SEO - when doing the right things doesn't help you improve rankings
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Transcript of SEO - when doing the right things doesn't help you improve rankings
© 2009 SEER Interactive | All Rights Reserved
Reverse Engineering Competitors Rankings04/07/2023
@wilreynolds
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3 steps
Step 1 - Background on REAL client example
Step 2 - How a losing SERP changed our process
Step 3 - Turn data analysis into SERP improvement
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“Let’s get
Busy”
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Client who has links from
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Client profile
• 10+ years online
• .edu links from research
• 4 million searches / month
• Newspaper / magazine links
• Some SERPS are adult category
• CEO is sought after by media outlets
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Competitive SERP
Only 1 result in the top 10 of Google had a link from 1-2 of these quality
magazine / newspaper sites
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Tee-Ball right?
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This guy is gonna love me
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What did those big media drops do?
Let me show you…
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Nothing Like Getting your Butt Kicked
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To make you change the way you do things
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What I needed…
• Needed to bring in a vast amount of data on the top 10 sites for target keyword.– Include big brands and exact match domains
even though you won’t learn a ton from them– More KWs = uncover trends
• Needed to be way more deep than PR & link tallies
• SEOQuake was not going to do it (poor mans)
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Time to get some data
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Manual Aggregation
• 80 factors
• About ½ come from OSE or are calculated by multiple OSE metrics
• Others come from– Twitter*– Delicious– Alexa– Majestic– YSE– Google webmaster tools
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Manual Aggregation
• Factors– # of links (excel limits at 10,000 – impacts %’s)– Compare OSE, YSE, Majestic (conditional
formats)– Linking domains relative to # of links (sitewides)– Linking domains w/o anchor– Linking domains w/ domain name as anchor– % of links with targeted anchor text– % links from edus – ex: competitor
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Factors to review
• Factors– Domain age– mR & mT– Major 301 event (trigger by outliers)– Steady growth (.edus / high mT)– % keywords in domain– # of linking domains over 25/50 domain auth– % of linking domains over 25/50 domain auth– % of links over 25/50 domain auth
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Manual Aggregation – Excel First
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The output of this data aggregation looks like this…
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API’s and scripts make mistakes
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Use validation to catch them• When PR is over 10• When # of OSE links > Majestic links• When AC Rank puts a domain in the top 10% yet it is not in
the top 40% mT/mR
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Visuals, Visuals, Visuals
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Visual Trends
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Link analysis visuals
Go from this
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% Anchor text vs Brand Links
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Link analysis
To this…
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Importance of Visuals
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So what did we learn from this experience?
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Gameplan FIRST
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Use analysis to uncover Un-Natural link building profiles
Yourself & Your competitors
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Un-Natural Works but is risky
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Client who is at 20% the average of the top 10 is 2.5% - time to diversify
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– Homepage link juice / domain authority on large sites does not really flow to article pages
– Authority links don’t add instant value– Big sites paginate like crap and bury stories
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What happens when you get exact match anchor text on a page 1 link from the homepage of one the most popular women’s magazines in the world…
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What happens when you get exact match anchor text on a page 1 link from the homepage of one the most popular women’s magazines in the world…
Nada35
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Refuse to take a butt kickin’ lying down
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Here’s what we did about it…
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Getting the links we NEEDED
Sought out pages that don’t cycle content that have been around for a LONG time:
– Sponsors– In Kind Donations– Testimonials– Supporters
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You must socially promote the page where your link lives.
Delicious
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You must socially promote the page where your link lives.
– Queries in Twitter– Queries in Forums [keyword phrase] + powered
by vbulletin / phpbb– Subscribe to search results in yahoo– Yahoo Answers
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Good homepage / evergreen page links
– Badges / Awards• Watch the anchor text
– Wordcamp / other “camps”– Edu discounts
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Bad homepage / evergreen page links
– Bought homepage links in blogrolls with exact match anchor text
– Watched bought links on homepages of “cigarette sites” work like a charm
– phpdircetory link swaps working like it was 2004
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What you learn from spammers
Reverse engineering rankings lets you see how long spam and aggressive tactics last
(actually watch the serps)43
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I see a site with only reciprocals + 2 kws in domain winning
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I see local cleaning up spam with one of our clients who has the weakest link profile in the top 10 (not in the 7 pack)
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Double D’s of SEO
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Diversificationefendability
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Manual Aggregation
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Download the exact / phrase match counter - http://bit.ly/boiFGz
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Create your game plan
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• Stop building links
• Build data on the top 10 and trend it (25 data points)
• Sign up for Majestic SEO, Raven, other tools with API’s
• Force yourself to practice excel
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• Create visuals of how you are getting beat
• Create conditional formats to trigger un-natural patterns for you and your competitors
• Use conditional formats & trends to learn how long spam works
• Execute your tail off
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Critical takeaway
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Stop link building without a game plan…