 = Table(displayName="Table1", ref=f"B2:C{end}")
    worksheet.add_table(tab1)

    end = 2 + just_right.shape[0]
    tab2 = Table(displayName="Table2", ref=f"E2:F{end}")
    worksheet.add_table(tab2)

    start = worksheet["C"][1].coordinate
    end = worksheet["C"][-1].coordinate
    worksheet.conditional_formatting.add(f"{start}:{end}", rule)
    
    start = worksheet["F"][1].coordinate
    end = worksheet["F"][-1].coordinate
    worksheet.conditional_formatting.add(f"{start}:{end}", rule)

    writer.save()
    
    print("Excel file saved")

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